{"id":11572,"date":"2017-08-01T12:07:23","date_gmt":"2017-08-01T12:07:23","guid":{"rendered":"https:\/\/www.calabrio.com\/blog\/5-priorites-pour-aider-les-specialistes-du-marketing-a-sapproprier-lexperience-client"},"modified":"2025-09-02T06:02:21","modified_gmt":"2025-09-02T06:02:21","slug":"5-priorites-pour-aider-les-specialistes-du-marketing-a-sapproprier-lexperience-client","status":"publish","type":"post","link":"https:\/\/www.calabrio.com\/fr\/blog\/5-priorites-pour-aider-les-specialistes-du-marketing-a-sapproprier-lexperience-client\/","title":{"rendered":"5 priorit\u00e9s pour aider les sp\u00e9cialistes du marketing \u00e0 s&rsquo;approprier l&rsquo;exp\u00e9rience client"},"content":{"rendered":"\n<section\n\tid=\"\"\n\tclass=\"section-blog-case-study pb-l\/l md:pb-l\/xxl\"\n\tdata-theme-block-id=\"block_133e97c03af79a6964aa0de9b09c16c0\"\n\tdata-aos=\"fade-up\"\n>\n\t<div class=\"relative\">\n\t\t\t\t\t<div class=\"absolute top-0 left-c\/xl pt-0 lg:pt-4 md:mt-c\/m lg:mt-0\">\n\t\t\t\t<div class=\"py-c\/xs md:py-c\/l xl:py-c\/xs\">\n\t\t\t\t\t<ul class=\"flex gap-2 line-clamp-1 body-small\"><\/ul>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"flex lg:flex-row justify-between md:pt-l\/xl  flex-col\">\n\t\t\t<div class=\"container mt-c\/l md:-mt-c\/m lg:w-[calc(100%\/240*139)] lg:pb-0 flex flex-col gap-c\/xl md:gap-c\/l lg:px-c\/xxl xl:pr-[170px]  pt-c\/xxl lg:py-c\/xxl\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"flex flex-row gap-c\/m pt-c\/s md:pt-c\/l flex-wrap\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<p class=\"w-fit body-small text-text-secondary-aa font-medium px-c\/m py-c\/xs bg-background-secondary rounded-xs cursor-pointer\">Analytique <\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t<h1 class=\"heading-medium pb-c\/m\">5 priorit\u00e9s pour aider les sp\u00e9cialistes du marketing \u00e0 s&rsquo;approprier l&rsquo;exp\u00e9rience client<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t<div class=\"relative lg:w-[calc(100%\/200*101)] xl:w-[calc(100%\/240*101)]\" data-aos=\"fade-up\" data-aos-delay=\"250\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n\t\t<style>\n\t[data-theme-block-id=\"block_133e97c03af79a6964aa0de9b09c16c0\"] {\n\t\t@media only screen and (max-width: 743px) {\n\t\t\t\t\t\t\t\t}\n\t\t@media only screen and (min-width: 744px) {\n\t\t\t\t\t\t\t\t}\n\t}\n\t<\/style>\n\n<div class=\"container group page-layout flex flex-col flex-wrap lg:flex-row gap-l\/xxl lg:gap-gutter py-l\/xxl lg:py-l\/xs blg_inner_container\" data-module=\"page-layout\">\n\t\t\t\t\t\n\t<div\n\t\tclass=\"w-full aos-init aos-animate gap-c\/l flex flex-col\"\n\t\tdata-module=\"sticky-nav\"\n\t\tdata-aos=\"fade-up\"\n\t>\n\n\n\t<div class=\"flex justify-between items-center\">\n\t\t<p class=\"body-medium text-text-tertiary-aa\">Share<\/p>\n\n\t\t<div class=\"flex\">\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2F5-priorites-pour-aider-les-specialistes-du-marketing-a-sapproprier-lexperience-client%2F\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin border-stroke-tertiary hover:opacity-85\"\n\t\t\t\taria-label=\"\"\n\t\t\t>\n\t\t\t\t<svg width=\"18\" height=\"18\" viewBox=\"0 0 18 18\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59672)\">\n<path d=\"M16.6676 0H1.32891C0.594141 0 0 0.580078 0 1.29727V16.6992C0 17.4164 0.594141 18 1.32891 18H16.6676C17.4023 18 18 17.4164 18 16.7027V1.29727C18 0.580078 17.4023 0 16.6676 0ZM5.34023 15.3387H2.66836V6.74648H5.34023V15.3387ZM4.0043 5.57578C3.14648 5.57578 2.45391 4.8832 2.45391 4.02891C2.45391 3.17461 3.14648 2.48203 4.0043 2.48203C4.85859 2.48203 5.55117 3.17461 5.55117 4.02891C5.55117 4.87969 4.85859 5.57578 4.0043 5.57578ZM15.3387 15.3387H12.6703V11.1621C12.6703 10.1672 12.6527 8.88398 11.2816 8.88398C9.89297 8.88398 9.68203 9.97031 9.68203 11.0918V15.3387H7.01719V6.74648H9.57656V7.9207H9.61172C9.9668 7.2457 10.8387 6.53203 12.1359 6.53203C14.8395 6.53203 15.3387 8.31094 15.3387 10.6242V15.3387Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59672\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2F5-priorites-pour-aider-les-specialistes-du-marketing-a-sapproprier-lexperience-client%2F&#038;text=5 priorit\u00e9s pour aider les sp\u00e9cialistes du marketing \u00e0 s&rsquo;approprier l&rsquo;exp\u00e9rience client\"\n\t\t\t\ttarget=\"_blank\"\n\t\t\t\trel=\"noopener noreferrer\"\n\t\t\t\tclass=\"w-10 h-10 flex justify-center items-center p-c\/s border-thin 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_2513_59678)\">\n<path d=\"M9 0C4.02948 0 0 4.02948 0 9C0 13.2206 2.90592 16.7623 6.82596 17.735V11.7504H4.97016V9H6.82596V7.81488C6.82596 4.75164 8.21232 3.3318 11.2198 3.3318C11.79 3.3318 12.7739 3.44376 13.1764 3.55536V6.04836C12.964 6.02604 12.595 6.01488 12.1367 6.01488C10.661 6.01488 10.0908 6.57396 10.0908 8.02728V9H13.0306L12.5255 11.7504H10.0908V17.9341C14.5472 17.3959 18.0004 13.6015 18.0004 9C18 4.02948 13.9705 0 9 0Z\" fill=\"#2356E7\"\/>\n<\/g>\n<defs>\n<clipPath id=\"clip0_2513_59678\">\n<rect width=\"18\" height=\"18\" fill=\"white\"\/>\n<\/clipPath>\n<\/defs>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/div>\n\t<\/div>\n\n\t<\/div>\n\t\t\t\n\t\t\t<div class=\"flex flex-col flex-1 lg:basis-0 lg:py-c\/m  js-page-content overflow-hidden\">\n\t\t\t<div\n\tstyle=\"background-color: #FFFFFF\"\n\tclass=\" wysiwyg wysiwyg--inline flex flex-col py-c\/l gap-c\/m\"\n\tid=\"\"\n\tdata-aos=\"fade-up\"\n>\n\t\t\t\n\t\t\t\t\t<span style=\"color: #080F21\"><p>L&rsquo;Economist Intelligence Unit a r\u00e9cemment publi\u00e9 un <a href=\"https:\/\/www.eiuperspectives.economist.com\/marketing\/path-2020-marketers-seize-customer-experience\">rapport<\/a> r\u00e9v\u00e9lant que 86 % des directeurs g\u00e9n\u00e9raux et des cadres sup\u00e9rieurs du marketing pensent que, d&rsquo;ici 2020, ils seront ma\u00eetres de l&rsquo;exp\u00e9rience client du d\u00e9but \u00e0 la fin. Cependant, \u00e0 l&rsquo;heure actuelle, de nombreux sp\u00e9cialistes du marketing estiment qu&rsquo;il est difficile d&rsquo;utiliser les informations recueillies directement \u00e0 partir des interactions avec les clients et ont besoin d&rsquo;\u00eatre guid\u00e9s pour atteindre cet objectif.<\/p>\n<p>&nbsp;<\/p>\n<p>Voici cinq priorit\u00e9s pour les sp\u00e9cialistes du marketing qui s&rsquo;appr\u00eatent \u00e0 s&rsquo;approprier l&rsquo;exp\u00e9rience client :<\/p>\n<p>&nbsp;<\/p>\n<h2>1. Utiliser la voix du client<\/h2>\n<p>Les clients utilisent un large \u00e9ventail de canaux pour communiquer avec les marques et, gr\u00e2ce \u00e0 la technologie, ils sont \u00ab\u00a0toujours en ligne\u00a0\u00bb. Qu&rsquo;il s&rsquo;agisse des m\u00e9dias sociaux, des SMS ou du t\u00e9l\u00e9phone, les entreprises doivent toujours \u00eatre \u00e0 l&rsquo;\u00e9coute sur tous les canaux. Pour bien comprendre ces conversations, les sp\u00e9cialistes du marketing doivent utiliser des strat\u00e9gies d&rsquo;analyse de la parole et du texte afin de collecter les bonnes donn\u00e9es pour comprendre le sentiment des clients. Cela permet non seulement d&rsquo;anticiper les probl\u00e8mes potentiels, mais aussi de donner aux marques un acc\u00e8s direct \u00e0 la voix du client afin d&rsquo;am\u00e9liorer l&rsquo;exp\u00e9rience de ce dernier.<\/p>\n<h2>2. Soyez pr\u00eat \u00e0 innover<\/h2>\n<p>Dans un paysage marketing qui \u00e9volue rapidement, attendre pour mettre en \u0153uvre une nouvelle technologie peut sembler une approche raisonnable. Cependant, la lenteur de l&rsquo;innovation oblige souvent les marques \u00e0 r\u00e9agir aux demandes des consommateurs plut\u00f4t qu&rsquo;\u00e0 adopter un comportement proactif. Pour rester dans la course, les sp\u00e9cialistes du marketing doivent constamment rechercher et encourager la mise en \u0153uvre de nouvelles technologies qui les aident \u00e0 se rapprocher de leurs clients.<\/p>\n<h2>3. Adoptez l&rsquo;apprentissage automatique<\/h2>\n<p>L&rsquo;<a href=\"https:\/\/www.calabrio.com\/fr\/wfo\/contact-center-reporting\/contact-centers-going-bots\/\">intelligence artificielle (IA) et l&rsquo;apprentissage automatique<\/a> seront bient\u00f4t monnaie courante pour conserver un avantage concurrentiel. Les clients s&rsquo;attendent \u00e0 une communication personnalis\u00e9e avec les marques, et les entreprises qui l&rsquo;auront compris gagneront la fid\u00e9lit\u00e9 de leurs clients. Comme pour toute nouvelle technologie, il est important de trouver le bon \u00e9quilibre entre l&rsquo;intelligence artificielle et le contact humain. La combinaison parfaite des deux ne se contente pas d&rsquo;am\u00e9liorer l&rsquo;exp\u00e9rience du client, elle permet aux marques de cr\u00e9er le type d&rsquo;interactions personnelles et personnalis\u00e9es qui incitent les clients \u00e0 revenir.<\/p>\n<h2>4. Utiliser correctement les donn\u00e9es<\/h2>\n<p>Pour s&rsquo;assurer que les marques ne manquent aucune information susceptible d&rsquo;am\u00e9liorer l&rsquo;exp\u00e9rience des clients, les sp\u00e9cialistes du marketing doivent se rappeler d&rsquo;analyser les sources de donn\u00e9es internes et externes. De nombreux sp\u00e9cialistes du marketing pensent aux \u00ab\u00a0big data\u00a0\u00bb qui fournissent des informations sur les donn\u00e9es d\u00e9mographiques du march\u00e9, mais oublient les \u00ab\u00a0small data\u00a0\u00bb, comme la collecte des interactions dans les centres de contact pour comprendre comment le comportement et la formation des employ\u00e9s peuvent influer sur le service \u00e0 la client\u00e8le. Lorsque les sp\u00e9cialistes du marketing utilisent des donn\u00e9es et des informations provenant du centre de contact et d&rsquo;autres sources internes, ils sont plus \u00e0 m\u00eame d&rsquo;enthousiasmer, d&rsquo;engager et de motiver les \u00e9quipes en premi\u00e8re ligne.<\/p>\n<h2>5. Soyez pr\u00eat \u00e0 d\u00e9composer les donn\u00e9es<\/h2>\n<p>Les bonnes donn\u00e9es du centre de contact fournissent des d\u00e9tails importants sur les clients, mais si ces informations ne sont pas utilis\u00e9es dans l&rsquo;ensemble de l&rsquo;organisation, les marques passent \u00e0 c\u00f4t\u00e9 d&rsquo;informations qui peuvent transformer l&rsquo;entreprise. Des d\u00e9fauts de produits aux pr\u00e9f\u00e9rences d&rsquo;exp\u00e9dition en passant par les id\u00e9es de produits ou de services futurs, les donn\u00e9es du centre de contact sont essentielles pour le r\u00e9sultat net. En rendant ces r\u00e9sultats accessibles \u00e0 l&rsquo;ensemble de l&rsquo;entreprise, les strat\u00e9gies d&rsquo;exp\u00e9rience client peuvent \u00eatre adapt\u00e9es tout au long du cycle de vie du client.<\/p>\n<p>Alors que le parcours d&rsquo;achat devient plus complexe et que les habitudes des consommateurs s&rsquo;\u00e9largissent pour englober un <a href=\"https:\/\/www.calabrio.com\/fr\/wfo\/customer-experience\/steps-improve-customer-experience-omnichannel\/\">certain nombre de canaux de communication<\/a>, les sp\u00e9cialistes du marketing tourn\u00e9s vers l&rsquo;avenir sont essentiels pour rester comp\u00e9titifs en 2020 et au-del\u00e0. Avec les bonnes strat\u00e9gies technologiques et le partage des informations au sein de l&rsquo;organisation, les sp\u00e9cialistes du marketing peuvent responsabiliser leurs \u00e9quipes et offrir une exp\u00e9rience sup\u00e9rieure et personnalis\u00e9e aux clients.<\/p>\n<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\n\n\n\t<\/div> ","protected":false},"excerpt":{"rendered":"","protected":false},"author":203,"featured_media":5615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[36],"tags":[],"blog-languages":[],"class_list":["post-11572","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Cinq priorit\u00e9s pour les sp\u00e9cialistes du marketing qui veulent offrir une exp\u00e9rience client exceptionnelle<\/title>\n<meta name=\"description\" content=\"Aujourd&#039;hui, les sp\u00e9cialistes du marketing sont toujours \u00e0 la recherche de moyens pour am\u00e9liorer l&#039;exp\u00e9rience des clients. 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