{"id":12040,"date":"2015-06-26T10:45:37","date_gmt":"2015-06-26T10:45:37","guid":{"rendered":"https:\/\/www.calabrio.com\/blog\/labsence-deffort-le-nouveau-champ-de-bataille-de-la-fidelisation-de-la-clientele"},"modified":"2025-02-20T22:12:00","modified_gmt":"2025-02-20T22:12:00","slug":"labsence-deffort-le-nouveau-champ-de-bataille-de-la-fidelisation-de-la-clientele","status":"publish","type":"post","link":"https:\/\/www.calabrio.com\/fr\/blog\/labsence-deffort-le-nouveau-champ-de-bataille-de-la-fidelisation-de-la-clientele\/","title":{"rendered":"L&rsquo;absence d&rsquo;effort : Le nouveau champ de bataille de la fid\u00e9lisation de la client\u00e8le"},"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_304e55d0456ca0366b6e5cf168a9d8c7\"\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\">Non class\u00e9 <\/p>\n\t\t\t\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\">T\u00e9l\u00e9opti Import\u00e9 <\/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\">L&rsquo;absence d&rsquo;effort : Le nouveau champ de bataille de la fid\u00e9lisation de la client\u00e8le<\/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_304e55d0456ca0366b6e5cf168a9d8c7\"] {\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%2Flabsence-deffort-le-nouveau-champ-de-bataille-de-la-fidelisation-de-la-clientele%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%2Flabsence-deffort-le-nouveau-champ-de-bataille-de-la-fidelisation-de-la-clientele%2F&#038;text=L&rsquo;absence d&rsquo;effort : Le nouveau champ de bataille de la fid\u00e9lisation de la client\u00e8le\"\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<path d=\"M13.7447 1.42792H16.2748L10.7473 7.74554L17.25 16.3424H12.1584L8.17053 11.1284L3.60746 16.3424H1.07582L6.98808 9.58499L0.75 1.42792H5.97083L9.57555 6.19367L13.7447 1.42792ZM12.8567 14.828H14.2587L5.20905 2.86277H3.7046L12.8567 14.828Z\" fill=\"#2356E7\"\/>\n<\/svg>\n\t\t\t<\/a>\n\n\t\t\t<a\n\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.calabrio.com%2Ffr%2Fblog%2Flabsence-deffort-le-nouveau-champ-de-bataille-de-la-fidelisation-de-la-clientele%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_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\"><div class='wpb-content-wrapper'>Je viens de terminer <a href=\"https:\/\/www.goodreads.com\/book\/show\/17924011-the-effortless-experience\" target=\"_blank\" rel=\"noopener noreferrer\">The Effortless Experience : Conquering the New Battleground for Customer Loyalty<\/a> &#8211; une lecture tr\u00e8s int\u00e9ressante qui a remis en question bon nombre de mes hypoth\u00e8ses. Les auteurs, Dixon, Toman et Delisi, ont travaill\u00e9 avec les <a href=\"https:\/\/www.teleopti.com\/wfm\/se\/losning\/wfm-for-kontaktcenter.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">centres de contact de<\/a> centaines d&rsquo;entreprises afin d&rsquo;examiner comment ils peuvent \u00eatre plus efficaces pour accro\u00eetre et prot\u00e9ger la fid\u00e9lit\u00e9 \u00e0 la marque. Bien que l&rsquo;on parle souvent de ravir et d&rsquo;influencer certains clients, l&rsquo;objectif principal des entreprises est souvent de s&rsquo;assurer que la rentabilit\u00e9 \u00e0 long terme de la marque est maintenue, c&rsquo;est-\u00e0-dire que le co\u00fbt de la prestation du service \u00e0 la client\u00e8le est inf\u00e9rieur au revenu qu&rsquo;il g\u00e9n\u00e8re.<\/p>\n<p>La premi\u00e8re conclusion des auteurs est que la prestation de services exceptionnels devrait \u00eatre d\u00e9laiss\u00e9e au profit de la simplicit\u00e9 et de l&rsquo;efficacit\u00e9 dans les transactions avec les clients. Cela ne signifie pas que toutes les demandes doivent \u00eatre satisfaites instantan\u00e9ment, mais que les clients ne doivent pas avoir \u00e0 r\u00e9p\u00e9ter les m\u00eames informations et que le processus doit \u00eatre rapide et n\u00e9cessiter le moins d&rsquo;efforts possible de leur part.<\/p>\n<p>Plus int\u00e9ressant encore, le livre aborde la n\u00e9cessit\u00e9 de prendre plus de temps pour pr\u00e9venir tout probl\u00e8me futur, car la fid\u00e9lit\u00e9 des clients n&rsquo;est pas affect\u00e9e par un probl\u00e8me en particulier, mais par l&rsquo;effort total qui permet de r\u00e9pondre \u00e0 l&rsquo;ensemble des besoins d&rsquo;un client. Cela signifie que les temps de traitement moyens (AHT) ne sont pas utilis\u00e9s comme mesure directe pour les agents &#8211; ce qui pourrait en faire h\u00e9siter plus d&rsquo;un \u00e0 prendre ce temps suppl\u00e9mentaire.<\/p>\n<p>Le livre examine \u00e9galement l&rsquo;\u00e9quilibre entre les canaux vocaux et les autres canaux. De nombreuses entreprises disposent de canaux vocaux \u00e0 faible effort, mais ceux-ci sont utilis\u00e9s une fois que le client a d\u00e9j\u00e0 manifest\u00e9 son m\u00e9contentement avec une m\u00e9thode en ligne, telle que l&rsquo;assistance en ligne. Cela signifie que la fid\u00e9lit\u00e9 \u00e0 la marque a d\u00e9j\u00e0 \u00e9t\u00e9 perdue avant m\u00eame qu&rsquo;un agent ne communique avec ces clients.<\/p>\n<p>J&rsquo;ai \u00e9galement appr\u00e9ci\u00e9 l&rsquo;examen de l&rsquo;apprentissage et du <a href=\"https:\/\/www.teleopti.com\/wfm\/blog\/2015\/03\/06\/coaching-useful-organization.aspx\" target=\"_blank\" rel=\"noopener noreferrer\">coaching<\/a>. Les auteurs soulignent que de nombreux agents consid\u00e8rent le coaching comme une activit\u00e9 n\u00e9gative plut\u00f4t que comme un moyen d&rsquo;expansion et de d\u00e9veloppement. Pour que le coaching soit efficace, il doit \u00eatre une exp\u00e9rience positive et collaborative.<\/p>\n<p>Bien que la fid\u00e9lit\u00e9 \u00e0 la marque soit complexe et que d&rsquo;autres facteurs, tels que la disponibilit\u00e9 et le prix du produit, entrent en ligne de compte, les auteurs s&rsquo;en tiennent au th\u00e8me principal de la fid\u00e9lit\u00e9 \u00e0 la marque et \u00e0 la mani\u00e8re dont elle peut \u00eatre influenc\u00e9e positivement ou n\u00e9gativement par le contact avec le client. Les marques grand public de divers secteurs sont prises en compte, de m\u00eame que les cas B2B.<\/p>\n<p>J&rsquo;ai trouv\u00e9 le livre l\u00e9g\u00e8rement \u00ab\u00a0schizophr\u00e8ne\u00a0\u00bb, avec des affirmations sur les raisons pour lesquelles les hypoth\u00e8ses traditionnelles sont incorrectes, chacune suivie d&rsquo;un point de vue plus \u00e9quilibr\u00e9. Ce style \u00ab\u00a0choquez-les d&rsquo;abord, puis soyez plus mod\u00e9r\u00e9s\u00a0\u00bb fonctionne bien, mais il faut un peu de temps pour s&rsquo;y habituer.<\/p>\n<p>L&rsquo;ouvrage est bien structur\u00e9 et regorge d&rsquo;exemples concrets. Je n&rsquo;h\u00e9site pas \u00e0 recommander cette lecture \u00e0 tous ceux qui veulent s&rsquo;assurer de la fid\u00e9lit\u00e9 \u00e0 une marque. Vous ne serez peut-\u00eatre pas d&rsquo;accord avec tout ce qui y est \u00e9crit, mais il constitue au moins une excellente base de r\u00e9flexion sur ces questions.<\/p><\/div>\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":4,"featured_media":6062,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"footnotes":""},"categories":[204,203],"tags":[201],"blog-languages":[],"class_list":["post-12040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe","category-teleopti-importe","tag-teleopti-importiert"],"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>L&#039;absence d&#039;effort : Le nouveau champ de bataille de la fid\u00e9lisation de la client\u00e8le | Calabrio<\/title>\n<meta name=\"description\" content=\"Comment pouvez-vous d\u00e9velopper et prot\u00e9ger la fid\u00e9lit\u00e9 \u00e0 la marque de votre centre de contact ? 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