{"id":10094,"date":"2022-07-05T00:00:00","date_gmt":"2022-07-05T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/lavenir-de-lassistance-au-dela-des-centres-dappels-et-des-applications-natives\/"},"modified":"2026-04-18T18:11:20","modified_gmt":"2026-04-18T22:11:20","slug":"beyond-call-centers-and-native-apps","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/beyond-call-centers-and-native-apps\/","title":{"rendered":"L\u2019avenir de l\u2019assistance\u00a0: au-del\u00e0 des centres d\u2019appels et des applications natives"},"content":{"rendered":"\n

Les centres d\u2019appels sont-ils devenus obsol\u00e8tes ou ont-ils simplement besoin de faire l\u2019objet d\u2019une transformation num\u00e9rique\u00a0?<\/b><\/h3>\n\n

L\u2019appr\u00e9hension de devoir appeler le service client\u00e8le n\u2019a rien de nouveau. Les temps d\u2019attente sont longs. Des exp\u00e9riences de serveur vocal interactif confuses. Les conversations avec des agent\u00b7es en direct qui ne semblent pas vous \u00e9couter. Et pour couronner le tout, nous avons d\u00e9sormais une aversion g\u00e9n\u00e9rationnelle pour les appels t\u00e9l\u00e9phoniques<\/u><\/a>. Cela signifie que, malgr\u00e9 les am\u00e9liorations constantes des technologies et des processus, les appels t\u00e9l\u00e9phoniques sont souvent consid\u00e9r\u00e9s comme une solution de dernier recours pour contacter une entreprise.<\/p>\n\n

Face \u00e0 ces changements, les entreprises novatrices se sont adapt\u00e9es.<\/b><\/p>\n\n

Les centres d\u2019appels se sont transform\u00e9s en centres de contact multicanal. Les \u00e9quipes d\u2019assistance disposent d\u2019adresses e-mail d\u00e9di\u00e9es et faciles \u00e0 trouver. La fonctionnalit\u00e9 de discussion aliment\u00e9e par l\u2019IA appara\u00eet d\u00e9sormais lors de la consultation de sites\u00a0Web. Les options d\u2019assistance ont \u00e9t\u00e9 int\u00e9gr\u00e9es aux applications mobiles natives de nombreuses entreprises. Et si ces solutions ont connu un certain succ\u00e8s, les entreprises se rendent compte des probl\u00e8mes qu\u2019elles entra\u00eenent, tant au niveau social que fonctionnel.<\/p>\n\n

En effet, les e-mails sont rapidement en train de rejoindre les appels t\u00e9l\u00e9phoniques sur la liste des moyens de communication \u00e0 proscrire, ]]>en particulier chez la g\u00e9n\u00e9ration\u00a0Z<\/a>]]>. Les discussions en direct sur un site\u00a0Web requi\u00e8rent la pr\u00e9sence en ligne de la client\u00e8le sur le site. Lorsque cela n\u2019est pas possible, de nombreuses personnes se tournent vers les e-mails ou les appels t\u00e9l\u00e9phoniques pour terminer leur interaction avec l\u2019assistance. Et bien que les applications natives ne pr\u00e9sentent souvent pas ces obstacles, les tendances montrent que la plupart des personnes qui utilisent ces applications n\u2019interagissent pas r\u00e9guli\u00e8rement avec elles. En fait, la plupart des personnes qui utilisent des appareils n\u2019interagissent qu\u2019avec 10\u00a0applications par jour et 25\u00a0% des applications t\u00e9l\u00e9charg\u00e9es ne sont pas utilis\u00e9es apr\u00e8s l\u2019ouverture initiale.]]>1]]><\/p>\n\n

Heureusement, les progr\u00e8s de la technologie de messagerie offrent de toutes nouvelles possibilit\u00e9s aux entreprises qui souhaitent interagir avec leur client\u00e8le tout au long du parcours d\u2019achat. Les applications de messagerie font constamment partie des applications les plus t\u00e9l\u00e9charg\u00e9es et les plus utilis\u00e9es.2<\/sup> Elles sont en outre de plus en plus le canal de communication privil\u00e9gi\u00e9 des consommateurs et des consommatrices qui souhaitent entrer en contact avec les entreprises. En 2020, un sondage a d\u2019ailleurs r\u00e9v\u00e9l\u00e9 que 75\u00a0% des personnes interrog\u00e9es pr\u00e9f\u00e9raient communiquer avec les entreprises par l\u2019interm\u00e9diaire d\u2019applications de messagerie.3<\/sup> Ajoutez \u00e0 cela des fonctionnalit\u00e9s con\u00e7ues pour les entreprises, telles que l\u2019automatisation<\/u><\/a> et les API<\/u><\/a>, qui s\u2019int\u00e8grent facilement aux stacks techniques d\u2019assistance, et les entreprises peuvent utiliser ces outils \u00e0 grande \u00e9chelle pour aller \u00e0 la rencontre de leur client\u00e8le l\u00e0 o\u00f9 elle se trouve.<\/p>\n\n

Mais comment une exp\u00e9rience de service client\u00e8le bas\u00e9e sur la messagerie se positionne-t-elle\u00a0? Voyons ce qu\u2019il en est.<\/b><\/p>\n\n

\"Tableau<\/figure>\n\n

La messagerie par rapport au service traditionnel par t\u00e9l\u00e9phone<\/b><\/h3>\n\n

Les messages modernes et les services traditionnels par t\u00e9l\u00e9phone sont deux exp\u00e9riences totalement diff\u00e9rentes. Les messages sont une forme de communication asynchrone qui permet \u00e0 la conversation de se d\u00e9rouler selon le rythme de la client\u00e8le. Si un agent ou un agente n\u2019est pas disponible, ou si la personne ne peut pas r\u00e9pondre tout de suite, il n\u2019est pas n\u00e9cessaire de rappeler ou d\u2019attendre\u00a0: la conversation reprend simplement plus tard. Le service t\u00e9l\u00e9phonique se d\u00e9roule sous la forme de conversations synchrones en temps r\u00e9el, ce qui laisse la client\u00e8le en attente jusqu\u2019\u00e0 ce qu\u2019une personne puisse l\u2019aider.<\/p>\n\n

En plus de r\u00e9duire les temps d\u2019attente, les messages permettent de garder un historique complet de l\u2019interaction. Cela permet d\u2019\u00e9viter les r\u00e9p\u00e9titions, qui sont une source de frustration fr\u00e9quente avec les services d\u2019assistance t\u00e9l\u00e9phonique.<\/p>\n\n

La documentation et les contenus multim\u00e9dias sont \u00e9galement des domaines dans lesquels la messagerie excelle. Par t\u00e9l\u00e9phone, les \u00e9quipes du service client\u00e8le et la client\u00e8le doivent s\u2019appuyer sur des syst\u00e8mes suppl\u00e9mentaires, par e-mail ou sur le Web, pour \u00e9changer. D\u2019autre part, une exp\u00e9rience de messagerie enrichie leur permet d\u2019envoyer des photos, des vid\u00e9os, des documents, des localisations ou plus encore directement dans la conversation. Cette solution r\u00e9duit le risque de d\u00e9crochage et permet de trouver une solution plus rapidement en \u00e9vitant de passer d\u2019une application \u00e0 l\u2019autre.<\/p>\n\n

Enfin, gr\u00e2ce aux messages automatiques, les entreprises peuvent traiter les probl\u00e8mes peu complexes en libre-service et r\u00e9server les agent\u00b7es du service client\u00e8le aux t\u00e2ches plus complexes n\u00e9cessitant une approche humaine.<\/p>\n\n

Messagerie vs autres options d\u2019assistance<\/b><\/h3>\n\n

Si les e-mails, les discussions sur site et les applications natives permettent de r\u00e9gler certains probl\u00e8mes li\u00e9s aux appels t\u00e9l\u00e9phoniques, chacun de ces moyens pr\u00e9sente des inconv\u00e9nients. Certaines d\u2019entre elles sont sociales, ce qui signifie que les utilisateur\u00b7ices sont moins susceptibles de les adopter ou qu\u2019elles offrent une exp\u00e9rience inf\u00e9rieure. D\u2019autres inconv\u00e9nients sont d\u2019ordre technique\u00a0: ils n\u00e9cessitent encore des interactions en temps r\u00e9el avec des agent\u00b7es ou ne permettent pas de r\u00e9soudre les probl\u00e8mes sans passer par une autre plateforme. Les messages peuvent vous aider \u00e0 surmonter ces deux types d\u2019obstacles.<\/p>\n\n

Les messages permettent une communication plus rapide et plus claire que les e-mails. Ainsi, la client\u00e8le et les agent\u00b7es d\u2019assistance n\u2019ont pas besoin de consulter une messagerie bond\u00e9e<\/u><\/a> ou de suivre un fil de discussion fastidieux. Une \u00e9tude men\u00e9e en 2021<\/u><\/a> a r\u00e9v\u00e9l\u00e9 que 62\u00a0% des entreprises ne r\u00e9pondent pas aux e-mails d\u2019assistance. Les messages vous permettent donc d\u2019\u00e9viter que votre client\u00e8le ne soit ignor\u00e9e. Les messages permettent \u00e0 votre client\u00e8le de vous contacter comme elle le souhaite, sur une plateforme famili\u00e8re, ce qui favorise l\u2019adoption. Plus besoin de garder une fen\u00eatre de discussion ouverte dans le navigateur ou dans votre application native. Compte tenu de la lassitude g\u00e9n\u00e9ralis\u00e9e envers les applications <\/u><\/a>, les messages permettent d\u2019entrer en contact avec des personnes qui ne t\u00e9l\u00e9chargeraient pas une nouvelle application.<\/p>\n\n

Qu\u2019est-ce que cela signifie\u00a0?<\/b><\/h3>\n\n

Cela signifie-t-il que les centres de contact vont dispara\u00eetre ou que les applications natives seront retir\u00e9es des boutiques d\u2019applications\u00a0? Nous ne pensons pas que cela soit probable. Il existe de nombreuses bonnes raisons de conserver des \u00e9quipes d\u2019assistance intelligentes et bien form\u00e9es ainsi que l\u2019exp\u00e9rience unique qu\u2019une application native peut offrir. Heureusement, les plateformes de messagerie modernes telles que WhatsApp, Messenger et Instagram\u00a0Direct proposent des solutions professionnelles qui peuvent compl\u00e9ter vos outils existants. De la fonctionnalit\u00e9 \u00ab\u00a0Clic vers\u00a0\u00bb qui permet de passer directement d\u2019un site, d\u2019une application ou d\u2019une publicit\u00e9 \u00e0 une conversation, aux API qui peuvent s\u2019int\u00e9grer \u00e0 vos syst\u00e8mes backend. La cr\u00e9ation d\u2019une exp\u00e9rience conversationnelle riche et fiable est disponible \u00e0 une \u00e9chelle et dans un cadre qui peuvent correspondre \u00e0 vos besoins.<\/p>\n\n

En r\u00e9alit\u00e9, de nombreuses entreprises ont d\u00e9j\u00e0 commenc\u00e9 \u00e0 utiliser des solutions de messagerie. Une \u00e9tude de McKinsey r\u00e9v\u00e8le que 77\u00a0% des organisations interrog\u00e9es ont d\u00e9j\u00e0 cr\u00e9\u00e9 des plateformes digitales. Malheureusement, le sondage a \u00e9galement r\u00e9v\u00e9l\u00e9 que seuls 12\u00a0% d\u2019entre eux ont int\u00e9gr\u00e9 ces syst\u00e8mes de mani\u00e8re ad\u00e9quate.4<\/sup> La diff\u00e9rence entre l\u2019ajout de nouvelles fonctionnalit\u00e9s et la transformation de l\u2019exp\u00e9rience de la client\u00e8le d\u00e9pend d\u2019une int\u00e9gration minutieuse. D\u00e9couvrez plus en d\u00e9tail en quoi l\u2019int\u00e9gration de la plateforme WhatsApp\u00a0Business peut transformer vos offres de services gr\u00e2ce aux ressources ci-dessous\u00a0:<\/p>\n\n

\n
\n
Vous d\u00e9butez ?<\/h6>\n\n\n\n

En savoir plus<\/a><\/p>\n<\/div>\n\n\n\n

\n
Vous utilisez d\u00e9j\u00e0 WhatsApp\u00a0?<\/h6>\n\n\n\n

D\u00e9couvrir l\u2019int\u00e9gration via Webhooks<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Transformez les exp\u00e9riences d\u2019assistance en int\u00e9grant la messagerie tout en contribuant \u00e0 att\u00e9nuer les effets de l\u2019inflation, des p\u00e9nuries de main-d\u2019\u0153uvre et de la baisse de la satisfaction.<\/p>\n","protected":false},"author":23,"featured_media":10095,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282,479],"tags":[],"class_list":["post-10094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clientele","category-messages-professionnels"],"yoast_head":"\nL\u2019avenir de l\u2019assistance\u00a0: au-del\u00e0 des centres d\u2019appels et des applications natives | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"Transformez l\u2019exp\u00e9rience d\u2019assistance en int\u00e9grant la messagerie tout en limitant les co\u00fbts croissants, les p\u00e9nuries de main-d\u2019\u0153uvre et les 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