{"id":9886,"date":"2022-10-05T00:00:00","date_gmt":"2022-10-05T04:00:00","guid":{"rendered":"https:\/\/whatsappbusiness.com\/blog\/creer-une-experience-clientele-interessante-et-efficace-avec-la-messagerie\/"},"modified":"2026-04-30T02:50:57","modified_gmt":"2026-04-30T06:50:57","slug":"creating-an-engaging-and-effective-customer-experience-with-messaging","status":"publish","type":"post","link":"https:\/\/whatsappbusiness.com\/fr\/blog\/creating-an-engaging-and-effective-customer-experience-with-messaging\/","title":{"rendered":"Cr\u00e9er une exp\u00e9rience client\u00e8le int\u00e9ressante et efficace avec la messagerie"},"content":{"rendered":"\n

Les messages sont essentiels pour transformer l\u2019exp\u00e9rience de votre client\u00e8le d\u2019une exp\u00e9rience transactionnelle \u00e0 une exp\u00e9rience conversationnelle<\/b><\/h2>\n\n

La communication a toujours \u00e9t\u00e9 au c\u0153ur du service client\u00e8le, car elle est la cl\u00e9 de la satisfaction de la client\u00e8le. Une bonne communication est synonyme de bon service, de r\u00e9solution efficace des probl\u00e8mes et de satisfaction de la client\u00e8le. Pendant des dizaines d\u2019ann\u00e9es, les appels t\u00e9l\u00e9phoniques et les e-mails ont \u00e9t\u00e9 le moyen de communication incontournable, mais ce paysage est en train de changer, en particulier avec l\u2019adoption de la messagerie \u00e0 l\u2019\u00e9chelle mondiale.<\/p>\n\n

En permettant \u00e0 votre client\u00e8le d\u2019entrer en contact avec votre entreprise dans des applications de messagerie qu\u2019elle utilise d\u00e9j\u00e0, vous pouvez cr\u00e9er un sentiment de familiarit\u00e9 et de confiance. Mais c\u2019est bien plus que cela. La nature asynchrone des messages permet aux client\u00b7es de communiquer avec vous au moment qui leur convient le mieux. Les messages multim\u00e9dias permettent \u00e0 votre personnel de service d\u2019obtenir plus rapidement des informations plus d\u00e9taill\u00e9es, telles que des images, des vid\u00e9os, des clips audio, des documents, des lieux, des coordonn\u00e9es, etc. pour r\u00e9soudre les probl\u00e8mes plus efficacement.<\/p>\n\n

En \u00e9vitant de mettre les clients en attente ou de g\u00e9rer des cha\u00eenes d\u2019e-mails complexes, la messagerie r\u00e9duit les co\u00fbts tout en augmentant la productivit\u00e9, ce qui permet de cr\u00e9er une exp\u00e9rience client\u00e8le plus fluide. Ces fonctionnalit\u00e9s permettent de r\u00e9duire le volume d\u2019appels, de rationaliser les processus et de cr\u00e9er davantage d\u2019opportunit\u00e9s de g\u00e9n\u00e9ration de revenus.<\/p>\n\n

La communication \u00e0 l\u2019\u00e8re du num\u00e9rique\u00a0: qu\u2019est-ce qui a chang\u00e9 et comment s\u2019adapter\u00a0?<\/b><\/h2>\n\n

Fonctions asynchrones<\/b><\/h3>\n\n

Les conversations asynchrones sont un \u00e9l\u00e9ment essentiel de l\u2019exp\u00e9rience de messagerie. Auparavant, la client\u00e8le devait appeler pendant des horaires limit\u00e9s, attendre au t\u00e9l\u00e9phone, et parfois rappeler plus tard en raison du volume d\u2019appels. Les messages asynchrones changent tout cela et permettent de s\u2019inscrire dans une exp\u00e9rience num\u00e9rique o\u00f9 la satisfaction est imm\u00e9diate.<\/p>\n\n

Automatisation et IA<\/b><\/h3>\n\n

L\u2019utilisation des bots de discussion contribue grandement \u00e0 ce sentiment de satisfaction imm\u00e9diate. En plus de pouvoir r\u00e9pondre imm\u00e9diatement aux messages, les bots de discussion peuvent \u00e9galement puiser dans une vaste biblioth\u00e8que d\u2019informations, ce qui leur permet de fournir des r\u00e9ponses aux demandes courantes et simples sans d\u00e9lai.<\/p>\n\n

Jusqu\u2019\u00e0 70\u00a0% des demandes de la client\u00e8le sur les plateformes de messagerie professionnelle de Meta sont trait\u00e9es automatiquement gr\u00e2ce \u00e0 la fonctionnalit\u00e9 de bot de discussion.<\/i> <\/b> 1<\/sup><\/h4>\n\n

Le d\u00e9lai de r\u00e9ponse imm\u00e9diat valorise le client ou la cliente et lui permet d\u2019obtenir les r\u00e9ponses n\u00e9cessaires quand il ou elle le souhaite. En r\u00e9duisant le temps consacr\u00e9 aux probl\u00e8mes simples, les agent\u00b7es peuvent se concentrer sur des t\u00e2ches plus complexes et plus essentielles.<\/p>\n\n

En outre, vous pouvez int\u00e9grer vos syst\u00e8mes CRM et CMS existants \u00e0 la messagerie automatis\u00e9e afin de cr\u00e9er un syst\u00e8me qui connecte toutes vos donn\u00e9es client\u00e8le et qui peut r\u00e9pondre rapidement. Cela permet de cr\u00e9er une interaction personnalis\u00e9e et pertinente \u00e0 chaque fois que votre client\u00e8le interagit avec vous par le biais de la messagerie.<\/p>\n\n

R\u00e9duction des co\u00fbts<\/b><\/h3>\n\n

Gr\u00e2ce \u00e0 une communication simplifi\u00e9e, des bots de discussion et une biblioth\u00e8que d\u2019outils, la messagerie r\u00e9duit les co\u00fbts de service client\u00e8le des entreprises de toutes tailles. Vos agent\u00b7es peuvent communiquer avec plusieurs membres de la client\u00e8le en m\u00eame temps. Cela peut augmenter leur productivit\u00e9 et r\u00e9duire le nombre de personnes qui reviennent avec le m\u00eame probl\u00e8me. De plus, le turnover des agent\u00b7es est r\u00e9duit1 lors de l\u2019utilisation de Messenger par rapport aux m\u00e9thodes de communication traditionnelles.<\/p>\n\n

77\u00a0% des personnes qui utilisent la plateforme WhatsApp\u00a0Business interrog\u00e9es ont d\u00e9clar\u00e9 que le turnover des agent\u00b7es avait diminu\u00e9 de 24\u00a0% avec WhatsApp.<\/i> <\/b> 1<\/sup><\/h4>\n\n

Un turnover r\u00e9duit permet d\u2019\u00e9conomiser de l\u2019argent sur la formation des nouvelles recrues et de garantir une qualit\u00e9 de service optimale en \u00e9vitant les erreurs et les probl\u00e8mes li\u00e9s \u00e0 de nouvelles embauches. Cette r\u00e9duction du turnover et cette efficacit\u00e9 accrue permettent de cr\u00e9er une plus petite \u00e9quipe d\u2019agent\u00b7es de service expert\u00b7es qui peuvent offrir \u00e0 votre client\u00e8le un service exceptionnel. Ce type d\u2019am\u00e9lioration de la productivit\u00e9 repr\u00e9sente entre 467\u00a0000 et 4,6\u00a0millions de dollars sur trois ans, en fonction de la taille de l\u2019entreprise.<\/p>\n\n

G\u00e9n\u00e9ration de revenus<\/b><\/h3>\n\n

Les messages peuvent avoir d\u2019autres effets sur votre marge que la simple r\u00e9duction des co\u00fbts. Les donn\u00e9es de Forrester montrent que, lorsqu\u2019elles sont utilis\u00e9es correctement, elles peuvent \u00e9galement contribuer \u00e0 augmenter vos revenus. Les entreprises qui utilisent les messages avec succ\u00e8s ont d\u00e9ploy\u00e9 des strat\u00e9gies de g\u00e9n\u00e9ration de revenus telles que l\u2019offre d\u2019achats int\u00e9gr\u00e9s aux messages, la cr\u00e9ation de contenu personnalis\u00e9, le d\u00e9veloppement de flux de messages pertinents, y compris des rappels, et l\u2019envoi de messages marketing par l\u2019entreprise.<\/p>\n\n

La client\u00e8le interrog\u00e9e signale une augmentation de 20\u00a0% des valeurs moyennes des commandes apr\u00e8s que les client\u00b7es ont interagi par le biais de la messagerie.<\/i> <\/b> 1<\/sup><\/h4>\n\n

De plus, en conservant les donn\u00e9es de la client\u00e8le connect\u00e9es, vous pouvez cr\u00e9er des flux de messages pertinents et personnalis\u00e9s. Ces flux permettent d\u2019envoyer des offres et des remises personnalis\u00e9es en fonction de l\u2019historique d\u2019achat ou des messages de suivi apr\u00e8s les interactions avec le service client\u00e8le afin de proposer de l\u2019aide suppl\u00e9mentaire de fa\u00e7on proactive. Ces points de contact suppl\u00e9mentaires repr\u00e9sentent \u00e9galement de bonnes opportunit\u00e9s de vente incitative. Utilisez ces interactions pour pr\u00e9senter de nouveaux produits, encourager les achats r\u00e9p\u00e9t\u00e9s et maintenir l\u2019int\u00e9r\u00eat de la client\u00e8le.<\/p>\n\n

Efficacit\u00e9 optimis\u00e9e<\/b><\/h3>\n\n

Les agents passent moins de temps au t\u00e9l\u00e9phone et \u00e0 r\u00e9pondre aux e-mails, et peuvent g\u00e9rer plusieurs personnes \u00e0 la fois.<\/p>\n\n

Les messages permettent de r\u00e9duire de 35\u00a0% le temps de traitement en moyenne par rapport aux solutions traditionnelles telles que le t\u00e9l\u00e9phone et les e-mails.<\/i> <\/b> 1<\/sup><\/h4>\n\n

Les solutions de messagerie de Meta, comme la plateforme WhatsApp\u00a0Business, proposent des mod\u00e8les interactifs et multim\u00e9dias int\u00e9gr\u00e9s pour aider les agent\u00b7es \u00e0 r\u00e9pondre rapidement et de mani\u00e8re coh\u00e9rente, ce qui facilite la r\u00e9solution des probl\u00e8mes courants. De plus, avec un turnover r\u00e9duit comme \u00e9voqu\u00e9 pr\u00e9c\u00e9demment, la personne d\u2019\u00e9quipe est susceptible d\u2019avoir plus d\u2019exp\u00e9rience avec votre entreprise et ses produits, ce qui lui permet de mieux servir la client\u00e8le.<\/p>\n\n

Am\u00e9liorer l\u2019exp\u00e9rience client\u00e8le<\/b><\/h3>\n\n

Au cours des vingt derni\u00e8res ann\u00e9es, l\u2019accent est pass\u00e9 du service client\u00e8le \u00e0 l\u2019exp\u00e9rience client\u00e8le. Vous ne devez pas vous contenter de r\u00e9pondre aux besoins de la client\u00e8le, vous devez vous assurer qu\u2019elle est satisfaite de la fa\u00e7on dont vous r\u00e9solvez ses probl\u00e8mes. Gr\u00e2ce aux messages, la client\u00e8le b\u00e9n\u00e9ficie d\u2019une exp\u00e9rience personnalis\u00e9e qui lui apporte l\u2019aide dont elle a besoin au moment o\u00f9 elle en a besoin, tout en inculquant un sentiment de valeur et de confiance.<\/p>\n\n

90\u00a0% des client\u00b7es interrog\u00e9\u00b7es par Forrester ont d\u00e9clar\u00e9 que leur exp\u00e9rience s\u2019\u00e9tait am\u00e9lior\u00e9e avec la messagerie professionnelle Meta, et 74\u00a0% et 67\u00a0% ont respectivement constat\u00e9 des am\u00e9liorations au niveau des scores d\u2019effort et des scores\u00a0NPS<\/i> <\/b> 1<\/sup><\/h4>\n\n

Les messages constituent une m\u00e9thode \u00e9conomique et g\u00e9n\u00e9ratrice de revenus pour am\u00e9liorer l\u2019exp\u00e9rience client\u00e8le de votre client\u00e8le et de vos agent\u00b7es. La messagerie, qui permet de r\u00e9soudre de nombreux probl\u00e8mes inh\u00e9rents aux modes de communication traditionnels, est un syst\u00e8me de communication asynchrone bas\u00e9 sur des applications famili\u00e8res que beaucoup de personnes utilisent quotidiennement.<\/p>\n\n

90\u00a0% des cadres s\u2019accordent \u00e0 dire que dans les trois prochaines ann\u00e9es, les r\u00e9seaux sociaux deviendront le principal canal de communication pour \u00e9changer avec la client\u00e8le existante et les prospects<\/a><\/h4>\n\n

Gr\u00e2ce \u00e0 son efficacit\u00e9 et \u00e0 sa simplicit\u00e9 d\u2019utilisation, la communication par message est l\u2019avenir du service client\u00e8le. La possibilit\u00e9 de cr\u00e9er un environnement de service conversationnel, contrairement \u00e0 un mod\u00e8le transactionnel classique, permet \u00e0 votre entreprise d\u2019offrir une exp\u00e9rience int\u00e9ressante et personnelle. Votre entreprise peut devenir une ressource vers laquelle les client\u00b7es se tournent volontiers, plut\u00f4t qu\u2019un interlocuteur\u00b7ice d\u00e9sagr\u00e9able au t\u00e9l\u00e9phone.<\/p>\n\n

Vous voulez en savoir plus sur l\u2019impact des messages sur votre entreprise\u00a0? Consultez notre publication L\u2019essor des messages professionnels<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Les messages vous permettent de r\u00e9duire le volume d\u2019appels et le turnover des agent\u00b7es tout en am\u00e9liorant l\u2019efficacit\u00e9 et en augmentant le panier moyen.<\/p>\n","protected":false},"author":23,"featured_media":9887,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[282],"tags":[],"class_list":["post-9886","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clientele"],"yoast_head":"\nPourquoi les messages sont essentiels pour transformer votre exp\u00e9rience client\u00e8le | WhatsApp for Business<\/title>\n<meta name=\"description\" content=\"Les messages vous permettent de r\u00e9duire le volume d\u2019appels et le turnover des agent\u00b7es tout en am\u00e9liorant l\u2019efficacit\u00e9 et en augmentant le panier moyen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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