{"id":73546,"date":"2025-11-07T13:27:26","date_gmt":"2025-11-07T12:27:26","guid":{"rendered":"https:\/\/blog.urbanitae.com\/?p=73546"},"modified":"2025-11-07T13:30:44","modified_gmt":"2025-11-07T12:30:44","slug":"technologie-dans-lexperience-client-comment-allier-efficacite-et-empathie","status":"publish","type":"post","link":"https:\/\/blog.urbanitae.com\/fr\/2025\/11\/07\/technologie-dans-lexperience-client-comment-allier-efficacite-et-empathie\/","title":{"rendered":"Technologie dans l\u2019exp\u00e9rience client : comment allier efficacit\u00e9 et empathie"},"content":{"rendered":"\n

Dans un environnement de plus en plus digital, la relation entre les entreprises et leurs clients ne d\u00e9pend plus d\u2019un seul canal, mais de la capacit\u00e9 \u00e0 connecter tous les points de contact et \u00e0 maintenir une exp\u00e9rience coh\u00e9rente. C\u2019\u00e9tait le th\u00e8me de l\u2019\u00e9v\u00e9nement \u00ab Omnicanalit\u00e9 avec sens : Que s\u2019adapter, que mesurer et que laisser \u00bb<\/strong>, organis\u00e9 avec l\u2019Association DEC<\/strong> et tenu dans nos locaux \u00e0 Madrid.<\/p>\n\n\n\n

Apr\u00e8s le d\u00e9bat d\u2019avril consacr\u00e9 \u00e0 l\u2019intelligence artificielle et aux chatbots, cette nouvelle session a permis d\u2019aller un pas plus loin en analysant comment la technologie peut humaniser \u2014 plut\u00f4t que d\u00e9personnaliser \u2014 le service client<\/strong>.<\/p>\n\n\n\n

Le d\u00e9fi : cro\u00eetre sans perdre la proximit\u00e9<\/h2>\n\n\n\n

Notre croissance nous a permis d\u2019\u00e9largir la communaut\u00e9 d\u2019investisseurs, mais elle nous oblige \u00e9galement \u00e0 repenser comment maintenir la proximit\u00e9 et la personnalisation \u00e0 grande \u00e9chelle. Selon Carlos Arteaga<\/strong>, Senior Portfolio Sales Manager chez Urbanitae, l\u2019objectif est d\u2019avoir une vision unifi\u00e9e du client, quel que soit le canal utilis\u00e9.<\/strong><\/p>\n\n\n\n

Son coll\u00e8gue David P\u00e9rez<\/strong>, Head of Investment Management, a soulign\u00e9 que la technologie doit \u00eatre un alli\u00e9<\/a> et non un substitut \u00e0 l\u2019humain. L\u2019essentiel n\u2019est pas d\u2019automatiser pour automatiser, mais d\u2019utiliser la technologie pour mieux \u00e9couter le client et r\u00e9pondre de mani\u00e8re plus rapide, coh\u00e9rente et personnalis\u00e9e. Tous les intervenants ont convenu que l\u2019omnicanalit\u00e9 ne consiste pas \u00e0 multiplier les canaux, mais \u00e0 mieux connecter ceux d\u00e9j\u00e0 existants<\/strong>.<\/p>\n\n\n\n

WhatsApp, IA et la recherche de l\u2019\u00e9quilibre<\/h2>\n\n\n\n

Un des points de d\u00e9bat a \u00e9t\u00e9 le r\u00f4le de WhatsApp<\/strong> dans le service client. Pour certains secteurs comme le retail ou la distribution, ce canal est devenu un standard ; pour d\u2019autres, il suscite encore des doutes en raison de l\u2019imm\u00e9diatet\u00e9 qu\u2019il exige.<\/p>\n\n\n\n

Marta Fern\u00e1ndez<\/strong>, du Velilla Group, a expliqu\u00e9 que son entreprise avait men\u00e9 une \u00e9tude pr\u00e9alable avant de le d\u00e9ployer : tous les clients \u2014 et tous les march\u00e9s \u2014 ne communiquent pas de la m\u00eame mani\u00e8re. Avant de mettre en place un canal, il est essentiel de comprendre ce que les clients demandent et pourquoi.<\/p>\n\n\n\n

Le consensus g\u00e9n\u00e9ral \u00e9tait qu\u2019il n\u2019existe pas de mod\u00e8le unique<\/strong>. Chaque entreprise doit adapter ses canaux aux attentes de son public, en s\u2019appuyant sur l\u2019automatisation<\/a> uniquement lorsqu\u2019elle apporte de la valeur, et en laissant de la place \u00e0 l\u2019interaction humaine dans les moments cl\u00e9s.<\/p>\n\n\n\n

Efficacit\u00e9 et exp\u00e9rience : deux faces d\u2019une m\u00eame pi\u00e8ce<\/h2>\n\n\n\n

Un autre th\u00e8me majeur a \u00e9t\u00e9 l\u2019efficacit\u00e9 op\u00e9rationnelle<\/strong>. Comme l\u2019a rappel\u00e9 Javier Camu\u00f1a<\/strong>, d\u2019Oney, une omnicanalit\u00e9 bien mise en \u0153uvre permet d\u2019optimiser les ressources et d\u2019am\u00e9liorer la qualit\u00e9 du service. Le contact t\u00e9l\u00e9phonique est le plus co\u00fbteux : un conseiller ne peut traiter qu\u2019un appel \u00e0 la fois, alors qu\u2019en chat, il peut g\u00e9rer plusieurs conversations simultan\u00e9ment.<\/p>\n\n\n\n

L\u2019id\u00e9e n\u2019est pas de r\u00e9duire le contact humain, mais de le concentrer l\u00e0 o\u00f9 il a le plus d\u2019impact<\/strong>. Si les processus num\u00e9riques traitent les demandes simples, les \u00e9quipes peuvent se concentrer sur les interactions qui g\u00e9n\u00e8rent r\u00e9ellement de la valeur, qu\u2019il s\u2019agisse de pr\u00eats, d\u2019investissements ou de r\u00e9clamations complexes.<\/p>\n\n\n\n

La technologie au service de l\u2019humain<\/h2>\n\n\n\n

Les repr\u00e9sentants d\u2019Eroski, Josu Madariaga et Azucena Gallardo<\/strong>, ont partag\u00e9 comment ils utilisent l\u2019intelligence artificielle pour transformer le service client en interne.<\/p>\n\n\n\n

Madariaga a expliqu\u00e9 que l\u2019entreprise utilise des outils d\u2019analyse vocale pour examiner des milliers de conversations et d\u00e9tecter des comportements, des incidents ou des signaux pr\u00e9coces d\u2019insatisfaction. La technologie permet de fluidifier le premier contact, tout en laissant aux conseillers le temps de se concentrer sur l\u2019\u00e9coute.<\/strong><\/p>\n\n\n\n

Gallardo a ajout\u00e9 que l\u2019IA et les nouveaux CRM ne remplacent pas les personnes mais lib\u00e8rent du temps pour se concentrer sur l\u2019essentiel<\/strong>. L\u2019objectif est d\u2019am\u00e9liorer l\u2019exp\u00e9rience client tout en \u00e9tant plus efficaces, permettant \u00e0 l\u2019\u00e9quipe de passer plus de temps avec les clients gr\u00e2ce \u00e0 des processus acc\u00e9l\u00e9r\u00e9s. Le r\u00e9sultat : un service plus fluide, moins de transferts, moins d\u2019erreurs et un partage accru des connaissances entre les d\u00e9partements.<\/p>\n\n\n\n

Que mesurer et que laisser de c\u00f4t\u00e9<\/h2>\n\n\n\n

Une le\u00e7on r\u00e9currente a \u00e9t\u00e9 que tout ce qui peut \u00eatre mesur\u00e9 ne m\u00e9rite pas forc\u00e9ment de l\u2019\u00eatre<\/strong>. Les entreprises pr\u00e9sentes ont convenu que l\u2019omnicanalit\u00e9 n\u2019a de sens que si elle fournit des informations utiles et exploitables, permettant de mieux comprendre le client, d\u2019anticiper ses besoins et d\u2019am\u00e9liorer l\u2019exp\u00e9rience.<\/p>\n\n\n\n

Le risque, comme l\u2019a soulign\u00e9 Camu\u00f1a, est de se perdre dans la technologie ou dans l\u2019abondance de canaux. Plus n\u2019est pas toujours mieux. L\u2019essentiel est de maintenir une communication coh\u00e9rente, d\u2019avoir une voix unique de l\u2019entreprise<\/strong>, et de s\u2019assurer que chaque interaction renforce la relation avec le client.<\/p>\n\n\n\n

Technologie, donn\u00e9es et empathie<\/h2>\n\n\n\n

Chez Urbanitae, nous continuons \u00e0 avancer vers une approche omnicanale qui combine intelligence artificielle, analyse de donn\u00e9es et proximit\u00e9 humaine<\/strong>. Les outils num\u00e9riques ne sont pas une fin en soi, mais un moyen d\u2019atteindre chaque investisseur de mani\u00e8re plus efficace, rapide et contextualis\u00e9e.<\/p>\n\n\n\n

L\u2019\u00e9v\u00e9nement a confirm\u00e9 que l\u2019omnicanalit\u00e9 avec sens n\u00e9cessite trois ingr\u00e9dients essentiels : \u00e9coute, coh\u00e9rence et empathie<\/strong>. Et surtout, une conviction partag\u00e9e par tous les intervenants : la technologie doit amplifier la voix du client, et non l\u2019\u00e9teindre.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Allier technologie et empathie permet d\u2019offrir une exp\u00e9rience client plus fluide, humaine et coh\u00e9rente \u00e0 chaque point de contact.<\/p>\n","protected":false},"author":1,"featured_media":73559,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2112,1026],"tags":[],"class_list":["post-73546","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-urbanitae","category-investissement-immobilier-fr"],"blocksy_meta":[],"yoast_head":"\nTechnologie dans l\u2019exp\u00e9rience client : comment allier efficacit\u00e9 et empathie<\/title>\n<meta name=\"description\" content=\"La technologie dans l\u2019exp\u00e9rience client allie efficacit\u00e9 et empathie pour am\u00e9liorer chaque interaction et renforcer la relation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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