{"id":115339,"date":"2025-03-17T18:05:32","date_gmt":"2025-03-17T17:05:32","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=115339"},"modified":"2025-03-17T18:05:34","modified_gmt":"2025-03-17T17:05:34","slug":"lia-generative-pose-t-elle-les-jalons-du-service-client","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/lia-generative-pose-t-elle-les-jalons-du-service-client\/","title":{"rendered":"L’IA g\u00e9n\u00e9rative pose-t-elle les jalons du service client ?"},"content":{"rendered":"\n

Il est difficile d’imaginer une grande organisation sans un chatbot ou un assistant IA. Mais r\u00e9solvent-ils vraiment les questions des clients ? Capgemini <\/strong>a examin\u00e9 ce que l’IA g\u00e9n\u00e9rative peut apporter au service client.<\/p>\n\n\n\n

Les consommateurs boudent le service client<\/h2>\n\n\n\n

Le service client n\u2019est plus simplement un d\u00e9partement charg\u00e9 de r\u00e9pondre aux questions et de r\u00e9soudre les probl\u00e8mes. Il joue un r\u00f4le crucial dans la perception de la marque, la fid\u00e9lisation des clients et les r\u00e9sultats commerciaux. Selon une \u00e9tude r\u00e9cente de Capgemini, 58 % des consommateurs consid\u00e8rent le service client comme extr\u00eamement important pour leur perception globale d’une marque. De plus, 65 % recommandent une marque apr\u00e8s une exp\u00e9rience de service client positive, et 55 % deviennent des clients r\u00e9guliers lorsqu’ils sont satisfaits du service.<\/p>\n\n\n\n

Pourtant, malgr\u00e9 son importance, le service client ne r\u00e9pond pas aux attentes des consommateurs. 39 % des consommateurs \u2013 et jusqu’\u00e0 57 % des jeunes adultes (18-24 ans) \u2013 \u00e9vitent de contacter le service client en raison de processus trop compliqu\u00e9s. Les principales frustrations incluent de longs temps d\u2019attente, une r\u00e9solution lente des probl\u00e8mes et un manque d\u2019empathie de la part des agents.<\/p>\n\n\n\n

L\u2019IA g\u00e9n\u00e9rative comme solution ?<\/h2>\n\n\n\n

Pour r\u00e9pondre \u00e0 ces d\u00e9fis, de nombreuses entreprises adoptent l\u2019IA g\u00e9n\u00e9rative (Gen AI) pour am\u00e9liorer le service client. Une proportion impressionnante de 86 % des organisations ont d\u00e9j\u00e0 impl\u00e9ment\u00e9, test\u00e9 ou explor\u00e9 l’utilisation de l’IA g\u00e9n\u00e9rative. Cependant, son adoption en est encore \u00e0 ses d\u00e9buts, et de nombreuses entreprises n\u2019en exploitent pas encore tout le potentiel <\/p>\n\n\n\n

    \n
  • Qu’un tiers des entreprises utilisant l’IA g\u00e9n\u00e9rative signalent une am\u00e9lioration des taux de r\u00e9solution<\/strong> d\u00e8s le premier contact.<\/li>\n\n\n\n
  • 24 % ont r\u00e9duit leurs co\u00fbts op\u00e9rationnels<\/strong>, tandis que 65 % s’attendent \u00e0 r\u00e9aliser ces \u00e9conomies \u00e0 l’avenir.<\/li>\n\n\n\n
  • 73 % des agents humains d\u00e9clarent que l\u2019IA g\u00e9n\u00e9rative leur permet de r\u00e9duire le temps<\/strong> consacr\u00e9 aux t\u00e2ches r\u00e9p\u00e9titives, et 70 % constatent une baisse de leur charge de travail<\/strong> globale.<\/li>\n<\/ul>\n\n\n\n

    Les entreprises ont surtout du mal \u00e0 mettre en \u0153uvre, selon Capgemini. Malgr\u00e9 son potentiel, moins de la moiti\u00e9 des entreprises se sentent pr\u00eates \u00e0 proposer un service client assist\u00e9 par IA. Celles qui adoptent une approche \u00ab\u00a0lift and shift\u00a0\u00bb sans mettre en place les bases n\u00e9cessaires ont du mal \u00e0 exploiter pleinement la transformation apport\u00e9e par l\u2019IA. Sans acc\u00e8s \u00e0 des donn\u00e9es client \u00e0 360 degr\u00e9s, les outils d\u2019IA g\u00e9n\u00e9rative ne peuvent par exemple pas personnaliser les interactions ni fournir des recommandations pr\u00e9cises.<\/p>\n\n\n\n

    Pour mettre en place l’IA g\u00e9n\u00e9rative avec succ\u00e8s, Capgemini recommande une approche en plusieurs \u00e9tapes :<\/p>\n\n\n\n

      \n
    1. Refonte<\/strong> : Les entreprises doivent red\u00e9finir le r\u00f4le des agents IA et humains, en r\u00e9partissant clairement les responsabilit\u00e9s.<\/li>\n\n\n\n
    2. D\u00e9ploiement<\/strong> : Construire un centre de contact bas\u00e9 sur le cloud, int\u00e9grer les syst\u00e8mes IA et d\u00e9velopper une base de donn\u00e9es solide.<\/li>\n\n\n\n
    3. Am\u00e9lioration continue<\/strong> : Surveiller les performances de l\u2019IA, \u00e9tablir de nouveaux indicateurs cl\u00e9s de performance (KPI) et affiner le syst\u00e8me en fonction des retours.<\/li>\n<\/ol>\n\n\n\n

      Suppl\u00e9ment de prix pour un service humain<\/h2>\n\n\n\n

      Ceux qui ne sont pas encore pr\u00eats feraient bien de s’y mettre rapidement, car nous sommes aujourd’hui \u00e0 la veille d’un profond bouleversement. En 2024, l\u2019accent a \u00e9t\u00e9 mis sur l\u2019assistance aux agents humains et l\u2019am\u00e9lioration des options de libre-service. En 2025, l’IA g\u00e9n\u00e9rative \u00e9voluera vers des agents IA autonomes capables de g\u00e9rer des t\u00e2ches de bout en bout et de collaborer au sein de syst\u00e8mes multi-agents. <\/p>\n\n\n\n

      La fonction de service client traditionnelle deviendra un centre d\u2019exp\u00e9rience client (CX) hybride, combinant agents IA et agents humains. Gr\u00e2ce \u00e0 la collaboration entre humains et IA, les agents humains peuvent se concentrer sur des interactions \u00e0 plus forte valeur ajout\u00e9e. Comme l\u2019explique Mala Anand, CVP Customer Experience & Success chez Microsoft <\/strong>: \u00ab Les agents IA s’occupant des t\u00e2ches r\u00e9p\u00e9titives, les employ\u00e9s du service client peuvent se concentrer sur la cr\u00e9ation de valeur \u00e0 vie gr\u00e2ce \u00e0 la r\u00e9solution strat\u00e9gique des probl\u00e8mes, \u00e0 l’engagement personnalis\u00e9 et \u00e0 des interactions significatives tout au long du parcours du client. \u00bb<\/p>\n\n\n\n

      Plut\u00f4t que d\u2019\u00eatre per\u00e7u comme un centre de co\u00fbts, le service client pourrait m\u00eame \u00eatre envisag\u00e9 comme un levier de revenus. Fait remarquable : 60 % des consommateurs sont pr\u00eats \u00e0 payer pour un service client premium, ouvrant ainsi de nouvelles opportunit\u00e9s de mon\u00e9tisation. L’avenir du service client repose donc sur une combinaison compl\u00e9mentaire d’agents humains et virtuels. L\u2019IA g\u00e9n\u00e9rative acc\u00e9l\u00e9rera les processus et personnalisera les interactions, tandis que les agents humains continueront d\u2019apporter l\u2019empathie, la cr\u00e9ativit\u00e9 et la r\u00e9flexion strat\u00e9gique qui comptent tant pour les clients.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Il est difficile d’imaginer une grande organisation sans un chatbot ou un assistant IA. Mais r\u00e9solvent-ils vraiment les questions des clients ? Capgemini a examin\u00e9 ce que l’IA g\u00e9n\u00e9rative peut apporter au service client.<\/p>\n","protected":false},"author":5,"featured_media":88743,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[25],"tags":[],"people":[],"extra":[43],"company":[],"topic":[631],"region":[],"class_list":["post-115339","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","extra-plus","topic-digitalisation"],"acf":[],"yoast_head":"\nL'IA g\u00e9n\u00e9rative pose-t-elle les jalons du service client ? - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Il est difficile d'imaginer une grande organisation sans un chatbot ou un assistant IA. 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