{"id":127780,"date":"2025-09-09T10:49:38","date_gmt":"2025-09-09T08:49:38","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=127780"},"modified":"2025-09-09T10:50:13","modified_gmt":"2025-09-09T08:50:13","slug":"lia-brouille-les-frontieres-entre-le-service-a-la-clientele-et-le-marketing","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/lia-brouille-les-frontieres-entre-le-service-a-la-clientele-et-le-marketing\/","title":{"rendered":"\u00ab\u00a0L’IA brouille les fronti\u00e8res entre le service \u00e0 la client\u00e8le et le marketing\u00a0\u00bb"},"content":{"rendered":"\n

Bient\u00f4t, l’IA \u00ab\u00a0agentique\u00a0\u00bb ne se contentera pas de r\u00e9pondre aux questions des clients, mais pr\u00e9voira \u00e9galement leur comportement d’achat : cela aidera les d\u00e9taillants \u00e0 d\u00e9passer les attentes des clients, explique Yasin Hadnan de CM.com.<\/p>\n\n\n\n

Les r\u00e8gles du jeu changent<\/h2>\n\n\n\n

De plus en plus de d\u00e9taillants voient un potentiel dans l’application de l’intelligence artificielle. Les possibilit\u00e9s dans ce domaine \u00e9voluent rapidement : en effet, l’\u00e9mergence r\u00e9cente de ce que l’on appelle l'\u00a0\u00bbIA agentique\u00a0\u00bb en particulier change les r\u00e8gles du jeu, explique Yasin Hadnan, responsable de compte chez CM.com, le leader du march\u00e9 du Benelux en mati\u00e8re de \u00ab\u00a0logiciels conversationnels pilot\u00e9s par l’IA\u00a0\u00bb. Les agents d’IA peuvent prendre des mesures et effectuer des actions sans intervention humaine constante.<\/p>\n\n\n\n

Un exemple ? \u00ab\u00a0Vous pouvez demander \u00e0 ChatGPT : Je vais \u00e0 Barcelone, donnez-moi trois conseils. C’est de l’IA g\u00e9n\u00e9rative. L’IA agentique, c’est : ChatGPT, r\u00e9serve-moi mon h\u00f4tel et mes billets d’avion. Cette technologie va donc effectuer des actions pour nous. Nous pensons pouvoir l’appliquer \u00e9galement au marketing et au service \u00e0 la client\u00e8le : ex\u00e9cuter des processus commerciaux avec l’intelligence d’un mod\u00e8le linguistique.\u00a0\u00bb<\/p>\n\n\n\n

Les erreurs conduisent \u00e0 l’insatisfaction<\/h2>\n\n\n\n

Les d\u00e9taillants voient souvent revenir les m\u00eames questions de la part des clients, comme par exemple : \u00ab\u00a0O\u00f9 est mon colis ?\u00a0\u00bb Ces informations peuvent \u00eatre r\u00e9cup\u00e9r\u00e9es et renvoy\u00e9es par l’IA agentique. Mais il y a aussi un potentiel du c\u00f4t\u00e9 du marketing : ce consommateur a achet\u00e9 ceci chez nous dans le pass\u00e9 – pr\u00e9disez le prochain achat en vous basant sur ce comportement d’achat. \u00ab\u00a0Vous pouvez alors envoyer de mani\u00e8re proactive \u00e0 ces clients une communication sur un produit susceptible de les int\u00e9resser. Les fronti\u00e8res entre le service \u00e0 la client\u00e8le et le marketing s’estompent.\u00a0\u00bb<\/p>\n\n\n\n

Les attentes des clients en mati\u00e8re de communication avec les entreprises sont mont\u00e9es en fl\u00e8che. \u00ab\u00a0Ce que nous faisons chez CM.com, c’est satisfaire et m\u00eame d\u00e9passer l’exp\u00e9rience du client. En communiquant avec les bonnes personnes, au bon moment et par le bon canal.\u00a0\u00bb Tout d\u00e9pend de la qualit\u00e9 de vos donn\u00e9es. Ce n’est qu’avec des donn\u00e9es de qualit\u00e9 et structur\u00e9es que vous pouvez mettre en place des campagnes personnalis\u00e9es. Dans le cas contraire, vous risquez de bombarder vos clients de communications non pertinentes. \u00ab\u00a0Je suis une coureuse passionn\u00e9e, mais il m’arrive de recevoir des offres pour des chaussures de course pour femmes de la part d’un d\u00e9taillant qui m’a d\u00e9j\u00e0 achet\u00e9 deux paires de chaussures. Ce n’est pas possible. Les erreurs entra\u00eenent l’insatisfaction des clients.\u00a0\u00bb<\/p>\n\n\n\n

\u00ab\u00a0Exp\u00e9rimentez\u00a0\u00bb<\/h2>\n\n\n\n

Quelle est la nouveaut\u00e9 pour les d\u00e9taillants ? \u00ab\u00a0ChatGPT est entr\u00e9 sur le march\u00e9 \u00e0 la fin de l’ann\u00e9e 2022. Depuis la fin de l’ann\u00e9e derni\u00e8re, de plus en plus d’applications sont construites sur ce mod\u00e8le linguistique, m\u00eame dans les petites entreprises. Pour certains d\u00e9taillants, cela reste encore tr\u00e8s loin de leur r\u00e9alit\u00e9. Je pense qu’il est maintenant important d’acqu\u00e9rir une premi\u00e8re exp\u00e9rience. Saisissez l’occasion de tester, d’\u00e9chouer et d’apprendre. Exp\u00e9rimentez-le\u00a0\u00bb.<\/p>\n\n\n\n

Les clients de CM.com tels que Kruidvat, ICI Paris XL, XXL Nutrition et Basic-Fit d\u00e9ploient la technologie pour r\u00e9pondre \u00e0 des questions simples et aider les clients rapidement. \u00ab\u00a0Je vois encore des chatbots qui ne sont disponibles qu’entre 9 et 5. La technologie d’aujourd’hui nous permet vraiment de construire une solution intelligente qui est toujours l\u00e0 et qui peut r\u00e9pondre \u00e0 80 % des questions des clients.\u00a0\u00bb<\/p>\n\n\n\n

Lors du RetailDetail’s Retail Marketing Day, le 25 septembre \u00e0 Anvers, Yasin Hadnan partagera des conseils et des points d’int\u00e9r\u00eat sur la gestion de l’IA dans un environnement de vente au d\u00e9tail. Des intervenants d’Action, Primark, TakkoFashion, Carrefour et Addretail seront \u00e9galement sur sc\u00e8ne ce jour-l\u00e0. Les billets peuvent \u00eatre r\u00e9serv\u00e9s via le lien ci-dessous.<\/p>\n\n\n\n

\n
Je participerai au Retail Marketing Day<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Bient\u00f4t, l’IA \u00ab\u00a0agentique\u00a0\u00bb ne se contentera pas de r\u00e9pondre aux questions des clients, mais pr\u00e9voira \u00e9galement leur comportement d’achat : cela aidera les d\u00e9taillants \u00e0 d\u00e9passer les attentes des clients, affirme Yasin Hadnan de CM.com.<\/p>\n","protected":false},"author":3,"featured_media":127781,"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":[15,25],"tags":[1531],"people":[],"extra":[],"company":[],"topic":[631,774],"region":[],"class_list":["post-127780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","category-general","tag-intelligence-artificielle","topic-digitalisation","topic-retaildetail-day"],"acf":[],"yoast_head":"\n"L'IA brouille les fronti\u00e8res entre le service \u00e0 la 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