{"id":55527,"date":"2022-04-20T12:55:00","date_gmt":"2022-04-20T12:55:00","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=55527"},"modified":"2022-04-21T13:54:50","modified_gmt":"2022-04-21T13:54:50","slug":"comment-odette-lunettes-se-numerise-afin-dameliorer-lexperience-client","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/comment-odette-lunettes-se-numerise-afin-dameliorer-lexperience-client\/","title":{"rendered":"Comment Odette Lunettes se num\u00e9rise afin d\u2019am\u00e9liorer l&rsquo;exp\u00e9rience client"},"content":{"rendered":"\n<p>La marque d&rsquo;optique <strong>Odette Lunettes<\/strong> r\u00e9pond \u00e0 chaque demande ou commentaire des clients, y compris sur les m\u00e9dias sociaux, dans les 24 heures. 65% de ses conversations sont d\u00e9j\u00e0 men\u00e9es via le chatbot. \u00ab Quand on est petit, il faut automatiser. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Service et exp\u00e9rience<\/strong><\/h2>\n\n\n\n<p>Eline De Munck et Bob Geraets ont lanc\u00e9 la marque d&rsquo;optique Odette Lunettes en 2015, \u00e0 partir d&rsquo;une frustration personnelle li\u00e9e au manque de montures \u00e0 la mode mais portables. \u00ab Entre-temps nous sommes avec une vingtaine de personnes \u00bb, dit Eline. \u00ab Nous travaillons \u00e9galement avec une douzaine d&rsquo;agents et 350 clients business-to-business actifs dans 16 pays. \u00bb<\/p>\n\n\n\n<p>La marque poss\u00e8de \u00e9galement trois boutiques physiques, \u00e0 Anvers, Gand et Knokke. \u00ab Nous essayons de faire en sorte que le business-to-business et le business-to-consumer fonctionnent ensemble comme des vases communicants. Par exemple, notre site web transmet des clients potentiels \u00e0 nos opticiens. \u00bb L&rsquo;attention port\u00e9e \u00e0 la client\u00e8le est tr\u00e8s importante pour Odette Lunettes : \u00ab Nous ne sommes pas un joueur de prix, nous voulons offrir aux gens un service et une exp\u00e9rience qu&rsquo;ils n&rsquo;obtiendraient peut-\u00eatre pas dans une grande cha\u00eene d&rsquo;optique \u00bb, explique Bob.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Engagement en faveur de la num\u00e9risation<\/strong><\/h2>\n\n\n\n<p>Un \u00e9l\u00e9ment important de ce service est la volont\u00e9 d&rsquo;\u00e9couter les clients. \u00ab Nous voulons r\u00e9pondre dans les 24 heures \u00e0 toute question ou plainte d&rsquo;un client, que ce soit par t\u00e9l\u00e9phone, par courriel ou sur les m\u00e9dias sociaux. Mais nous recevons tous les jours des messages sur Facebook, Instagram, etc. Essayez de suivre et de structurer tout cela si votre d\u00e9partement marketing ne compte qu&rsquo;un seul employ\u00e9&#8230; Il est donc pratique que toutes ces questions soient r\u00e9unies sur une seule plateforme. \u00bb<\/p>\n\n\n\n<p>Il s&rsquo;agit de Hootsuite, la c\u00e9l\u00e8bre plateforme de gestion des m\u00e9dias sociaux qui a \u00e9galement acquis la plateforme d&rsquo;assistance \u00e0 la client\u00e8le Sparkcentral l&rsquo;ann\u00e9e derni\u00e8re. \u00ab Depuis le d\u00e9but, nous nous sommes fortement concentr\u00e9s sur la num\u00e9risation. L&rsquo;efficacit\u00e9 est essentielle pour nous. Nous voulons utiliser des personnes pour les choses qui ne peuvent \u00eatre faites que par des personnes, le reste, nous voulons le num\u00e9riser autant que possible. \u00bb Par exemple, la marque dispose d&rsquo;un chatbot sur son site web qui vous aide \u00e0 choisir des lunettes en fonction de la forme de votre visage et d&rsquo;autres pr\u00e9f\u00e9rences.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Construire la communaut\u00e9<\/strong><\/h2>\n\n\n\n<p>Le d\u00e9taillant mise \u00e9galement beaucoup sur l&rsquo;automatisation du marketing : les clients re\u00e7oivent des v\u0153ux d&rsquo;anniversaire, un an apr\u00e8s l&rsquo;achat, ils sont invit\u00e9s \u00e0 faire v\u00e9rifier leurs lunettes, deux ans plus tard, on leur sugg\u00e8re qu&rsquo;il est peut-\u00eatre temps de changer de paire de lunettes&#8230; Et les personnes qui taguent Odette Lunettes lorsqu&rsquo;elles posent fi\u00e8rement avec leurs nouvelles lunettes sont incluses dans la galerie du site web. \u00ab Nous publions \u00e9galement ces images dans nos histoires, comme nos Odette Vedettes. Les gens aiment vraiment recevoir cette attention. C&rsquo;est ainsi que nous construisons une communaut\u00e9. Nous sommes pr\u00e9sents l\u00e0 o\u00f9 se trouve le client. \u00bb<\/p>\n\n\n\n<p>Odette Lunettes est un pr\u00e9curseur et un exemple \u00e0 cet \u00e9gard, atteste Sarah Zengers de Hootsuite. \u00ab Ils ont \u00e9t\u00e9 des adopteurs pr\u00e9coces, et contrairement \u00e0 de nombreux d\u00e9taillants, ils ne sont pas \u00e0 la tra\u00eene. 65 % des conversations se font d\u00e9j\u00e0 par le biais du chatbot. C&rsquo;est un outil tr\u00e8s pr\u00e9cieux qui vous permet de r\u00e9pondre d\u00e9j\u00e0 aux questions r\u00e9currentes, afin que vous puissiez vous concentrer sur les choses un peu plus complexes et o\u00f9 le contact humain est n\u00e9cessaire. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mod\u00e8les commerciaux innovants<\/strong><\/h2>\n\n\n\n<p>Comment la marque de lunettes Odette Lunettes utilise un outil comme Hootsuite pour renforcer la relation chaleureuse avec ses clients ? Vous en saurez plus \u00e0 ce sujet lors du congr\u00e8s RetailDetail, le 28 avril \u00e0 Anvers. Eline De Munck et Sarah Zengers interviendront dans le cadre du programme \u00ab Future of Shopping \u00bb, o\u00f9 <strong>Polestar<\/strong> et <strong>Cameleon<\/strong> expliqueront \u00e9galement leurs mod\u00e8les commerciaux innovants. Le programme pl\u00e9nier de la soir\u00e9e r\u00e9unit <strong>Rainpharma<\/strong>, <strong>Alibaba<\/strong>, <strong>Zalando<\/strong> et le fondateur de RetailDetail, Jorg Snoeck, avec la pr\u00e9sentation de son dernier livre <em>The Future of Shopping : Re-Set Re-Made Re-tail<\/em>. <a href=\"https:\/\/www.retaildetail.be\/fr\/retail-events\/retaildetail-congress\">Commandez vos tickets via ce lien<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La marque d&rsquo;optique Odette Lunettes r\u00e9pond \u00e0 chaque demande ou commentaire des clients, y compris sur les m\u00e9dias sociaux, dans les 24 heures. 65% de ses conversations sont d\u00e9j\u00e0 men\u00e9es via le chatbot. \u00ab Quand on est petit, il faut automatiser. \u00bb Service et exp\u00e9rience Eline De Munck et Bob Geraets ont lanc\u00e9 la marque [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":55414,"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":[151,150],"extra":[],"company":[155],"topic":[],"region":[90],"class_list":["post-55527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","people-bob-geraets","people-eline-de-munck","company-odette-lunettes","region-belgie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Odette Lunettes se num\u00e9rise afin d\u2019am\u00e9liorer l&#039;exp\u00e9rience client - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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