{"id":137236,"date":"2020-12-03T08:41:45","date_gmt":"2020-12-03T08:41:45","guid":{"rendered":"https:\/\/news.sap.com\/france\/?p=137236"},"modified":"2023-10-12T14:14:55","modified_gmt":"2023-10-12T14:14:55","slug":"experience-client-future-ia-comme-intermediaire","status":"publish","type":"post","link":"https:\/\/news.sap.com\/france\/2020\/12\/experience-client-future-ia-comme-intermediaire\/","title":{"rendered":"L\u2019exp\u00e9rience client future : l\u2019IA comme interm\u00e9diaire"},"content":{"rendered":"

L’intelligence artificielle (IA) s\u2019impose comme le nouvel interm\u00e9diaire entre les entreprises et les clients dans la d\u00e9cision d\u2019achat.<\/p>\n

L\u2019IA s\u2019impose dans l\u2019exp\u00e9rience client<\/strong><\/h2>\n

La complexit\u00e9 de la vie moderne soumet notre cerveau \u00e0 une vraie surcharge cognitive. Pour y rem\u00e9dier, les clients se tournent vers les IA et se fient \u00e0 leurs recommandations, d\u00e9laissant les interactions traditionnelles avec les marques.<\/p>\n

Ainsi acceptons-nous volontiers les recommandations de Netflix pour les s\u00e9ries, de Spotify pour la musique ou les r\u00e9sultats affich\u00e9s par Google. Nous faisons tellement confiance \u00e0 ces suggestions que 35% des achats sur Amazon et 75% des visionnages sur Netflix sont issus des recommandations du Machine Learning, selon McKinsey (1).<\/p>\n

Pourquoi ? Parce que, dans l\u2019exp\u00e9rience, les clients distinguent de plus en plus les aspects routiniers des aspects riches de sens (voir \u00ab Donner du sens \u00e0 l\u2019exp\u00e9rience<\/a> \u00bb). Et \u00e0 mesure que la pr\u00e9cision et l\u2019utilit\u00e9 des IA augmentent, les clients d\u00e9l\u00e8guent les d\u00e9cisions qu\u2019ils jugent \u00ab sans importance \u00bb. Certaines entreprises se voient alors coup\u00e9es de leurs clients et forc\u00e9es de composer avec des IA agissant comme des gardiens.<\/p>\n

Les IA rel\u00e8guent les entreprises en arri\u00e8re-plan de plusieurs fa\u00e7ons :<\/strong><\/h2>\n

Les IA effectuent de plus en plus de t\u00e2ches<\/h3>\n

Les IA \u00e9tant capables de regrouper, d\u2019indexer et d\u2019analyser des montagnes de donn\u00e9es, les clients ont de plus en plus confiance dans leur capacit\u00e9 \u00e0 interpr\u00e9ter leurs pr\u00e9f\u00e9rences personnelles et \u00e0 faire des choix \u00e0 leur place. Aux recherches en arri\u00e8re-plan r\u00e9alis\u00e9es par les IA s\u2019ajouteront bient\u00f4t les achats en arri\u00e8re-plan.<\/p>\n

Les IA, nouvelles audiences \u00e0 conqu\u00e9rir<\/h3>\n

Le marketing \u00e9motionnel peut susciter la fid\u00e9lit\u00e9 chez les humains mais pas chez les IA. \u00c0 mesure que les clients confieront les d\u00e9cisions d\u2019achat de routine aux IA, les entreprises auront besoin de nouvelles strat\u00e9gies pour conqu\u00e9rir ces nouvelles audiences automatis\u00e9es.<\/p>\n

Les fronti\u00e8res entre les t\u00e2ches vont dispara\u00eetre<\/h3>\n

On regroupe souvent les t\u00e2ches m\u00e9nag\u00e8res et administratives en cat\u00e9gories, comme le nettoyage de la maison ou le paiement des factures. Mais avec des IA qui prennent en charge diff\u00e9rentes t\u00e2ches \u00e0 la fois, ces fronti\u00e8res dispara\u00eetront. Les entreprises incapables de s\u2019adapter \u00e0 ce changement dans la fa\u00e7on d\u2019appr\u00e9hender les t\u00e2ches perdront des clients.<\/p>\n

Comment votre entreprise peut-elle s\u2019adapter ?<\/strong><\/h2>\n

Devenez l\u2019interm\u00e9diaire IA de votre secteur<\/h3>\n

Cr\u00e9ez une intelligence artificielle<\/a> sp\u00e9cialis\u00e9e qui apporte des connaissances uniques \u00e0 vos clients. Appropriez-vous les fonctionnalit\u00e9s des IA pour mettre ces connaissances et comp\u00e9tences sp\u00e9cialis\u00e9es \u00e0 disposition des clients, directement et par le biais d\u2019IA g\u00e9n\u00e9ralistes.<\/p>\n

Proposez des produits optimis\u00e9s par l’IA<\/h3>\n

Au fur et \u00e0 mesure que les points de contact avec les clients seront rel\u00e9gu\u00e9s au second plan, les produits joueront un r\u00f4le plus central en tant qu\u2019ambassadeurs de la marque. Le Big Data, l\u2019IoT et le Machine Learning permettent d\u2019am\u00e9liorer l\u2019exp\u00e9rience client en augmentant la satisfaction, en r\u00e9duisant la charge cognitive et en \u00e9liminant les actions inutiles. Trouvez des moyens de cr\u00e9er un lien avec vos clients par le biais des produits.<\/p>\n

Optimisez votre visibilit\u00e9 aupr\u00e8s des IA<\/h3>\n

Les syst\u00e8mes bas\u00e9s sur l\u2019IA constitueront le prochain \u00ab espace lin\u00e9aire \u00bb num\u00e9rique o\u00f9 optimiser le placement des produits. Cette discipline d\u2019optimisation est encore balbutiante mais vous pouvez d\u00e9j\u00e0 vous appuyer sur votre \u00e9quipe de r\u00e9f\u00e9renceurs SEO afin de prendre le leadership d\u00e8s le d\u00e9but. Des descriptions factuelles de vos produits et services contribueront \u00e0 votre succ\u00e8s aupr\u00e8s des IA.<\/p>\n

Am\u00e9liorez les interactions avec vos clients<\/h3>\n

Utilisez des outils bas\u00e9s sur l\u2019IA pour animer les interactions avec vos clients en fournissant aux collaborateurs de 1\u00e8re ligne des informations client et des suggestions de messages. Par exemple, les outils d\u2019analyse et le Machine Learning peuvent servir \u00e0 offrir aux collaborateurs une visibilit\u00e9 approfondie sur chaque client, am\u00e9liorant ainsi la personnalisation des interactions.<\/p>\n

Publi\u00e9 en anglais sur insights.sap.com<\/a><\/p>\n

\n

R\u00e9f\u00e9rences<\/p>\n

(1) Ian MacKenzie, Chris Meyer et Steve Noble, \u00ab How Retailers Can Keep Up with Consumers \u00bb (Comment les d\u00e9taillants peuvent r\u00e9pondre aux besoins des clients), McKinsey & Co., octobre 2013, https:\/\/www.mckinsey.com\/industries\/retail\/our-insights <\/a>
\n\/how-retailers-can-keep-up-with-consumers.<\/p>\n","protected":false},"excerpt":{"rendered":"

L’intelligence artificielle (IA) s\u2019impose comme le nouvel interm\u00e9diaire entre les entreprises et les clients dans la d\u00e9cision d\u2019achat. L\u2019IA s\u2019impose dans l\u2019exp\u00e9rience client La complexit\u00e9…<\/p>\n","protected":false},"author":1074,"featured_media":137238,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[5599801],"tags":[34845,3197168,2257985],"series":[5599684],"sapn-display":[5599813,5599811,1654726],"sapn-type":[6114],"class_list":["post-137236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-experience-client","tag-customer-experience","tag-ia","tag-intelligence-artificielle","series-lexperience-client-future-en-5-tendances-cles","sapn-display-article-hero","sapn-display-article-spotlight","sapn-display-hero","sapn-type-article"],"yoast_head":"\nL\u2019exp\u00e9rience client future : l\u2019IA comme interm\u00e9diaire - 麻豆原创 France News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.sap.com\/france\/2020\/12\/experience-client-future-ia-comme-intermediaire\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019exp\u00e9rience client future : l\u2019IA comme interm\u00e9diaire\" \/>\n<meta property=\"og:description\" content=\"L’intelligence artificielle (IA) s\u2019impose comme le nouvel interm\u00e9diaire entre les entreprises et les clients dans la d\u00e9cision d\u2019achat. L\u2019IA s\u2019impose dans l\u2019exp\u00e9rience client La complexit\u00e9...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.sap.com\/france\/2020\/12\/experience-client-future-ia-comme-intermediaire\/\" \/>\n<meta property=\"og:site_name\" content=\"麻豆原创 France News\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-03T08:41:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-12T14:14:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.sap.com\/france\/files\/2020\/12\/03\/image-article-lIA-comme-interm\u00e9diaire-1-e1606985077535.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Christopher Koch\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christopher Koch\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/france\\\/2020\\\/12\\\/experience-client-future-ia-comme-intermediaire\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/france\\\/2020\\\/12\\\/experience-client-future-ia-comme-intermediaire\\\/\"},\"author\":{\"name\":\"Christopher Koch\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/france\\\/#\\\/schema\\\/person\\\/560938683c897b680a4f33a48b0b6e36\"},\"headline\":\"L\u2019exp\u00e9rience client future : l\u2019IA comme interm\u00e9diaire\",\"datePublished\":\"2020-12-03T08:41:45+00:00\",\"dateModified\":\"2023-10-12T14:14:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/france\\\/2020\\\/12\\\/experience-client-future-ia-comme-intermediaire\\\/\"},\"wordCount\":752,\"image\":{\"@id\":\"https:\\\/\\\/news.sap.com\\\/france\\\/2020\\\/12\\\/experience-client-future-ia-comme-intermediaire\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/news.sap.com\\\/france\\\/files\\\/2020\\\/12\\\/03\\\/image-article-lIA-comme-interm\u00e9diaire-1-e1606985077535.jpg\",\"keywords\":[\"customer experience\",\"IA\",\"Intelligence Artificielle\"],\"articleSection\":[\"Gestion de la relation client et exp\u00e9rience client\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/news.sap.com\\\/france\\\/2020\\\/12\\\/experience-client-future-ia-comme-intermediaire\\\/\",\"url\":\"https:\\\/\\\/news.sap.com\\\/france\\\/2020\\\/12\\\/experience-client-future-ia-comme-intermediaire\\\/\",\"name\":\"L\u2019exp\u00e9rience client future : l\u2019IA comme interm\u00e9diaire - 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