{"id":5155,"date":"2011-05-01T20:00:05","date_gmt":"2011-05-01T19:00:05","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=5155"},"modified":"2011-05-01T07:47:02","modified_gmt":"2011-05-01T06:47:02","slug":"dis-cest-quoi-ton-coeur-de-metier-le-service-client-en-question","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/05\/01\/dis-cest-quoi-ton-coeur-de-metier-le-service-client-en-question\/","title":{"rendered":"Dis, c&rsquo;est quoi ton coeur de m\u00e9tier ? Le service client en question&#8230;"},"content":{"rendered":"<p>Cette question, du coeur de m\u00e9tier, revient tr\u00e8s souvent, quand on travaille sur la <strong>strat\u00e9gie e-commerce<\/strong>.<\/p>\n<p>Quelles sont les activit\u00e9s \u00ab\u00a0coeur de m\u00e9tier\u00a0\u00bb qu&rsquo;on doit parfaitement ma\u00eetriser, et quelles sont les activit\u00e9s moins strat\u00e9giques, que l&rsquo;on peut externaliser sans crainte ?<\/p>\n<p>Pas de r\u00e9ponse unique bien s\u00fbr, \u00e7a serait trop facile !<\/p>\n<p>On navigue donc entre deux extr\u00eames :<\/p>\n<ul>\n<li>D&rsquo;un c\u00f4t\u00e9, les entreprises qui externalisent l&rsquo;ensemble des activit\u00e9s e-commerce ;<\/li>\n<li>Dee l&rsquo;autre, des entreprises qui font tout en interne.<\/li>\n<\/ul>\n<p>J&rsquo;\u00e9cris ce billet suite \u00e0 coup de fil, ce matin, au service client d&rsquo;Orange.<\/p>\n<p>Orange a, en l&rsquo;occurence, un service client maison, non d\u00e9localis\u00e9.<\/p>\n<p>C&rsquo;est donc un service qui co\u00fbte relativement cher \u00e0 l&rsquo;entreprise.<\/p>\n<p>Mais \u00e9coutez plut\u00f4t la suite :<\/p>\n<blockquote><p>J&rsquo;appelais pour r\u00e9silier une ligne d&rsquo;une r\u00e9sidence secondaire.<\/p>\n<p>Mon interlocutrice enregistre les diff\u00e9rents \u00e9l\u00e9ments, de mani\u00e8re pro et en m\u00eame temps en r\u00e9ussissant \u00e0 cr\u00e9er une \u00ab\u00a0proximit\u00e9\u00a0\u00bb.<\/p>\n<p>La personne m&rsquo;explique, une fois ce point r\u00e9gl\u00e9, qu&rsquo;elle peut en profiter pour revoir notre contrat principal. Elle regarde, entre le contrat et ce qui est consomm\u00e9, et estime qu&rsquo;elle peut nous proposer mieux.<\/p>\n<p>Elle nous propose ainsi un \u00ab\u00a0pack\u00a0\u00bb qui devrait nous faire \u00e9conomiser environ 10 \u20ac par mois&#8230; Pas n\u00e9gligeable.<\/p>\n<p>Un \u00e9l\u00e9ment que j&rsquo;ai trouv\u00e9 tout \u00e0 fait r\u00e9v\u00e9lateur : elle m&rsquo;a expliqu\u00e9 que <strong>sa mission n&rsquo;\u00e9tait pas de \u00ab\u00a0fourguer\u00a0\u00bb des options, mais de nous fid\u00e9liser<\/strong>.<\/p>\n<p>L&rsquo;ensemble de la conversation a donc tourn\u00e9 sur la satisfaction du client.<\/p>\n<p>Au final, j&rsquo;ai eu un sentiment rare, suite \u00e0 un appel \u00e0 un call center : <strong>l&rsquo;impression d&rsquo;avoir \u00e9t\u00e9 bien trait\u00e9, Par une personne \u00e0 mon \u00e9coute<\/strong>.<\/p><\/blockquote>\n<p>Pensez vous qu&rsquo;on puisse obtenir le m\u00eame r\u00e9sultat avec un service apr\u00e8s vente externalis\u00e9 et d\u00e9localis\u00e9 ?<\/p>\n<p>Bon, je ne veux pas dire non plus que tout le monde doit internaliser son service de relation client !<\/p>\n<p>Cette exp\u00e9rience est \u00e0 mon avis int\u00e9ressante pour plusieurs raisons :<\/p>\n<ul>\n<li>Cela montre bien <strong>l&rsquo;importance des objectifs que l&rsquo;on fixe aux \u00e9quipes charg\u00e9es de la relation client<\/strong> ! Si, dans mon exemple, l&rsquo;objectif avait \u00e9t\u00e9 le r\u00e9sultat, la vente, l&rsquo;exp\u00e9rience aurait \u00e9t\u00e9 bien diff\u00e9rente. Autre mauvais objectif connu : quand l&rsquo;objectif est de traiter un maximum d&rsquo;appels&#8230;<\/li>\n<li>Il y a plusieurs moyens de mettre en oeuvre un centre de relation client. Si on doit externaliser, il convient de <strong>choisir avec le plus grand soin l&rsquo;op\u00e9rateur<\/strong>, et de travailler avec lui sur les \u00e9quipes, les objectifs, la formation, &#8230; Autre point : <strong>faites des tests, pour vous mettre \u00e0 la place des clients<\/strong>, et voir comment cela se passe !<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Cette question, du coeur de m\u00e9tier, revient tr\u00e8s souvent, quand on travaille sur la strat\u00e9gie e-commerce. Quelles sont les activit\u00e9s \u00ab\u00a0coeur de m\u00e9tier\u00a0\u00bb qu&rsquo;on doit parfaitement ma\u00eetriser, et quelles sont les activit\u00e9s moins strat\u00e9giques, que l&rsquo;on peut externaliser sans crainte ? Pas de r\u00e9ponse unique bien s\u00fbr, \u00e7a serait trop facile ! On navigue donc [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,156,371,148],"class_list":["post-5155","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-crm","tag-e-commerce","tag-relation-client"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dis, c&#039;est quoi ton coeur de m\u00e9tier ? 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