{"id":26520,"date":"2017-12-21T08:30:07","date_gmt":"2017-12-21T07:30:07","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=26520"},"modified":"2024-06-25T06:31:55","modified_gmt":"2024-06-25T04:31:55","slug":"digital-democratise-humain-important","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2017\/12\/21\/digital-democratise-humain-important\/","title":{"rendered":"Le digital se d\u00e9mocratise, mais l\u2019humain reste important"},"content":{"rendered":"
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Face \u00e0 la peur d\u2019une majorit\u00e9 de Fran\u00e7ais de voir leurs services se digitaliser compl\u00e8tement, certaines soci\u00e9t\u00e9s, comme Auto-\u00e9cole.net<\/a> pour l\u2019apprentissage de la conduite ou encore Air France<\/a>, par exemple, choisissent de garder une part d\u2019humain dans l\u2019\u00e9conomie num\u00e9rique.<\/em><\/p>\n

Toute r\u00e9volution a sa part d\u2019ombre. Le num\u00e9rique ne d\u00e9roge pas \u00e0 la r\u00e8gle. Depuis quelques ann\u00e9es, les Fran\u00e7ais voient de plus en plus de services \u00ab\u2009physiques\u2009\u00bb dispara\u00eetre au profit de services digitaux.<\/strong> Par souci d\u2019\u00e9conomie, surtout, les guichets se ferment \u00e0 mesure que s\u2019ouvrent les assistances sur \u00e9crans d\u2019ordinateurs ou de smartphones. Une bonne nouvelle pour l\u2019efficience des entreprises qui adoptent le virage num\u00e9rique, plus nuanc\u00e9e c\u00f4t\u00e9 consommateurs<\/strong>, qui regrettent souvent le contact humain lorsqu\u2019ils rencontrent un quelconque probl\u00e8me. Ou qu\u2019ils cherchent, tout simplement, un conseil.<\/em><\/p>\n

\"digital\"<\/p>\n

Mauvaise r\u00e9putation<\/b><\/h2>\n

En mai dernier,\u00a0une \u00e9tude r\u00e9alis\u00e9e par Havas Paris<\/a>\u00a0d\u00e9montrait que 72\u00a0% des Fran\u00e7ais avaient peur de la d\u00e9shumanisation grimpante du commerce<\/strong>, \u00e0 l\u2019\u00e8re du num\u00e9rique et de l\u2019intelligence artificielle, et n\u2019\u00e9taient donc pas pr\u00eats \u00e0 s\u2019adresser uniquement \u00e0 des robots ou des \u00e9crans plats. Les classes d\u2019\u00e2ges \u00e9lev\u00e9s n\u2019\u00e9tant pas les seules \u00e0 penser ainsi\u2009; 57\u00a0% des 18\/24 ans souhaitent que les grandes plateformes de e-commerce comme Amazon ou Vente Priv\u00e9e ouvrent des magasins physiques<\/strong>. Et balaient d\u2019un revers de manche la r\u00e8gle qui voudrait que les jeunes ne se biberonnent qu\u2019au num\u00e9rique.<\/p>\n

<\/p>\n

L\u2019exigence d\u2019un rapport et d\u2019\u00e9changes physiques semble d\u00e9cupl\u00e9e lorsque se met en place une relation client sur le long terme. Et c\u2019est logique\u00a0: le consommateur qui engage r\u00e9guli\u00e8rement une somme d\u2019argent est en droit d\u2019attendre un service adapt\u00e9 et convivial \u2014 contrairement \u00e0 des clics de souris ou des tapotements d\u2019\u00e9crans qui paraissent froids et d\u00e9sincarn\u00e9s. C\u2019est ce que r\u00e9v\u00e9lait de son c\u00f4t\u00e9\u00a0une \u00e9tude d\u2019Accenture Strategy en juin 2016<\/a>, selon laquelle 79\u00a0% des consommateurs fran\u00e7ais pr\u00e9f\u00e8rent traiter directement avec une personne pour r\u00e9soudre leurs probl\u00e8mes de service client.<\/strong><\/p>\n

La preuve\u2009? Ils sont 55\u00a0% \u00e0 avoir chang\u00e9 de fournisseur entre juin 2015 et juin 2016 \u00e0 cause d\u2019une mauvaise exp\u00e9rience de relation client. D\u2019apr\u00e8s le cabinet d\u2019audit, c\u2019est la difficult\u00e9 \u00e0 joindre les entreprises qui est la source principale de frustration pour les consommateurs tricolores (81\u00a0%), qui postent en g\u00e9n\u00e9ral des critiques sur les r\u00e9seaux sociaux apr\u00e8s une mauvaise exp\u00e9rience (22\u00a0%)<\/strong>. A trop vouloir se reposer sur la facilit\u00e9 apparente du num\u00e9rique, les boites en paient le prix fort\u00a0: une mauvaise r\u00e9putation \u00e0 court et moyen termes et, partant, l\u2019\u00e9rosion de la client\u00e8le \u00e0 plus long terme.<\/p>\n

Souplesse du digital et s\u00e9rieux du traditionnel<\/b><\/h2>\n

Certaines d\u2019entre elles ont bien compris que la d\u00e9shumanisation des services digitaux constituait l\u2019une des principales peurs des Fran\u00e7ais. Et ont agi pour conserver leurs clients.\u00a0C\u2019est le cas d\u2019Air France<\/a>, par exemple, pour qui l\u2019intelligence artificielle doit \u00ab\u2009enrichir l\u2019humain et non le remplacer\u2009\u00bb<\/strong> explique Ga\u00eblle Brunetaud Zaid, journaliste pour\u00a0La revue du digital<\/i>.<\/p>\n

\"digital\"
Depuis quelques ann\u00e9es, les Fran\u00e7ais voient de plus en plus de services \u00ab\u2009physiques\u2009\u00bb dispara\u00eetre au profit de services digitaux.<\/figcaption><\/figure>\n

Un terme, notamment, illustre parfaitement la politique num\u00e9rique de la compagnie a\u00e9rienne fran\u00e7aise depuis quelques ann\u00e9es\u00a0: la personnalisation. Gr\u00e2ce \u00e0 la plateforme Big Data\u00a0360, Air France rassemble toutes les informations op\u00e9rationnelles concernant ses 100 millions de passagers\u2009; il en r\u00e9sulte \u00ab\u2009un message personnalis\u00e9, pertinent, au bon moment et sur le bon canal\u2009\u00bb. Et 30\u00a0% de conversations en plus.<\/p>\n

Car si l\u2019on appr\u00e9cie autant les rapports humains et, a contrario, si l\u2019on redoute l\u2019immixtion croissante du num\u00e9rique dans nos vies, c\u2019est avant tout parce que nous avons peur de perdre la parole.<\/strong> Ou, tout du moins, les \u00e9changes. Et il est des activit\u00e9s o\u00f9 la discussion en direct est primordiale \u2014 voire obligatoire.<\/p>\n

L\u2019apprentissage de la conduite, par exemple, en fait partie. La Toile a vu fleurir, ces derniers temps, les \u00e9coles\u00a02.0 d\u00e9sireuses de casser la situation quasi-monopolistique des vieilles enseignes. L\u2019argument en leur faveur\u2009? Le prix, souvent revu \u00e0 la baisse. Celui qui est en leur d\u00e9faveur\u2009? L\u2019accompagnement des \u00e9l\u00e8ves, la plupart du temps inexistant, alors que l\u2019enseignement se fait sur un temps long. A moins, comme Air France, d\u2019associer souplesse du digital et s\u00e9rieux du traditionnel.<\/p>\n

C\u2019est le\u00a0pari fait depuis quelques ann\u00e9es par Auto-ecole.net<\/a>, dont le concept repose sur la mobilit\u00e9, le suivi et la flexibilit\u00e9 des f<\/strong><\/p>\n

uturs conducteurs, mais \u00e9galement des professeurs de conduite sous statut ind\u00e9pendant<\/strong>. Car la plateforme, selon Florence Monnier, responsable p\u00e9dagogique, ne se contente pas simplement de mettre ces deux publics en relation\u2009; il s\u2019agit d\u2019une r\u00e9elle auto-\u00e9cole \u2014 d\u2019o\u00f9 son nom \u2014 avec pr\u00e9sence sur le terrain et encadrement personnalis\u00e9, contrairement \u00e0 d\u2019autres boites, comme Ornikar par exemple.<\/p>\n

Preuve que cette formule fonctionne\u00a0: Auto-\u00e9cole.net re\u00e7oit plus de 1\u2009000 nouveaux inscrits par mois et a cr\u00e9\u00e9 cette ann\u00e9e une centaine d\u2019emplois.<\/strong> L\u2019\u00e9cole de conduite compte ainsi 16 \u00e9tablissements agr\u00e9\u00e9s \u00e0 travers la France, dont le dernier vient d\u2019ouvrir \u00e0 Toulouse. Comme quoi la digitalisation de l\u2019\u00e9conomie peut parfaitement s\u2019accommoder de l\u2019humain.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Face \u00e0 la peur d\u2019une majorit\u00e9 de Fran\u00e7ais de voir leurs services se digitaliser compl\u00e8tement, certaines soci\u00e9t\u00e9s, comme Auto-\u00e9cole.net pour l\u2019apprentissage de la conduite ou encore Air France, par exemple, choisissent de garder une part d\u2019humain dans l\u2019\u00e9conomie num\u00e9rique. Toute r\u00e9volution a sa part d\u2019ombre. Le num\u00e9rique ne d\u00e9roge pas \u00e0 la r\u00e8gle. Depuis quelques …<\/p>\n","protected":false},"author":60,"featured_media":34060,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-26520","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nLe digital se d\u00e9mocratise, mais l\u2019humain reste important<\/title>\n<meta name=\"description\" content=\"Face \u00e0 la peur de Fran\u00e7ais du digital, certaines soci\u00e9t\u00e9s, gardent une part d\u2019humain dans l\u2019\u00e9conomie num\u00e9rique.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2017\/12\/21\/digital-democratise-humain-important\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" 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