{"id":76,"date":"2015-10-17T21:45:59","date_gmt":"2015-10-17T21:45:59","guid":{"rendered":"https:\/\/www.microsoft.com\/fr-ca\/industry\/blog\/industry\/financial-services\/the-omni-channel-experience\/"},"modified":"2015-10-17T21:45:59","modified_gmt":"2015-10-17T21:45:59","slug":"the-omni-channel-experience","status":"publish","type":"post","link":"https:\/\/www.microsoft.com\/fr-ca\/industry\/blog\/financial-services\/2015\/10\/17\/the-omni-channel-experience\/","title":{"rendered":"L&#8217;exp\u00e9rience omnicanal"},"content":{"rendered":"<p>Les smartphones, les tablettes et la technologie portable ont chang\u00e9 les attentes des consommateurs concernant la livraison des services. Les gens sont habitu\u00e9s \u00e0 se connecter avec leurs amis peu importe o\u00f9 ils se trouvent, par le biais de n&#8217;importe quel appareil, et ils attendent la m\u00eame chose de leur banque. Afin de continuer de r\u00e9pondre aux attentes des consommateurs et d&#8217;offrir une vraie exp\u00e9rience omnicanal, les banques font face au d\u00e9fi de passer d&#8217;une infrastructure d&#8217;approvisionnement de services passive \u00e0 une interaction num\u00e9rique proactive avec les clients.<\/p>\n<p>\u00ab\u00a0Pendant longtemps, la succursale \u00e9tait notre canal bancaire principal. La banque ouvrait ses portes et attendait que les clients arrivent\u00a0\u00bb, dit Marcelo Marquez, directeur du d\u00e9veloppement d&#8217;entreprise, secteur bancaire mondial chez Microsoft. \u00ab\u00a0Nous sommes pass\u00e9s \u00e0 des canaux num\u00e9riques avec un m\u00eame \u00e9tat d&#8217;esprit, pour fournir une infrastructure o\u00f9 les clients prennent l&#8217;initiative et se servent eux-m\u00eames. Mais l&#8217;exp\u00e9rience omnicanal est diff\u00e9rente. Toute technologie \u00e0 laquelle le client a acc\u00e8s pourrait devenir un canal\u00a0: non seulement le t\u00e9l\u00e9phone, mais les appareils portables et l&#8217;Internet des objets. Au lieu d&#8217;attendre que le client se serve lui-m\u00eame, l&#8217;exp\u00e9rience omnicanal signifie atteindre le client et s&#8217;impliquer aupr\u00e8s de lui de diverses mani\u00e8res.\u00a0\u00bb<\/p>\n<p>Marquez dit que pour r\u00e9ussir dans le domaine omnicanal, les banques doivent \u00eatre\u00a0:<\/p>\n<ul>\n<li>\u00c9clair\u00e9es\u00a0: utiliser des analyses en temps r\u00e9el pour traduire les informations sur le client en des connaissances et des actions qui permettent d&#8217;avoir diff\u00e9rentes conversations.<\/li>\n<li>Toujours connect\u00e9es\u00a0: utiliser les appareils mobiles comme fen\u00eatre de la puissance informatique de la banque, sur site et dans le cloud.<\/li>\n<li>Toujours disponibles\u00a0: \u00e0 un clic des clients, toujours pr\u00eates \u00e0 avoir une conversation.<\/li>\n<li>Attentives aux clients et pr\u00eates \u00e0 anticiper leurs besoins.<\/li>\n<\/ul>\n<p>\u00ab\u00a0Toutes ces qualit\u00e9s n\u00e9cessitent une port\u00e9e num\u00e9rique et les analyses en temps r\u00e9el seront essentielles pour cr\u00e9er une couche omnicanal intelligente qui peut permettre cela\u00a0\u00bb, explique Marquez. \u00ab\u00a0Au lieu d&#8217;avoir une exp\u00e9rience mobile num\u00e9rique ou Web o\u00f9 les clients prennent l&#8217;initiative pour chaque action, les banques devront cr\u00e9er un poste de conseiller num\u00e9rique qui est proactif et qui contacte les clients.\u00a0\u00bb<\/p>\n<p>Au fil de ses discussions avec les clients, Marquez a r\u00e9alis\u00e9 que la strat\u00e9gie omnicanal de la banque doit r\u00e9soudre certains probl\u00e8mes cl\u00e9. \u00ab\u00a0Tout d&#8217;abord, les banques doivent modifier leur propre culture pour devenir num\u00e9rique. Cette transformation commence de l&#8217;int\u00e9rieur et n\u00e9cessite de trouver un \u00e9quilibre entre la possibilit\u00e9 pour les clients d&#8217;acc\u00e9der \u00e0 la derni\u00e8re technologie et la garantie de processus simplifi\u00e9s pour les employ\u00e9s. Les banques auront toujours des clients pr\u00eats \u00e0 rapidement s&#8217;adapter, mais pour que cela se g\u00e9n\u00e9ralise, elles devront mettre en place une plateforme o\u00f9 les clients pourront apprendre et partager leurs exp\u00e9riences. \u00c0 mesure que nous progressons, de nouveaux mod\u00e8les de services diff\u00e9rents seront test\u00e9s et, dans de nombreux cas, les banques fourniront la formation et les ressources n\u00e9cessaires aux clients pour adopter ces mod\u00e8les.\u00a0\u00bb<\/p>\n<p>Faire face \u00e0 ces d\u00e9fis peut aussi ouvrir une manne d&#8217;opportunit\u00e9s. \u00ab\u00a0Les banques pourront utiliser la technologie de diverses mani\u00e8res et d\u00e9couvrir de nouveaux types d&#8217;opportunit\u00e9s\u00a0\u00bb, d\u00e9clare Marquez. \u00ab\u00a0Par exemple, pour plus d&#8217;informations d\u00e9taill\u00e9es, l&#8217;apprentissage automatique red\u00e9finira la fa\u00e7on dont les banques interagissent avec les clients. Cela nous permettra de cr\u00e9er des applications plus intelligentes qui exploiteront des connaissances et des informations d\u00e9taill\u00e9es sur le comportement des clients afin de cr\u00e9er un segment d&#8217;une exp\u00e9rience avec les clients. Tandis qu&#8217;elle construit une meilleure interaction, plus pertinente, avec le client, la banque peut aussi trouver une opportunit\u00e9 de g\u00e9n\u00e9rer de nouvelles fa\u00e7ons de faire du marketing, pour elle-m\u00eame et les partenaires avec lesquels elle travaille, et cr\u00e9er un seul point d&#8217;achat pour les besoins financiers.\u00a0\u00bb<\/p>\n<p>Avec autant de possibilit\u00e9s, il n&#8217;y a pas de formule magique pour d\u00e9livrer des services omnicanal et Microsoft travaille avec ses partenaires pour pr\u00e9senter ce qu&#8217;ils peuvent r\u00e9ussir. \u00ab\u00a0Nous collaborons avec nos partenaires afin de partager avec les clients ce qui est possible de faire\u00a0; pour leur montrer les technologies perturbatrices du futur et comment nous pensons que ces derni\u00e8res peuvent faire une grande diff\u00e9rence dans la fa\u00e7on dont travaillons\u00a0\u00bb, dit Marquez. \u00ab\u00a0Nous cr\u00e9ons des pr\u00e9sentations sur la fa\u00e7on dont certains de ces points peuvent \u00eatre obtenus avec la technologie Microsoft et les connaissances de nos partenaires. Par exemple, les conceptions technologiques avec Infusion\u00a0Development ou notre initiative Smart\u00a0Banking avec Accenture et Avanade illustrent ce qui est possible dans cet environnement omnical, o\u00f9 la technologie red\u00e9finit comment la banque interagit de mani\u00e8re proactive avec ses clients.\u00a0\u00bb<\/p>\n<p>Une chose est certaine\u00a0: bas\u00e9e sur la demande des consommateurs, la technologie omnicanal va transformer la fa\u00e7on dont les services bancaires sont d\u00e9livr\u00e9s et les banques doivent envisager comment elles vont y parvenir. \u00ab\u00a0Nous sommes tous d&#8217;accord sur l&#8217;objectif de la technologie omnicanal, mais la chose la plus importante reste le chemin pour y arriver\u00a0\u00bb, conclut Marquez. \u00ab\u00a0Nous offrons des services bancaires de la m\u00eame mani\u00e8re depuis des ann\u00e9es, mais d\u00e9sormais le consommateur est \u00e0 la source des changements et demande de nouveaux mod\u00e8les de services. Les banques doivent avoir une strat\u00e9gie en place pour d\u00e9livrer ces mod\u00e8les car de nouvelles technologies \u00e9mergent.\u00a0\u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les smartphones, les tablettes et la technologie portable ont chang\u00e9 les attentes des consommateurs concernant la livraison des services. Les gens sont habitu\u00e9s \u00e0 se connecter avec leurs amis peu importe o\u00f9 ils se trouvent, par le biais de n&#8217;importe quel appareil, et ils attendent la m\u00eame chose de leur banque.<\/p>\n","protected":false},"author":8,"featured_media":185,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"_classifai_error":"","_classifai_text_to_speech_error":"","footnotes":""},"categories":[67],"post_tag":[],"content-type":[],"coauthors":[21],"class_list":["post-76","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-financial-services"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;exp\u00e9rience omnicanal - Blogues de l&#039;industrie Microsoft<\/title>\n<meta name=\"description\" content=\"In order to keep up with consumer expectations and offer a true omni-channel experience, banks face the challenge of moving from a passive service-provision infrastructure to proactive, digital interaction with customers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.microsoft.com\/fr-ca\/industry\/blog\/financial-services\/2015\/10\/17\/the-omni-channel-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;exp\u00e9rience omnicanal - Blogues de l&#039;industrie Microsoft\" \/>\n<meta property=\"og:description\" content=\"In order to keep up with consumer expectations and offer a true omni-channel experience, banks face the challenge of moving from a passive service-provision infrastructure to proactive, digital interaction with customers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.microsoft.com\/fr-ca\/industry\/blog\/financial-services\/2015\/10\/17\/the-omni-channel-experience\/\" \/>\n<meta property=\"og:site_name\" content=\"Blogues de l&#039;industrie Microsoft\" \/>\n<meta property=\"article:published_time\" content=\"2015-10-17T21:45:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.microsoft.com\/fr-ca\/industry\/blog\/wp-content\/uploads\/sites\/24\/2015\/10\/310x150touchdevice2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"290\" \/>\n\t<meta property=\"og:image:height\" content=\"125\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jacqui Griffiths\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 min read\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/financial-services\\\/2015\\\/10\\\/17\\\/the-omni-channel-experience\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/financial-services\\\/2015\\\/10\\\/17\\\/the-omni-channel-experience\\\/\"},\"author\":[{\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/author\\\/jacqui-griffiths\\\/\",\"@type\":\"Person\",\"@name\":\"Jacqui Griffiths\"}],\"headline\":\"L&#8217;exp\u00e9rience omnicanal\",\"datePublished\":\"2015-10-17T21:45:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/financial-services\\\/2015\\\/10\\\/17\\\/the-omni-channel-experience\\\/\"},\"wordCount\":958,\"publisher\":{\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/financial-services\\\/2015\\\/10\\\/17\\\/the-omni-channel-experience\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/wp-content\\\/uploads\\\/sites\\\/24\\\/2015\\\/10\\\/310x150touchdevice2.jpg\",\"articleSection\":[\"Services financiers\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/financial-services\\\/2015\\\/10\\\/17\\\/the-omni-channel-experience\\\/\",\"url\":\"https:\\\/\\\/www.microsoft.com\\\/fr-ca\\\/industry\\\/blog\\\/financial-services\\\/2015\\\/10\\\/17\\\/the-omni-channel-experience\\\/\",\"name\":\"L'exp\u00e9rience omnicanal - 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