{"id":5473,"date":"2021-11-01T21:12:35","date_gmt":"2021-11-01T20:12:35","guid":{"rendered":"https:\/\/www.microsave.net\/fr\/?p=5473"},"modified":"2024-05-22T12:26:16","modified_gmt":"2024-05-22T06:56:16","slug":"quand-lexperience-client-simpose-aux-institutions-financieres","status":"publish","type":"post","link":"https:\/\/www.microsave.net\/fr\/blog\/2021\/11\/01\/quand-lexperience-client-simpose-aux-institutions-financieres\/","title":{"rendered":"Quand l\u2019exp\u00e9rience client s\u2019impose aux institutions financi\u00e8res"},"content":{"rendered":"<h3 class=\"mb-3\">Quand l\u2019exp\u00e9rience client s\u2019impose aux institutions financi\u00e8res<\/h3>\n<p><em>Par Achille Tefong et Kate Assi, Octobre 2021<\/em><\/p>\n<p><em>\u00ab\u00a0Cette application est un vrai casse-t\u00eate. Un service apr\u00e8s-vente m\u00e9diocre avec un chat bot qui ne fonctionne pas, une application qui bugge tout le temps<\/em>\u00a0\u00bb. C\u2019est en ces termes que Alioune interpelle une\u00a0 institution financi\u00e8re dont il est client, sur les dysfonctionnements continus de l\u2019application mobile pourtant lanc\u00e9e sur le march\u00e9 afin de garantir la satisfaction des clients. N\u2019ayant pas obtenu de r\u00e9ponse satisfaisante, il a fini par rendre son m\u00e9contentement public sur les r\u00e9seaux sociaux. Son exp\u00e9rience n\u2019est pas isol\u00e9e, il s\u2019en est bien rendu compte au regard des centaines de commentaires qu\u2019a g\u00e9n\u00e9r\u00e9 son post.<\/p>\n<p>La Covid-19 a profond\u00e9ment impact\u00e9 les modes de consommation mais \u00e9galement les exigences des consommateurs \u00e0 travers le monde. En r\u00e9ponse \u00e0 la crise, les banques africaines ont d\u00e9velopp\u00e9 leur offre de services en ligne. Environ <a href=\"https:\/\/fintalk-mag.com\/2020\/01\/29\/les-chatbots-bancaires-se-developpent-en-afrique-francophone\/\" data-cke-saved-href=\"https:\/\/fintalk-mag.com\/2020\/01\/29\/les-chatbots-bancaires-se-developpent-en-afrique-francophone\/\"><u>10 banques<\/u><\/a> sur le continent disposent d\u2019un chatbot et 57,5% de banques ouest africaines offrent une application mobile t\u00e9l\u00e9chargeable par leurs clients contre 48,2% chez leurs cons\u0153urs d\u2019Afrique Centrale. Une \u00e9volution remplie d&#8217;opportunit\u00e9s mais non sans d\u00e9fis. En effet, ces nouvelles r\u00e9alit\u00e9s ont un impact \u00e9vident sur l&#8217;exp\u00e9rience client offerte par plusieurs institutions.\u00a0Il ne s\u2019agit plus d\u2019innover \u00e0 tout va, mais d\u2019accompagner son innovation par une approche plus centr\u00e9e sur le client que par le pass\u00e9. En effet, l&#8217;am\u00e9lioration de l\u2019exp\u00e9rience client permet \u00e0 une institution de:<\/p>\n<ul>\n<li>s\u2019assurer la satisfaction du client,<\/li>\n<li>fid\u00e9liser sa client\u00e8le<\/li>\n<li>et \u00e9galement l\u2019augmentation de ses revenus.<\/li>\n<\/ul>\n<p>De plus en plus, \u00e0 l\u2019\u00e8re du digital, il devient compliqu\u00e9 de se distinguer de ses concurrents. Heureusement, on peut encore <a href=\"https:\/\/www.lafinancedigitale.com\/articles\/retour-sur-note-webinar-quelles-approches-innovantes-de-centralite-client-pour-les\" data-cke-saved-href=\"https:\/\/www.lafinancedigitale.com\/articles\/retour-sur-note-webinar-quelles-approches-innovantes-de-centralite-client-pour-les\"><u>compter sur l\u2019exp\u00e9rience client pour faire toute la diff\u00e9rence<\/u><\/a>.et celle-ci doit devenir une priorit\u00e9 pour toute institution qui souhaite se diff\u00e9rencier. Le but: procurer une \u00e9motion positive \u00e0 chaque point de contact entre le client et la marque de l\u2019institution car les clients satisfaits et fid\u00e8les recommandent volontairement la marque d&#8217;une entreprise \u00e0 leurs pairs.<\/p>\n<p><a href=\"https:\/\/www.microsave.net\/fr\/2021\/10\/31\/les-aleas-de-la-strategie-du-client-centrisme-dans-le-domaine-de-linclusion-financiere-1ere-partie-pourquoi-la-focalisation-sur-le-client-est-elle-une-strategie-axee-sur-l\/\" data-cke-saved-href=\"https:\/\/www.microsave.net\/fr\/blog\/2021\/10\/31\/les-aleas-de-la-strategie-du-client-centrisme-dans-le-domaine-de-linclusion-financiere-1ere-partie-pourquoi-la-focalisation-sur-le-client-est-elle-une-strategie-axee-sur-l\/\"><u>MicroSave Consulting s&#8217;est largement pench\u00e9 sur cette probl\u00e9matique<\/u><\/a><u> <\/u>et a men\u00e9 des \u00e9tudes sur ce sujet.\u00a0 Il en ressort que si en Afrique anglophone les clients semblent choisir leur institution financi\u00e8re pour la qualit\u00e9 du service offert, en Afrique francophone, le choix se fait encore trop souvent par d\u00e9faut.<\/p>\n<p><strong>Etat des lieux de l\u2019exp\u00e9rience client en Afrique Francophone\u00a0: le cas du Cameroun, de la C\u00f4te d\u2019Ivoire et du S\u00e9n\u00e9gal<\/strong><\/p>\n<p>En Afrique francophone, le secteur des services financiers se dynamise de jour en jour. Cependant les clients des institutions financi\u00e8res offrant des services classiques ou digitaux font souvent \u00e9tat de leur d\u00e9ception quant \u00e0 la qualit\u00e9 du service re\u00e7u.\u00a0 En 2016,\u00a0 une\u00a0 <a href=\"https:\/\/www.agenceecofin.com\/banque\/1709-40935-les-banques-d-afrique-subsaharienne-negligent-trop-la-qualite-des-relations-avec-leur-clientele-selon-kpmg\" data-cke-saved-href=\"https:\/\/www.agenceecofin.com\/banque\/1709-40935-les-banques-d-afrique-subsaharienne-negligent-trop-la-qualite-des-relations-avec-leur-clientele-selon-kpmg\"><u>\u00e9tude du cabinet KMPG <\/u><\/a>\u00a0sur les services financiers en Afrique pr\u00e9sentait d\u00e9j\u00e0 le fait qu\u2019\u00e0 la diff\u00e9rence\u00a0 des pays comme le Nig\u00e9ria, le Ghana ou encore le Kenya pour lesquels les individus restent clients d\u2019une institution financi\u00e8re gr\u00e2ce \u00e0 la qualit\u00e9 du service offert,et non par d\u00e9faut ou d\u00e9pit comme ca semble \u00eatre le cas dans certains pays d\u2019Afrique de l\u2019Ouest ou Centrale.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5474\" src=\"https:\/\/www.microsave.net\/fr\/wp-content\/uploads\/2024\/01\/Capture-de\u0301cran-2021-10-31-a\u0300-22.57.19.png\" alt=\"\" width=\"1642\" height=\"930\" \/><\/p>\n<h6>source KPMG.<\/h6>\n<p>La multitude des\u00a0produits et services financiers\u00a0propos\u00e9s pose un v\u00e9ritable probl\u00e8me d&#8217;homog\u00e9n\u00e9it\u00e9 de l\u2019exp\u00e9rience v\u00e9cue par les clients\u00a0d\u2019un service \u00e0 l\u2019autre.<\/p>\n<p>\u201d<em>A chaque fois que je dois me rendre \u00e0 la banque, je fais des pri\u00e8res la veille afin de passer un moment agr\u00e9able avec mon interlocuteur<\/em>\u201d t\u00e9moigne Karelle au S\u00e9n\u00e9gal.<\/p>\n<p>En C\u00f4te d\u2019Ivoire, m\u00eame son de cloche. Bien que la grande majorit\u00e9 des institutions financi\u00e8res aient lanc\u00e9 des services financiers num\u00e9riques afin d\u2019am\u00e9liorer l\u2019exp\u00e9rience de leurs clients, il en ressort toujours une insatisfaction. \u201c<em>Pourquoi est-ce si difficile d\u2019obtenir un num\u00e9ro de call center, et encore plus d\u2019avoir quelqu\u2019un au bout du fil?<\/em>\u201d s\u2019impatiente Modeste.<\/p>\n<p>Cette innovation digitale suppos\u00e9e offrir une meilleure exp\u00e9rience client, cr\u00e9e en r\u00e9alit\u00e9 bien plus de frustration et de perte de confiance en l\u2019institution.<\/p>\n<p>L\u2019histoire se r\u00e9p\u00e8te encore au Cameroun, avec Myriam \u00ab\u00a0<em>J\u2019ai un compte bancaire juste parce qu\u2019il est exig\u00e9 pour certaines op\u00e9rations et notamment pour la r\u00e9ception de mon salaire. S\u2019il m\u2019\u00e9tait demand\u00e9 de choisir de mani\u00e8re honn\u00eate je n\u2019aurais de compte dans aucune institution financi\u00e8re car les charges (agios) sont \u00e9lev\u00e9es et le service est quasi nul<\/em>\u00a0\u00bb.<\/p>\n<p>Si le digital permet de faciliter les \u00e9changes entre clients et institutions et de le faire quasi en temps r\u00e9el, il permet \u00e9galement de faire remonter les probl\u00e8mes\u00a0 presque instantan\u00e9ment. C\u2019est pourquoi les institutions financi\u00e8res doivent redoubler de vigilance pour offrir une exp\u00e9rience quasi irr\u00e9prochable.<\/p>\n<p><strong>L&#8217;optimisation de l&#8217;Exp\u00e9rience Client est un levier majeur<\/strong><\/p>\n<p>Pourtant, l\u2019exp\u00e9rience client s&#8217;assure une base stable de revenus en gagnant la fid\u00e9lit\u00e9 de ses clients, mais aussi en rassurant les prospects dans leurs actes d&#8217;achats futurs (suite aux avis, t\u00e9moignages&#8230;). Il existe des cadres conventionnels permettant l\u2019int\u00e9gration et la priorisation de l\u2019exp\u00e9rience client au sein d\u2019une institution pour avoir une connaissance 360 du client. Pour cela, six \u00e9l\u00e9ments \u00e0 prendre en compte :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5475\" src=\"https:\/\/www.microsave.net\/fr\/wp-content\/uploads\/2024\/01\/Capture-de\u0301cran-2021-10-20-a\u0300-16.28.28.png\" alt=\"\" width=\"2164\" height=\"1120\" \/><em>Source\u00a0: CXacademy<\/em><\/p>\n<p>MicroSave Consulting a propos\u00e9 un <a href=\"http:\/\/www.microsave.net\/files\/pdf\/1366178832_Overview_of_Toolkits.pdf\" data-cke-saved-href=\"http:\/\/www.microsave.net\/files\/pdf\/1366178832_Overview_of_Toolkits.pdf\"><u>outil aux institutions financi\u00e8res sur la satisfaction client<\/u><\/a> pour accompagner les institutions financi\u00e8res \u00e0 <a href=\"https:\/\/www.microsave.net\/fr\/wp-content\/uploads\/2019\/11\/Rapport-Offrir-des-Services-Financiers-Digitaux-qui-ont-du-Sens-pour-les-Utilisateurs-E\u0301tude-des-pratiques-et-instruments-de-gestion-financie\u0300re-en-Co\u0302te-dIvoire.pdf\" data-cke-saved-href=\"https:\/\/www.microsave.net\/fr\/wp-content\/uploads\/2019\/11\/Rapport-Offrir-des-Services-Financiers-Digitaux-qui-ont-du-Sens-pour-les-Utilisateurs-E%CC%81tude-des-pratiques-et-instruments-de-gestion-financie%CC%80re-en-Co%CC%82te-d%E2%80%99Ivoire.pdf\"><u>offrir des services qui ont du sens pour les utilisateurs<\/u><\/a> en\u00a0 leur faisant b\u00e9n\u00e9ficier d\u2019une exp\u00e9rience m\u00e9morable. Cet outil repose sur les piliers suivants :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-5476\" src=\"https:\/\/www.microsave.net\/fr\/wp-content\/uploads\/2024\/01\/Capture-de\u0301cran-2021-10-31-a\u0300-23.05.14-1.png\" alt=\"\" width=\"2144\" height=\"1044\" \/><\/p>\n<p>C\u2019est avec\u00a0 cet outil que MSC accompagne les institutions financi\u00e8res dans la r\u00e9orientation et la red\u00e9finition de l\u2019exp\u00e9rience client gr\u00e2ce \u00e0 une strat\u00e9gie qui int\u00e9grait une forte transformation digitale des processus, services et canaux. Cette approche permet de d\u00e9terminer comment d\u00e9velopper sa strat\u00e9gie envers les clients, anticiper les interactions via le parcours client, \u00e9tablir un lien \u00e9motionnel pour le client gr\u00e2ce \u00e0 des outils et techniques d&#8217;analyse du sentiment des clients et recueillir les commentaires des clients pour it\u00e9rer des am\u00e9liorations constantes.<\/p>\n<p>L<a href=\"https:\/\/www.bankobserver-wavestone.com\/lespace-client-de-demain-point-dentree-de-relation-client-banques\/\" data-cke-saved-href=\"https:\/\/www.bankobserver-wavestone.com\/lespace-client-de-demain-point-dentree-de-relation-client-banques\/\"><u>a Standard Bank <\/u><\/a>apr\u00e8s avoir mis en place une strat\u00e9gie d\u2019am\u00e9lioration de l\u2019exp\u00e9rience client,<a href=\"https:\/\/www.salesforce.com\/eu\/customer-success-stories\/standard-bank\/\" data-cke-saved-href=\"https:\/\/www.salesforce.com\/eu\/customer-success-stories\/standard-bank\/\"><u> a d\u00e9clar\u00e9 avoir obtenu une augmentation de 104 % du nombre de prospects pour les pr\u00eats<\/u><\/a> personnels et pour couronner le tout, les clients existants sont devenus des commerciaux de l\u2019institution financi\u00e8re.<\/p>\n<p><a href=\"https:\/\/d3kex6ty6anzzh.cloudfront.net\/uploads\/d9\/d96b0e664ccba7fb2a67a1fab13606b9af86f17d.pdf\" data-cke-saved-href=\"https:\/\/d3kex6ty6anzzh.cloudfront.net\/uploads\/d9\/d96b0e664ccba7fb2a67a1fab13606b9af86f17d.pdf\"><u>Seules 37% des institutions financi\u00e8res dans le monde ont une strat\u00e9gie CX<\/u><\/a> formelle qui implique l&#8217;optimisation du programme CX en 3 \u00e9tapes cl\u00e9s : d\u00e9finition de la strat\u00e9gie globale, d\u00e9signation d\u2019un gestionnaire CX et engagement de l\u2019ensemble des collaborateurs de l\u2019institution au programme. Il est clair que ces questions de service \u00e0 la client\u00e8le doivent figurer en t\u00eate des priorit\u00e9s des fournisseurs d\u00e9sireux d&#8217;atteindre des niveaux \u00e9lev\u00e9s d&#8217;adoption et d&#8217;utilisation des services financiers num\u00e9riques.\u00a0 L&#8217;am\u00e9lioration du service \u00e0 la client\u00e8le, et donc de l&#8217;exp\u00e9rience client, n\u00e9cessitera des investissements dans les syst\u00e8mes, la communication, le contr\u00f4le des agents bancaires et les centres d&#8217;appel qui soutiennent le service \u00e0 la <a href=\"https:\/\/www.lafinancedigitale.com\/articles\/la-transformation-digitale-quatre-opportunites-et-trois-menaces-pour-les-institutions\" data-cke-saved-href=\"https:\/\/www.lafinancedigitale.com\/articles\/la-transformation-digitale-quatre-opportunites-et-trois-menaces-pour-les-institutions\"><u>client\u00e8le<\/u><\/a>.\u00a0 A l\u2019\u00e8re du tout num\u00e9rique, une prise en compte automatique de l\u2019exp\u00e9rience client\u00a0 dans la strat\u00e9gie de l\u2019institution est plus que jamais primordiale pour assurer son bon d\u00e9veloppement et sa p\u00e9rennit\u00e9 dans tout le parcours client.<\/p>\n<button class=\"simplefavorite-button\" data-postid=\"5473\" data-siteid=\"1\" data-groupid=\"1\" data-favoritecount=\"0\" style=\"box-shadow:none;-webkit-box-shadow:none;-moz-box-shadow:none;background-color:#ffffff;border-color:#5a5a5a;color:#ffffff;\"><i class='fa fa-bookmark-o unfavorite'><\/i><\/button>","protected":false},"excerpt":{"rendered":"<p>\u00ab\u00a0Cette application est un vrai casse-t\u00eate. Un service apr\u00e8s-vente m\u00e9diocre avec un chat bot qui ne fonctionne pas, une application qui bugge tout le temps\u00a0\u00bb. C\u2019est en ces termes que Alioune interpelle une\u00a0 institution financi\u00e8re dont il est client, sur les dysfonctionnements continus de l\u2019application mobile pourtant lanc\u00e9e sur le march\u00e9 afin de garantir la satisfaction des clients. N\u2019ayant pas obtenu de r\u00e9ponse satisfaisante, il a fini par rendre son m\u00e9contentement public sur les r\u00e9seaux sociaux. Son exp\u00e9rience n\u2019est pas isol\u00e9e, il s\u2019en est bien rendu compte au regard des centaines de commentaires qu\u2019a g\u00e9n\u00e9r\u00e9 son post.<\/p>\n","protected":false},"author":1031,"featured_media":41504,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5450,5451,5457,5477],"tags":[],"region":[5520],"class_list":["post-5473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-la-une","category-articles","category-banques-services-financiers-et-assurances","category-covid-19","post_theme-banque-services-financiers-et-assurance-bfsi","post_theme-protection-consommateur","post_theme-experience-client","resource_type-articles","region-afrique-de-louest-et-centrale"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quand l\u2019exp\u00e9rience client s\u2019impose aux institutions financi\u00e8res - MicroSave Consulting (MSC)<\/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:\/\/www.microsave.net\/fr\/blog\/2021\/11\/01\/quand-lexperience-client-simpose-aux-institutions-financieres\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quand l\u2019exp\u00e9rience client s\u2019impose aux institutions financi\u00e8res - MicroSave Consulting (MSC)\" \/>\n<meta property=\"og:description\" content=\"\u00ab\u00a0Cette application est un vrai casse-t\u00eate. Un service apr\u00e8s-vente m\u00e9diocre avec un chat bot qui ne fonctionne pas, une application qui bugge tout le temps\u00a0\u00bb. C\u2019est en ces termes que Alioune interpelle une\u00a0 institution financi\u00e8re dont il est client, sur les dysfonctionnements continus de l\u2019application mobile pourtant lanc\u00e9e sur le march\u00e9 afin de garantir la satisfaction des clients. N\u2019ayant pas obtenu de r\u00e9ponse satisfaisante, il a fini par rendre son m\u00e9contentement public sur les r\u00e9seaux sociaux. 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