{"id":2793,"date":"2020-02-25T15:01:58","date_gmt":"2020-02-25T07:01:58","guid":{"rendered":"https:\/\/www.moneythor.com\/?p=2793"},"modified":"2024-03-05T15:47:26","modified_gmt":"2024-03-05T07:47:26","slug":"offrir-des-parcours-bancaires-clients-exceptionnels","status":"publish","type":"post","link":"https:\/\/www.moneythor.com\/fr\/avis-danalyse\/offrir-des-parcours-bancaires-clients-exceptionnels\/","title":{"rendered":"Offrir des parcours bancaires clients exceptionnels | Banque num\u00e9rique 101"},"content":{"rendered":"<p>Le parcours client est la somme compl\u00e8te des exp\u00e9riences v\u00e9cues par un client lors de ses interactions avec une banque. Il est prouv\u00e9 que la cr\u00e9ation d&#039;exp\u00e9riences pertinentes et pr\u00e9cieuses pour les clients augmente leur satisfaction. Selon une \u00e9tude <a href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/managing-a-customer-experience-transformation-in-banking\/\"> Rapport McKinsey,<\/a><\/p>\n<div class=\"column2\"><a href=\"https:\/\/moneythor.eo.page\/k8qzq\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"center\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2020\/08\/Download-to-Read-Other-blog-links.png\" width=\"350\" height=\"400\" \/><\/a><\/div>\n<p><i>\u00ab La valeur \u00e0 vie d\u2019un client satisfait, pr\u00eat \u00e0 recommander activement la banque \u00e0 ses amis, \u00e9tait cinq \u00e0 huit fois sup\u00e9rieure \u00e0 celle d\u2019un client ayant une perception n\u00e9gative. \u00bb<\/i><\/p>\n<p>Cela ne fait que souligner l\u2019importance de cr\u00e9er un parcours client omnicanal, intuitif et personnalis\u00e9.<\/p>\n<h2>Comment les banques peuvent-elles perfectionner le parcours client ?<\/h2>\n<p>\u00a0<br \/>Pour mettre en place une strat\u00e9gie qui offre aux clients un parcours et une exp\u00e9rience transparents et simples, il faut mettre l\u2019accent sur le client de haut en bas. La promotion des programmes ax\u00e9s sur le client doit venir de la haute direction et des dirigeants de toutes les \u00e9quipes et de tous les services de l\u2019organisation. Sans leur soutien et la priorit\u00e9 accord\u00e9e \u00e0 l\u2019exp\u00e9rience client, les programmes seront d\u00e9cousus et inefficaces.<\/p>\n<p>De plus, l\u2019approche client doit s\u2019\u00e9tendre horizontalement \u00e0 plusieurs services de l\u2019entreprise afin de garantir une exp\u00e9rience coh\u00e9rente et conviviale \u00e0 chaque point de contact. Le client entre g\u00e9n\u00e9ralement en contact avec la banque \u00e0 quatre \u00e9tapes principales, chacune \u00e9tant g\u00e9n\u00e9ralement g\u00e9r\u00e9e par une ou plusieurs \u00e9quipes internes diff\u00e9rentes. Ces \u00e9tapes comprennent :<\/p>\n<ul>\n<li>Int\u00e9gration<\/li>\n<\/ul>\n<p>Le processus de cr\u00e9ation d&#039;un compte ou d&#039;ajout de nouveaux produits ou services.<\/p>\n<ul>\n<li>Transactions<\/li>\n<\/ul>\n<p>Le point o\u00f9 le client utilise les produits et services de la banque.<\/p>\n<ul>\n<li>Administrer<\/li>\n<\/ul>\n<p>Comment le client re\u00e7oit et g\u00e8re les mises \u00e0 jour sur les activit\u00e9s de son compte.<\/p>\n<ul>\n<li>R\u00e9soudre<\/li>\n<\/ul>\n<p>Comment la banque traite et r\u00e9sout les probl\u00e8mes qui surviennent avec votre compte.<\/p>\n<p>\u00a0<br \/>L\u2019absence d\u2019un message coh\u00e9rent \u00e0 toutes ces \u00e9tapes entra\u00eenera des perturbations tout au long du parcours, ce qui \u00e0 son tour engendrera des clients frustr\u00e9s et d\u00e9sengag\u00e9s.<\/p>\n<p>Parall\u00e8lement, il est n\u00e9cessaire de disposer d&#039;un flux constant de retours d&#039;information venant de la base afin d&#039;affiner en permanence le parcours client. \u00c0 chaque changement et modification du parcours, les clients doivent \u00eatre invit\u00e9s \u00e0 donner leur avis, qui est ensuite communiqu\u00e9 \u00e0 tous les \u00e9chelons de l&#039;organisation, afin que chacun ait une id\u00e9e de ce qui fonctionne et de ce qui ne fonctionne pas.<\/p>\n<p>Lorsqu\u2019une banque a mis en place une culture ax\u00e9e sur le client, elle peut commencer \u00e0 mettre en \u0153uvre des changements et des processus qui conduisent \u00e0 des r\u00e9actions positives de la part des clients.<\/p>\n<p>Quel que soit le type de parcours con\u00e7u, les banques devraient envisager de suivre ces trois r\u00e8gles de base pour cr\u00e9er des exp\u00e9riences qui ravissent les clients.<\/p>\n<ul>\n<li>Facilit\u00e9 et simplicit\u00e9<\/li>\n<\/ul>\n<p>Pour offrir un parcours client exceptionnel, il est essentiel de veiller \u00e0 ce que les processus et les interfaces soient simples et faciles \u00e0 utiliser. Les clients ont rarement le temps d\u2019examiner en profondeur leurs finances. R\u00e9duire le nombre de champs ou de boutons n\u00e9cessaires pour effectuer une t\u00e2che ou inclure des informations contextuelles expliquant la situation financi\u00e8re actuelle facilite grandement l\u2019interaction avec les banques pour les clients.<\/p>\n<ul>\n<li>Personnalisation<\/li>\n<\/ul>\n<p>Les banques disposent d\u2019une multitude de donn\u00e9es qui peuvent \u00eatre utilis\u00e9es pour cr\u00e9er des exp\u00e9riences personnalis\u00e9es pour les clients. En montrant aux clients que vous comprenez leur situation particuli\u00e8re et en leur fournissant des conseils et des options qui leur conviennent sp\u00e9cifiquement, vous am\u00e9liorerez consid\u00e9rablement le parcours client.<\/p>\n<ul>\n<li>\u00c9ducation et orientation<\/li>\n<\/ul>\n<p>Les banques doivent se concentrer sur le bien-\u00eatre financier de leurs clients. \u00c0 chaque \u00e9tape du parcours client, les clients doivent pouvoir b\u00e9n\u00e9ficier de conseils et d&#039;orientations pour am\u00e9liorer leur situation financi\u00e8re. Des technologies telles que <a href=\"https:\/\/www.moneythor.com\/fr\/2019\/07\/01\/quest-ce-que-lia-retour-a-lessentiel\/\">IA<\/a> et le traitement du langage naturel ont permis aux banques de fournir \u00e0 leurs clients des services d&#039;assistance et de conseil personnalis\u00e9s par chatbot 24h\/24 et 7j\/7.<\/p>\n<p>L\u2019introduction d\u2019une culture centr\u00e9e sur le client qui vient du haut vers le bas, s\u2019\u00e9tend \u00e0 tous les d\u00e9partements et met fortement l\u2019accent sur le feedback, contribuera \u00e0 garantir que tous les d\u00e9partements jouent leur r\u00f4le dans la fourniture de parcours clients exceptionnels, simples et personnalis\u00e9s.<\/p>\n<p>\u00a0<br \/><i>Article de blog mis \u00e0 jour en octobre 2020<\/i><\/p>\n<p>\u00a0<\/p>\n<p><style>\n .column2 {\n        float: right;\n        width: 50%;\n        padding-left: 10px;\n        padding-top: 20px;\n    }\n<\/style>\n<\/p>\n\t<div class=\"img has-hover x md-x lg-x y md-y lg-y\" id=\"image_731404443\">\n\t\t<a class=\"\" href=\"#newsletter-subscription-blog\" >\t\t\t\t\t\t<div class=\"img-inner dark\" >\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1020\" height=\"299\" src=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png\" class=\"attachment-large size-large\" alt=\"Abonnez-vous \u00e0 la newsletter Moneythor\" srcset=\"https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING.png 1024w, https:\/\/www.moneythor.com\/wp-content\/uploads\/2024\/02\/Article-CTA-NEW-BRANDING-768x225.png 768w\" sizes=\"auto, (max-width: 1020px) 100vw, 1020px\" \/>\t\t\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/a>\t\t\n<style>\n#image_731404443 {\n  width: 100%;\n}\n<\/style>\n\t<\/div>","protected":false},"excerpt":{"rendered":"<p>The customer journey is the complete sum of experiences a customer goes through when interacting with a bank. Creating insightful and valuable experiences for customers is proven to increase customer satisfaction. According to a McKinsey report, \u201cThe lifetime value of a satisfied customer willing to actively recommend the bank to his or her friends was [&#8230;]\n","protected":false},"author":4,"featured_media":2799,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7,279,64],"tags":[],"class_list":["post-2793","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis-opinions","category-blog","category-digital-banking"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Delivering Exceptional Customer Banking Journeys | Digital Banking 101 | Moneythor<\/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.moneythor.com\/fr\/avis-danalyse\/offrir-des-parcours-bancaires-clients-exceptionnels\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Delivering Exceptional Customer Banking Journeys | Digital Banking 101 | Moneythor\" \/>\n<meta property=\"og:description\" content=\"The customer journey is the complete sum of experiences a customer goes through when interacting with a bank. Creating insightful and valuable experiences for customers is proven to increase customer satisfaction. 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