{"id":12018,"date":"2022-03-22T15:29:22","date_gmt":"2022-03-22T14:29:22","guid":{"rendered":"https:\/\/golem.ai\/?p=12018"},"modified":"2026-02-17T17:47:30","modified_gmt":"2026-02-17T16:47:30","slug":"ia-roi-relationclient","status":"publish","type":"post","link":"https:\/\/miralia.ai\/fr\/blog\/relation-client\/ia-roi-relationclient","title":{"rendered":"Relation client &#038; IA : l\u2019int\u00e9r\u00eat du soft ROI"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\"><strong><em>Le retour sur investissement, qu\u2019on nomme le ROI, est un indicateur qui permet de d\u00e9terminer si un projet est rentable, profitable ou d\u00e9ficitaire en fonction d\u2019un investissement de base. Dans les entreprises, il permet de justifier l\u2019int\u00e9gration d\u2019un nouveau processus, d\u2019un nouveau poste, ou d\u2019une nouvelle solution d\u2019IA par exemple. Le hard ROI se mesure gr\u00e2ce \u00e0 des \u00e9l\u00e9ments quantifiables, \u00e0 l\u2019inverse du soft ROI. La relation client est un domaine o\u00f9 il est parfois difficile de r\u00e9ellement mesurer les gains non financiers, d\u2019o\u00f9 l\u2019int\u00e9r\u00eat du soft ROI. D\u00e9couvrez l\u2019importance de cet indicateur qui est de plus en plus utilis\u00e9 dans la relation client. Un sujet abord\u00e9 par Jean-Denis Garo, Head of Marketing chez Golem.ai, dans sa tribune pour <\/em><\/strong><a href=\"https:\/\/www.relationclientmag.fr\/Thematique\/techno-ux-1256\/Breves\/Tribune-Hard-soft-ROI-relation-client-370102.htm\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>RelationClientMag <\/em><\/strong><\/a><strong><em>!<\/em><\/strong><\/h3>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le soft ROI, indicateur compl\u00e9mentaire au hard ROI<\/h2>\n\n\n\n<p>De nos jours, la <strong><a href=\"https:\/\/golem.ai\/fr\/solutions\/relation-client\/\">relation client<\/a><\/strong> est un enjeu majeur et strat\u00e9gique de d\u00e9veloppement pour les entreprises. Les services clients et les <strong><a href=\"https:\/\/golem.ai\/fr\/blog\/ia-contact-relation-client\/\">centres de contacts<\/a><\/strong> doivent pouvoir prouver et justifier d\u2019un ROI pour continuer \u00e0 exister.<\/p>\n\n\n\n<p>Contrairement au <strong>hard ROI<\/strong> qui est un indicateur purement financier, le <strong>soft ROI<\/strong> permet de mesurer un retour sur investissement qui n\u2019est pas quantifiable sp\u00e9cifiquement en euros, mais dans une autre valeur. On peut notamment citer comme exemple : la satisfaction client (CSAT), l\u2019effort client (CES) ou l\u2019engagement client (<strong><a href=\"https:\/\/golem.ai\/fr\/blog\/ia-cxo-nps\/\">NPS<\/a><\/strong>).<\/p>\n\n\n\n<p>Ces <strong>KPI<\/strong> propres \u00e0 la relation client commencent \u00e0 gagner en ampleur et en notori\u00e9t\u00e9. Il sont indispensables et compl\u00e9mentaires au hard ROI, puisqu\u2019ils permettent de mesurer des \u00e9l\u00e9ments non chiffrables en valeur mon\u00e9taire, mais pris en compte dans le calcul du ROI global.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment l\u2019IA am\u00e9liore la satisfaction client ?<\/h2>\n\n\n\n<p>Il existe diff\u00e9rentes mani\u00e8res d\u2019\u00e9valuer la <strong>satisfaction client<\/strong>, gr\u00e2ce \u00e0 des indicateurs tels que le <strong><a href=\"https:\/\/golem.ai\/fr\/blog\/ia-cxo-nps\/\">NPS<\/a><\/strong> (Net Promoter Score) ou le <strong>CSAT <\/strong>(customer satisfaction score). Historiquement, le NPS est l\u2019indicateur pr\u00e9dominant pour mesurer la satisfaction client. Cependant, on voit appara\u00eetre le <strong>CES<\/strong> (customer effort score), qui s\u2019impose face \u00e0 ces indicateurs. Il repr\u00e9sente l\u2019effort fourni par un client \u00e0 la r\u00e9solution de sa requ\u00eate.<\/p>\n\n\n\n<p>Les services clients doivent r\u00e9pondre aux exigences des clients qui souhaitent toujours plus de r\u00e9activit\u00e9 et de disponibilit\u00e9 de leur part. Dans le cadre de la relation client, l\u2019IA est une technologie ad\u00e9quate qui permet d\u2019<strong>automatiser <\/strong>la gestion et le traitement des <a href=\"https:\/\/golem.ai\/fr\/blog\/ia-automatisation-relation-client\/\"><strong>demandes<\/strong> <strong>entrantes<\/strong><\/a>, comme les <strong><a href=\"https:\/\/golem.ai\/fr\/blog\/relation-client-emails-tickets\/\">e-mails<\/a><\/strong> par exemple.<\/p>\n\n\n\n<p>L\u2019automatisation du traitement des flux de requ\u00eates entrants par l\u2019IA, participe \u00e0 la r\u00e9duction de l&rsquo;effort client (CES), augmente le<strong> <\/strong><a href=\"https:\/\/golem.ai\/fr\/blog\/kpi-fcr-relation-client\/\"><strong>taux de r\u00e9solution au premier contact <\/strong>(<strong>FCR<\/strong>)<\/a>, et accro\u00eet l\u2019engagement client (NPS). En ce sens, l\u2019IA est un outil qui permet l\u2019am\u00e9lioration de la satisfaction client globale en facilitant la relation entre les clients et l\u2019entreprise.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/golem.ai\/fr\/ressources\/\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus.png\" alt=\"\" class=\"wp-image-12234\" width=\"480\" height=\"270\" srcset=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-300x169.png 300w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-768x432.png 768w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-18x10.png 18w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus.png 960w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Engagement collaborateur : l\u2019agent augment\u00e9 par l\u2019IA<\/h2>\n\n\n\n<p>Un environnement satisfaisant et des conditions de travail saines contribuent grandement \u00e0 la <strong>fid\u00e9lisation<\/strong> des collaborateurs. Par ailleurs, l\u2019IA est un outil performant qui facilite et assiste le travail des agents au quotidien, en automatisant les t\u00e2ches chronophages et r\u00e9p\u00e9titives. Les collaborateurs peuvent alors consacrer plus de temps \u00e0 des t\u00e2ches \u00e0 forte valeur ajout\u00e9e.<\/p>\n\n\n\n<p>Dans le cadre de la relation client, l\u2019IA est une solution qui augmente et accompagne le conseiller en le soulageant d\u2019une partie des demandes \u00e0 faible valeur ajout\u00e9e, gr\u00e2ce \u00e0 un traitement automatique. L\u2019IA permet d\u2019augmenter l\u2019<strong><a href=\"https:\/\/golem.ai\/fr\/blog\/entreprise\/interfaces-sophie-dueme-2\/\">engagement collaborateur<\/a><\/strong> et de limiter le turn over des \u00e9quipes, dans un secteur o\u00f9 le recrutement est complexe.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><em>Vous souhaitez en savoir plus sur notre intelligence artificielle et la&nbsp;<strong><a href=\"https:\/\/golem.ai\/fr\/solutions\/relation-client\/\">relation client<\/a><\/strong>&nbsp;? Pour plus d\u2019information n\u2019h\u00e9sitez pas \u00e0 contacter&nbsp;<strong><a href=\"https:\/\/golem.ai\/fr\/contact\/\">nos \u00e9quipes<\/a><\/strong>, elles se feront un plaisir de vous r\u00e9pondre ! <\/em><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>En quoi le soft ROI permet de mesurer la qualit\u00e9 de la relation client ? D\u00e9couvrez la tribune de Jean-Denis Garo, Head of Marketing chez Miralia, pour RelationClientMag !<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":10,"featured_media":12039,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[68,111],"tags":[77,91,101,88,90,89,76,75,80,78],"class_list":["post-12018","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-relation-client","tag-ai","tag-cdo","tag-cxo","tag-data","tag-exploitation","tag-gestion","tag-ia","tag-intelligence-artificielle","tag-relation-client","tag-travail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Soft ROI : Comment mesurer la qualit\u00e9 de la relation client ?<\/title>\n<meta name=\"description\" content=\"Le soft ROI, un indicateur qui s&#039;impose face au hard ROI dans la relation client. 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