{"id":39467,"date":"2017-10-31T00:00:00","date_gmt":"2017-10-31T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/"},"modified":"2025-03-13T06:46:32","modified_gmt":"2025-03-13T13:46:32","slug":"les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales","status":"publish","type":"post","link":"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/","title":{"rendered":"Les composants d&#8217;une relation client efficace: CRM VS Plateforme d&#8217;Interactions Clients Digitales"},"content":{"rendered":"<p>Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la gestion de leur relation client. Apr\u00e8s avoir constat\u00e9 une certaines confusion autour des objectifs de ces deux outils, nous avons d\u00e9cid\u00e9 de lancer une nouvelle s\u00e9rie de vid\u00e9os pour vous les expliquer.<\/p>\n<p>Nous avons fait appel \u00e0 cinq experts internationaux qui vous pr\u00e9senteront ces outils ainsi que leurs avantages et qui vous expliqueront comment les int\u00e9grer afin d\u2019optimiser votre service client.<\/p>\n<p>Avant d\u2019entrer dans les d\u00e9tails, voici un bref aper\u00e7u des principales diff\u00e9rences entre ces deux plateformes :<\/p>\n<p><img decoding=\"async\" class=\"align-center\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png\" alt=\"CRM vs Digital Interaction Platform\" width=\"784\" height=\"486\" data-entity-type=\"file\" data-entity-uuid=\"fccd69d6-93fb-424c-b4cd-36e544313771\" \/><\/p>\n<p>&nbsp;<\/p>\n<div class=\"quoter\">\u00ab La plateforme de gestion des interactions clients digitales est utilis\u00e9e pour recevoir des messages en provenance de diff\u00e9rents canaux, alors que le CRM permet de stocker l\u2019ensemble des informations relatives aux clients. \u00bb<\/div>\n<p dir=\"ltr\"><strong><a href=\"https:\/\/www.linkedin.com\/in\/jeroen-kuiper-29809158\/\" target=\"_blank\" rel=\"noopener noreferrer\">Jeroen Kuiper<\/a>, Directeur G\u00e9n\u00e9ral et expert en CRM et en relation client,\u00a0\u00a0<a href=\"https:\/\/www.allsecur.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\">AllSecur,<\/a>\u00a0Pays-Bas<\/strong><\/p>\n<h2 class=\"text-align-left\">1 . Que sont les CRM et les plateformes de gestion des interactions clients digitales ?<\/h2>\n<p>&nbsp;<\/p>\n<p><center><iframe src=\"https:\/\/www.youtube.com\/embed\/4-VSaEDxQLA?start=9\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\" sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/center>&nbsp;<\/p>\n<h3>Pr\u00e9sentation des deux outils<\/h3>\n<h4>CRM<\/h4>\n<p>L\u2019acronyme CRM vient de l\u2019anglais Customer Relationship Management, litt\u00e9ralement \u00ab gestion de la relation client \u00bb. Selon la d\u00e9finition de Gartner, il s\u2019agit d\u2019une \u00ab strat\u00e9gie permettant d\u2019optimiser le chiffre d\u2019affaires et la rentabilit\u00e9 d\u2019une entreprise tout en favorisant la satisfaction et la fid\u00e9lisation des clients \u00bb.<\/p>\n<p>Pour atteindre cet objectif, les logiciels CRM stockent l\u2019ensemble des informations relatives aux clients. Ils permettent ainsi aux entreprises de mieux conna\u00eetre leurs clients et de maintenir une bonne relation avec ces derniers.<\/p>\n<p>Les informations clients peuvent couvrir diff\u00e9rents secteurs, tels que :<\/p>\n<ul>\n<li>Les informations personnelles : nom, date de naissance, adresse e-mail, adresse postale, int\u00e9r\u00eats\u2026<\/li>\n<li>Les informations relatives \u00e0 l\u2019engagement : derni\u00e8re interaction avec l\u2019entreprise, mode de communication pr\u00e9f\u00e9r\u00e9<\/li>\n<li>Les informations relatives aux transactions : produits achet\u00e9s ou services souscrits, dates des achats, moyen de paiement pr\u00e9f\u00e9r\u00e9, statut dans le programme de fid\u00e9lisation<\/li>\n<\/ul>\n<p>En bref, le CRM stocke toutes les informations relatives aux clients disponibles.<\/p>\n<h4>Digital Customer Interactions platform<\/h4>\n<p dir=\"ltr\">L\u2019objectif des plateformes de gestion des interactions clients digitales est de g\u00e9rer un grand volume d\u2019interactions via diff\u00e9rents canaux digitaux. Elles offrent aux entreprises la possibilit\u00e9 de centraliser tous les canaux de communications (e-mail, messages, chat&#8230;) sur une seule et m\u00eame plateforme.<\/p>\n<p>Ce type de plateformes permet aux agents de r\u00e9pondre aux demandes des clients de fa\u00e7on rapide et efficace ainsi que de g\u00e9rer et de contr\u00f4ler l\u2019ensemble de leurs interactions avec ces derniers. En regroupant diff\u00e9rents canaux digitaux, les plateformes de gestion des interactions clients digitales permettent aux entreprises d\u2019obtenir une vision globale de l\u2019activit\u00e9 de leur service client en termes de statistiques, d\u2019historiques des conversations et de la gestion des activit\u00e9s.<\/p>\n<h3>Principales diff\u00e9rences entre les deux outils<\/h3>\n<div>\n<p dir=\"ltr\">Les deux plateformes \u00e9tant associ\u00e9es \u00e0 la relation client, il peut \u00eatre n\u00e9cessaire de clarifier ce qui les diff\u00e9rencie. Les logiciels CRM sont utilis\u00e9s pour stocker des informations relatives aux clients existants et aux clients potentiels de fa\u00e7on centralis\u00e9e. Ils ne peuvent \u00eatre utilis\u00e9s que pour les clients identifi\u00e9s et d\u00e9j\u00e0 connus de l\u2019entreprise.<\/p>\n<p>Les plateformes de gestion des interactions clients digitales sont quant \u00e0 elles utilis\u00e9es pour g\u00e9rer les messages envoy\u00e9s par les clients via diff\u00e9rents canaux de communication. Elles peuvent \u00eatre utilis\u00e9es pour communiquer avec des utilisateurs anonymes qui n\u2019ont aucun historique dans l\u2019entreprise.<\/p>\n<p>\u00ab La plateforme de gestion des interactions clients digitales est utilis\u00e9e pour recevoir des messages en provenance de diff\u00e9rents canaux, et le CRM permet de stocker l\u2019ensemble des informations relatives aux clients. \u00bb<\/p>\n<table border=\"0\" width=\"100%\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" class=\"align-left\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Jeroen-Kuiper_1.png\" alt=\"jeroen-kuipler\" data-entity-type=\"file\" data-entity-uuid=\"36446459-b357-400d-8520-e61d82804e14\" \/><\/td>\n<td><a href=\"https:\/\/www.linkedin.com\/in\/jeroen-kuiper-29809158\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Jeroen Kuiper<\/strong><\/a><br \/>\nDirecteur G\u00e9n\u00e9ral et expert en CRM et en relation client,\u00a0<a href=\"https:\/\/www.allsecur.nl\/\" target=\"_blank\" rel=\"noopener noreferrer\">AllSecur<\/a>, Pays-Bas<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<\/div>\n<h2>2. Obtenez une vue globale de vos clients gr\u00e2ce au CRM<\/h2>\n<p>&nbsp;<\/p>\n<p><center><iframe src=\"https:\/\/www.youtube.com\/embed\/4-VSaEDxQLA?start=95\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\" sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/center><\/p>\n<p dir=\"ltr\">Apr\u00e8s un aper\u00e7u des deux outils, concentrons nous sur les logiciels CRM et leurs avantages pour les entreprises.<\/p>\n<p>Dans un premier temps, il faut savoir que toutes les entreprises peuvent tirer parti de l\u2019utilisation d\u2019un CRM \u00e9tant donn\u00e9 que celui-ci leur permettra de mieux comprendre leurs clients. Les logiciels CRM sont des outils avanc\u00e9s et flexibles pouvant \u00eatre personnalis\u00e9s en fonction des besoins de chaque entreprise. La mani\u00e8re dont ces logiciels sont utilis\u00e9s peut varier selon l\u2019entreprise en fonction de diff\u00e9rents crit\u00e8res : l\u2019activit\u00e9 de l\u2019entreprise, son organisation, sa taille\u2026<\/p>\n<p>On a tendance \u00e0 croire que les CRM ne sont utilis\u00e9s que par les \u00e9quipes commerciales. Il est vrai que celles-ci en sont les principaux utilisateurs ; toutefois, tous les services qui interagissent de pr\u00e8s ou de loin avec les clients peuvent utiliser les donn\u00e9es du CRM. Selon Gartner, quatre principaux d\u00e9partements peuvent b\u00e9n\u00e9ficier des avantages des CRM : vente, marketing, service client et e-commerce.<\/p>\n<table border=\"0\" width=\"100%\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td class=\"quoter\" colspan=\"2\">\u00ab Acc\u00e9der \u00e0 des profils clients complet est un avantage consid\u00e9rable pour aider les services clients \u00e0 r\u00e9pondre aux demandes. \u00bb<\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" class=\"align-left\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Jeremie-Leclerc_1.png\" alt=\"jeremie-leclerc\" data-entity-type=\"file\" data-entity-uuid=\"51f85a39-ac2f-43a7-8000-9ecbcfb48a2d\" \/><\/td>\n<td><a href=\"https:\/\/www.linkedin.com\/in\/jeremie-leclerc-4309a810\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>J\u00e9r\u00e9mie Leclerc<\/strong><\/a><br \/>\nConsultant digital et expert en CRM,\u00a0<a href=\"https:\/\/www.sagit-solutions.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sagit Solutions<\/a>, Hong Kong<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>Les logiciels CRM permettent d\u2019atteindre les objectifs suivants :<\/p>\n<ul>\n<li>Augmenter la satisfaction client<\/li>\n<li>Am\u00e9liorer les processus et la productivit\u00e9<\/li>\n<li>Automatiser les rapports, les tableaux de bords et l\u2019analyse pr\u00e9dictive<\/li>\n<\/ul>\n<p>Selon une \u00e9tude men\u00e9e par\u00a0<a href=\"https:\/\/www.trackvia.com\/blog\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trackvia<\/a>, l\u2019utilisation d\u2019un CRM peut augmenter la fid\u00e9lisation des clients de 27 %.<\/p>\n<h2>3. G\u00e9rez les messages de fa\u00e7on efficace via une plateforme de gestion des interactions clients digitales<\/h2>\n<p>&nbsp;<\/p>\n<p><center><iframe src=\"https:\/\/www.youtube.com\/embed\/4-VSaEDxQLA?start=180\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\" sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/center>Les entreprises de tous secteurs peuvent b\u00e9n\u00e9ficier de l\u2019utilisation de ce type de plateformes. En effet, celles-ci permettent aux entreprises de mieux comprendre ce que disent leurs clients et de leur offrir des r\u00e9ponses personnalis\u00e9es.<\/p>\n<p>Ce type de plateformes prennent en compte diff\u00e9rents canaux digitaux : r\u00e9seaux sociaux, messages, e-mail, chat\u2026 L\u2019ensemble des canaux utilis\u00e9s par une marque peut donc \u00eatre g\u00e9r\u00e9 par le biais de ces plateformes.<\/p>\n<p>Les caract\u00e9ristiques de ces plateformes permettent une gestion efficace des interactions clients digitales :<\/p>\n<ul>\n<li>Gestion des \u00e9quipes : l\u2019utilisation d\u2019une interface unique permet d\u2019organiser les \u00e9quipes en fonction de leurs comp\u00e9tences plut\u00f4t que par canal de communication, ce qui facilite la distribution de la charge de travail et la gestion des pics d\u2019activit\u00e9.<\/li>\n<li>Routage des messages : les plateformes de gestion des interactions clients digitales trient et routent les messages re\u00e7us selon des crit\u00e8res personnalis\u00e9s.<\/li>\n<li>Identification des clients : si un client contacte une entreprise via plusieurs canaux (par exemple, par e-mail et sur Twitter), la plateforme permettra \u00e0 l\u2019entreprise de ne lui r\u00e9pondre qu\u2019une seule fois sur le canal le plus adapt\u00e9.<\/li>\n<li>Acc\u00e8s aux KPIs : permet de mesurer les performances du service client et de contr\u00f4ler son activit\u00e9.<\/li>\n<\/ul>\n<table border=\"0\" width=\"100%\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td class=\"quoter\" colspan=\"2\">\u00ab Une bonne plateforme peut vous aider \u00e0 comprendre le comportement des messages entrants et \u00e0 d\u00e9terminer l\u2019origine des pics. \u00bb<\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" class=\"align-left\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/cedric-blum_0.png\" alt=\"C\u00e9dric Blum\" data-entity-type=\"file\" data-entity-uuid=\"b02192be-eb60-4e6d-9269-ad566b371b82\" \/><\/td>\n<td><a href=\"https:\/\/www.linkedin.com\/in\/cedricblum\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>C\u00e9dric Blum<\/strong><\/a><br \/>\nDirecteur du service client,\u00a0<a href=\"https:\/\/iflix.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">iflix<\/a>, Malaisie<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>4. L\u2019int\u00e9gration id\u00e9ale<\/h2>\n<p dir=\"ltr\">\n<p><center><iframe src=\"https:\/\/www.youtube.com\/embed\/4-VSaEDxQLA?start=306\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\" sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p class=\"text-align-left\">\u00a0Apr\u00e8s avoir pr\u00e9sent\u00e9 les fonctionnalit\u00e9s des outils, int\u00e9ressons nous maintenant \u00e0 la fa\u00e7on dont ils interagissent. Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux outils relatifs au service client mais ont des objectifs bien diff\u00e9rents. Il s\u2019agit d\u2019outils compl\u00e9mentaires qui aideront les entreprises qui les adoptent \u00e0 maintenir une excellente relation avec leurs clients.<\/p>\n<p><\/center>\u00ab Leur int\u00e9gration vous aidera \u00e0 mieux conna\u00eetre vos clients et donc \u00e0 leur r\u00e9pondre plus rapidement. \u00bb<\/p>\n<table border=\"0\" width=\"100%\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td><img decoding=\"async\" class=\"align-left\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/henri-villebrun_0.png\" alt=\"henri-villebrun\" data-entity-type=\"file\" data-entity-uuid=\"8d37ff78-865a-4f6d-ab3e-519d84887c4c\" \/><\/td>\n<td><a href=\"https:\/\/www.linkedin.com\/in\/henrivillebrun\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Henri Villebrun<\/strong><\/a><br \/>\nStrategy Manager et expert en service client,\u00a0<a href=\"https:\/\/www.proximus.be\/\" target=\"_blank\" rel=\"noopener noreferrer\">Proximus<\/a>, Belgique<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p class=\"text-align-left\">\n<p class=\"text-align-left\">Il est essentiel de prendre en compte les avantages de ces deux outils pour leur int\u00e9gration : les logiciels CRM offrent une vision 360\u00ba du client alors que les plateformes de gestion des interactions clients digitales sont utiles pour g\u00e9rer un grand volume d\u2019interactions de fa\u00e7on efficace.<\/p>\n<p>Leur int\u00e9gration permettra \u00e0 tous les services d\u2019une entreprise d\u2019acc\u00e9der \u00e0 l\u2019ensemble des informations clients afin de communiquer avec eux de la fa\u00e7on la plus pertinente possible. Chacun de ces deux outils permet de r\u00e9unir diff\u00e9rents types de donn\u00e9es : les CRM collectent les informations relatives aux transactions et les plateformes de gestion des interactions clients digitales rassemblent les donn\u00e9es conversationnelles.<\/p>\n<p><img decoding=\"async\" class=\"align-center\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Integration-CRM-Digital-Platform_1.png\" alt=\"Integration CRM Digital Customer Interactions Platform\" width=\"667\" height=\"478\" data-entity-type=\"file\" data-entity-uuid=\"472ce6ec-f36a-4ac2-95b8-c4ed40fffbca\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Dans le sc\u00e9nario id\u00e9al, la plateforme de gestion des interactions clients digitales pourra fournir des informations clients au CRM (canaux pr\u00e9f\u00e9r\u00e9s, centres d\u2019int\u00e9r\u00eats, identit\u00e9s sociales&#8230;). Lors de l\u2019interaction avec un utilisateur anonyme, les donn\u00e9es collect\u00e9es deviendront compatibles avec le CRM. De la m\u00eame mani\u00e8re, la plateforme de gestion des interactions clients digitales b\u00e9n\u00e9ficiera des donn\u00e9es stock\u00e9es dans le CRM (par exemple, les segments de clients) pour optimiser le routage des messages et d\u00e9terminer les messages prioritaires.<\/p>\n<table border=\"0\" width=\"100%\" cellpadding=\"1\">\n<tbody>\n<tr>\n<td class=\"quoter\" colspan=\"2\">\u00ab L\u2019agent a alors acc\u00e8s \u00e0 une image compl\u00e8te du client, l\u2019aidant \u00e0 mieux le connaitre et \u00e0 r\u00e9soudre ses probl\u00e8mes plus efficacement. \u00bb<\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" class=\"align-left\" src=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/SLEE-3.png\" alt=\"st\u00e9phane-lee\" data-entity-type=\"file\" data-entity-uuid=\"bf9e705d-1116-430d-be3a-130922db7622\" \/><\/td>\n<td><a href=\"https:\/\/www.linkedin.com\/in\/stephanelee\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>St\u00e9phane Lee<\/strong><\/a><br \/>\nPDG, Dimelo, France<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>L\u2019adoption des deux outils contribuera alors \u00e0 am\u00e9liorer l\u2019exp\u00e9rience des clients en permettant \u00e0 l\u2019entreprise d\u2019engager une meilleure relation avec ces derniers. Le fait de disposer de deux outils distincts et sp\u00e9cialis\u00e9s permettra \u00e9galement aux entreprises de s\u2019appuyer sur des partenaires fiables pour se tenir \u00e0 jour de l\u2019\u00e9volution du march\u00e9 et des nouveaux d\u00e9fis de la relation client.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la gestion de leur relation client. Apr\u00e8s avoir constat\u00e9 une certaines confusion autour des objectifs de ces deux outils, nous avons d\u00e9cid\u00e9 de lancer une nouvelle s\u00e9rie de vid\u00e9os pour vous les expliquer. &#8230;<\/p>\n","protected":false},"author":291,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18885],"tags":[],"class_list":["post-39467","post","type-post","status-publish","format-standard","hentry","category-ringcentral-newsdesk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Les composants d&#039;une relation client efficace: CRM VS Plateforme d&#039;Interactions Clients Digitales | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la\" \/>\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.ringcentral.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les composants d&#039;une relation client efficace: CRM VS Plateforme d&#039;Interactions Clients Digitales\" \/>\n<meta property=\"og:description\" content=\"Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\" \/>\n<meta property=\"og:site_name\" content=\"RingCentral Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ringcentral\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-31T00:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-13T13:46:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png\" \/>\n<meta name=\"author\" content=\"Adrien Lemaire\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:site\" content=\"@ringcentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adrien Lemaire\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#article\",\"isPartOf\":{\"@id\":\"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\"},\"author\":{\"name\":\"Adrien Lemaire\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/e3a16a1b0258694036e8deda52078e4a\"},\"headline\":\"Les composants d&#8217;une relation client efficace: CRM VS Plateforme d&#8217;Interactions Clients Digitales\",\"datePublished\":\"2017-10-31T00:00:00+00:00\",\"dateModified\":\"2025-03-13T13:46:32+00:00\",\"mainEntityOfPage\":{\"@id\":\"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\"},\"wordCount\":1611,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png\",\"articleSection\":[\"Company news &amp; culture\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\",\"name\":\"Les composants d'une relation client efficace: CRM VS Plateforme d'Interactions Clients Digitales | RingCentral Blog\",\"isPartOf\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png\",\"datePublished\":\"2017-10-31T00:00:00+00:00\",\"dateModified\":\"2025-03-13T13:46:32+00:00\",\"description\":\"Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la\",\"breadcrumb\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage\",\"url\":\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png\",\"contentUrl\":\"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Les composants d&#8217;une relation client efficace: CRM VS Plateforme d&#8217;Interactions Clients Digitales\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"name\":\"RingCentral Blog\",\"description\":\"Intelligent Communications\",\"publisher\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization\",\"name\":\"RingCentral\",\"url\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\",\"url\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"contentUrl\":\"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png\",\"width\":2048,\"height\":309,\"caption\":\"RingCentral\"},\"image\":{\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/ringcentral\",\"https:\/\/x.com\/ringcentral\",\"https:\/\/www.linkedin.com\/company\/ringcentral\/\",\"https:\/\/www.instagram.com\/ringcentral\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/e3a16a1b0258694036e8deda52078e4a\",\"name\":\"Adrien Lemaire\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g\",\"caption\":\"Adrien Lemaire\"},\"description\":\"Adrien is Content &amp; PR Manager at RingCentral. Through various formats, he develops content and stories helping companies better collaborate and communicate with customers. When he\u2019s not busy writing, you will find him reading the latest digital news or collaborating with experts.\",\"sameAs\":[\"https:\/\/ringcentral.com\"],\"url\":\"\/us\/en\/blog\/author\/adrien-lemaire\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Les composants d'une relation client efficace: CRM VS Plateforme d'Interactions Clients Digitales | RingCentral Blog","description":"Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.ringcentral.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/","og_locale":"en_US","og_type":"article","og_title":"Les composants d'une relation client efficace: CRM VS Plateforme d'Interactions Clients Digitales","og_description":"Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la","og_url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/","og_site_name":"RingCentral Blog","article_publisher":"https:\/\/www.facebook.com\/ringcentral","article_published_time":"2017-10-31T00:00:00+00:00","article_modified_time":"2025-03-13T13:46:32+00:00","og_image":[{"url":"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png","type":"","width":"","height":""}],"author":"Adrien Lemaire","twitter_card":"summary_large_image","twitter_creator":"@ringcentral","twitter_site":"@ringcentral","twitter_misc":{"Written by":"Adrien Lemaire","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#article","isPartOf":{"@id":"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/"},"author":{"name":"Adrien Lemaire","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/e3a16a1b0258694036e8deda52078e4a"},"headline":"Les composants d&#8217;une relation client efficace: CRM VS Plateforme d&#8217;Interactions Clients Digitales","datePublished":"2017-10-31T00:00:00+00:00","dateModified":"2025-03-13T13:46:32+00:00","mainEntityOfPage":{"@id":"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/"},"wordCount":1611,"commentCount":0,"publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png","articleSection":["Company news &amp; culture"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#respond"]}]},{"@type":"WebPage","@id":"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/","name":"Les composants d'une relation client efficace: CRM VS Plateforme d'Interactions Clients Digitales | RingCentral Blog","isPartOf":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage"},"thumbnailUrl":"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png","datePublished":"2017-10-31T00:00:00+00:00","dateModified":"2025-03-13T13:46:32+00:00","description":"Les logiciels CRM et les plateformes de gestion des interactions clients digitales sont deux des principaux outils utilis\u00e9s par les entreprises pour la","breadcrumb":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#primaryimage","url":"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png","contentUrl":"https:\/\/blog.dimelo.com\/sites\/default\/files\/inline-images\/Re%CC%81sume%CC%81-CRM-vs-Digital-Interaction-Platform.png"},{"@type":"BreadcrumbList","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/"},{"@type":"ListItem","position":2,"name":"Les composants d&#8217;une relation client efficace: CRM VS Plateforme d&#8217;Interactions Clients Digitales"}]},{"@type":"WebSite","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#website","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","name":"RingCentral Blog","description":"Intelligent Communications","publisher":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#organization","name":"RingCentral","url":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/","url":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","contentUrl":"\/us\/en\/blog\/wp-content\/uploads\/2025\/04\/ringcentral-logo.png","width":2048,"height":309,"caption":"RingCentral"},"image":{"@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/ringcentral","https:\/\/x.com\/ringcentral","https:\/\/www.linkedin.com\/company\/ringcentral\/","https:\/\/www.instagram.com\/ringcentral"]},{"@type":"Person","@id":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/#\/schema\/person\/e3a16a1b0258694036e8deda52078e4a","name":"Adrien Lemaire","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g","caption":"Adrien Lemaire"},"description":"Adrien is Content &amp; PR Manager at RingCentral. Through various formats, he develops content and stories helping companies better collaborate and communicate with customers. When he\u2019s not busy writing, you will find him reading the latest digital news or collaborating with experts.","sameAs":["https:\/\/ringcentral.com"],"url":"\/us\/en\/blog\/author\/adrien-lemaire\/"}]}},"rc_img_url":"https:\/\/www.ringcentral.com\/us\/en\/blog\/wp-content\/themes\/ringcentral\/assets\/images\/imgSample.jpg","rcblog_by_author":"<a href=\"\/us\/en\/blog\/author\/adrien-lemaire\/amp\" data-dl-events-click=\"true\" data-dl-element=\"link\"><span class=\"image\"><img src=\"https:\/\/secure.gravatar.com\/avatar\/3ff94511616ff2187f4b171b5539d85906f85638ba26fcfb0ebc405858a74557?s=96&d=mm&r=g\" alt=\"\" width=\"30\" height=\"30\" layout=\"fixed\"><\/img><\/span><span class=\"by-author-name\">Adrien Lemaire<\/span><\/a>","rc_author_full_name":"Adrien Lemaire","rc_author_avatar":"\/us\/en\/blog\/wp-content\/uploads\/2021\/04\/Adrien_Lemaire_square.jpg","rc_author_link":"\/us\/en\/blog\/author\/adrien-lemaire\/amp","rc_post_categories":"<a href=\"\/us\/en\/blog\/category\/trending\/ringcentral-newsdesk\/amp\">Company news &amp; culture<\/a>","amp_link":"\/us\/en\/blog\/les-composants-dune-relation-client-efficace-crm-vs-plateforme-dinteractions-clients-digitales\/amp","excerpt_title":"Les composants d&#8217;une relation client efficace: CRM ...","_links":{"self":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/39467","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/users\/291"}],"replies":[{"embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/comments?post=39467"}],"version-history":[{"count":0,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/posts\/39467\/revisions"}],"wp:attachment":[{"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/media?parent=39467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/categories?post=39467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newrcblog.wpengine.com\/us\/en\/blog\/wp-json\/wp\/v2\/tags?post=39467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}