{"id":4230,"date":"2022-06-28T17:12:00","date_gmt":"2022-06-28T16:12:00","guid":{"rendered":"https:\/\/altavia-group.com\/news\/putting-employees-back-at-the-heart-of-customer-relations\/"},"modified":"2025-03-16T17:16:33","modified_gmt":"2025-03-16T16:16:33","slug":"remettre-les-collaborateurs-au-coeur-de-la-relation-client","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/remettre-les-collaborateurs-au-coeur-de-la-relation-client\/","title":{"rendered":"Remettre les collaborateurs au coeur de la relation client"},"content":{"rendered":"
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Elle para\u00eet loin l\u2019\u00e9poque o\u00f9 la grande distribution recrutait \u00e0 tour de bras. La France conna\u00eet une p\u00e9nurie de main d\u2019\u0153uvre, tout comme les Etats-Unis qui traversent une vague de d\u00e9missions massive avec la sortie brutale du march\u00e9 du travail de 5 millions de personnes. Marqu\u00e9s par la crise sanitaire, durant laquelle ils ont \u00e9t\u00e9 beaucoup sollicit\u00e9s, les collaborateurs savent aujourd\u2019hui ce qu\u2019ils veulent : plus de consid\u00e9ration, un meilleur \u00e9quilibre entre vie personnelle et vie professionnelle, une r\u00e9\u00e9valuation de leur r\u00e9mun\u00e9ration\u2026 Les grands distributeurs l\u2019ont compris : s\u2019occuper de leurs salari\u00e9s et les remettre au c\u0153ur de la relation client est devenu incontournable\u2026 et urgent.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Investir pour fid\u00e9liser les collaborateurs et en recruter de nouveaux <\/h2>\n
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Dans ce contexte de tension sur le march\u00e9 de l\u2019emploi, Lidl est pionnier cette ann\u00e9e, avec sa campagne de publicit\u00e9 TV et affichage \u00ab Bien plus qu\u2019un job \u00bb, dans laquelle t\u00e9moignent les proches de ses salari\u00e9s pour valoriser ce qu\u2019ils per\u00e7oivent comme \u00e9tant une v\u00e9ritable exp\u00e9rience de vie. Objectif : miser sur l\u2019exp\u00e9rience de ses salari\u00e9s, dont les comp\u00e9tences, la motivation et la comp\u00e9titivit\u00e9 accompagnent la mont\u00e9e en gamme de la marque, et donc, \u00e0 terme, la satisfaction client.<\/p>\n

L\u2019enseigne annonce que sur ses 45 000 employ\u00e9s en France \u2013 1 570 supermarche\u0301s, 25 plateformes logistiques et le sie\u0300ge -, 20 % ont plus de 10 ans d\u2019anciennet\u00e9. Chez Lidl, on revendique prendre soin de ses collaborateurs, leur donner une chance quels que soient sa culture, son origine, ses dipl\u00f4mes et les accompagner vers l\u2019autonomie pour que chacun puisse prendre des responsabilit\u00e9s dans son p\u00e9rim\u00e8tre d\u2019action.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Financer la mont\u00e9e en comp\u00e9tences des collaborateurs <\/h2>\n
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Avec la progression de la digitalisation du commerce, de plus en plus d\u2019enseignes r\u00e9alisent qu\u2019elles ne peuvent plus laisser les collaborateurs \u00e0 l\u2019\u00e9cart de cette mutation. Les clients arrivent en magasin munis de leurs smartphones, bien renseign\u00e9s sur ce que propose l\u2019enseigne et il est d\u00e9sormais difficile d\u2019imaginer un chef de rayon isol\u00e9, sans source d\u2019informations et de communication num\u00e9rique. Il s\u2019agit donc pour une enseigne d\u2019investir pour former son personnel mais surtout lui offrir une vraie mont\u00e9e en comp\u00e9tences.<\/p>\n

Depuis 4 ans, Walmart anticipe ce ph\u00e9nom\u00e8ne, en investissant pour ses collaborateurs. 700 millions de dollars ont d\u00e9j\u00e0 servi \u00e0 financer la formation num\u00e9rique des collaborateurs magasins afin de mettre leurs connaissances \u00e0 niveau et \u00e9galer la maturit\u00e9 digitale des clients. De plus, un Smartphones neuf a \u00e9t\u00e9 offert \u00e0 740 000 employ\u00e9s, \u00e0 l\u2019occasion du lancement de l\u2019application professionnelle Walmart, permettant de se g\u00e9orep\u00e9rer en magasin, de s\u2019entraider entre collaborateurs et d\u2019acc\u00e9der \u00e0 une base d\u2019informations sur les articles, les stocks, les emplacements\u2026 via l\u2019assistant virtuel connect\u00e9 \u00e0 l\u2019IA Walmart. Enfin, 2,7 milliards de dollars ont \u00e9t\u00e9 investis pour former et augmenter les salaires de 1,2 million d\u2019employ\u00e9s de ses magasins, au cours des deux derni\u00e8res ann\u00e9es. Un investissement qui refl\u00e8te les pressions auxquelles l\u2019entreprise est confront\u00e9e dans le secteur de la vente au d\u00e9tail et la num\u00e9risation des process clients.<\/p>\n

Loin d\u2019\u00eatre consid\u00e9r\u00e9e comme une charge, la masse salariale est de plus en plus appr\u00e9hend\u00e9e comme un investissement. Et c\u2019est une bonne nouvelle.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Plus le commerce se digitalisera, plus les collaborateurs seront une valeur ajout\u00e9e ind\u00e9niable. Les grands distributeurs prennent conscience qu\u2019ils doivent massivement investir pour fid\u00e9liser leurs salari\u00e9s et les accompagner dans l\u2019acquisition de nouvelles comp\u00e9tences. Une bonne nouvelle, dans un contexte de tension sur le march\u00e9 de l\u2019emploi.<\/p>\n","protected":false},"author":10,"featured_media":4232,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[196],"class_list":["post-4230","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nCollaborateurs & Relation Client Cl\u00e9 de Fid\u00e9lit\u00e9 - Altavia<\/title>\n<meta name=\"description\" content=\"Redonner un r\u00f4le central aux \u00e9quipes en point de vente, c\u2019est renforcer l\u2019engagement client et cr\u00e9er une exp\u00e9rience plus humaine et durable.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Collaborateurs & Relation Client Cl\u00e9 de Fid\u00e9lit\u00e9 - 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