{"id":171752,"date":"2025-11-11T07:02:22","date_gmt":"2025-11-11T07:02:22","guid":{"rendered":"https:\/\/sinch.com\/?post_type=blog&#038;p=171752"},"modified":"2026-04-16T03:07:41","modified_gmt":"2026-04-16T03:07:41","slug":"predictions-communication-client","status":"publish","type":"blog","link":"https:\/\/sinch.com\/fr\/blog\/predictions-communication-client\/","title":{"rendered":"Pr\u00e9dictions Sinch\u00a0: Quel est l&rsquo;avenir de la communication client en 2026\u00a0?"},"content":{"rendered":"\n<p>La fa\u00e7on dont les entreprises communiquent avec leurs clients est en train de changer. De nouveaux canaux, une technologie plus intelligente et des attentes accrues r\u00e9\u00e9crivent les r\u00e8gles de l&rsquo;engagement.<\/p>\n\n\n\n<p>Pour les marques, cela peut \u00eatre \u00e0 la fois excitant et impressionnant. Si vous avez l&rsquo;impression d&rsquo;\u00eatre en retard, vous n&rsquo;\u00eates pas seul\u00a0: l&rsquo;avenir \u00e9volue rapidement.<\/p>\n\n\n\n<p><strong>C&rsquo;est pourquoi nous avons d\u00e9cid\u00e9 de nous tourner vers l&rsquo;avenir et de faire nos propres pr\u00e9dictions.<\/strong> Nous avons rassembl\u00e9 les id\u00e9es de nos experts internes, nos derni\u00e8res recherches et des analyses de tiers pour d\u00e9couvrir les huit plus grandes tendances qui fa\u00e7onneront les communications client en 2026.<\/p>\n\n\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"light\" aria-labelledby=\"banner-block-block_2d75673bcabbf8b2c7cd7fec6bed0aa4\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Webinar des pr\u00e9dictions Sinch            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_2d75673bcabbf8b2c7cd7fec6bed0aa4\">\r\n                Quel est l&rsquo;avenir des communications client\u00a0?            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\"><p class=\"mb-0\">Regardez Sophie Cheng, vice-pr\u00e9sidente du marketing produit chez Sinch, et des experts de HubSpot et du MEF discuter des tendances qui red\u00e9finissent la fa\u00e7on dont les marques vont se connecter, s&rsquo;engager et se d\u00e9velopper en 2026.<\/p><\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/sinch.com\/webinars\/sinch-predictions-2026\/\"  class=\"btn btn-secondary\" >Visionnez le replay<\/a><\/div>\r\n    <\/aside>\r\n\r\n\n\n\n<p>Consid\u00e9rez les huit tendances suivantes comme vos cartes pour l&rsquo;ann\u00e9e \u00e0 venir, chacune r\u00e9v\u00e9lant comment les innovations d&rsquo;aujourd&rsquo;hui ouvrent la voie \u00e0 des exp\u00e9riences plus connect\u00e9es et centr\u00e9es sur le client.<\/p>\n\n\n\n<p>Que nous r\u00e9serve l&rsquo;avenir\u00a0? Tournons la premi\u00e8re carte pour le savoir.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-1-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172123\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">1. Les agents d&rsquo;IA vont provoquer une explosion du volume et des opportunit\u00e9s de conversation<\/h2>\n\n\n\n<p>Les entreprises qui consid\u00e8rent encore la messagerie comme une diffusion \u00e0 sens unique seront en difficult\u00e9 en 2026. Cette approche peut cocher une case, mais elle manque de v\u00e9ritables opportunit\u00e9s de connexion plus profonde \u2013 et <a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/information\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">pr\u00e8s d&rsquo;un consommateur sur trois<\/a> trouvent ce type d&rsquo;exp\u00e9rience aga\u00e7ante.<\/p>\n\n\n\n<p>En y regardant de plus pr\u00e8s, vous constaterez que deux \u00e9volutions majeures de l&rsquo;IA rendront la messagerie unidirectionnelle d\u00e9su\u00e8te en 2026. Premi\u00e8rement, l&rsquo;IA de conversation permet aux entreprises de g\u00e9rer simultan\u00e9ment un nombre exponentiel d&rsquo;\u00e9changes adaptifs au contexte. Deuxi\u00e8mement, les agents d&rsquo;IA apprennent \u00e0 faire plus que r\u00e9pondre aux personnes et commencent \u00e0 avoir des conversations de leur propre chef.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=GV_pqJ9C-mg\" class=\"lazy-video-link\" data-lazy-video=\"GV_pqJ9C-mg\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/GV_pqJ9C-mg\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/GV_pqJ9C-mg\/maxresdefault.jpg\" alt=\"How AI will transform customer journeys | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=GV_pqJ9C-mg#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/GV_pqJ9C-mg\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/GV_pqJ9C-mg\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=GV_pqJ9C-mg\",\n    \"name\": \"How AI will transform customer journeys | Sinch Predictions 2026\",\n    \"description\": \"AI is already creating new types of conversations, and we\\u2019ll see the beginning of an explosion in conversation volume in 2026. But what does that mean for brands and the consumers they serve?  \\n\\nSinch CMO Jonathan Bean explains how most customer interactions today still rely on one-way messages and static flows. But as AI learns from real-time consumer behavior, it will power richer two-way conversations that guide discovery, answer follow-up questions, and deliver more relevant recommendations. \\n\\nFor CMOs, CX leaders, and product teams, the takeaway is clear: Next year\\u2019s customer journeys will be dynamic, conversational, and always adapting to the next best action. \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at the trends shaping the future of customer communications in the year ahead.  \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:51:08+00:00\",\n    \"duration\": \"PT1M56S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tEn 2025, les interactions entre les entreprises et les consommateurs \u00e9taient con\u00e7ues pour limiter l&#039;engagement. En 2026, elles seront abondantes. Jonathan Bean, directeur marketing de Sinch, explique comment l&#039;IA va stimuler ce changement.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>Les cartes sont claires : l&rsquo;IA cr\u00e9e d\u00e9j\u00e0 de nouveaux types de conversations, et nous assisterons au d\u00e9but d&rsquo;une <strong>explosion du volume de conversations en 2026. Les consommateurs pourront r\u00e9pondre \u00e0 des messages qui \u00e9taient auparavant des alertes unidirectionnelles, tandis que des agents d&rsquo;IA les contacteront \u00e9galement de mani\u00e8re proactive pour leur proposer de l&rsquo;aide afin de commander \u00e0 nouveau un produit ou de reprogrammer un rendez-vous de service avant m\u00eame qu&rsquo;ils n&rsquo;en fassent la demande.<\/p>\n\n\n\n<p><strong>Mais le changement le plus profond sera l&rsquo;essor de la communication d&rsquo;agent \u00e0 agent.<\/strong> Bient\u00f4t, l&rsquo;assistant personnel d&rsquo;IA de votre client pourrait parler directement \u00e0 l&rsquo;agent d&rsquo;IA d&rsquo;une marque pour trouver un cr\u00e9neau de livraison ou faire une r\u00e9servation. Lorsque cela se produira, nous pr\u00e9voyons que les volumes de conversation exploseront de trois \u00e0 cinq fois dans tous les secteurs, transformant la fa\u00e7on dont les entreprises planifient leur capacit\u00e9, con\u00e7oivent les exp\u00e9riences de leurs clients et mesurent l&rsquo;engagement.<\/p>\n\n\n\n<p>Comment pouvez-vous vous pr\u00e9parer \u00e0 cette augmentation des conversations\u00a0? Voici quelques id\u00e9es\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Repensez votre mod\u00e8le d&rsquo;engagement.<\/strong> Pensez aux moments cl\u00e9s de votre parcours client o\u00f9 une notification unidirectionnelle pourrait devenir un v\u00e9ritable dialogue.<\/li>\n\n\n\n<li><strong>\u00c9valuez vos outils de communication.<\/strong> Vous aurez besoin d&rsquo;une plateforme capable de g\u00e9rer de grands volumes d&rsquo;interactions bidirectionnelles et conversationnelles.<\/li>\n\n\n\n<li><strong>Commencez modestement.<\/strong> Prenez un message client existant et rendez-le interactif. Permettez aux clients de poser une question ou d&rsquo;entreprendre une action directement dans le fil de discussion.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-2-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172129\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">2. Les agents d&rsquo;IA passeront du statut de simples r\u00e9ducteurs de co\u00fbts \u00e0 de v\u00e9ritables moteurs de croissance.<\/h2>\n\n\n\n<p>Si le premier changement majeur pour 2026 sera la quantit\u00e9 de conversations aliment\u00e9es par l&rsquo;IA, le second concernera la qualit\u00e9 de ces conversations. Pendant des d\u00e9cennies, les centres de contact ont \u00e9t\u00e9 g\u00e9r\u00e9s dans un souci d&rsquo;efficacit\u00e9, le succ\u00e8s \u00e9tant mesur\u00e9 par le temps moyen de traitement. Dans ce mod\u00e8le, chaque conversation \u00e9tait un co\u00fbt \u00e0 minimiser.<\/p>\n\n\n\n<p>D&rsquo;ici 2026, cet \u00e9tat d&rsquo;esprit commencera \u00e0 changer. \u00c0 mesure que les agents d&rsquo;IA apprendront \u00e0 g\u00e9rer des conversations complexes et \u00e9motionnellement nuanc\u00e9es, les entreprises tourn\u00e9es vers l&rsquo;avenir recadreront leur objectif pour passer de la r\u00e9duction des co\u00fbts \u00e0 la cr\u00e9ation de valeur.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=ZJ-qOE9-aaQ\" class=\"lazy-video-link\" data-lazy-video=\"ZJ-qOE9-aaQ\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/ZJ-qOE9-aaQ\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/ZJ-qOE9-aaQ\/maxresdefault.jpg\" alt=\"How AI agents will become growth engines | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=ZJ-qOE9-aaQ#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/ZJ-qOE9-aaQ\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/ZJ-qOE9-aaQ\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=ZJ-qOE9-aaQ\",\n    \"name\": \"How AI agents will become growth engines | Sinch Predictions 2026\",\n    \"description\": \"Today\\u2019s AI often aims to end customer conversations quickly, leading to poor experiences and missed upsell or retention opportunities. In 2026, AI agents will use context to solve issues faster and create added value, from proactive updates to relevant offers that strengthen customer relationships. \\n\\nIn this video, Sinch\\u2019s Director of Programmable Voice Sofia Sch\\u00f6nbeck explains why AI agents are shifting from cost-saving tools to real growth drivers, and how in 2026, AI-powered services will unlock new moments for brands to deepen engagement and drive revenue. \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at what\\u2019s next in customer communications.  \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:51:47+00:00\",\n    \"duration\": \"PT2M10S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tSofia Sch\u00f6nbeck, directrice de la voix programmable chez Sinch, aborde l&#039;id\u00e9e que les agents d&#039;IA aideront les entreprises \u00e0 g\u00e9rer des conversations plus complexes et contribueront \u00e0 g\u00e9n\u00e9rer plus de revenus en 2026.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>Les progr\u00e8s de la technologie de synth\u00e8se vocale sont en partie \u00e0 l&rsquo;origine de cette tendance. Les agents d&rsquo;IA vocale peuvent d\u00e9sormais r\u00e9pondre \u00e0 des vitesses humaines, ce qui \u00e9limine les pauses g\u00eanantes et l&rsquo;aspect robotique des premiers robots. En ce qui concerne les textes, les chatbots deviennent de plus en plus performants. Les taux de d\u00e9viation \u2013 ou le pourcentage de requ\u00eates de clients r\u00e9solues par l&rsquo;IA sans jamais n\u00e9cessiter l&rsquo;intervention d&rsquo;un humain \u2013 sont  <a href=\"https:\/\/investors.sinch.com\/static-files\/70f49b9f-fbaf-46e5-8750-bbbf5b44c550\">d\u00e9sormais de 65 %<\/a>.<\/p>\n\n\n\n<p><strong>Ces agents d&rsquo;IA vont transformer le r\u00f4le du service client\u00e8le.<\/strong> Ils seront capables de ressentir la frustration afin d&rsquo;\u00e9viter le d\u00e9sabonnement, d&rsquo;offrir des recommandations r\u00e9fl\u00e9chies et d&rsquo;\u00e9tablir une relation sinc\u00e8re. L&rsquo;objectif n&rsquo;est pas de fermer rapidement les tickets, mais de renforcer les relations avec les clients.<\/p>\n\n\n\n<p>Voici quelques fa\u00e7ons de commencer \u00e0 <a href=\"https:\/\/sinch.com\/fr\/blog\/tendances-en-matiere-de-communication-dentreprise-2026\/\">pr\u00e9parer votre entreprise<\/a> \u00e0 ce changement :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>R\u00e9\u00e9valuez vos statistiques. Allez au-del\u00e0 du temps moyen de traitement et commencez \u00e0 suivre des r\u00e9sultats tels que la satisfaction des clients, la fid\u00e9lisation et le revenu par conversation.<\/li>\n\n\n\n<li><strong>Concentrez-vous sur les interactions \u00e0 forte valeur ajout\u00e9e.<\/strong> Pilotez l&rsquo;IA dans les conversations qui affectent la fid\u00e9lit\u00e9, comme celles qui ont trait au d\u00e9sabonnement, \u00e0 l&rsquo;accompagnement ou aux achats \u00e0 forte consid\u00e9ration.<\/li>\n\n\n\n<li><strong>Unifiez vos donn\u00e9es.<\/strong> Investissez dans une plateforme de donn\u00e9es unifi\u00e9e pour que chaque agent, humain ou IA, puisse avoir une vue d&rsquo;ensemble de chaque client.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-3-FR-1-1-1024x401.png\" alt=\"\" class=\"wp-image-172647\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">3. L&rsquo;IA vocale deviendra le canal pr\u00e9f\u00e9r\u00e9 pour les conversations complexes.<\/h2>\n\n\n\n<p>Lorsque quelque chose est vraiment important, les personnes veulent parler et non saisir sur un clavier. En 2026, elles pourront enfin le faire, gr\u00e2ce aux progr\u00e8s de l&rsquo;IA vocale qui rendront les conversations plus rapides, plus fluides et plus naturelles.<\/p>\n\n\n\n<p>D&rsquo;ici 2026, la d\u00e9finition d&rsquo;une exp\u00e9rience de \u00ab\u00a0voix automatis\u00e9e\u00a0\u00bb signifiera enfin quelque chose de mieux que le redoutable menu de R\u00e9ponse Vocale Interactive (<a href=\"https:\/\/sinch.com\/blog\/how-to-improve-ivr-systems\/\" target=\"_blank\" rel=\"noreferrer noopener\">RVI<\/a>). Ces boucles, ces longues attentes et ces menus confus ont d\u00e9fini l&rsquo;exp\u00e9rience depuis des d\u00e9cennies \u2013 et <a href=\"https:\/\/www.egain.com\/resources\/modernize-ivr-and-transform-customer-experience\/\" target=\"_blank\" rel=\"noreferrer noopener\">85 % des consommateurs<\/a> disent qu&rsquo;ils les d\u00e9testent. Si l&rsquo;on ajoute \u00e0 cela les entreprises qui utilisent le chat textuel pour les probl\u00e8mes complexes, il n&rsquo;est pas \u00e9tonnant que les personnes consid\u00e8rent l&rsquo;automatisation comme un obstacle \u00e0 l&rsquo;obtention d&rsquo;une aide r\u00e9elle.<\/p>\n\n\n\n<p>Mais les choses changent rapidement. En 2025, <strong><a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/perspectives-secteur\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">63 % des entreprises<\/a> ont d\u00e9clar\u00e9 pr\u00e9voir d&rsquo;adopter des assistants vocaux IA.<\/strong> Et les nouveaux mod\u00e8les d&rsquo;IA de parole \u00e0 parole r\u00e9pondent d\u00e9j\u00e0 en environ <a href=\"https:\/\/voiceaiandvoiceagents.com\/#core-tech\" target=\"_blank\" rel=\"noreferrer noopener\">800 millisecondes (ms<\/a>), ce qui n&rsquo;est pas tr\u00e8s loin des 300 \u00e0 600 ms n\u00e9cessaires lors d&rsquo;une conversation humaine.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=BWYWcNOQzfA\" class=\"lazy-video-link\" data-lazy-video=\"BWYWcNOQzfA\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/BWYWcNOQzfA\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/BWYWcNOQzfA\/maxresdefault.jpg\" alt=\"Voice AI takes the lead for complex issues | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=BWYWcNOQzfA#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/BWYWcNOQzfA\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/BWYWcNOQzfA\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=BWYWcNOQzfA\",\n    \"name\": \"Voice AI takes the lead for complex issues | Sinch Predictions 2026\",\n    \"description\": \"When customers face complex problems, they\\u2019re abandoning clunky menus and text chats for faster, clearer conversations. In 2026, voice AI will become the preferred channel for handling these moments, delivering natural dialogue, near-human latency, and far better accuracy. \\n\\nIn this video, Sinch\\u2019s Director of Programmable Voice, Sofia Sch\\u00f6nbeck, explains how voice AI is evolving to understand intent instantly, use context from past interactions, and route customers to the right solution without frustration. Early results already show major gains, including a jump from 7% to 40% containment for one financial services brand. \\n\\nIn 2026, voice AI will solve problems faster, reduce friction, and raise the bar for every complex customer interaction. \\n\\nThis video is part of Sinch Predictions 2026, our annual research-driven look at the trends transforming customer communications in the year ahead. \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:52:25+00:00\",\n    \"duration\": \"PT2M18S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tEn 2026, les consommateurs abandonneront les menus et les chats textuels frustrants pour la rapidit\u00e9 et la clart\u00e9 d&#039;une conversation vocale naturelle avec l&#039;IA. Sofia Sch\u00f6nbeck explique pourquoi.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>Les agents d&rsquo;IA pourront traiter des demandes complexes en moins de temps, et les clients pourront enfin expliquer un probl\u00e8me en langage clair et \u00eatre compris imm\u00e9diatement. Ils pourront parler librement \u00e0 des syst\u00e8mes qui les \u00e9coutent et qui s&rsquo;adaptent \u00e0 leur fa\u00e7on de communiquer. Cela signifie qu&rsquo;il n&rsquo;y aura plus de pressions fr\u00e9n\u00e9tiques sur des boutons ou d&rsquo;appels d\u00e9sesp\u00e9r\u00e9s \u00e0 un \u00ab\u00a0repr\u00e9sentant\u00a0\u00bb, mais des conversations naturelles qui vont \u00e0 l&rsquo;essentiel. <strong>C&rsquo;est l&rsquo;un de ces moments o\u00f9 l&rsquo;avenir semble parler de lui-m\u00eame.<\/strong><\/p>\n\n\n\n<p>Comment se pr\u00e9parer \u00e0 l&rsquo;\u00e9volution de votre entreprise vers l&rsquo;IA vocale\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Cartographiez votre parcours client pour en \u00e9valuer la complexit\u00e9. Identifiez les moments \u00e0 fort enjeu, comme le signalement d&rsquo;une fraude ou la gestion d&rsquo;une commande complexe, o\u00f9 une conversation vocale naturelle serait plus utile qu&rsquo;une conversation \u00e9crite.<\/li>\n\n\n\n<li><strong>\u00c9valuez ce qui est important. D\u00e9placez ou ajoutez une mesure de succ\u00e8s de la d\u00e9viation d&rsquo;appel vers la r\u00e9solution au premier contact (FCR) et la satisfaction des clients (CSAT). N&rsquo;oubliez pas que l&rsquo;objectif est de r\u00e9soudre des probl\u00e8mes.<\/li>\n\n\n\n<li><strong>Testez et affinez. <\/strong>Commencez modestement. Pilotez l&rsquo;IA vocale dans un cas d&rsquo;utilisation, recueillez des informations en retour et am\u00e9liorez-la en permanence.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-4-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172141\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">4. La messagerie conversationnelle va red\u00e9finir les attentes des clients<\/h2>\n\n\n\n<p>ChatGPT et d&rsquo;autres outils d&rsquo;IA ont compl\u00e8tement chang\u00e9 la fa\u00e7on dont les personnes s&rsquo;attendent \u00e0 interagir avec les marques. Les consommateurs ont fait l&rsquo;exp\u00e9rience d&rsquo;\u00e9changes fluides et r\u00e9ciproques avec l&rsquo;IA, et ils attendent d\u00e9sormais la m\u00eame chose des entreprises. En fait, nos recherches montrent que <a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/information\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">28 % des consommateurs<\/a> sont agac\u00e9s lorsqu&rsquo;ils ne peuvent pas poser de question en r\u00e9ponse \u00e0 une mise \u00e0 jour client.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=9ZuXAi3PP6g\" class=\"lazy-video-link\" data-lazy-video=\"9ZuXAi3PP6g\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/9ZuXAi3PP6g\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/9ZuXAi3PP6g\/maxresdefault.jpg\" alt=\"Conversational messaging will reset expectations | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=9ZuXAi3PP6g#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/9ZuXAi3PP6g\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/9ZuXAi3PP6g\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=9ZuXAi3PP6g\",\n    \"name\": \"Conversational messaging will reset expectations | Sinch Predictions 2026\",\n    \"description\": \"Customers are tired of one-way notifications they can\\u2019t act on. In 2026, conversational messaging will reset expectations entirely, giving people the ability to respond, reschedule, purchase, and solve issues directly within the message thread itself. \\n\\nIn this video, Sinch\\u2019s Director of Product, Conversations, Hanna Johannesson, explains how channels like RCS and WhatsApp are becoming conversational by default, supporting rich content, suggested actions\/replies, carousels, and in-channel actions that feel more like a super-app than a text thread. Paired with conversational AI, brands can scale engagement, personalize every interaction, and automate full customer journeys, from FAQs to appointments to purchases. \\n\\nEarly results are already clear: Companies shifting from one-way messaging to two-way conversations are seeing 2x to 10x higher conversion rates. \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at the trends transforming customer communications in the year ahead. \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:53:06+00:00\",\n    \"duration\": \"PT2M19S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tPendant des ann\u00e9es, les messages d&#039;entreprise ont \u00e9t\u00e9 utilis\u00e9s pour parler aux clients plut\u00f4t qu&#039;avec eux. Hanna Johannesson, responsable produit pour le portefeuille et la strat\u00e9gie chez Sinch, explique pourquoi cela changera en 2026.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>D&rsquo;ici \u00e0 2026, les marques qui continueront \u00e0 diffuser des messages unidirectionnels se sentiront d\u00e9pass\u00e9es. Les consommateurs s&rsquo;attendront \u00e0 pouvoir r\u00e9pondre, poser une question ou agir dans n&rsquo;importe quel fil de messages et ils s&rsquo;attendront \u00e0 ce que les marques soient pr\u00eates \u00e0 leur donner de vraies r\u00e9ponses.<\/p>\n\n\n\n<p>Les SMS resteront la base fiable pour la communication et les alertes critiques. Mais des canaux plus riches comme le RCS et WhatsApp apporteront une autre couche d&rsquo;engagement pour rendre les exp\u00e9riences interactives. Il n&rsquo;est pas surprenant que  <a href=\"https:\/\/sinch.com\/fr\/resources\/etat-du-rcs-dans-les-communications-clients\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>40 % des chefs d&rsquo;entreprise<\/strong><\/a><strong> consid\u00e8rent d\u00e9j\u00e0 l&rsquo;augmentation de l&rsquo;engagement comme le principal avantage de canaux tels que le RCS<\/strong> et nous pouvons nous attendre \u00e0 ce que ce nombre continue d&rsquo;augmenter.<\/p>\n\n\n\n<p>Il n&rsquo;est pas n\u00e9cessaire de m\u00e9langer les cartes, l&rsquo;avenir est assez clair : <strong>les marques qui \u00e9tablissent des liens solides gagneront<\/strong>. Voici quelques moyens de pr\u00e9parer votre strat\u00e9gie d&rsquo;envoi de messages \u00e0 devenir plus conversationnelle\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>V\u00e9rifiez vos flux de messages actuels<\/strong>. Recherchez quelques moments cl\u00e9s o\u00f9 une alerte unidirectionnelle pourrait devenir un \u00e9change bidirectionnel.<\/li>\n\n\n\n<li><strong>Adoptez une v\u00e9ritable approche omnicanale.<\/strong> Il ne s&rsquo;agit pas d&rsquo;\u00eatre pr\u00e9sent sur tous les canaux, mais de se montrer sur le bon canal, au bon moment.<\/li>\n\n\n\n<li><strong>Pensez visuellement<\/strong>. R\u00e9fl\u00e9chissez \u00e0 la mani\u00e8re dont les m\u00e9dias int\u00e9gr\u00e9s, les boutons d&rsquo;action sugg\u00e9r\u00e9s et les carrousels pourraient aider vos conversations \u00e0 devenir plus interactives et utiles.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-5-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172147\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">5. Les parcours clients connect\u00e9s permettront de fid\u00e9liser les clients et de cr\u00e9er de la valeur \u00e0 long terme.<\/h2>\n\n\n\n<p>La loyaut\u00e9 n&rsquo;est pas le fruit du hasard. Elle se construit au travers d&rsquo;exp\u00e9riences connect\u00e9es, personnelles et faciles \u00e0 vivre. L&rsquo;\u00e9poque o\u00f9 un consommateur entamait une discussion avec une entreprise sur un canal, puis devait se r\u00e9p\u00e9ter sur un autre canal, est r\u00e9volue.<\/p>\n\n\n\n<p>Voici le probl\u00e8me : alors que  <a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/satisfaction\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">81 % des consommateurs<\/a> se sentent frustr\u00e9s lorsqu&rsquo;ils doivent r\u00e9p\u00e9ter des informations lors d&rsquo;interactions de support, seulement 55 % des entreprises d\u00e9clarent que leurs communications sont enti\u00e8rement int\u00e9gr\u00e9es \u00e0 leur pile technologique. Pr\u00e8s de la moiti\u00e9 d&rsquo;entre elles ne sont donc pas en mesure d&rsquo;offrir un parcours v\u00e9ritablement connect\u00e9, ce qui repr\u00e9sente une vuln\u00e9rabilit\u00e9 concurrentielle consid\u00e9rable \u00e0 l&rsquo;horizon 2026.<\/p>\n\n\n\n<p><strong>En 2026, les marques qui prosp\u00e9reront seront celles qui sauront mener la conversation et se souvenir du contexte sur tous les canaux et points de contact.<\/strong><\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=3QyWH2rJz44\" class=\"lazy-video-link\" data-lazy-video=\"3QyWH2rJz44\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/3QyWH2rJz44\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/3QyWH2rJz44\/maxresdefault.jpg\" alt=\"The future of connected customer journeys | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=3QyWH2rJz44#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/3QyWH2rJz44\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/3QyWH2rJz44\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=3QyWH2rJz44\",\n    \"name\": \"The future of connected customer journeys | Sinch Predictions 2026\",\n    \"description\": \"Customer interactions are often fragmented between web chat, phone calls, and messages, which require customers to repeat the same info over and over again. But in 2026, connected customer journeys will change that. \\n\\nHanna Johannesson, Sinch\\u2019s Director of Product, Conversations, explains how in 2026, conversations will follow customers, meaning human or AI agents can pick up right where the customer left off if they switch channels. This will create hyper-personalized, context-aware service that feels effortless for customers and more efficient for brands. \\n\\nIn 2026, connected journeys will reduce friction, unlock loyalty, and turn every interaction into an opportunity to deepen engagement and drive long-term value. \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at the trends shaping the future of customer communications in the year ahead. \\n\\nExplore all of Sinch\\u2019s Predictions for 2026 here: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:54:30+00:00\",\n    \"duration\": \"PT2M3S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tLes parcours client fragment\u00e9s ont toujours repouss\u00e9 les consommateurs, les entreprises devraient donc plut\u00f4t s&#039;orienter vers la mise en \u0153uvre de parcours client unifi\u00e9s et fluides. Hanna Johannesson explique comment.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>L&rsquo;IA rendra cela possible. Elle sera capable de r\u00e9sumer une interaction de chat et de transmettre instantan\u00e9ment le contexte \u00e0 un agent humain, qui verra tout l&rsquo;historique avant m\u00eame de dire bonjour. Les consommateurs se sentiront ainsi \u00e9cout\u00e9s et valoris\u00e9s, ce qui les incitera \u00e0 revenir.<\/p>\n\n\n\n<p>Voici quelques moyens de pr\u00e9parer vos canaux \u00e0 \u00eatre mieux connect\u00e9s\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Auditez vos transferts de canaux<\/strong>. Cartographiez le passage des clients d&rsquo;un canal \u00e0 l&rsquo;autre et identifiez pr\u00e9cis\u00e9ment les moments o\u00f9 le contexte est perdu. Cela permettra de cr\u00e9er votre feuille de route d&rsquo;int\u00e9gration.<\/li>\n\n\n\n<li><strong>R\u00e9unissez les \u00e9quipes internes. Les services de marketing, de vente et d&rsquo;assistance devraient travailler \u00e0 partir du m\u00eame manuel et du m\u00eame ensemble de donn\u00e9es clients.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"401\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-6-2-1024x401.png\" alt=\"\" class=\"wp-image-172274\" srcset=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-6-2-1024x401.png 1024w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-6-2-300x117.png 300w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-6-2-768x301.png 768w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-6-2-1536x601.png 1536w, https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-6-2.png 1840w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">6. Les strat\u00e9gies de communication r\u00e9gionalis\u00e9es s\u00e9pareront les leaders mondiaux des suiveurs<\/h2>\n\n\n\n<p>Pendant des ann\u00e9es, de nombreuses marques internationales ont tent\u00e9 d&rsquo;appliquer une approche unique \u00e0 leur message. Mais cette approche a rarement fonctionn\u00e9 parce que les personnes ne communiquent pas de la m\u00eame mani\u00e8re partout. Les pr\u00e9f\u00e9rences de canaux, les normes locales et m\u00eame les r\u00e9glementations varient consid\u00e9rablement d&rsquo;un pays \u00e0 l&rsquo;autre.<\/p>\n\n\n\n<p>D&rsquo;ici \u00e0 2026, le succ\u00e8s d\u00e9pendra de la capacit\u00e9 des marques \u00e0 s&rsquo;adapter \u00e0 ces pr\u00e9f\u00e9rences. Cela va au-del\u00e0 de savoir que  <a href=\"https:\/\/sinch.com\/fr\/blog\/applications-de-messagerie-les-plus-populaires-par-pays\/\" target=\"_blank\" rel=\"noreferrer noopener\">WhatsApp domine au Br\u00e9sil ou en Inde<\/a> ou que le RCS d\u00e9colle aux \u00c9tats-Unis. Les marques doivent vraiment comprendre comment les consommateurs de chaque r\u00e9gion pr\u00e9f\u00e8rent se connecter et travailler avec des experts locaux qui comprennent les nuances de la langue, de la culture et de la conformit\u00e9.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=Bb16YBv5PZs\" class=\"lazy-video-link\" data-lazy-video=\"Bb16YBv5PZs\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/Bb16YBv5PZs\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/Bb16YBv5PZs\/maxresdefault.jpg\" alt=\"Regional strategies will set global leaders apart | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=Bb16YBv5PZs#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/Bb16YBv5PZs\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/Bb16YBv5PZs\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=Bb16YBv5PZs\",\n    \"name\": \"Regional strategies will set global leaders apart | Sinch Predictions 2026\",\n    \"description\": \"Many brands still use a one-size-fits-all approach to communication, sending messages that often feel irrelevant. In 2026, regionalized strategies will separate global leaders from followers. \\n\\nSinch\\u2019s Chief Evangelist and Co-Founder Robert Gerstmann explains how in 2026, brands will need to tailor messages for local preferences, channels, and timing, from Line in Japan to WhatsApp in Brazil or RCS in the U.S. Success will depend on understanding local behaviors, routing messages intelligently, and delivering the right message at the right time. \\n\\nBy mastering communications locally, brands can elevate customer experiences, strengthen engagement, and gain a global edge. Regional strategies will define who leads and who follows in 2026. \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at the trends transforming customer communications in the year ahead. \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:55:01+00:00\",\n    \"duration\": \"PT2M50S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tLe succ\u00e8s mondial en 2026 n\u00e9cessitera des strat\u00e9gies de canaux hyper-locales. Robert Gerstmann, Chief Evangelist et cofondateur de Sinch, explique pourquoi ce qui fonctionnait auparavant ne fonctionnera plus n\u00e9cessairement.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>La cl\u00e9 du succ\u00e8s ne consistera pas \u00e0 \u00e9laborer des dizaines de strat\u00e9gies de messagerie distinctes \u00e0 partir de z\u00e9ro en 2026. Il s&rsquo;agira de combiner la coh\u00e9rence mondiale avec l&rsquo;expertise locale en envoyant le bon message, aux bonnes personnes, sur les bons canaux dans chaque r\u00e9gion.<\/p>\n\n\n\n<p>Voici comment vous pouvez vous assurer que votre entreprise est pr\u00eate pour une strat\u00e9gie de messagerie mondiale en 2026\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Investissez dans l&rsquo;expertise r\u00e9gionale.<\/strong> Collaborez avec des \u00e9quipes ou des fournisseurs qui comprennent le paysage local, de la culture \u00e0 la conformit\u00e9.<\/li>\n\n\n\n<li><strong>Faites de la conformit\u00e9 un \u00e9l\u00e9ment fondamental. Avant de concevoir une campagne, assurez-vous de bien comprendre les r\u00e8gles de confidentialit\u00e9 et de contenu propres \u00e0 chaque march\u00e9.<\/li>\n\n\n\n<li><strong>Pensez globalement, agissez localement<\/strong>. Gardez votre strat\u00e9gie globale centralis\u00e9e, mais donnez \u00e0 chaque march\u00e9 la possibilit\u00e9 de  <a href=\"https:\/\/sinch.com\/resources\/global-communication-channel-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">adapter ses propres messages et canaux<\/a>.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-7-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172159\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">7. Les communications v\u00e9rifi\u00e9es et s\u00e9curis\u00e9es d\u00e9finiront l&rsquo;avenir de la confiance envers la marque.<\/h2>\n\n\n\n<p>Les consommateurs modernes sont naturellement prudents, en particulier avec  <a href=\"https:\/\/tcpaworld.com\/2025\/06\/11\/robocalls-on-the-rise-latest-robocall-index-update-confirms-trend-robocalls-up-nearly-20-yoy\/\" target=\"_blank\" rel=\"noreferrer noopener\">une croissance \u00e0 deux chiffres<\/a> des appels frauduleux et des pourriels. Cette prudence fait qu&rsquo;il est difficile pour une marque de se d\u00e9marquer, d&rsquo;autant plus que m\u00eame les messages l\u00e9gitimes sont souvent consid\u00e9r\u00e9s avec m\u00e9fiance. Nos recherches montrent que  <a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/securite\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">53 % des consommateurs<\/a> ont re\u00e7u des messages l\u00e9gitimes de marques qu&rsquo;ils ont d&rsquo;abord trouv\u00e9s suspects, ce qui cr\u00e9e un obstacle majeur \u00e0 la confiance.<\/p>\n\n\n\n<p>D&rsquo;ici 2026, les marques qui gagneront seront celles qui rendront la confiance<strong> visible<\/strong> et <strong>sans friction<\/strong>. Elles feront deux choses exceptionnellement bien\u00a0: elles rendront chaque message visiblement s\u00fbr et s\u00e9curiseront chaque interaction avec le client gr\u00e2ce \u00e0 une authentification qui se fera sans effort.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=Ypj5e6GVC5w\" class=\"lazy-video-link\" data-lazy-video=\"Ypj5e6GVC5w\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/Ypj5e6GVC5w\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/Ypj5e6GVC5w\/maxresdefault.jpg\" alt=\"Verified, secure messaging will build trust | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=Ypj5e6GVC5w#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/Ypj5e6GVC5w\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/Ypj5e6GVC5w\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=Ypj5e6GVC5w\",\n    \"name\": \"Verified, secure messaging will build trust | Sinch Predictions 2026\",\n    \"description\": \"Fraud and scams across email, messaging, and voice are eroding consumer trust. In 2026, verified and secure communications will define the future of brand trust. \\n\\nSinch\\u2019s Chief Evangelist and Co-Founder, Robert Gerstmann, explains how channels like WhatsApp and RCS provide built-in verification and branding, showing customers exactly who they\\u2019re communicating with. Meanwhile, network-level verification and frictionless authentication remove traditional security hurdles, creating a smoother, safer experience. \\n\\nThe result: Consumers gain confidence in every interaction, and brands can engage more effectively. In 2026, these kinds of verified, secure communications will be the foundation of trust in the next era of customer engagement. \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at the trends transforming customer communications in the year ahead. \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:55:27+00:00\",\n    \"duration\": \"PT4M\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tEn 2026, la confiance fonctionnera dans les deux sens : les marques devront montrer qui elles sont et comment elles assurent la s\u00e9curit\u00e9 des consommateurs. Robert Gerstmann de Sinch l&#039;explique.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>Tout d&rsquo;abord, lorsque les marques s&rsquo;adressent aux consommateurs, elles doivent fournir une preuve visuelle instantan\u00e9e de la l\u00e9gitimit\u00e9 de leurs messages. <a href=\"https:\/\/sinch.com\/blog\/rcs-verified-senders\/\" target=\"_blank\" rel=\"noreferrer noopener\">Les profils d&rsquo;exp\u00e9diteurs v\u00e9rifi\u00e9s<\/a> (avec des logos officiels et\/ou des coches sur des canaux tels que le RCS et WhatsApp) deviendront la norme.<\/p>\n\n\n\n<p>Deuxi\u00e8mement, lorsque les consommateurs s&rsquo;adressent \u00e0 une marque, ils ont l&rsquo;impression que la s\u00e9curit\u00e9 n&rsquo;est pas un probl\u00e8me. Des protections intelligentes et invisibles, telles que la biom\u00e9trie passive et l&rsquo;authentification sans mot de passe, assureront la s\u00e9curit\u00e9 des personnes en arri\u00e8re-plan. Environ  <a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/securite\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">la moiti\u00e9 des consommateurs<\/a> d\u00e9clarent m\u00eame se sentir plus en s\u00e9curit\u00e9 lorsque ces mesures suppl\u00e9mentaires existent.<\/p>\n\n\n\n<p>Tous les signes convergent vers la m\u00eame v\u00e9rit\u00e9\u00a0: la v\u00e9rification visible et la s\u00e9curit\u00e9 transparente \u00e9tabliront une nouvelle norme pour instaurer la confiance en 2026.<\/p>\n\n\n\n<p>Voici comment vous pr\u00e9parer \u00e0 cette r\u00e9alit\u00e9\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Rendez l&rsquo;authenticit\u00e9 visible. Utilisez des canaux ou des m\u00e9canismes qui permettent aux clients de reconna\u00eetre instantan\u00e9ment votre marque et de s&rsquo;authentifier sans les ralentir.<\/li>\n\n\n\n<li><strong>\u00c9duquez vos clients. <\/strong>Soyez transparents \u00e0 propos de vos mesures de s\u00e9curit\u00e9. Montrez-leur \u00e0 quoi ressemblent de vrais messages v\u00e9rifi\u00e9s et pourquoi ils peuvent faire confiance aux v\u00f4tres.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-8-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172165\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">8. Les bo\u00eetes de r\u00e9ception intelligentes de demain r\u00e9inventeront l&#8217;email en tant que canal de pr\u00e9cision<\/h2>\n\n\n\n<p>Pendant des ann\u00e9es, les entreprises ont essay\u00e9 de d\u00e9passer les envois massifs d&#8217;emails en incorporant une l\u00e9g\u00e8re personnalisation comme l&rsquo;ajout du pr\u00e9nom ici ou l&rsquo;application d&rsquo;un large segment l\u00e0. Si cette strat\u00e9gie a permis aux emails d&rsquo;\u00eatre un peu moins g\u00e9n\u00e9riques au d\u00e9but, elle n&rsquo;offre pas la pertinence que les clients attendent aujourd&rsquo;hui. Les destinataires exigeant d\u00e9sormais des communications v\u00e9ritablement cibl\u00e9es, cette approche n&rsquo;a fait que contribuer \u00e0 rendre les bo\u00eetes de r\u00e9ception impersonnelles et encombr\u00e9es.<\/p>\n\n\n\n<p>D&rsquo;ici 2026, la situation changera avec l&rsquo;\u00e9volution des bo\u00eetes de r\u00e9ception. L&rsquo;intelligence de la bo\u00eete de r\u00e9ception et les exigences plus strictes d&rsquo;Apple et de Google en mati\u00e8re d&rsquo;exp\u00e9diteur joueront le r\u00f4le de gardiens personnels, en d\u00e9cidant quels messages m\u00e9ritent l&rsquo;attention. Elles trieront, r\u00e9sumeront et \u00e9tabliront des priorit\u00e9s en fonction de ce qu&rsquo;elles pensent \u00eatre le plus important pour chaque utilisateur.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=OQv6vmg1Muc\" class=\"lazy-video-link\" data-lazy-video=\"OQv6vmg1Muc\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/OQv6vmg1Muc\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/OQv6vmg1Muc\/maxresdefault.jpg\" alt=\"Tomorrow\u2019s intelligent inbox reinvents email | Sinch Predictions 2026\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=OQv6vmg1Muc#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/OQv6vmg1Muc\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/OQv6vmg1Muc\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=OQv6vmg1Muc\",\n    \"name\": \"Tomorrow\\u2019s intelligent inbox reinvents email | Sinch Predictions 2026\",\n    \"description\": \"For years, email has been cluttered with generic blasts, leaving customers frustrated. By 2026, intelligent inboxes will change that, prioritizing messages that truly matter to each user. \\n\\nSinch\\u2019s CMO, Jonathan Bean, explains how in 2026, inboxes will learn what truly matters to each user, filtering out noise and prioritizing meaningful messages. Brands that provide real value by anticipating consumer needs rather than just selling will earn attention and loyalty. \\n\\nThe intelligent inbox will finally deliver on the long-promised personalization at scale, making email a precise, curated, customer-focused channel.  \\n\\nThis video is part of Sinch Predictions 2026, our annual, research-driven look at the trends transforming customer communications in the year ahead. \\n\\nExplore all of Sinch\\u2019s Predictions for 2026: https:\/\/sinch.com\/blog\/customer-communications-predictions\/\",\n    \"uploadDate\": \"2025-11-20T21:55:56+00:00\",\n    \"duration\": \"PT2M28S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t\t\t<figcaption class=\"custom-video-caption mt-2\">\r\n\t\t\t\tL&#039;email n&#039;est pas mort, loin de l\u00e0. Jonathan Bean explique comment le canal pr\u00e9f\u00e9r\u00e9 des consommateurs ne fera que gagner en pertinence en 2026.\t\t\t<\/figcaption>\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>La chance sourit \u00e0 ceux qui sont pertinents et, pour gagner une place dans la bo\u00eete de r\u00e9ception principale, les marques devront aller au-del\u00e0 d&rsquo;une segmentation large et<strong> prouver que chaque message vaut la peine d&rsquo;\u00eatre ouvert.<\/strong> Cette preuve provient de la fourniture d&rsquo;une valeur r\u00e9elle et d\u00e9montrable, par le biais de messages qui anticipent les besoins du client au lieu d&rsquo;essayer de lui vendre quelque chose.<\/p>\n\n\n\n<p>Nos recherches montrent que  <a href=\"https:\/\/sinch.com\/fr\/etat-communications-clients\/chapitre\/engagement\/?utm_content=blog&amp;utm_term=&amp;intcmp=GL-25-Brn_SCC_blog_content\" target=\"_blank\" rel=\"noreferrer noopener\">42 % des consommateurs<\/a> attendent des promotions personnalis\u00e9es et pr\u00e8s de 30 % attendent des marques qu&rsquo;elles utilisent leur historique d&rsquo;achat pour rendre les messages plus pertinents. Les marques qui r\u00e9pondent \u00e0 ces attentes attireront l&rsquo;attention sur l&rsquo;un des canaux les plus puissants qui existent.<\/p>\n\n\n\n<p>Comment vous pr\u00e9parer \u00e0 mettre \u00e0 jour votre strat\u00e9gie d&#8217;emailing en 2026\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Utilisez des donn\u00e9es en temps r\u00e9el.<\/strong> D\u00e9clenchez des emails en fonction de ce que font les consommateurs, par exemple lorsqu&rsquo;ils consultent un produit ou laissent un article dans leur panier.<\/li>\n\n\n\n<li><strong>Repensez vos statistiques de r\u00e9ussite. Lorsque l&rsquo;IA commencera \u00e0 r\u00e9sumer et \u00e0 filtrer les messages, les taux d&rsquo;ouverture auront moins d&rsquo;importance. Commencez \u00e0 suivre les indicateurs d&rsquo;engagement tels que les conversions et les r\u00e9ponses directes pour mesurer ce qui r\u00e9sonne vraiment avec votre public.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sinch.com\/wp-content\/uploads\/2025\/11\/SI-Predictions-2026-Blog-Header-9-FR-1-1024x401.png\" alt=\"\" class=\"wp-image-172171\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">La lecture finale\u00a0: La connexion, repens\u00e9e<\/h2>\n\n\n\n<p>Avant 2026, la communication \u00e9tait principalement ax\u00e9e sur l&rsquo;efficacit\u00e9 et la possibilit\u00e9 d&rsquo;atteindre le plus grand nombre de personnes possible. Mais en contrepartie, elle a souvent sacrifi\u00e9 le sens, la confiance et l&rsquo;\u00e9motion.<\/p>\n\n\n\n<p>En 2026 et au-del\u00e0, tout bascule vers l&rsquo;efficacit\u00e9\u00a0:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>L&rsquo;IA permettra des conversations \u00e0 grande \u00e9chelle.<\/li>\n\n\n\n<li>La voix et la messagerie rendront les interactions plus naturelles.<\/li>\n\n\n\n<li>La confiance et la v\u00e9rification permettront de r\u00e9tablir la confiance.<\/li>\n\n\n\n<li>La personnalisation commencera enfin \u00e0 se faire sentir.<\/li>\n<\/ul>\n\n\n\n<p>Cela peut sembler insurmontable, mais pour les marques pr\u00eates \u00e0 s&rsquo;engager dans cette voie, les signes sont prometteurs. Et bien que nous ne puissions pas promettre que l&rsquo;avenir soit grav\u00e9 dans le marbre, nos lectures sugg\u00e8rent clairement une chose\u00a0: il est essentiel de r\u00e9pondre aux attentes des clients.<\/p>\n\n\n\n<p><strong>Curieux de savoir \u00e0 quoi ressembleront ces pr\u00e9dictions dans la pratique ?<\/strong> Regardez notre  <a href=\"https:\/\/sinch.com\/webinars\/sinch-predictions-2026\/\" target=\"_blank\" rel=\"noreferrer noopener\">webinar de pr\u00e9dictions Sinch<\/a> et d\u00e9couvrez l&rsquo;avenir de la communication client en 2026.<\/p>\n\n\n\t<div class=\"custom-video\">\r\n\t\t\t\t\t                    <div class=\"iframe-responsive-container lazy-video rounded-lg overflow-hidden \">\r\n                <a href=\"https:\/\/www.youtube.com\/watch?v=_tZqB3qufM0\" class=\"lazy-video-link\" data-lazy-video=\"_tZqB3qufM0\" target=\"_blank\" rel=\"nofollow\" role=\"button\" data-source=\"youtube\" data-language=\"fr\" data-thumb=\"https:\/\/img.youtube.com\/vi\/_tZqB3qufM0\/maxresdefault.jpg\" title=\"Sinch Video\">\r\n                    <div class=\"btn btn-light btn-light-social btn-play btn-play-circle\">\r\n                                                    <svg aria-hidden=\"true\" data-url=\"https:\/\/sinch.com\/wp-content\/plugins\/sinch-core\/assets\/icons\/sinch\/play.svg\"><\/svg>\r\n                                            <\/div>\r\n                    <img decoding=\"async\"  src=\"https:\/\/img.youtube.com\/vi\/_tZqB3qufM0\/maxresdefault.jpg\" alt=\"Sinch Predictions 2026: What&#039;s in the cards for customer communications? (Webinar)\">\r\n                <\/a>\r\n            <\/div>\r\n                        <script type=\"application\/ld+json\">\r\n            {\n    \"@context\": \"http:\/\/schema.org\",\n    \"@type\": \"VideoObject\",\n    \"@id\": \"https:\/\/www.youtube.com\/watch?v=_tZqB3qufM0#VideoObject\",\n    \"thumbnailUrl\": \"https:\/\/img.youtube.com\/vi\/_tZqB3qufM0\/maxresdefault.jpg\",\n    \"embedUrl\": \"https:\/\/www.youtube.com\/embed\/_tZqB3qufM0\",\n    \"contentUrl\": \"https:\/\/www.youtube.com\/watch?v=_tZqB3qufM0\",\n    \"name\": \"Sinch Predictions 2026: What's in the cards for customer communications? (Webinar)\",\n    \"description\": \"What\\u2019s next for customer communications in 2026? In our Sinch Predictions 2026 panel discussion, Sophie Cheng (Sinch), Stefano Nicoletti (Mobile Ecosystem Forum), and Vandita Arora (HubSpot) explore the trends redefining customer communications.\\n\\nDiscover how AI-driven conversations, trusted identity, and smarter messaging strategies across SMS, RCS, and WhatsApp are shaping customer engagement in 2026 and how brands can prepare for the year ahead.\",\n    \"uploadDate\": \"2026-01-28T18:38:23+00:00\",\n    \"duration\": \"PT1H1M20S\"\n}        <\/script>\r\n        \t\t\r\n\t\t\t<\/div>\r\n\r\n\t\r\n\n\n\n<p>Les cartes ont parl\u00e9, \u00e0 vous de jouer. Chez Sinch, nous aidons les entreprises \u00e0 donner vie \u00e0 cet avenir en d\u00e9veloppant une technologie qui permet de rendre chaque interaction plus fiable et plus humaine. <strong>Curieux de savoir comment notre \u00e9quipe peut vous aider ? <a href=\"https:\/\/sinch.com\/fr\/nous-contacter\/\" target=\"_blank\" rel=\"noreferrer noopener\">Discutons-en !<\/a><\/strong><\/p>\n","protected":false},"author":15,"featured_media":172116,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[336],"class_list":["post-171752","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-insights-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>2026 Customer Communication Trends - Sinch Predictions Revealed<\/title>\n<meta name=\"description\" content=\"2026 will rewrite the rules of customer communication. 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