Today, more than ever, the customer is at the center of concerns. Paradoxically, and not least, customer relations, the pillar of the brand, are still poorly understood by French companies. A study published in March 2014 by the professional magazine En-contact reveals that ” the French devote on average more than 28 hours a year trying to reach corporate and utility customer services. ” Another study carried out this time by HCG with 200 large French companies indicates that, “The quality of business reception is constantly decreasing”. In terms of customer satisfaction, England is indeed lagging behind…
Put customer relations at the heart of the company’s strategy
However, the customer relationship plays a decisive role in winning over the consumer, it is not only the guarantor of the product quality but also fromE-reputation of the society. In addition, if data tends to change mentalities and the very organization of companies, women and men are at the heart of the mechanisms of customer satisfaction and loyalty. Also, why not integrate it into the company’s strategy in the same way as communication and marketing? Indeed, transform a business transaction into a real human relationship and you will get a new ambassador. This is crucial today because nothing is more important to a consumer than the opinion of another consumer. Create satisfaction this is the stake of companies for the customer to recommend the brand.
As we can see, having a client culture within the company is therefore essential. However, you need to know how to collect the most relevant data linked to a specific objective. As Yan CLAEYSSEN, Director General of ETO, indicated at the e-marketing fair on April 9, ” digital makes it possible to capture data and data makes it possible to personalize the client on the web ”. Increasingly, the customer must have the feeling that the brand brings him value to engage with it. Working on customer trust, active listening, and reaping the benefits of an dissatisfied customer will promote customer relations. In fact, Caroline PUONS, marketing & CRM director at Parashop understood this well by declaring that ” a dissatisfied customer recovered is a doubly satisfied customer “. It is therefore essential to follow all the levers, including the dissatisfied as well as social networks to take the pulse as and when its relationship and best meet the needs of the customer. However, according to the HCG study, ” on Facebook, 20% of companies do not respond to posts and on Twitter, 63% do not tweet ! However, this information provides many opportunities to engage in dialogue with their customers or their targets. Brands therefore have an interest in developing communication that takes into account the integration of all sources of information, including social media.
Rely on customer knowledge to innovate
More and more, we are seeing a re-definition of the customer relationship landscape. Companies are taking over the web to build new relationships with their targets and include them in their creation process. Collaborative work is a very good example. Customers or members of a corporate collaborative platform are invited to share their experience of the product with the brand, so the product will be worked or even re-worked according to the recommendations of its users.
Goal : know the customer’s needs to better serve him. Example of collaborative work, the tent 2 seconds (see video below) of Décathlon which has taken advantage of the recommendations of its users. As Vincent TEXTORIS, Open Innovation manager at OXYLANE, a subsidiary of the Décathlon group, pointed out, ” to innovate you have to rely on customer knowledge “. For its part, the company transparently shares its difficulties there, which helps the client better understand what happened and probably makes them more tolerant. For Vincent TEXTORIS, we must not only ” be interested in community members but also in non-members to develop the product “. Another significant example is the Carrefour distributor, who gives voice to his customers and makes them participate in the construction of his offer on a collaborative platform.
Customer relations are constantly changing and are at the heart of economic activity. Thanks to the power of today’s tools, customer knowledge brings a revival of customer relations. In addition, current technologies offer increasingly sophisticated real-time authentication of data. It is therefore important to know how to unify data from separate sources not only to capture and to qualify contacts but also to offer products adapted to their needs. Because data is also there to make life easier for consumers. In addition, to stay innovative, brands must be inspired by consumer recommendations, listen to their desires. Ultimately, it is questionable whether the collaborative economy will be an essential component of business strategy and management. In the USA, a new type of consumer was born, the “ tasksumer“. The consumer realizes a microproject for a brand in exchange for remuneration. A way for companies to anticipate the needs of their customers and respond to their desires.