Beyond a Satisfaction Survey,

Beyond a satisfaction survey, the voice of the customer is an exercise that is part of a continuous improvement process. This data collection provides the necessary inputs for analysis, implementation of actions and monitoring. Employees must be involved in data collection because they are the most important resource in a business: they are the first to come into contact with the customers or the goods being sold.

The sources of information vary

  • Interactive kiosks to capture customer opinions
  • Conversations with a customer during the sales process
  • Exchanges during the installation of the equipment or the performance of the service by the field teams
  • Interactions during after-sales service or via comments on social networks
  • Conversations in the office hallways concerning satisfaction or dissatisfaction with deliverables from another department
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Bambou Space’s Bottom-Up Solution™ Implemented at Videotron

Since May 2018, Bambou Space has been proud to collaborate with Videotron for the integration and deployment of its Bottom-Up™ Solution. Thanks to this mandate, Bambou Space wishes to promote collaboration around ideas for improvements proposed by employees in order to generate profits.

The advantages of a bottom-up approach

Bambou Space‘s Bottom-Up Solutio™n is an opportunity for a company to give a voice to all its employees, to share a global vision on the flow of ideas and to implement constructive ideas. For employees, it is also a way to take action on their ideas and for ambassadors, to support their colleagues and share the successes of the team.

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Why Is the Voice of Customer Important?

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Quality, a Driver of Growth.

By capturing the voice of its customers, a company shows that it wants to improve the quality of its offer and at the same time, it improves its brand image. A satisfied customer is loyal to the brand and shares their experience around them.

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There Are No More Universal Solutions.

Customers are increasingly asking for a personal touch. It becomes essential to understand your clients, their problems and the opportunities to help them achieve their goals. The voice of the customer allows you to make informed decisions and rely on facts rather than assumptions.

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A Dialogue That Pays Off.

Humans are able to adapt surprisingly quickly. However, managing change in business remains a major challenge for organizations. Why ? Because we make bad changes. We close the door early to a dialogue with the employees involved in the different stages of the process. The voice of the client, the internal client, makes it possible to listen to the other and plan with them successful change management strategies.

Listening at the Heart of Customer Relations

To have impact with a customer, you need to have the right content, in the right way, at the right time. Listening is what gives us all this information. The more effective and precise the listening, the more our interlocutor gives us the keys to move our dialogue forward.

What does it mean to listen? Listening is often associated with a caring and necessary task. We have to practice it to be considered “good people”. In the majority of cases, however, we do not know what to listen to, or how to generate the information. Listening, contrary to the impression we have of it, is the opposite of passivity.

The definition of listening is knowing and validating the meaning of what a person is saying: what is their speech aiming for? What needs are they trying to meet? What could improve their experience?

Listening is a muscle that every employee must develop in a company. It is necessary for the survival of the business. It is important to train on a daily basis. Concrete ways must be found for all employees to escalate the opportunities detected as a result of listening to a client’s needs. Bottom-up approaches promote the development of this new reflex in your company.

How to Improve Your Customer Relationship ?

Customer satisfaction should be everyone’s business in the company. Every step of the way, employees need to be made aware of the importance of listening to the customer and capturing opportunities to improve.
Where to start ? Here are three steps to take with your work team:
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01. The First Step

is to identify who your customer is.
Is my client internal or external to the company?
What does my client expect from me? What activities generate value for him?

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02. The Second Step

in improving customer relations is for each employee to become aware of their role in the work chain. To achieve this, everyone has to consider who is providing me with information and to whom I am providing information.

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03. The Third Step

is to create events to experience the situation of the other and take the opportunity to collect data for improvement. This is the case, for example, with mystery shoppers who, during their visit, play the role of a customer and then report a variety of improvements. Within a company, certain activities will allow you to live for a few days in the place of a colleague. An ideal context to capture many opportunities for improvement.

These first three steps create the necessary trigger to position customer satisfaction as a core business priority.

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The 4 Pitfalls of Customer Relations

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Forget About Internal Customers

Your internal customer is the one who uses the information provided by your work team to perform the next activity necessary to create value for the end customer. The centralization of tasks in companies encourages the creation of silos: the finance, human resources, production or after-sales service department. These silos reduce cross-departmental interaction and lose sight of what our colleagues on other teams need to work effectively.

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Reserve the Responsibility for Customer Relations With Customer Service

The end customer is in contact with several departments. All employees have a role to play in customer satisfaction. They all have the power to make it better. Yet customer relations are often associated with customer service.

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Believe That Satisfaction Surveys Are Enough

Creating a satisfaction survey and using it on a regular basis helps to capture certain improvements. Unfortunately, the customer today is often saturated with this type of surface exchange. Beyond the score, he seeks answers and confidence that the problematic situation will be corrected.

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Limit the Customer Relationship to the Use of CRM Software

A CRM (Customer Relationship Management) allows you to keep in one place all the key information of a customer (eg name, address, interest) and the activities related to the purchasing process (eg emails sent, participation in trade fairs). But, even the best CRM can’t find help from colleagues to answer a customer problem.