We were present at the All4Customer Paris 2024 and it was our pleasure to meet you once again at our stand, or during our masterclass alongside our client Renault, which featured feedback from Vincent Richez, Director of the Customer Experience Department at Renault.
Driving the Voice of the Customer companywide, with feedback from Renault
This year, we provided you with the opportunity to discover firsthand how a company such as Renault was using customer verbatim and broadcasted the Voice of the Customer throughout its entire service network.
An overcrowed room more than demonstrated the interest of an audience, which had showed up numerously and from the salon’s very first hours! As a matter of fact, we regretted that all invitees could not attend the masterclass. The amount of headphones – with which the conference’s audio was relayed – had proved insufficient.
Several extracts of the masterclass are provided below for those who couldn’t attend the conference. You can also contact us to receive the full conference report.
Customer listening & verbatim/customer feedback analysis
“We are able to easily address surveys to 100% of the customers who have visited one of our workshops. 15% of the surveyed customers do answer. This is particularly high rate, which translates to from 600,000 to 700,000 reviews per year. We also aggregate the customer reviews left on Google. All this feedback is sent to ERDIL, which has it analysed and restituted on the graphical interface Esatis. This aggregated data allows us to understand which aspects the customers are happy or unhappy with and what part of their customer experience they wish could be improved.
“We also share communication media (E-letters) that allow the workshops to benefit from a global overview of the customers’ opinions on a given extended timeframe. These reports provide each workshop with a sufficient amount of hindsight to determine the next priority areas. Through these, we really do observe that those priority areas radically differ from one salespoint to another.”
Measures to support and accompany the network
“We provide a lot of support to our network to help them improve their service. In order to foster excellency, we also regularly introduce challenges that come as a reward for these workshops with particularly high levels of performance and customer satisfaction.”
From verbatim exploitation to the creation of a new innovative service
“We had organized a survey a couple of years ago, which aimed to understand what the concept of waiting (Is it reasonable? Or too long?) actually meant to customers. We had decided to test a new feature, at first under the form of a PoC (Proof of Concept) that would be introduced to actual customers. The objective was to assess whether it suited demands, what were its limitations and challenges (and how to overcome them) and if the service generated an actual ROI.
This experiment was first conducted using these verbatim in which customers complained about the waiting. This actually led to the creation of a whole new independent service. ”
Highlight of the other conferences
The All4Customer salon also features numerous highly interesting plenary talks conducted by high-profile speakers. We’ve selected a few of these highlights, extracted from 2 talks we have attended: “Multinational benchmarking of claims and complaints“, led by the AMARC and “Get the best out of generative IA for customers and collaborators“.
“Multinational benchmarking of claims and complaints”, by the AMARC
Three companies took part to this conference: the Automobile Club du Luxembourg, Orange and BNP Paribas.
Automobile Club du Luxembourg
At the Automobile Club du Luxembourg, a claim is filed by collaborators each time they experience an unsatisfying interaction with a customer. Differences with regard to culture and nationality are taken into account by the company.
Exploiting all the data contained in these claims was a defining moment for the company, which has since divided its churn rate by 5 in 5 years!
Orange, a B2C relationship which is present in 26 countries. The challenge faced by the telecom company is how to encourage customers to express their claims firsthand. This is to avoid the publication of complaints or tweets that could prove damaging for the company’s reputation.
For this company, a filed claim also provides the opportunity, if managed efficiently, to get a second chance at resolving the issue. Orange also seeks to thoroughly analyse the reasoning behind each claim in order to identify its cause and thus prevent it from reoccurring.
As for issue management, the telecom company also wishes to favour a preventive over a curative method. The invoice sending process is a good example: Orange informs customers a couple of days ahead that they are going to receive a fully detailed invoice.
As for the customer assistance and the customer complaint processes, Orange keeps them distinct and separated. These two processes involves specific methods and different organisations and as such should be managed independently.
BNP Paribas Cardif implements measures that aim to create a tangible impact at the executive committee level, in order to demonstrate that the company may not always be up to its perceived standards.
« Get the best out of generative IA for customers and collaborators »
This conference was punctuated by feedback from Best Western, Edenred and Groupama.
Best Western uses AI tools mainly for assisting content writing. The hotel network has set up a voicebot in June 2023. Customers that can’t access an adviser (in case all of them are currently busy) are then redirected towards this voicebot.
Since November 2023, AI-based systems allow the processing of simple information demands (parking lot/swimming pool opening hours, etc.)
Edenred makes use of AI-augmented tools in order to decrease the amount of administrative tasks such as phone call categorisation and summarisation. This allows time gains and thus permits advisers to really focus on the relational side of things.
At Groupama, estimates are now AI-generated in accordance with the input of the customers (such as surface, technical characteristics, etc.).
AI is also used as an assistant for the training of collaborators.
To wrap it up, a brand new name for the salon (a farewell to the Stratégie Clients salon) which nevertheless offered many intense and high-quality interventions (especially Tuesday and Wednesday)! We’ll be there for the 2025 edition on April 1, 2 and 3!
