ERDIL's client: LCL (Logo)


Start of the collaboration: 2011
Departments involved: Voice of the Customer, LCL Strategy & Retail Development
Languages included: French

Le Crédit Lyonnais, now well-known under the acronym of LCL is one of the oldest banking institutions in France. It has been part of the group Crédit Agricole since the early 2000s.

Why set up an automatic customer feedback semantic analysis solution at LCL?

In 2012, we implemented an industrial and recurring process of massive customer review collecting in order to assess the health of their relation with our company and their inclination to recommend us.

We immediately did engage into the quantitative monitoring of the indicator that we were using for our whole business network. It was however obvious that we needed to have it complemented with a qualitative monitoring, which had been rendered achievable by the high amount of data contained within those thousands of answers to our two open-ended questions.

This was the prerequisite to a clear assessment of strengths and, more importantly, improvement areas that were to be included in our marketing plans, in order to improve our processes and to decrease customer irritants.

The solution provided by ERDIL met this prerequisite perfectly.

Can you provide some concrete examples of insights, key figures or ROIs gained with the help of LCL customer feedback analysis?

Without delving too much into details, this process has prominently contributed to engage and sensitise the teams. It has provided unquestionable credit to the Voice of the Customer and remains a key factor in our ever-ongoing effort to improve our services. Our indicators’ tangible progress attests our improvements, even though if it is our opinion that such progress should always be increasing.

We realised a couple of years ago that a topic which had been leading to a lot of internal debate appeared ever more spontaneously within verbatim, as we were still discussing its very implementation. Since this topic was highly strategic, verbatim had a prominent influence on our decision making.

How to get verbatim and scores to work together?

Regarding surveys and questions, it all comes to what is actually expected. It is obvious that some questions will bias the associated answers. What is interesting to know is what’s going on in the customers’ mind when we mention our brand and what they can spontaneously say about it to their entourage.

Analyses allow us nowadays to identify important elements – admittedly with some uncertainties – but they come with the advantages of both simplicity and spontaneity.

A verbatim that you’ve found unusual or which has left an impression on you?

There are of course some original verbatim but what’s unusual is to note how rich the majority of them are. They are often very complete, sometimes even touching. They can also be uncompromising when it comes to – accurately – pointing out our flaws.

In any case, they bear witness of the special relation between us and of our clients’ willingness to take part in this ongoing constructive dialogue.