What are your thoughts on customer feedback analysis?
Analysing feedback from customers and collaborators proves a formidable source of information! Be it internal or external, this feedback allows us to really become aware of certain issues. We sometimes discover some brand new issues, or are able to confirm some of our thoughts. It is also interesting to intersect the feelings of both collaborators and customers in order to determine whether they align.
The collecting of feedback also is a source for new ideas and allows us to develop some new projects, to ensure that both our services and products are well-functioning and to innovate on a constant basis with the help of our customers and collaborators.
Why did you choose to work together with ERDIL?
We evaluated several actors present on this market in order to get a clear idea of what semantic analysis and feedback gathering really were and how to make use of these processes. This project required a certain amount of time to set up. Exchanging with ERDIL during salons, but also at the occasion of the User Groups, helped to establish a positive feeling. These events provided us with opportunity to assist to actual ERDIL customers reporting on how their company work, what measures they did implement and how they were using the tools.
All these aspects have led us to choose ERDIL and today we’re very happy of this choice.
Could you think of one defining ERDIL attribute which you would like to showcase?
The human aspect is one of the key factors which have led us to choose ERDIL. Many companies which we met on this market were showcasing their use of AI and those wonderful solutions they had developed in order to understand customers… While ERDIL, on the other hand, told us about its linguistic team, actual human beings who would work on our project, using the information we would provide them. The human aspect is something that is very prominent at Roole: we rely a lot upon our members and collaborators. We essentially thought that ERDIL’s vision was similar to ours. This is what convinced us to choose ERDIL.
Discover below the full interview of Anne-Marie Quina and Benjamin Coumau, Customer Experience Director and Data & Insight Manager at Roole, respectively. An interview which was carried out at the occasion of ERDIL’s 15th birthday event:
Anne-Marie Quina also took part to our 2022 Pépite Café and to our conference during the Stratégies Clients salon, along with Amandine Fournier, Process Manager at Roole. Discover below some of these events’ most notable moments:
What measures have been implemented by Roole in order to exploit the Voice of the Customer through semantic analysis?
Erdil customer verbatim analyses provide us with a great deal of data, which allows us to assess where our strengths and improvement levers lie but also to congratulate our collaborators. Semantic analysis allows us to exploit multiple aspects of the Voice of the Customer, such as alerts found within verbatim, praise of the customer advisors, continuous improvement of our services, enhanced communication and pedagogy on the topic of customer relationship.
Regarding alerts, several measures may be set up following the analysis of customer verbatim, depending on the area of concern: management of the customers’ demands, use of the digital tools, logistics surrounding the delivery of courtesy cars, etc.
Some customers also send us some very positive feedback and exhort us to praise the collaborators who have helped them. We’ve also set up the systematic sending of verbatim: several times a week, we feature some positive feedback (and tag the involved advisors) on our company-wide customer relationship channel. A (good) way to begin the day with a smile! This is very important to us, as the fact that this feedback stems directly from our members really strengthens its impact. This allows us to commend the advisor and, most notably, to forward the Voice of the Customer on a company-wide level.
How to efficiently deploy the analysis tool?
As we first started to get interested in exploiting customer messages, we considered using an analysis tool. We asked ourselves several questions in order to assess our needs:
1. Which departments of our company would be interested in this tool and verbatim analysis?
The answer was simple enough: everybody! This included a wide array ranging from accountancy, willing to know if the payments went through, to product teams, keen to know whether there had been feedback on the latest features, not to forget, obviously, the customer relationship department.
2. Why should we listen to our customers? What are our goals?
We outlined several prominent topics:
- Where to focus our corrective actions
- What positive feedback did our customers express
- How to assess the actual impact of certain internal events (such as a break ups) on our customers
3. Why did you require a customer verbatim analysis tool? More specifically, why did you opt for the ERDIL solution Esatis?
The first reason is that the amount of verbatim we receive each month is too important for us to be able to read them all. We were then particularly seduced by Esatis’ interface and most notably the ability to detect weak signals.
The ability to combine several surveys together was very interesting for us. Indeed, customers do not always express themselves when asked. For instance, they may express their opinion on the subscription process a couple of months after said event. Esatis allows us to see how data intersect on a given period or topic. This is one of Esatis’s strong aspects, that we are keen on using.
Plainly told, we make use of a global report which we configure with the help of a variety of filters. We’ve also set up labs with the involved collaborators in order to generate reports that are both customised and pertinent for each of them.