Customer dissatisfaction, a unique opportunity to improve your services

Customer dissatisfaction isn’t just an unpleasant time for a company. It is an incredible opportunity given to her to improve. On March 31st, at the eMarketing fair, I interviewed Frédéric Canevet, Eloquant’s Digital Project Manager, who told me how his client, Ulys, the electronic toll division of Vinci Autoroutes, used semantic analysis to understand the reasons for ‘customer dissatisfaction. Frédéric shared his experience of him with our readers through a podcast in which he provided metrics and some concrete examples of good practice.

Customer dissatisfaction, a unique opportunity to improve customer service

Customer dissatisfaction isn’t just an unpleasant time for a company. She is an incredible opportunity to improve

Ulys came to testify at the Customer Strategy exhibition on how he used the mass of information collected by the multi-channel satisfaction survey system developed by Eloquant.

The electronic toll company started by collecting data from different channels: online chats, post-call conversations, emails, forms received from customers who unsubscribe.

customer dissatisfaction
Ulys is the electronic toll collection division of Vinci Autoroutes.

Analyzing data on motorists’ call reasons enabled Ulys to identify black spots in the customer journey

This approach also allowed the highway management company to identify that precarious workers hired in the summer, to cope with the influx of motorists during the holidays, needed to be better surrounded and supported.

Customer dissatisfaction
Frédéric Canevet, also author of a successful book on Growth Hacking published by Dunod, during his visit to the Visionary Marketing photographic studio

These temporary workers make it possible to integrate the usual telephone consultants up to double the number. “Of course they are trained, but that doesn’t make them specialists”, explains Frédéric.

Increased customer dissatisfaction during the summer period

The company has thus realized that the satisfaction of its customers has decreased by 6 points during the summer, compared to the normal period. They concluded that these temporary workers needed support and training.

Semantic analysis enabled them to identify that some of the replacement agents were better than others, for example, when dealing with badge-related issues, and less good at responding to inquiries.

Ulys was thus able to reduce people’s training time to just one week, halving customer dissatisfaction..

Semantic analysis at the service of customer satisfaction

To analyze all this data, Eloquant has developed a semantic analysis engine capable of absorbing information flows, whether they are written – such as satisfaction surveys, e-mails, SMS – or voice – such as calls, phone calls, voice surveys.

customer dissatisfaction
Eloqiuant has developed a semantic analysis engine to analyze customer dissatisfaction from literal collection across all channels

A specific grammar has been developed for the analysis of the relationship with the client, thus making it easier to classify textually, around identified topics, such as the welcome, the threat of legal action, the friendliness of the technician, etc.

This company specificity allows to enrich the semantic analysis engine

Semantic analysis quickly distinguishes weak signals

The semantic analysis classified by this engine achieves a match rate of 95%.

Therefore, for an unblocking customer, literal statements indicating, for example, that “the delivery man was great, he delivered big boxes upstairs when it wasn’t expected” made it possible to develop a paid offer of services on the upper floor.

Another example for a moving company: literal statements indicating ” The move, very nice, vacuumed before leaving Made it possible to spread the instruction to clean up before departure.

Customer satisfaction treated by dissatisfaction

As documented by Krycève and Desmarets, customer dissatisfaction is a far more powerful marketing tool than needs analysis.

Creative marketing or marketing of customer relationship management through dissatisfaction

The current trend is to contact customer relations directors directly orcustomer experience on LinkedIn

“People no longer hesitate, if they have a negative customer opinion problem, to go directly and talk to the big boss”, because they know it makes people react, Frédéric points out.

When the manager realizes that the customer has a problem and calls him, it simply contributes to the fact that the customer culture is shared from the top down of the company and that the customer feels listened to.

A space for communication between the brand and the customer

From now on, the customer who feels unfairly treated will express himself on social networks, which makes it possible to cope with this dissatisfaction.

In Britain, where complaining on Twitter is a sport, there are even websites explaining how to make life hard for companies that treat their customers badly and win their case. Ralph Nader 2.0 ?!

The customer who feels unfairly treated will never order again and will communicate on social media to say, “Don’t make the same mistake I did! “.

“It is therefore important to have a space for dialogue to extend the relationship with the customer”, explains Frédéric Canevet.

And even if it is a common practice, Frédéric is categorical:

It is a mistake, for example, to hide your phone number on your own websiteinstead it must appear first

Otherwise, concludes the expert, the person, “already annoyed by the fact of not finding this number, will look for it elsewhere, and when he calls the pressure will be even greater”.

With semantic analytics, European companies will have no more excuses to offer such poor quality customer service.

Yann Gourvennec
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