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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
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.
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.
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.
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 experienceExperiential marketing is all about providing the prospect or customer with a memorable experience at every point of contact with a brand. 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.
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 websiteThe B2B site is the digital showcase of your business. This is the simplest and most effective way to introduce your company’s products and services to your future customers.instead 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 created visionarymarketing.com in 1996. He is a speaker and author of 6 books. In 2014 he went from entrepreneur to entrepreneur when he created his own digital marketing agency.
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Yann Gourvennec created visionarymarketing.com in 1996. He is a speaker and author of 6 books. In 2014 he went from entrepreneur to entrepreneur by creating his own digital marketing agency.