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10%,

A company loses an average of 10% of its customers every year! While the causes may be varied (more needs to be solved, disappointment with the service, departure for the competition...), the result is the same: your company needs to find a solution to compensate for these departures and avoid losing sales.

When you consider the investment required to acquire new customers, reactivating your old ones is a strategic move! Because even if they no longer require your services, they already know your company, your expertise and your working methods.

As a result, they'll be more inclined to work with you again on a future project. Here are the steps you need to take to reactivate your former customers!

*Source: Harvard Business School

STEP 1 - Identify your lost customers


To set up an effective customer reactivation campaign, you need to be able to clearly identify which customers have left your company.

To achieve this, the daily use of a CRM is indispensable. It will give you a global view of your customers' history: when were their last transactions? How did your last exchanges go?

By using your CRM's various targeting filters, in particular on the date of activity of your customers, you'll be able to identify your inactive customers.
And thanks to the contact data collected for each customer, you can personalize your reactivation campaigns according to their expectations.

If you need help identifying lost customers in your CRM, check out our special CRM "Q&A" webinar!


Discover the webinar
"CRM Q&A


Thanks to your CRM, you can calculate your attrition rate.

Also known as the "churn rate", the attrition rate refers to the percentage of lost customers in relation to your total number of customers.

Once you've measured the extent of your attrition rate, you can investigate the reasons for these departures and implement your win-back strategy!

💥 STEP 2 - Rework your value proposition

An essential step in a pertinent marketing approach, the value proposition is the simple and precise formulation of the added value of a product or service as perceived by the customer.

In other words, it demonstrates the profitability (savings made, revenue generated) of the proposed solution, and reassures you about the risks associated with the project. By making your proposal unique, it differentiates you from your competitors, and facilitates your customer's buying process .

If the value proposition is not clearly identified by the customer, it can be the cause of their loss. If this is the case, it's essential to rework the wording.

How do you build your value proposition?


Is your offer understood by your target customers? 

Are the differences clear? 

Is it easy for people in your company to talk about it?

These are the questions that will help you identify whether your value proposition is effective!


Download the canvas
Value proposition

🤝🏻 STEP 3 - Leverage relationship marketing

The cost of acquiring a new customer is higher than that of reactivating old ones. It can therefore be more effective for companies to win back lost customers. For this, relationship marketing is an interesting strategy for renewing contact and developing a privileged, lasting relationship.

The aim will be to understand customers' specific needs, preferences and behaviors, to encourage them to place their trust in you again, and ensure the future of exceptional customer service.

There are several ways to implement a relationship marketing strategy
to win back lost customers:

  • Customer segmentation: use the data you have on your lost customers to segment them into groups, according to their needs, buying behavior and preferences. This will enable you to tailor your win-back strategy to each group.
  • Customized communication : respond to specific needs, via social networks or emailing campaigns.
  • Loyalty program: consider setting up a loyalty program to reward returning customers and/or a referral system.
  • Customer service : offer your lost customers impeccable customer service, with a fast, efficient response to their queries.
  • Customer feedback: identify areas for improvement by sending out satisfaction surveys or setting up call campaigns.

By using these relationship marketing techniques to win back lost customers, you can also improve your retention rate and reduce the cost of acquiring new customers.


Talk to an expert in
Relationship marketing

💡 STEP 4: The expert's advice


3.7 appointments per week.

On average, French sales reps obtain fewer than 4 customer appointments per week*.

 

Between...

  • The difficulty of getting the right contacts 👥
  • Fear of making cold calls 🥶
  • Lack of time ⏱️
  • No link between marketing and sales actions 🤝

 

Prospecting is a dreaded step, tiring over the long term and often leading to disappointing results.

 

At Kestiowe have built our own marketing and sales our own marketing and sales prospecting processdeployed both internally and with our customers.

 

The result? An average of between 0.5 and 1.5 appointments booked for every hour of prospecting!

 

In this article, we give you 4 keys to this process so you can get more appointments... with less effort!

*Source: Hello Work survey

KEY No. 1 - Hyper-segmentation

Sales is not an exact science that can be replicated ad infinitum!

 

You've probably reused a pitch that worked for one prospect in an exchange with a very different prospect, thinking you'd made a success of it... In the end, it was a failure!

 

Personalizing your approach is one of the keys to successful prospecting.
The more personalized your approach, the greater your chances of attracting interest.

 

To do this, go back to basics: your targets and personas!
During each of your prospecting sessions, you need to focus on a unique type of company and a unique persona, deploying a pitch adapted to their issues and problems.

By carrying out this targeting and persona work, you'll be focusing all your efforts on those prospects who are most likely to be interested in your offer, because they have problems you can solve.

 Do you know Sparklane?  

To help you implement this hyper-segmentation, surround yourself with intelligent lead generation tools.

The tool Sparklane tool, for example, lets you use company news to adapt your pitch and justify your call.


Sparklane automatically generates contact files that meet certain criteria that you have configured:


  • Change of direction
  • Creation of a subsidiary
  • New product launch
  • New website deployed...

The benefits for you and your teams are twofold: you won't have to waste time building up a high-quality prospect file, and you'll improve the relevance of your pitch by addressing your prospect with topical issues. You ring the right doorbell at the right time!

 

If you'd like to find out more about how Sparklane works, take a look at our demo.

Discover the
demonstration of the Sparklane tool!

KEY No. 2 - Visibility

Cold calling involves contacting prospects who have not expressly asked to be contacted. This marketing and sales activity can be improved by working on visibility with marketing teams. 


To increase the chances of success during call sessions, it's important to consider two key elements.

Setting up retargeting on social networks is an effective technique for increasing visibility with the target audience to be called. Using tools such as LinkedIn Campaign Manager, it's possible to target a specific prospecting list with targeted advertising on LinkedIn.

It's also important to personalize messages according to the target's personality, and to capitalize on current events or company activities. 

 

There are also tools for setting up automated sequences to multiply contact points and save time.

 

By using these techniques and working in collaboration with marketing teams, companies can increase their performance in cold calling sessions.

Talk to an expert

KEY No. 3 - Sequencing activities

One of the most important steps in the sales prospecting process is the sequencing of activities. It is a key element in maximizing productivity in the sales prospecting process. 

 

In fact, the more focused we are, the better our results. So it's important to focus on the calls and the pitch, without being distracted by other tasks.

 

It's therefore a good idea to plan prospecting-related activities in advance of call sessions, to optimize the time devoted to this exercise.

In short, sequencing activities is essential if you want to focus on the most important tasks! 

 

And to help you prepare your pitch, we've prepared an interactive presentation of the essential elements, followed by a quiz to test your knowledge!

Start the Quiz!

KEY No. 4: Expert advice

 

Before you wrap your presents and prepare your New Year's Eve meal, we'd like to share 6 keys to help you take stock of the past year and prepare for 2023!

🎄 KEY No. 1 - Update your positioning

The end of the year is a good time to take a step back before the hustle and bustle of the year. 

back to school!


Gain perspective on your organization, your offering, your positioning, your strategy...

Even if these elements seem to have been mastered by your employees, redefining them will enable you to ensure that they are well aligned with your raison d'être and your objectives for the coming year.

Download the
positioning Canvas!

🎁 KEY No. 2 - Bring your teams together

A new year means new opportunities to meet and bond with your teams!

 

Seminars are milestones in the life of your company. They help develop your corporate culture while fostering a sense of belonging among your teams.

 

Keys to a successful seminar:

    • Your seminar must have a very specific objective in order to have the greatest possible impact.
    • It must be consistent with your company's current situation, particularly its financial situation.
    • It should be an opportunity toinitiate fundamental changes or to reiterate your organization's priority issues .

 

Planning a seminar in 2023?

 

Discover other keys to success in our dedicated white paper !

Download the White Paper!

❄️ KEY No. 3 - Analyze your CRM data

The New Year is a good time to take corrective action and improve your sales performance. Your entire environment is changing, and so must your business model if it is to remain relevant. 

 

Your CRM will be your best friend for monitoring and evaluating your company's sales and marketing effectiveness.

Too many indicators, kills the indicators!

We have selected the indicators you need to track to produce relevant analyses: 

This list is not exhaustive, and other indicators may be added depending on your environment and organization.

 

To find out more about CRM data analysis, read our article on the subject!

Read the article on
CRM data analysis!

🎅 KEY No. 4 - Generate leads with LinkedIn Ads

Did you know that 72% of BtoB buyers use social networks for information before making a purchasing decision?

 

The leads generated by LinkedIn Ads represent a real opportunity generator for your company! For this to become an acquisition lever, there are several elements to take into account:

What is the minimum duration of an ad? What is the cost per lead?

How do you target? Watch our webinar on the subject to find out more!

Watch the webinar: How to generate
leads with LinkedIn Ads!

☃️ KEY No. 5 - Have a solid call script

We can't stress this enough: there 's no room for improvisation in sales . One of the essential tools to help you in your telephone prospecting is the call script.  

How do you build an engaging and relevant call script?

Stimulate emotion : to do this, it's essential to know your target audience, their habits, fears and needs.

 

Adapt to your customer: try to adapt your marketing strategy and sales pitch to capture their interest and win their trust.

 

Put forward a unique selling promise: base your sales on something your prospect won't find in your competitor.

 

Work as much on content as on form: it's essential to assimilate the pitch so as to be perfectly at ease.

 

Offer personalized answers: try to tailor your answers to the issues your prospect is facing, and follow the natural flow of the discussion.

Talk to an expert!

🎉 KEY No. 6: Expert advice

D’après vous, quels sont les principaux leviers pour engager vos collaborateurs ? Vous songez en premier lieu à la rémunération ? 

 

En réalité, le salaire n’est plus le premier levier de motivation de vos équipes ! En effet, selon une étude réalisée en 2022*, le sens donné à son travail et l’intérêt pour les missions apparaissent en tête de liste pour 97% des répondants .

 

De nouveaux critères sont apparus ces dernières années, tels que le sens du travail réalisé, la reconnaissance de ses paires ou encore les possibilités d’évolution.

 

Alors face à ces évolutions, comment développer la motivation de vos collaborateurs ?

* Baromètre RH par Kelio

CLÉ N°1 : Responsabilisez vos collaborateurs

Gmail, Google Map, Chrome, Google Talk, Adwords… le point commun de ces inventions Google ? Elles ont toutes été inventées à l’initiative propre des employés de l’entreprise !

 

En effet, Google applique depuis plusieurs années la « règle des 20% » : chaque salarié peut consacrer un jour de sa semaine de travail (soit 20% de son temps) au développement d’un projet lui tenant à cœur, en totale autonomie. De quoi se réveiller avec le sourire !

Mais pour pouvoir responsabiliser vos collaborateurs, ceux-ci doivent avoir accès à des méthodes et ressources leur permettant de monter en compétences !

 

Si la formation représente un levier non négligeable de développement des acquis, d’autres solutions existent, tels que le « blended learning » ou la mise à disposition en libre accès des outils et ressources, permettant de répondre à des besoins précis en temps réel ! 

 

Via l’application Kestio, vous pouvez notamment accéder à plus de 800 contenus vidéos, outils, templates, canevas… à exploiter dans votre quotidien. 

 

À la clé : une responsabilisation de vos équipes grâce à une montée en compétences adaptée à leurs enjeux !

Découvrir l'application avec
un Expert

CLÉ N°2 : Adaptez votre communication

« Mon équipe n’a pas l’air motivée ! » 

 

En tant que manager, avez-vous déjà prononcé ces paroles ? Adaptez-vous vos méthodes de management au profil de votre interlocuteur ?

 

Ce n’est plus à prouver, pour avoir une équipe efficace pleine de motivation au travail, il faut savoir communiquer avec elle ! Chaque personne est différente, il faut donc adapter la communication selon le profil de la personne, cela sert également à comprendre le client, son mode de pensée, de ressenti et de fonctionnement !

Les styles de personnalité selon le Modèle DISC

L’analyse comportementale Puzzle DISC est fondée sur les théories de William M. Marston. Cette méthode mesure 4 émotions basiques qui ont une importance dans notre vie et notre survie  :

 

 

  • D – Dominance : personne dirigée vers l’action, proactive, tout en étant factuelle et rapide.

 

  • I – Influence : personne influente orientée vers l’action, dynamique et qui sait communiquer.

 

  • S – Stabilité : personne dirigée vers les autres, qui s’adapte à son environnement, pense à son équipe et cherche à ce que tout le monde soit d’accord.

 

  • C – Conformité: personne orientée vers les faits, la logique, sait prendre du recul et analysée une situation donnée.

 

Représentée par un puzzle car chaque individu a une composante de chacune de ces 4 couleurs, en quantité plus ou moins importante.

Pourquoi demander à votre équipe
d’établir leur profil DISC ?

Echanger avec un expert pour
mettre en place cette méthode !

KEY No. 3: expert advice

3 keys to optimizing your prospecting

1%,

C’est le taux de transformation en prospection téléphonique “à froid”.

Mais ce taux atteint les 14% lorsque la prospection est travaillée en amont et adaptée à sa cible !

Les chiffres soulignent la nécessité de construire un processus de prospection solide.

CLÉ N°1 : préparez le terrain

“La préparation représente 90% du succès d’un échange “

En prospection, c’est la même chose. Vous aurez beau avoir l’offre la plus travaillée possible, si vous ne contactez pas les bonnes personnes avec les bons arguments, vous ne vendrez pas !

 

Pour créer un fichier de prospection de qualité, vous devez ainsi définir une cible précise : à qui s’adresse votre offre ? Qui a besoin de votre solution ?

 

Une fois votre ciblage réalisé, assurez-vous de la qualité de vos données…

Mais la majorité des entreprises manque de ressources et de temps pour développer un tel fichier de prospection.

 

C’est pourquoi nous avons créé un parcours dédié à la prospection dans notre application Kestio.


En collaboration avec un expert en prospection, vous définissez votre cible et développez un script d’appel adapté. Puis, nos Data Analysts construisent un fichier de prospection et nos Business Developers réalisent les sessions de prospection.


À la clé pour vous : l’élaboration d’un processus de prospection solide sans avoir à mobiliser vos ressources en interne !

Demander une démo
de l'application

CLÉ N°2 : préparez-vous !

Certains pratiquent l’activité de prospection téléphonique comme un amateur du dimanche, d’autres à haut niveau et avec une ambition élevée. Cela se ressent et se constate dans les résultats !

Un exercice périlleux ! 

­

Tout commence par la certitude absolue que votre produit ou service est exceptionnel. En cas de doute, ayez en tête vos succès avec vos clients actuels et s’il y a de la résistance, le prospect n’a simplement pas perçu la valeur ajoutée de votre proposition. 

 

Votre état d’esprit joue donc un rôle considérable dans ce jeu commercial !

Vous souhaitez être efficace ?

Construisez un script d’appel engageant ! 

Il est un point de référence indispensable pour prospecter par téléphone. Il permet de respecter une structure et d’avoir des éléments sur lesquels vous appuyer pour convaincre votre prospect. Pour cela, entrainez-vous avec des collègues et/ou des experts dans ce domaine !

Entrainez-vous avec un
expert en prospection !

CLÉ N°3 : le tips de l'expert

74% of BtoB buyers carry out an online search before making a professional purchase*.

 

Your prospects, who used to prefer face-to-face meetings and telephone calls, now prefer the reactivity and multiple possibilities offered by the web!

Thanks to the Internet, each individual can independently access advice on his or her own problems, as well as information on the products and services that interest him or her.

 

It's vital to your company's development to be visible online, to attract the attention of your prospects and convert them into customers!
But how do you develop your digital presence?

*Forrester 2021 study

KEY No. 1: Outbound Marketing

Being visible on the internet means being easy to find and identify on the various meeting points for your prospects, such as search engines, websites and social networks.

 

Use the tools ofOUTBOUND MARKETING!
Outbound marketing enables you to disseminate your advertising messages on a large scale. When properly mastered, this type of company-to-consumer communication ensures visibility and brand awareness among your prospects!

Outbound marketing actions:

    • SEA (Search Engine Advertising): advertising on search engines, positioned on a keyword that will be searched for by your prospects.
 
    • Display: advertising displayed on websites via the rental of dedicated advertising space. It works in the same way as magazine advertising!
 
    • Social Ads: advertising on social networks. Social Ads can take many forms (text, image, video...) on many platforms (Facebook, Instagram, Twitter, LinkedIn...). To learn more about the best ways to use social ads, take a look at our webinar dedicated to LinkedIn Ads!

But implementing an outbound marketing strategy requires real work in terms of targeting, channel selection and campaign follow-up, to ensure the effectiveness of your campaigns without having to spend your entire marketing budget!


That's why we offer you a 30-minute discussion with one of our marketing experts to define and/or optimize your campaign strategy together. 

Talk to an expert
about Outbound Marketing!

KEY No. 2: Inbound marketing

Today, what counts for companies is to be seen when potential leads are in the research phase. Marketing offers companies a new way of proceeding, one that positions them as "interesting rather than interested":INBOUND MARKETING!

What if you became interesting rather than interested?

As you'll have gathered, inbound marketing is the strategy of bringing customers to you by offering them content tailored to their needs.

 

Disseminating content to attract prospects and generate leads is simple to declare, but to be truly effective requires a methodical approach. A well thought-out strategy that combines objective, editorial line, skills, resources and planning will always be more effective. The challenge for an inbound strategy is to find the right content for the right target at the right moment in its decision cycle.

 

The inbound marketing strategy is divided into 4 distinct stages:
1.Attract new Internet users with target-oriented content.
2. Convert Internet users into leads through "call to action".
3.Close a sale by talking about your offer and your solution.
4. Build customer loyalty by turning them into influencers.

What questions should you ask yourself if you want your target audience to identify you as an interesting source of information?

To be visible when the customer needs you, multiply your actions:     

 

-Social networks: use social networks to find out more about your target audience, disseminate information, share your expertise and engage in dialogue with prospects and customers. 

 

-SEO (Search Engine Optimization): an SEO strategy is needed to position you on specific keywords and improve your ranking on search engines (especially Google). 

 

-Webinars are online conferences open to the public. Webinars are an excellent tool for delivering precise, qualitative content on a given topic. Click here to find out how to organize a webinar!

Talk to an expert
in Inbound Marketing!

KEY No. 3: expert advice

45 %.

In 2022*, less than one in two salespeople was prospecting on a weekly basis.
Yet sales prospecting remains one of the essential ways for companies to develop and maintain their competitive edge.

 

The New Year is a particularly opportune time for sales prospecting. Companies have a clearer vision of their objectives and needs for the coming year, and are more on the lookout for new suppliers or collaborators to achieve their ambitions!

 

But to succeed in prospecting, certain steps must be followed!

That's why today we're giving you our 6 keys to effective prospecting.

*New Deal The Lead Shop 2022 study

💪 STEP 1 - Define your objectives

Prospecting requires preparation.
If it's not done properly, it can be counterproductive for your company!

 

This means that you and your team need to have clear objectives in mind before you pick up the phone:

These different indicators will enable you to define a clear direction for your team's efforts! You'll be able to judge the effectiveness of your prospecting and your staff's room for improvement.

 

To help you define your own objectives, we invite you to discover our webinar dedicated to this subject.

Discover the Webinar
"How to define your goals".

🎯 STEP 2 - Target your prospects

While it may be tempting to contact as many people as possible, choosing a specific target is one of the keys to successful prospecting!

 

Targeting enables you to concentrate your efforts on those prospects most likely to be interested in your products or services. This increases the effectiveness of your prospecting and reduces your costs by avoiding contacting people who are less receptive to your message.
Good targeting also helps you to personalize your exchanges, using the messages most relevant to your target and proposing offers best suited to their needs.

 

But what criteria should you choose for your targeting?


Discover our grid of targeting criteria, combining information about your contact and his or her company to help you define your target!

Download
targeting criteria

☎️ STEP 3 - Increase the efficiency of your calls

The key to a successful telephone prospecting strategy is good organization!
During your telephone call sessions, it's vital that you devote yourself entirely to this single task. What's the point? So you don't lose your rhythm and optimize your efforts.

Do you know Ringover?

RingoverRingover, as its name suggests, is a communications solution that simplifies the traditional telephony system to save time, by bringing together all its features on a platform that allows you to :

 

  • Make calls only with a Wifi connection 🌐
  • Chain calls intelligently, without needing to type in numbers 📞
  • Personalize your exchanges with your contacts 🤝
  • Manage your business with advanced call session statistics 📈
  • Train your teams with double listening and call recording 🧑‍🎓

 

In short, it's a tool that eliminates all manual tasks with no real added value, for greater efficiency!

See a demonstration
of Ringover

💥 STEP 4 - Work on your hook

In short, a tagline is composed of :

Find out more about the
construction of your Pitch

🧠 STEP 5 - Use cognitive biases

Cognitive bias is a distortion in the cognitive processing of information, a systematic deviation of logical and rational thinking from reality. In short, working on cognitive biases means working on the ability to get a person to react differently.

 

The treatment of cognitive biases can be used to complement the sales approach, at the start of the interview, or to deal with objections and manage potential resistance. Properly mastered, they can have a real impact on decision-making. 

Some examples of cognitive bias:

  • Proximity  
  • Accountability 
  • Anchoring

 

Would you like to discover the cognitive biases that are useful in prospecting? 

Talk to an expert
about cognitive bias

💡 STEP 6: The expert's advice

21%.

Only 21% of marketing leads become customers*.

Because while lead generation and prospecting aren't easy, the efforts required to win new customers don't stop there!

The various exchanges between your sales representatives and your prospects represent a key moment in your sales process.


Your sales force must be able to convince your prospects to work together. If they're not satisfied, your prospects may decide at any time not to use your services or products!

So how do you convert your prospects into customers?


Questioning, argumentation, rapport de force... There are many techniques to ensure that your sales meetings go smoothly and guarantee a better conversion rate!
Discover 3 of them today.

KEY No. 1: Adapt your sales pitch

Thesales pitch is a key ally in improving your sales effectiveness. Personalized to the person you're talking to, it helps you convince your prospects by activating their emotional leverage.


But while this tool can be a relevant technique to help you develop your sales strategy, it can sometimes be difficult to devise an effective argument on your own, without any method.

The CAP method

An effective sales pitch must be able to answer all the questions your prospect has. Work on your product's technical features, its advantages and disadvantages, its commercial characteristics... This will enable you to put forward the necessary arguments and anticipate objections or questions from your contact.

 

The CAP methodology enables you to determine the characteristics of an offer, in order to develop an effective sales argument.

It is based on 3 essential aspects:

The SONCAS method

The SONCAS method, theorized by Jean-Denis Larrabet, is based on the psychological aspect of prospects.


This technique presents 6 major motivational levers you can use to encourage your prospect to buy:

Security - Pride - Novelty - Comfort - Money - Sympathy

 

 

Would you like to find out more about the characteristics of each lever and how to exploit them in your business dealings?

 

Download our CAP and SONCAS analysis grid, which you can use to identify your contact's profile!

CAP SONCAS for a solid sales pitch!

Far too many salespeople present the same sales pitch to their prospects, and the result is often not very successful.


By combining the two sales techniques CAP and SONCAS, sales teams can increase their signature rate by rolling out sales arguments adapted to the prospect's typology and their problems!

Download the
CAP SONCAS analysis grid!

KEY No. 2: The art of questioning

While a good salesperson must be able to answer all the questions a prospect may have, he or she must also know how to ask the right questions in order to obtain as much information as possible, enabling him or her to make the sales proposal best suited to the prospect's needs!


To master theart of sales questioningyour employees can use the SPIN Selling method.


This technique relies on 4 main types of questions to make your prospect aware, on his own, of his real need to buy (or not) your product or solution.
With this method, the prospect becomes the actor of his purchase!

The 4 types of SPIN Selling questions :

Ask your prospect about :

 

    • Its Situation to define the context in which it is placed 
 
    • His Problems to make him aware of the difficulties he faces
 
    • The Impacts of these problems, to make him realize the consequences he risks if no action is taken
 
    • His " Need for Pay off ", to make him aware of the benefits he can obtain when the problem is solved. 

Once the right SPIN questions have been asked, all that's left is for your sales person to highlight the benefits of your offer, based on what your customer has told you.

Your chances of closing the sale will increase dramatically!

 

Would you like to put theory into practice? Talk to our experts in sales methods and test the effectiveness of your questioning!

Practice SPIN Selling
with a KESTIO expert!

KEY No. 3: Expert advice

7 times more expensive!

Acquiring a new customer costs 7 times more than retaining a existing one*.

 

While acquiring new prospects is essential to your company's development, customer loyalty must also be of prime importance to you.

Indeed, investing in the generation of new leads without ensuring that they stay with you once they've become customers is like filling a bathtub.
At best, you'll need a steady stream of new prospects to make up for the loss of your customers.
At worst, your investments won't be enough to maintain this balance, and your customer numbers will plummet!

What are the keys to building customer loyalty?

KEY No. 1 - Listen to your customers

But to find out if your customers are satisfied (or not) with your services and products, you need to listen to them!
Because the " voice of your customers " is your most valuable asset! Their feedback can help you...


- Improve your customer experience
- Identify problems before they get worse
- Optimize the targeting and content of your marketing and sales strategy
- Evaluate your new ideas before launching them

 

So all your company's departments can benefit from listening to your customers!
How can you gather their opinions?

Voice of Customer

Voice of Customer " is a methodology for collecting the needs and opinions of your customers, throughout their entire customer journey.
The aim of this approach is to be able to easily and regularly collect feedback from your customers in order to initiate optimizations!

 

Discover the key questions to ask yourself when launching a Voice of Customer strategy in your organization:

Would you like to initiate this process in your company? We can help! 


At Kestioour Customer Success teams conduct annual customer satisfaction surveys using the Voice of Customer methodology.

 

The result? A customer satisfaction rating of 9.34/10 for 2022. 

 

Talk to a member of our team to get started!

Initiate the Voice of Customer approach
with a Kestio expert!

KEY No. 2 - Customer experience: the little extra that makes all the difference!

Customer Experience is one of the keys tooptimizing Customer Satisfaction. Based on perception and feeling, the customer experience is more difficult to measure for each individual customer. To improve it, we need to put ourselves in the customer's shoes and understand what they experience, or better still, observe them directly in their relationship with the organization.

 What is the customer journey? 

It's a succession of customer contact points. A point of contact is defined as an interaction between the customer and the company, via a specific physical or digital channel. 

 

The interaction may be informative or transactional, and triggered either by the company (push) or by the customer (pull). For example, reading an advertisement online or in a magazine, receiving a promotional e-mail, visiting the company's website, entering a store, calling customer service, receiving a parcel, receiving an order confirmation e-mail, receiving an invoice, and so on. Please note: depending on the type of customer, the company may propose different customer paths!

The 3 main phases of the customer journey :

For example, SNCF has been working hard on Customer Experience in recent years. It has facilitated the customer journey by multiplying the points of contact for buying a ticket according to the user's channel of preference: the website, the mobile application for smartphone users, the call center, ticket offices for customers who need advice, kiosks in stations, and so on. 

 

At the same time, it is also working on emotion and comfort to create preference among its customers: welcome on board trains, TGV or other first-class magazines, frequent flyer reception areas... All these servicesshould improve the Customer Experience from a global point of view throughout the journey.

5 tips to improve your customer journey :

Download the White Paper on
Customer Experience!

KEY No. 3: Expert advice

50% of sales time is spent
on customers with no potential

This figure reflects a real problem of alignment between a company's sales strategy and the actions of its sales people.

 

So how do you build a sales action plan tailored to your strategy AND your teams?

KEY No. 1: Where do we start from?

As an executive, director or manager, you often think you know your business inside out, and don't need to draw up a balance sheet to define your future sales action plan. But this is a mistake!

 

Taking stock of your organization is an essential step in ensuring that your plan is consistent with your company's resources and performance.
We therefore strongly advise you to carry out this introspection phase before defining your plan's targets, actions and sales cycle!

 

If the inimitable " SWOT " method bores you, discover the " SpeedBoat " method!

Using the image of a boat, you identify your organization's objectives, resources, motivations and obstacles:

Our advice: carry out this exercise with your teams to develop your collective intelligence and get your staff on board!

 

But this price of hindsight can prove complex for people inside the company.
The presence of an outside eye helps to frame this retrospective and reveals new elements for analysis!

 

That's why at Kestio we begin our support by carrying out a diagnosis of your sales organization .
In direct collaboration with you, your Kestio expert has provided your practices through various interviews, questionnaires and data analysis.


The result: the identification of your sources of growth and your areas for improvement, and the development of a personalized program to activate these levers!

Talk to an expert
about diagnosis

KEY No. 2: How do we get there?

A "Business Flow" is a tree structure that can be used both collectively and individually, to link and compare the implementation of your actions. In other words, it's the route to your goal!

What's new? 

 

This simple yet powerful tool allows you to define your main objective, which will be divided between the development and retention of active customers and the development of new customers.

For active customers, it will be interesting to focus on :

 

    - Income from current projects

    - New projects

 

For new customers "Business Flow will enable you to make assumptions about the number of leads from the various acquisition channels (to be adapted according to the channels you use):

 

    - Online inbound leads    

    - Prescriber leads

    - Inbound network leads

- Incoming recommendations

- Inbound lead generation campaigns

Why use this tool?

Download the
Business flow template

KEY No. 3: expert advice