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!
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 :
KEY No. 3: Expert advice
