Customer satisfaction:
Keys to keeping your customers satisfied despite the current context
The health crisis, the war in Ukraine, inflation, etc., have disrupted everyone's habits. The current economic situation generates constant emotional rollercoasters: euphoria in September 2021, then shortages, and finally price increases. Every Salesperson, Account Manager, and Customer Service Manager must manage these changes daily and try to get them accepted while maintaining customer satisfaction.
In order not to be overwhelmed and to better manage this context, there are valuable approaches and tools.
L’objectif de ce Masterclass Kestio est de partager les outils et les méthodes de “l’Expérience Client“.
Fabien Comtet shares methods and tools for analyzing your interactions with your customers and improving customer satisfaction.
Key #1: (Re-)establish regular communication to improve customer satisfaction
The more you increase interactions with your customers, and the more you focus on simple, concrete, and operational topics, the more you will establish an exchange and communication space that will allow you to manage emotional peaks.
These regular exchanges can be feedback on your products, reactions to the company's activity using Sparklane…
The interactions shouldn't be solely for your benefit! Customer satisfaction doesn't come only from occasional interactions; you need to assist them and provide added value.
Key #2: Know (really know) your customer
How to maintain high customer satisfaction if you don't know your customers?
Classic marketing techniques are sufficient; create classic persona profiles to understand your customer! This profile is used to react and communicate based on a typical customer, a typical behavior that our customers might have.
Do I understand my client's business? What challenges do they face? What is their environment?
Understanding your client well will allow you to start conversations on broader topics than just the product or service.
Here's an example of elements you can include in your persona profile:
- Age
- Profile
- Journey
- Environment
- Uses and habits
Key #3: Anticipate and project the consequences from the client's perspective
Now that you understand your client well, you can work on anticipating the consequences of any bad news you might have to deliver.
To anticipate their reactions, ask yourself the right questions. Analyze your client's service model and potential imbalances.
- Is the business really sensitive to a price increase?
- Is the business dependent on its clients?
- What is the place of your company?
With regular interactions, you will know perfectly how to manage this bad news!
Key #4: Partners facing a situation experienced by both the client and us
With discussion and anticipation, the situation may not be suffered by you or him. The client must realize that you are not just sending information but are a partner to the client. To do this, you organize a workshop! Offer to discuss the avenues that you can organize at your client's site with regard to the evolution of the pricing structure to improve their satisfaction.
Key #5: Think ecosystem and suggest contacts within the shared ecosystem.
Thinking about the client isn't just about talking about your product. Show interest in your clients by discussing their business, environment, and ecosystem! Facilitate meetings and discussions among clients with similar profiles.
Key #6: Consider both explicit AND implicit needs for customer satisfaction.
Clients don't reveal everything! You have to discover what they want but aren't saying.
The customer consideration pyramid, based on Maslow's hierarchy of needs, helps you consider the explicit and implicit needs of your customers.
Key #7: Play as a team with the client.
To satisfy the customer and ensure a successful customer experience, internal collaboration with the client is necessary (ensuring everyone has the same information) so that information is aligned.