Testimony of the Customer Strategy exhibition: Auchan Retail gives the power back to the operational staff thanks to data

At the latest Stratégie Clients trade show, which took place from April 9 to 11 at Porte de Versailles in Paris, we had the pleasure of organizing a packed conference. The aim of the conference was to raise public awareness of the importance of sharing Feedback Management with operational staff, and of doing so in the best possible conditions, to ultimately create continuous improvement.

A Bottom-Up approach

Why allow operational staff to take ownership of the data generated by the Voice of the Customer? Quite simply, to empower them and enable them to take action on the ground. At SatisFactory, we're convinced that a Bottom-Up approach is far more effective than a Top-Down approach.

Feedback management is a real goldmine for operational managers, who can draw on it for insights to correct irritants and implement action plans. However, the reports made available to them are often indigestible and difficult to understand.

Bringing AI and UX together for better understanding

That's why, at SatisFactory, we decided two years ago to work on an approach that combines AI and UX. Our aim: to provide a more comprehensible and actionable analysis of the Voice of the Customer.

First, we decided to start with the customer journey. Once the stages have been identified, operational staff obtain a satisfaction score for each one. This enables them to immediately identify the point at which an action plan is required.

But beyond giving them a score such as NPS, our platform collects both an indicator and verbatims from surveys, as well as comments on social networks. The aim is to get as complete a picture as possible of what customers think.

Example of a customer path associated with Tourism :

The importance of involving teams in the project

Having the best tool is all well and good, but it's not enough. A Feedback Management project for operational staff requires support and training. That's why we invited Katja Legrand, Customer Care Manager at Auchan Retail, with whom we've been deploying a Feedback Management project for over a year.

The initial objective was to harmonize the Voice of the Customer strategy wherever the company was present, by means of an identical questionnaire, score and verbatim analysis. Initially, each country had its own operating mode. To secure the support of operational managers, the project was designed as a co-creation exercise. Italy, Portugal and Vietnam in particular volunteered to implement the program.

Promoting and sharing best practices

"Obviously, the score alone - in this case the NPS - is useless without the verbatims. We needed to know which items impact customer satisfaction. This is all the more important as store managers can take real action to correct irritants", testifies Katja Legrand. In fact, when we looked for a service provider, our aim was to find a solution that would enable us to launch actions directly."

Since the Feedback platform was deployed in the first countries, one of the most dynamic has been Vietnam. Every week, operational staff select three negative items and come up with three actions to correct them. Although the country remains small in terms of volume (just 20 stores), NPS has gained +30 points since this initiative. "This remains a good example for most countries. We need to make the most of the action plans already in place, and facilitate internal communication. That's why we're putting up posters and a newsletter, as well as a training kit on how to use the platform," emphasizes Katja Legrand. The other long-term objective is to share best practices throughout the network, as well as the results, to create emulation.

Would you like to find out more about Feedback and our Bottom Up approach? Contact us now!