Monday April 27, 2015
Customer strategy 2015: 3 lessons to remember
From co-creation to symmetry of attention, this post offers a few case studies presented at the Stratégie Clients trade show.
Co-creation: the customer becomes the source of inspiration for innovation
Related terms: co-creation, co-construction, collaborative economy...
In the collaborative economy, intermediaries are eliminated, and customer contact with the company is direct. In fact, we no longer use the term "customer", but rather "user", "member" or "community member". The member is seen as an integral part of the innovation process, proposing, testing, validating and giving feedback on new products or services.
This new economic model, in which the customer actively participates in the development of services, enables individuals to simplify their daily lives, save money and/or share goods or services that can be too costly.
Blablacar, Travelecar and Ornikar presented their disruptive automotive solutions during this session.
Ornikar, a start-up offering dematerialized driving licenses, is testing a beta version with volunteer students and teachers; and ambassador members of Blablacar, a major player in global car-sharing, are invited to take part in interviews, round-table discussions or test new features.
Listening to the customer, using every channel at his disposal to express himself
Associated terms: flexibility, immediacy, agility, availability, speed, quality, simplicity...
Until now, the customer journey has been an obstacle course (questioning, lack of attention, waiting, information requests...). Integrating customers into the innovation process means changing the means of communication available to them. Diversifying communication tools can enable customers to express themselves freely at any time. By creating a space for exchange, the company can manage the member's feedback while showing its interest in him or her.
PMU, ING Direct and Citroën talked to us about the various solutions, digital or otherwise, they have put in place to meet their customers' expectations: Hotline, Surveys, Social Networks, ORM, Forum, Community Blog...
ING Direct uses each communication channel for a different purpose: on social networks, responsiveness is paramount, with the obligation of a very short response time; on the forum, on the other hand, the teams let the community discussion take hold before intervening to gather customer opinions; finally, telephone exchanges are adapting to these new modes of expression, with relaxed rules where content matters more than form.
Symmetry of attention: the customer will be delighted by the employees
Related terms: symmetry of attention, customer orientation, claim orientation...
You can't reproduce a behavior you don't receive. Following all the new developments within the company, it's all about training, supporting and exchanging with employees, so that they can adapt to new ways of working. The employee is closest to the experience. Listening to them also helps us understand customer expectations. Their suggestions for improvement often come from situations encountered on a daily basis.
Cegid, Conforama and Starbucks tell us how employees play a key role in improving the customer experience.
Cegid is committed to changing customs and practices through five pillars: culture, management, training, customer relations tools and the work environment. Conforama integrates employees via a management-led program that combines the definition of a customer relations reference framework and a thorough review of processes. Starbucks works with partners who share the company's values, and who are no longer simply salespeople but advisors.
Conclusion
Customer orientation has no sector, no company size, no audience (BtoB, BtoC). It's up to all management teams to put the customer at the heart of their strategy, to listen to their needs, and to involve their employees in this new experience by supporting them in the event of difficulties.
Sites specializing in online reviews, social networks, satisfaction barometers, complaints...
Listen to the channels you make available to your customers, and share the good experiences with your staff!
Photo credit: Jean Claud Guilloux
