When a customer responds to a customer satisfaction survey and expresses his dissatisfaction, it is important to contact him again for 2 main reasons: to listen to him express himself and to understand the reasons for his dissatisfaction. And this task is primarily the responsibility of the operational staff closest to the customer's experience.
Branch or call centre manager: what are the differences for my client?
When you are looking to connect your internet box to the telecom network and you need technical support, it doesn't matter whether the person helping you is the person who sold you the box or whether he or she is in a call centre in France or abroad.
If it's the product that's the problem, there's no affect and the most competent will do the job.
On the other hand, if it is a service rendered (a facility, a holiday stay, a visit to a shop...), then it is important to be able to talk to the people who rendered this service, which is at the origin of the dissatisfaction.
The client may have felt devalued during this experience. There may not have been enough time spent with him to understand his need, to respond to his first signs of dissatisfaction. So obviously, if he receives a terse email for any response to a satisfaction survey, or if someone completely unrelated to the business contacts him to take stock of the situation, his dissatisfaction may worsen.
Branch manager or call centre manager: what are the differences for my operations?
When a customer expresses dissatisfaction, he or she may point out a major malfunction: a safety problem, an unprofessional attitude on the part of a staff member, a clear lack of communication between departments, etc.
In all these cases, only a site manager is able to understand, relativize, repair or sanction.
And only a site manager, who is made aware of a problem for the tenth time by different customers, will have the motivation to change things.
If problems are "handled" by a call centre, a great deal of information can be lost between the client's call and the summary made to the operational level.
Email or phone call?
According to various studies we have conducted at SatisFactory, the preferred channel to recontact a customer on alert is indeed the telephone. The email only comes as a support for a discussion or if the customer is unreachable by phone.
It takes time and can make operational staff nervous. Who's happy to call a disgruntled customer? However, it turns out that the tone is much more cordial and the arguments measured when the customer is speaking face-to-face with a site manager, for example.
Our conclusion on this issue of unsatisfied customer recalls is not to the advantage of operational staff. They are the ones who must carry out this task. And do it in the most direct and unfiltered way: by phone. This is the only way to make sense of the principle of listening to the customer, to be able to turn a nugget into a nugget and, if possible, to improve operations.