Customer dissatisfaction, a unique opportunity to improve your services

Customer dissatisfaction is not just an unpleasant moment for a company. She is an incredible chance given to her to improve. On March 31, at the eMarketing fair, I interviewed Frédéric Canevet, Digital Project Manager at Eloquant, who told me how his client, Ulys, the electronic toll division of Vinci Autoroutes, used semantic analysis to understand the reasons for customer dissatisfaction. client. Frédéric shared his experience with our readers through a podcast in which he provided metrics and some concrete examples of good practices.

Customer dissatisfaction, a unique opportunity to improve customer service

Customer dissatisfaction is not just an unpleasant moment for a company. It is an incredible opportunity to improve

Ulys came to witness at the Customer Strategy fair how it used the mass of information collected by the multichannel satisfaction survey system implemented by Eloquant.

The electronic toll company started by collecting data from different channels: online chats, post-call conversations, emails, forms received from customers unsubscribing.

customer dissatisfaction
Ulys is the electronic toll collection division of Vinci Autoroutes.

Analyzing the data on driver calling reasons allowed Ulys to identify black spots in the customer journey

This approach also allowed the motorway management company to identify that temporary workers recruited in the summer, to deal with the influx of motorists during the holidays, needed to be better surrounded and supported.

customer dissatisfaction
Frédéric Canevet, also author of a successful book on Growth Hacking published by Dunod, during his visit to Visionary Marketing’s photo studio

These temporary workers make it possible to complement the usual telephone advisers to the point of doubling their number. “Of course they are trained, but that doesn’t make them experts,” explains Frédéric.

Increase in customer dissatisfaction during the summer period

The company thus noticed that its customer satisfaction decreased by 6 points during the summer period compared to the normal period. They concluded that these temporary workers needed support and training.

The semantic analysis made it possible to identify that some of the substitute agents were better than others, for example, when dealing with issues related to badges, and less good at responding to requests for information.

Ulys was thus able to reduce people’s training time to just one week, while halving customer dissatisfaction..

Semantic analysis at the service of customer satisfaction

To analyze all this data, Eloquant developed a semantic analysis engine capable of absorbing information flows, whether written – such as satisfaction surveys, emails, SMS – or voice – such as calls, phone calls, voice surveys.

customer dissatisfaction
Eloqiuant developed a semantic analysis engine to analyze customer dissatisfaction from the entirety collected across all channels

A specific grammar was developed for the analysis of the relationship with the customer, thus facilitating the literal classification, around identified issues, such as reception, the threat of legal action, the friendliness of the technician, etc.

This business specificity makes it possible to enrich the semantic analysis engine

Semantic analysis quickly distinguishes weak signals

Classified semantic analysis by this engine achieves a 95% match rate

So, for an unlocked client, textual statements indicating, for example, that “the delivery man was great, delivered big boxes upstairs when not planned” made it possible to develop a paid service offering upstairs.

Another example for a moving company: textual statements indicating ” The engine, very good, aspirated before leaving », made it possible to disseminate the instruction to clean before leaving.

Customer satisfaction addressed by dissatisfaction

As documented by Krycève and Desmarets, customer dissatisfaction is a much more powerful marketing tool than needs analysis.

Creative marketing or customer relationship management marketing for dissatisfaction

The current trend is to contact customer relationship directors directly orcustomer experience on LinkedIn

“People no longer hesitate, if they have a problem with a negative opinion of the customer, to go directly to the boss”, because they know that this makes them react, underlines Frédéric.

When the manager realizes the customer has a problem and calls him, it simply contributes to the customer’s culture being shared from top to bottom in the company and for the customer to feel heard.

A space for communication between the brand and the customer

From now on, the customer who feels treated unfairly will manifest himself on social media, which makes it possible to deal with this dissatisfaction.

In Britain, where complaining on Twitter is a sport, there are even websites that explain how to make life difficult for companies that mistreat their customers and win the case. Ralph Nader 2.0?!

The customer who feels treated unfairly will never order again and will communicate on social media to say: “Don’t make the same mistake I did! “.

“That is why it is important to have a space for dialogue to expand the relationship with the client”, explains Frédéric Canevet.

And even though it is a common practice, Frédéric is categorical:

It is a mistake, for example, to hide your phone number in your web sitemust, on the contrary, appear first

Otherwise, concludes the specialist, the person, “already bothered by the fact that he cannot find this number, will look for it elsewhere, and when he calls, the pressure will be even greater”.

With semantic analysis, European companies will no longer have excuses to offer poor customer service.

Yann Gourvennec
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