Feedback from CREDIT AGRICOLE

Highlighting Priority Obstacles with the COS SYSTEM Customer Culture Diagnostic

The COS SYSTEM Customer Culture Diagnostic enabled us to highlight a priority obstacle linked to Customer Connection. The voice of the customer and complaints were not contributing sufficiently to team acculturation and continuous improvement.

COS SYSTEM helped us carry out a data-crunching exercise. This involved cross-referencing satisfaction data (customer recommendations, satisfaction rates, and verbatims) with CRM data (relational intensity, multi-equipment, multi-banking, etc.) at branch level. The goal was to define geolocalized action plans.

This first exercise enabled us to understand that we needed to focus on themes that really added value to the customer experience. We also decided to review our satisfaction survey model. Up until then, surveys had been carried out by telephone, with the implicit bias of rating. We have now supplemented them with an email system. This change brings real benefits in terms of understanding. Our KPI is better, and customers are more clear-cut in terms of overall satisfaction.

We see this as a more reliable way of concentrating on the real issues to improve long-term customer satisfaction. We then created a new job within the Customer Experience Department of our business team. This role focuses solely on analyzing and dealing with irritants. The aim is to explore, understand, and resolve customer irritants. We strive not just to provide a one-shot response to a complaint without really looking into its causes.

Creating Continuous Feedback Loops and Real-Time Customer Irritant Management

Lastly, to ensure that the improvement loop is continuous and virtuous, we are considering the introduction of an application available to our employees. This application will provide more detailed, real-time feedback on all day-to-day irritants that slip through the cracks of complaints. Complaints are themselves evaluated via a new post-complaint survey process.

Thanks to this system, which has been rolled out progressively over the past two years, we are already seeing very positive effects. Our complaints are decreasing, and processing time has fallen from 20 days to 11. In addition, it has encouraged us to put in place a communication program. This program is focused on the voice of the customer among company employees. We are also integrating satisfaction measurement into our priority indicators.