Crédit Agricole des Savoie Drives Its Customer Orientation Strategy Forward
Faced with an increasingly competitive and digitalized market, customer expectations are changing. Following a decline in its customer base in the cross-border area with Switzerland, CA des Savoie decided to work towards a new customer strategy with clearly identified initiatives. This is where customer culture entered the picture: the challenge of customer saturation and customer attrition needed to be addressed.
Objective : The Customer as the Ultimate Arbiter
- Sustainably strengthen customer culture as a strategic pillar, in order to improve satisfaction, loyalty and the overall performance of the brand
- Deploy a strategy where performance is driven by customer culture
- Create customer orientation reflexes by developing natural customer-centric behaviors and habits
- Mobilize and engage all employees, starting with top management, to establish a lasting collective dynamic
Mission : A Tangible Shift in Decision-Making
- Complete customer orientation diagnostic of the regional branch conducted with 100% of employees and managers.
- Individual and collective coaching for line managers and commitment workshops around managerial rituals for the entire front and back office management line.
- Identification of structural barriers and work towards their resolution to enable a faster and smoother customer relationship.
- Deployment of the Customer Fresco game to raise awareness among all employees.
Results : A Customer Transformation That Is Now Consistent and Aligned
- Complete diagnostic report identifying cultural barriers and key initiatives to be undertaken
- New managerial rituals for both employees and managers
- Integration of customer culture into the strategic plan
- Ongoing animation of the customer culture program through multiple channels
- The voice of the customer more present and ritualized in exchanges and governance bodies
Author : Aymeric de BOISHERAUD
Foire aux questions (FAQ)
Qu’est-ce que la culture client ?