COS

NEWS

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, which involved cross-referencing satisfaction data (customer recommendations, satisfaction rates and verbatims) with CRM data (relational intensity, multi-equipment, multi-banking, etc.) at branch level, in order 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, and we have now supplemented them with an email system, with real benefits in terms of understanding: our KPI is better, but 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, focused solely on analyzing and dealing with irritants.The aim is to explore, understand and resolve customer irritants, and not just to provide a one-shot response to a complaint without really looking into its causes.

Lastly, to ensure that the improvement loop is continuous and virtuous, we are considering the introduction of an application available to our employees to 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, with our complaints decreasing and processing time falling from 20 days to 11.In addition, it has encouraged us to put in place a communication program focused on the voice of the customer among company employees, and to integrate satisfaction measurement into our priority indicators.