COS

NEWS

Yet another ad that speaks to me about the move by companies towards a better customer culture.
In its latest campaign, E. Leclerc shows employees enjoying taking care of customers… to support the message that the company’s employees don’t just “work” for their employer, but also for their customers.
Interesting in a world where it’s increasingly difficult to have teams committed to a company.
It’s a clever way of saying that teams are customer-focused.
In this particular case, the aim of the ad is not to promote the added value of the “E. Leclerc offer”, as is often the case. Leclerc offer“, as is often the case with most brand advertising (”you should choose me because my product/offer is the best or the cheapest”).
Here, the message is that the brand’s teams live in an environment that’s supposed to give them a sense of customer (i.e., a customer-focused environment)… that leads them to have a soul at work, that doesn’t limit them to stocking shelves and cashing out.

So, yes, this is advertising and yes, this is marketing. I also know that many of you will say that this is a load of rubbish and that life as an employee in retail is hard and poorly paid… Of course, but I just want to point out that organizations are beginning to understand what customer culture really is and are seeking to develop it.

The idea is no longer to manage behaviors, but to bring out attitudes. This is a vast subject that we’ve been addressing with the COS for the past 10 years.

In any case, E. Leclerc. It remains to be seen whether this translates into reality. Do employees develop the attitude that leads them to feel that they bring value to the customer, as a person?
This would be very good news, as we have been able to demonstrate after 100,000 employee customer culture tests that there is a link between customer culture and happiness at work.
In reality, this may or may not be the case, depending on the team.

A few years ago, we had the good fortune to work with Penicaud Jean Claude’s E.Leclerc Luçon La Belle Vie teams, and I can assure you that – for them – the ad reflects reality. The teams have an exemplary level of customer culture, which is reflected in the store’s Google reviews and Goodays (ex-Critizr) ratings.

What do you say, Olivier Dauvers, Cédric Ducrocq, Jean-Philippe Marazzani?