Digixit

Driving success

CUSTOMER CARE

customer-care

In the digital world, only a systematic and parallel approach in the complementary themes of “customer care” guarantees optimal performance.

Customer Journey

The customer journey is the typical journey that a customer follows in his relationship and his interactions with a company. This concept is used in the field of services and more particularly in the field of bancassurance services. In this case, the term “customer life cycle” is used more often.

The customer journey can also, for a given product or service, designate the tracking followed and the actions carried out by the customer between the observation of his need and that of the purchase. The customer journey also includes post-purchase items (use, support, notice, etc.). The customer path generally includes online and offline elements.

E-reputation

E-reputation refers to the image that is transmitted and / or endured by a company or brand on the Internet and other digital media. E-reputation applies to a product or service.

The e-reputation is the result of content produced by users on blogs, social networks, video exchange platforms, forums and other community spaces.

The contribution of e-reputation is vital in the reputation and overall image of the company.

Claim

A consumer who feels well treated in a complaint is loyal and can become an ambassador of the brand. The claim must be perceived not as a failure but as a source of improvement. It enables the company to identify its weaknesses and to carry out continuous actions in full knowledge of the facts.

Self-service

It becomes a major lever for the performance of the digital service. It must hold expectations deemed to be priority, on pain of challenging its existence:

  • The speed of service is essential for customers
  • Customer service must be available at all times
  • Web-based sales and web-influenced sales increase
  • Mobile technology has increased consumer comfort with virtual agents

Loyalty

The objectives of loyalty :

  • Ensure a presence in the client’s life (blog, social networks)
  • Systematizing a presence with email marketing
  • Encourage the user experience to encourage the “repeat business”
  • Develop sponsorship and recommendation
  • Ensure a VIP offer to loyal customers
  • Offer special prices for recurring purchases
  • Develop a community
  • Hyper-customize every interaction with the client
  • Optimize mobile support

CULTURE AND CROSS-CANAL ORGANIZATION

cross-canal

The cross channel designates all the distribution and information channels interacting simultaneously, in order to optimize the synergies that may exist between them. The cross channel is the guarantee of the consistency of the promise made by the brand, which should be instantiated from one channel to another to bring coherence to the potential buyer. The consumer who begins his purchases by informing himself on the Web and then on comparators continues in physical store to test the product. He then goes on social networks to share and then proceeds to order on his smartphone using a discount coupon received by email.

DRIVING AND IMPLEMENTATION OF A CUSTOMER SERVICE

pilotage

Customer Segmentation

Segmentation consists of cutting a population (customers, prospects) into homogeneous sub-assemblies meeting different criteria (socio-demographic data, purchasing behavior, etc.), of sufficient size and operational.

A segment is said to be operational when it is possible to trigger marketing solicitations in a specific way.

The segmentation makes it possible to carry out differentiated marketing actions and to offer a service offer specific to each segment.

Satisfaction Barometer

The satisfaction barometer makes it possible to evaluate, within the framework of a qualitative approach, the service delivered. The satisfaction barometer compares the perceived quality from the point of view of the company, its customers and the company’s staff.

The goal of customer satisfaction barometer is continuous improvement. In this qualitative approach, the evaluation is based on several quality axes: quality of service offered, customer satisfaction, loyalty and profit made by the company.

It makes it possible to establish a diagnosis of the priority axes of improvement and development of the strengths and weaknesses of the company in order to define a relevant strategy. It allows image capture of the overall assessment of satisfaction.

The main steps in setting up a satisfaction barometer are to identify:

  • The main criteria of satisfaction
  • The prioritization of its criteria regularly re-evaluable
  • The setting up of a “dashboard” to optimize the results of the barometer of satisfaction
  • Regular evaluation of the evolution of the customer satisfaction barometer to measure the relevance of the actions carried out

CUSTOMER CENTRIC

customer-centric

Ambassador

There are two types of brand ambassadors :

  • The individuals paid to represent the mark in the context of events or advertising messages
  • The individuals spontaneously promoting a brand through word of mouth to its consumer ecosystem. It can be a spontaneous approach of a brand’s enthusiast, or a behavior promoted by the brand from different motivations (product endowment, VIP invitation, …).

Hyper-personnalisation

Hyper-personalization consists of digitizing the business processes of the company, and instantly disseminating individualized expertise to users (employees / customers). The company adapts and enriches the user experience by providing personalized advice on request, depending on the context of the user.

Hyper-personalization is therefore a personalized, individualized relationship where each case is taken into account in a specific way. The company can not leave its customers and employees lacking in the face of a plethora of offers of services and products, or face a multitude of processes. The external or internal client is waiting for a personalized accompaniment: individualized advice, suggestions to return to a privileged contact of quality cross-channel way.