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The issue
With the generalization of quality programs and certifications
(ISO, EFQM,..), most companies have conducted customer satisfaction surveys.
Companies with B-to-B activities have quickly realized the limits of traditional
surveys which are usually derived from the B-to-C sector, and therefore
not adequate in dealing with professional relationship management:
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Numerous and meaningless statistical
data which are difficult to turn into concrete and relevant action
plans. |
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Little internal buy-in of action plans
which are eventually not implemented. |
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Little contribution to increase customer
focus. |
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Customers are becoming tired of responding
to surveys which bring little tangible benefits. |
KEY
FACTORS OF SUCCESS
| 1. |
Strong commitment by the management team
as customers' needs may have an impact on any department or unit of
the company. |
| 2. |
Early involvement in the process of those
people who contribute directly or indirectly to the satisfaction of
customers (sales, production, logistics, after sale service,..). |
| 3. |
Immediate implementation of actions in
response to customers' concerns in order to show customers and personnel
that the company is increasing its customer focus. |
| 4. |
Measurement of the impact of action plans
in order to keep track of improvements made and reinforce buy-in. |
| 5. |
Integration of the process into the
company's quality program. |
WHY CONSULTING
services
WHY CONSULTING provides assistance throughout the whole
customer relationship review process, starting from the definition of
the objectives through the implementation of the action plans:
| 1. |
Design a comprehensive process customized
to company's specificities (improvement targets, customer portfolio,
organization, company's culture, improvement programs,..). |
| 2. |
Implementation and consulting at the
key steps: |
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Selection of key customers and
contacts. |
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Identification of the main "customer
experience" quality indicators. |
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Collection of customers' needs
and expectations (face to face interviews conducted by company's
personnel and/or consultants, telephone interviews,�). |
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Definition and monitoring of action
plans in response to customers' needs:
action plan by customer, by market, overall... |
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Communication to customers and
employees on results and action plans. |
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Specificities
of our approach
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A relevant tool to manage the level of
confidence of your customers. |
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The detection of customers who are likely
to defect and the corresponding contingency plan. |
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A strong ownership of results and action
plans at all levels of the organization. |
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An easy deployment facilitated by structured
and documented methodologies
which have been widely approved in France and at international level
(CRP©, WHY SURVEY®,..). |
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Employees are significantly more customer oriented.
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