CLIENT

SATISFACTION
HANDLING CLIENT
(UN)SATISFACTION
by Flore LALAUZE
AGENDA

1. Survey feedback ~30min

2. Explore strategies for managing customer ~30min
satisfaction.
3. Understand how to solve customer satisfaction ~ 1h30min
problems.
4. Discuss techniques for improving customer ~ 1h30 min
satisfaction.
YOUR TURN
>> You are know the new “Mr Pro”
>> Pick a brand, define who you are
>> Do following work
c k
b a
d
1) Define your objectives & methodology

f e e
2) Write a questionnaire (~10 questions)

In pairs
~45 min to 1h
Send by email : RGAO_B3_CS_Survey_name1.name2
 WHAT’S A GOOD CUSTOMER EFFORT SCORE ?

There's no definitive industry standard for customer effort scores. However, depending on how you organize your survey
scales, average effort scores that skew more towards either direction of your scale indicate where your business falls in
terms of user experience"

A good customer effort score depends on factors such as the wording of customer effort score questions, the scale used
for responses and industry benchmarks.

Generally speaking, a lower CES score indicates that customers find it easy to engage with your company, while a higher
score suggests more challenges and frustrations.

==> ADVICE : analyse CES score in compariiton of previous score and / or competitions CES.

ssssssou :rce https://www.proprofssurvey.com/blog/good-customer-effort-score/:

WHAT STRATEGIES
FOR MANAGING
CUSTOMER
SATISFACTION?
NO. 1: FOCUS ON PRODUCT AND SERVICE QUALITY

Product quality is about making a product

flawless and useful.
If a complication hould arise it ue : correct it

RELIABILITY CONSISTENCY for the better and make it the best again.

=> Product quality is not a static term; it

evolves to meet consumer requirements for
the product.
NO. 1: FOCUS ON PRODUCT AND SERVICE QUALITY

Superior quality distinguishes your offering from that of your competitors,

and is a compelling reason for customers to return.

In essence, a consistent focus on quality reflects a commitment to

customer satisfaction and puts your company in a strong position to

prosper and grow.

NO. 2: OUTSTANDING CUSTOMER SERVICE

1. Respond quickly to customer requests

2. Handle complaints with empathy and understanding

3. Go the extra mile to meet their needs.

This proactive approach to service can turn a negative experience into a positive one, preserving
customer relationships.
NO. 3: FEEDBACK MECHANISMS

1. Surveys,
2. Customer feedback
3. Social media listening Constumer centric approach

According to a survey conducted by Power Reviews,

99% of consumers say they read reviews when making
purchases,
98% consider reviews to be essential to their purchasing
decisions.
85% of customers say they trust online reviews as much as
personal recommendations.
 Number of advertisements and product
recommendations :

>> difficult to trust the recommendations made to them,

fake review,

>> can't believe that the products presented to them are

legitimate and work as advertised.
NO. 3: FEEDBACK MECHANISMS >> CUSTOMER COMMENTS

96% of shoppers specifically look for negative

reviews before making a purchase.

No matter how great your product are, potential

customers need proof before they're ready to buy.

around 65% of buyers are willing to leave a review

when invited to do so by the company, the best way to

do so being by e-mail.
N° 4: LOYALTY PROGRAMS
Customer loyalty is a positive, ongoing relationship between a customer and a company. It's what

motivates repeat purchases and encourages existing customers to choose your company over a

competitor offering similar benefits.

Example : Sephora
Loyalty points system that gives customers access to several
advantages on 3 different cards, depending on their purchases.
>> The more they spend at Sephora, the more they can upgrade
to the Gold card, which offers the greatest benefits.
According to Gartner, customer experience accounts for more than 2/3 of customer
loyalty, surpassing brand and price combined.
N° 5: COMPLAINTS AND RETURNS
One of the key aspects : handling complaints and returns ! Companies that manage these situations

effectively often maintain higher levels of customer satisfaction.

1. To handle complaints effectively: maintain an open line of communication,

listen to customers' problems and understand their point of view. This

includes ensuring that the problem is satisfactorily resolved.

2. As for returns : it's important to have a clear, straightforward policy that

protects both the company and the customer.

==> TURN COMPLAINTS AND RETURNS INTO OPPORTUNITIES TO IMPROVE OVERALL CUSTOMER SATISFACTION.
ACQUIRING A NEW CUSTOMER COSTS 25 TIMES MORE THAN
WINNING BACK A CUSTOMER WHO'S HAD A BAD EXPERIENCE
WHAT STRATEGIES
FOR MANAGING
CUSTOMER
DISSATISFACTION?
NO. 1: BE PREPARED
Always find out the context and cause of the problem:

why did it happen?

Why was the customer dissatisfied with the service?
Was it the company's fault or not?

The more information you have about the situation upfront,

the better.
>> Respond in the most relevant way possible, and to react
in the best possible way.
NO. 2: LISTEN CAREFULLY

Your customer may be dissatisfied for a variety of reasons:

listen carefully and identify all the reasons for dissatisfaction.

From the very first interaction, establish a relationship of trust.

Listen to his story from beginning to end, and don't interrupt
him. If he realizes that you're paying attention to his problem
and that you're ready to solve it, you're already on the right track
to turning things around.
NO. 3: REPHRASE TO SHOW YOU'VE UNDERSTOOD

Reiterate all the points raised, to show them that you've

fully understood.

Rephrase with simple words and objectives aimed at

solving the problem(s): "If I've understood you correctly,
you were annoyed by the waiting time at the checkout...".
If you've forgotten something or misunderstood what he's
explained, let the customer rephrase or re-detail the
situation.
NO. 4: SHOW EMPATHY

Regardless of the point of contact used (telephone, e-mail,

Facebook Messenger, face-to-face..) have the reflex to put
yourself in their shoes. And even if they're wrong, don't let them
know it !
Focus on empathy and consideration, and show that you
understand the situation. Don't forget that body language
speaks for you :-)
NO. 5: APOLOGIZE

1. If it turns out that the customer's dissatisfaction is indeed your

company's fault, apologize and offer a solution that can turn the

situation around.
2. Even if your company isn't to blame, apologize in the overall context.
For example, "We're sorry to hear you had a bad experience in our
store".
In all cases, propose a solution.
NO. 6: ACT & SEE IT AS AN OPPORTUNITY
ACT

React and explain how you intend to proceed to solve the problem.
Do not hesitate to follow up in the short term, to make sure that your
customer is really satisfied with the proposed solution.

GRAB OPPs
Improve the overall customer experience.
By adopting a constructive mindset and using reviews to optimize your
business, products and services.
You can reverse the trend and keep a (ponctually) disatisfied customer !
IN 9 CASES OUT OF 10, A CUSTOMER REMAINS LOYAL TO A COMPANY FOLLOWING A NEGATIVE EXPERIENCE...
IF THE COMPANY HAS RESOLVED THE SITUATION EFFECTIVELY AND SATISFACTORILY
CHANGE MINDSET, 1. Note the 8 key behaviors to change
de world
CHANGE THE 2. Be ready, as you are going to act ;-)

WORLD
9 min
CHANGE MINDSET, CHANGE THE WORLD

1. Make a connection
2. Listen
3. Say “Yes and...”
4. Be in the moment
5. Stay flexible
6. Avoid pre-conceived ideas
7. Respect others choices
8. Listen to your inner voice and follow your intuition
PLAY IT !
>> Dealing with a disappointed customer

Who wants to be ?
Client
Sales person 1
Sales person 2

>> Play the scene for 5 min

>> Others : observe and takes notes
LIVE IT !
>> Dealing with a disappointed customer

In pair, you will be alternatively the client then the

sales persons.
Each time, the client comes up with a unique
situation

>> Play on role for 5 min

>> Switch role and redo the scene for 5 min
What are your learnings ?
TECHNIQUES FOR
IMPROVING
CUSTOMER
SATISFACTION.
 DID YOU KNOW ?
金継ぎ, "golden joinery"),
Kintsugi (
also known as kintsukuroi (金繕い, "golden repair"),

is the Japanese art of repairing broken pottery by mending the

areas of breakage with urushi lacquer dusted or mixed with

powdered gold, silver, or platinum; the method is similar to the
maki-e technique.

As a philosophy, it treats breakage and repair as part of the

history of an object, rather than something to disguise.

Source : https://en.wikipedia.org/wiki/Kintsugi#:~:text=Kintsugi%20(%E9%87%91%E7%B6%99%E3%81%8E%2C%20%22golden,to%20the%20maki%2De%20technique.
YOU TEACH !
>> Read following 3 articles ~40min

>> Make a synthesis teaching best techniques

for improving customer satisfaction ~30 min.

In pairs ~1h - 1h30

Be sharp, visual and educational
Send by email :
RGAO_B3_CS_Techniques_name1.name2
ARTICLES TO READ & SYNTHETIZE
WHAT TO LEARN MORE

Handling Customer Complaints:

Defusing Frustration [ENG - 2:50min]

L’improvisation en renfort de la
relation client - Isabelle Kérisit &
Anne-Cécile Julienne [FR _ 27min]