Four major brands came together to give their feedback on the theme: “What KPIs to drive the excellence of the customer experience? “. Crédit Agricole Finistère, PMU, Carglass and our iDTGV client. In setting up a customer experience strategy, the choice of indicators is decisive. As explained by Thierry Aubert, it is necessary to identify the levers on which the company wishes to act, in order to then select the most relevant KPIs. There are 4 main levers :
- Continuous improvement of the customer experience (optimization of the value proposition, innovation of products & services),
- The development of collaborative engagement (optimization of team management),
- Customer engagement to increase business development (conquest and winback)
- Optimization of digital devices (power of peer influence).
In response to the identified challenges, three main indicators stand out: the CSAT (customer satisfaction) score, the Consumer Effort Score (CES) and the Net Promoter Score (NPS). The measure is enriched by the exploitation of verbatim (open questions).
Driving indicators is an essential foundation. However, the ability to achieve its objectives lies in the exploitation that one makes of all the feedback by embarking the teams in action plan. The recognized employee becomes an actor, the manager carries high added-value projects, and the managers measure the tangible benefits on the development of their market penetration. According to Frédéric Molina, Carglass’s Strategy and Customer Performance Manager “Employees can only take ownership of the concept of customer satisfaction if they are satisfied themselves. Each employee must be able to “live his / her NPS”. At Carglass, each employee can propose ideas for action. For example, one of them had the idea to deposit a card and sweets at the end of each service on the seat of the repaired car, explaining to the customer the service he had just performed. The Carglass Center has won 10 NPS points.
The central teams must identify good practices and put in place tools to enhance them, as well as their authors: monthly barometer of employee satisfaction, wall of aces, incentives … They must also create and disseminate a culture of customer satisfaction. Thus, at iDTGV, screens with the main KPIs are placed above the coffee machines.
Ultimately, it is not so much the choice of KPIs that will optimize the customer experience as the company’s ability to integrate the “customer culture” within all departments and at all hierarchical levels.