Nevertheless, the ultimate goal of customer research can be put just as simple as: find out things customers expect and things customers avoid, and then fulfill their needs and meet their expectations.

Online surveys on customer satisfaction

Reports on customer satisfaction state that customer behavior is changing, as are the interactions they have with marks. Their expectations, their desires and especially the experiences they have lived, condition their satisfaction or dissatisfaction. Companies have understood that to satisfy their customers, they must listen and engage with them.

Customer commitment is thus has become a primordial step, at the heart of the customer-centric company. In addition to an increase in customer satisfaction, customer commitment has many benefits: loyalty, commercial efficiency, innovation, recommendation etc.

The first step in this continuous improvement process is to deploy a multichannel client listening device to collect feedback:

          What to do with the data collected? Questions, suggestions, complaints, compliments, quantitative data …

          How should all these returns be treated?

          Should we answer a customer who gave a bad rating?

          Who must process these returns within the company and how to do it? As much

essential questions to which we will provide answers to

these pages.

The processing of customer returns is an essential step in your

customer listening approach, which requires an adapted and empathic strategy. The general idea is to be able to treat as quickly as possible

the verbatim of your customers. And if you think you have to deal only with negative claims, you will be surprised.

We will discuss the key steps to implement sets up an optimal customer return management strategy. It will be a first step to address the expectations of the modern consumer.

And yes, what do your customers expect from the company when they send you feedback? Then we will see who should process these returns.

Is it just customer service for example? And finally, we

deliver operational advice on how to respond to customers, especially when it comes to unsatisfied customers.

How can brands then reinvigorate the link with their clients?

Today, 75% of complaints relate to the customer experience and not the product. It’s your ability to maintain that strong connection over time which will allow you to guarantee the success of your activity. This happens especially through an active listening process to understand this – What are your customers waiting for?

You may have designed the most beautiful product in your market, the most useful service … but if you don’t know the things customers expect and other things – what customers avoid, it’s useless.

What to do with the reports on customer satisfaction

To narrow the question – How to respond to customer dissatisfaction?

In the case of a negative customer feedback linked to dissatisfaction, your answer will be decisive. The handling of complaints has become a strategic issue for companies. According to a Capgemini study, a satisfied customer makes it known three times around him while a dissatisfied customer makes it known 10 times. Do not be customer phobic because this negative can be avoided. In responding to the unsatisfied customer, you can even turn dissatisfaction into a source of profit.

As with all feedback clients, always avoid the robotic side that will annihilate your efforts, use an editorial style similar to that of your client and look for proximity in interactions.

If ever the customer tells you his dissatisfaction live, by phone for example, listen to the end. Do not cut him off the word is the basis of listening to the customer. Once he has spoken fully, repeat the list of items above to answer correctly.

Feel free to use the phone whenever you can. What of more bluffing for an unsatisfied customer than being called back quickly? Even more stunning when it comes to the point of sale manager at

end of the line!

The processing of customer returns is an essential step in your customer listening approach. This is the only way to really understand what customers expect and what they avoid. It requires an adapted and empathic strategy.

Users of your services must come back with more compliments than problems. The processing of customer returns thus becomes a source of valorization of the work done by your collaborators,

a source of motivation.

The choice of the respondent within the company is very important because will condition many elements. Customer service or point of sale (for a local treatment), it is the human, material or autonomy means that define the choice of the respondent.