Customer Care: Take care of digital word-of-mouth

Is digital the death of word-of-mouth? Far from it. In a digital world where everything is commented on, shared, disputed, customer service must be at the heart of business strategy. Especially if they are pure-player, especially if they offer services, especially if these carry critical issues for the customer.

Satisfaction must drive innovation

Developing its offer, offering new services, deploying new functionalities… This is the daily life of many companies, particularly in the digital sector. To do so, some players have chosen to place the voice of the customer at the heart of the innovation process.

In concrete terms, this first means that the nature of the new features or improvements implemented is, from the outset, resolutely oriented towards customer satisfaction. This listening to the user involves the implementation of specific processes: speaking spaces made available to customers, internal channels ensuring that the agents who support customers on a daily basis in their procedures can suggest improvements to the dedicated teams, etc.

The second aspect of an approachcustomer-centric” lies in the structuring of the innovation process. Test phases are launched as early as possible in the development of new functionalities, on limited volumes. They make it possible to offer new products to customers, then to collect their impressions, suggestions or questions. Teams can then adjust improvements to match real customer needs, before rolling them out on a larger scale.

How to organize an effective trouble shooting?

The management and elimination of friction that can alter the experience of certain users is the counterpart of the creation of satisfaction. Again, the consequences are too great to tolerate a deviation from the promise of quality. Trouble-shooting must therefore be systematized and integrated into customer service. In addition to the personalized support by dedicated customer service representatives, who can personally assist and guide the user during his experience, a dedicated team has been put in place. Its role: to track down the smallest hitches and resolve all incidents immediately. The speed of execution is a key element, and the median response time an essential indicator: in a B2C configuration, the objective will be to respond within half a day to all requests and thus exceed sector standards which generally provide for deadlines variable response times, sometimes up to 72 hours.

More generally, satisfaction must be one of the key KPIs. Each client must be invited, after the performance of his service, to answer a satisfaction survey: “Would you recommend Legalstart to a friend or relative?” The answer to this question, on a scale of 1 to 10, then makes it possible to calculate a NPS (Net Promoter Score)monitored daily by the team Customer Care whose objective is to maintain a level of excellence generally above 50 .

Overall satisfaction index, the score obtained makes it possible to ensure the success of the strategies deployed upstream but also to detect any residual dissatisfaction and resolve it individually. It will also be the starting point for a global reflection in order to find a lasting solution to the sources of friction. The feedback from the complaints of dissatisfied users is not limited to their simple treatment, but on the contrary is disseminated to the entire company to become a working basis for future product improvements.

Opting for a systematization or even an institutionalization of this component of customer service makes it possible to maintain a constant level of vigilance. This also helps to create a community of ambassadors, proof of the quality of the service offered, while e-reputation plays a major role in the purchasing process. According to a survey carried out for the IFOP institute, 96% of Internet users are influenced by user opinions published on trusted third-party sites such as Avis-vérifiés.com.

Satisfaction and user experience are sometimes deprioritized by entrepreneurs who, especially in the launch phase, focus on acquisition and growth. However, customer satisfaction is the sign of a well-designed product, the way to a good web reputation, and therefore ultimately a major acquisition lever.

Written in collaboration with Antoine Prunis, Customer Care Manager @ legalstart.fr

The efforts made by Legalstart.fr to live up to the trust placed in it by its clients enabled the platform to take first place in the ranking B Reputation of Legaltech which lists and evaluates the 60 law start-ups listed on the site.

Leave a Comment