Goodays：2024年客戶滿意指南 The Good Guide to Customer Satisfaction in 2024

1

TheGood

Guideto

Customer

Satisfaction

in2024

AnoperationalGoodaysguidetosuccessfully

mobilisingyourentirecompanyaroundcustomer

satisfaction.Fromengagingfrontlineteamsto

C-suite,discoverhowyoudoitinsevensimplesteps.

Goodays

TheGoodGuidetoCustomerSatisfactionin2024

Introduction

Apassionforbusinessmeansknowinghowtoeffectivelylistentoyourcustomersand,inturn,usetheinsightstoaccelerategrowth.Whenit

comestodevelopingaglobalcorporateapproachtocustomersatisfaction,businessesneedtoinstilacultureofCustomerobsession,fromtheHQrightthewaytothefrontline.

Teamsonthegroundneedtobeabletodoeverythingtheycantoensureanexceptionalcustomerexperienceandneedtohavetheresourcestocontinuetheexchangewiththecustomerbeyondthefirstcontactin-store.

Customersatisfactionispartofavirtuouscircle:headofficeequipsteamsinthefieldwithtoolsformanagingcustomerinteractionssothatthevoiceofthecustomercanbeheard.Listeningtocustomersprovidesessentialinsightintotheirexpectationsandneeds.Thisdataisusedtoinformdecision-makingatheadoffice.Thesedecisionswillhelptoimprovecustomersatisfaction.

Thecommitmentofyouremployees,fromheadofficetothefield,isarealdriverofcustomersatisfaction.Here’showyoucanmobiliseeverymemberofyourbusinessaroundonegoal,thecustomer,toensuresuccessand

satisfactionin2024andbeyond.

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TheGoodGuidetoCustomerSatisfactionin2024

1.Leadbyexample

Forasuccessfulcustomersatisfactionproject,itiscrucialtoengagealllevelsofthecompanyintheprocess.Withoutfullbuy-in,theVoice

oftheCustomerremainsunheard,hinderingtheabilitytomakeinformeddecisions.

Oncebuy-infromC-suiteandmanagementhasbeenachieved,theyplayapivotalrole

inpromotingaCustomerobsessedmindsettotherestofthebusiness.Whenitcomestocustomerexperience,theterm‘leadingby

example’hasneverbeenmorerelevant.

InsightsfromGoodaysclientsrevealthat

customer-facingteams’abilitytodeliver

relationalexcellenceisdirectlytiedtothecustomerculturefosteredbymanagement.

OneexampleofthisisBramVermesen,DirectorofExcellence-Stores,CarrefourBelgium.

〇Goodays

“WhenIwasaStoreDirector,

wheneverthestorebecamereallybusy,andInoticedmanypeople

atthecheck-out,Iwouldalways

helpout.Perception-wise,it’sgreatforcustomerstoseethattheStoreDirectorhimselfwastakingchargeanddoingeverythingtheycouldtoimprovetheexperience.”

BramVermesen

DirectorofExcellence-Stores

CarrefourBelgium

carrefour

Thiscompany-obsessedculturenotonlyneedstobelivedandbreathedbyregionalmanagersanddirectorsbutshouldbesupportedby

C-levelexecutiveswhomustalsodemonstratetheirowncommitmenttoCustomerobsession.Embodyingadesiretodoeverythingpossibletosatisfythecustomeriswhatcustomer-

facingteamsneedinordertobeinspiredtodothesame.

“Customerrelationsarebuiltover

time.Thiscorporateculturehas

tocomefromthetop.Somyrole

istocommunicateandconvince

everyoneeveryday.It’sasubjectthatconcernsme,andIlistentowhat

customerssayviaGoodaysonadailybasis.That’showwecanimprove,

bothlocallyandnationally.”

AndrewBradley

CEO

Domino’sFrance

Domins

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TheGoodGuidetoCustomerSatisfactionin2024

ReassureC-suiteaboutthebenefits

ofalocalresponse

Shopmanagersknowtheircustomers

betterthananyoneelse.Localresponsestocustomerinteractions(suchasonlinereviews,questionsandqueries)are,

therefore,crucialtobuildingstrong

relationships.FearsfromC-levelaboutthevolumeofinteractions,thequalityof

responsesoreventheworkloaddisappear

veryquicklywhenteamsrealisethebenefitsofacustomer-focusedapproach.

ChrisMitchell,WestfieldCarParkingEstateManagerusestheGoodaysPlatformlocallyfromhiscentretoengageandconnectwithcustomersonadailybasis.Consequently

he’sseenahostofbenefits,asheexplains.

“SinceusingtheGoodaysplatform,it’sbroughtsomanymetricsandKPIstolife;wehaveneverbeenthisclosetotracking

successbefore.Lookingatpromotersanddetractorsinthis

wayandusingittodrivethebusinessforward.Wenowhaveaproperstrategyaroundit;wenowhaveweeklyreportsdirectlyfromtheplatform,welookataverageresponsetimes,and

we’vebeenabletoturnnegativefeedbackfromcustomers

intopositiveresponses.Wecaneasilyseeifandwhenwehaveresolvedanissueandretainedacustomer.”

ChrisMitchell

UNIBAIL-RODAMCO-WESTFIELD

WestfieldCarParkingEstateManager

Goodaysplatformuser

〇Goodays

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TheGoodGuidetoCustomerSatisfactionin2024

2.Recruitandmanagethe

bestcustomer-facingteams

Youmayhavetherightmanagementmindset,

buthowdoyouensureyourecruittheright

peoplewithinyourcustomer-facingteams?

Afundamentalcharacteristicofpeopleyou

recruitwithinstoresandbranchesisthose

thatgenuinelyenjoyservingothers.Thisis

thenumberoneidentifierwhichwillmakeyour

in-personcustomerservicestandoutagainst

yourcompetition.

Oncehired,Brandsmusttreattheirinternal

teamsliketheydotheircustomersby

deliveringanexceptionalteammember

experienceandgenuinelylisteningtothem.

Embraceandlistentofeedbacklikeyou

wouldwithcustomersurveys.Manageand

trackNPSamongemployees-afterall,

agoodEX=agoodCX

.

Learnmoreabouthow

agoodEX=agoodCXhere

〇Goodays

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TheGoodGuidetoCustomerSatisfactionin2024

3.Settingupforsuccess

IntegratingGoodaysasacompany-wideritual

So,you’releadingbyexample;you’ve

recruitedateamofenthusiasticpeoplewhogenuinelyenjoyservingcustomers.Butdotheynowfeeltrusted,anddotheyhave

therighttoolsneededtooutperformyourcompetitors?

Successfulbrandsneedtoofferan

ecosystemthatenablesteamstofeel

trustedtotakeinitiativewithcustomers,one

whichempowersthemtoowntheirlocal

relationshipswithcustomersanddriveloyalty.

Onceyou’vegotyournetworkonboard,youneedtobeabletointegrateGoodayslike

anyotherbusinesstool.Itneedstobecomepartofyourstaff’sroutine,bothathead

officeandinthefield.Puttinguppostersatbreaktimes,sharingstatisticsatmonthly

meetings,celebratingpositivefeedbackandimplementingchallenges-there’snobetterwaytocreateritualsandgetyournetwork

involvedinacustomer-focusedapproach.

〇Goodays

“Whenwefirststartedusingthe

platformtoconsolidatecustomer

feedback,weweretolditwouldbeapproximately70-75%compliments,whichIthoughtwasimpossible.

Butitwastrue;infact,sincewe’ve

beenusingit,it’sgoneevenhigher,ataround80%now,andsomeofthepositivecommentswehavereceivedhavebeenfantastic.”

ChrisMitchell

WestfieldCarParking

EstateManager

Goodaysend-user

UNIBAIL-RODAMCO-WESTFIELD

Informemployeesaboutthediversityofsatisfactionindicators

Several‘business’indicatorsaretraditionallyandspontaneouslymonitoredbyretailers,

suchastheNPSorthecustomersatisfaction

score(CSAT).OntheGoodaysplatform,teamscanalsofindtheresponserate,responsetime,

responsequalityandcustomerrelationshipscore.Theseindicatorsdemonstratethe

commitmentoflocalteamstocustomer

satisfactionandavoidratingsthataretoo

arbitrary.Thepercentageofcompliments

isalsodisplayed,asisthepercentageof

customerswonback.Bymakingyourteamsawareofthesenewparameters,theywillbeabletocapitaliseontheirgreatexperiencesandactonirritants.

“AdoptionoftheGoodaysinterface

isunanimous.Theteamshave

quicklytakentoit,andthecustomerresponserateisover95%.”

CélineLemaire

CustomerExperienceDirector

Jules

JULES

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TheGoodGuidetoCustomerSatisfactionin2024

4.Supportyourlocal,

customer-facingteams

Doeverythingpossibletoensurefull

adoptionoftheplatformbyyourteams

oftheplatform

Choosingaplatformthathasbeentriedand

testedby150customersaroundtheworld

meanshavingconfidenceinitsabilityto

convincelocalteams.Training,integration,

participationinregionalmeetings,theseare

justafewactionscompletedbytheGoodays

teamtoensureproperadoptionoftheplatform

andasuccessfulcustomersatisfactionproject.

Capitaliseonthepilotphaseandshare

bestpracticesinchampionshops

Inordertoengagealltheteamsseamlessly,

thedeploymentofalocalexperience

managementplatformmustbecarriedout

instages,especiallywhenalarge-scale

projectisplanned.Thepilotphase,involvinga

selectionofpointsofsale,iscrucial.Ithelps

toensurethatthetoolisproperlyadopted,to

identifyanypotentialobstaclesfeltbyshop

managers,andalsotobuildupbestpractices

thatcanthenbesharedacrosstheentire

networkduringtheglobalroll-out.

〇Goodays

FrenchfootwearcompanyChaussea

wantedtoensurethattheGoodays

platformwasadoptedbyallitsteams.

Goodayshelpedthemtotraintheirentire

operationalmanagementteam:

4salesmanagers,22regionalmanagers

andaroundtenshops.

ClicktowatchChausseasharetheir

storyofpartneringwithGoodays

Result

+0.5points

increaseintheCustomerrelationshipscore

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Supportingchangetoimproveadoption

Whenchoosingandthendeployingalocal

customerexperiencemanagementsolution,thewholecompanyneedstobeinvolvedinbecomingcustomer-centric.Strategies,andthereforepriorities,willhavetoevolveas

afunctionofthecustomerdataobservedandtheinsightsgathered.Thischangeindynamicneedstobeseamlesstoensure

massadoptionbyallteams.

Focusingonthecustomerinthelong

term

Oncethisdynamichasbeensetinmotion,theGoodaysplatformwillenableyouto

sustainitoverthelongtermandinvolve

thewholecompanyinaglobalapproach.

IncreaseinNPS,ROI,thensales;customersatisfactionwillbearfruitinthelongterm.

TheGoodGuidetoCustomerSatisfactionin2024

5.Drivingculturalchange

“WhenIarrivedtwoyearsago,I

wasaskedwhatmystrategywas.

IrepliedthatIdidn’tknow,thatI

wasgoingtolistentothecustomer

first.Ididn’tcomewithready-made

methods,Icamewithaculturethat

givespowertothepeopleclosesttothecustomer.Puttingemployeesat

thetopofthepyramidmeansgivingthemtheautonomyanddecision-

makingpowertheyneedtosatisfythecustomer.Thecustomeristhebest

strategistandthebestconsultant,soit’sthecustomerthatIwanttolistentoonadailybasistodecidewhat

needstobedone.Anditworks.”

RamiBaitiéh

CEO

CarrefourFrance

carrefour

〇Goodays

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TheGoodGuidetoCustomerSatisfactionin2024

6.CommunicateROI

Ensurevisibilityofcustomersatisfactionfromheadofficetopointsofsale

It’saprovenfactthatcustomersatisfactionhasarealROIandanimpactonsales.Sharingthe

dataandinsightsfromyourcustomerexperiencemanagementplatformmeansgainingthetrust

ofallyourteams,empoweringyouremployeesandgivingthemthekeystosatisfyingtheirlocalcustomers.Unibail-Rodamco-Westfield,for

example,sawsomeincredibleresultswhichwerethenfedbackacrossthebusiness.

“WithGoodayswe’vechangedthe

companymindsetfromNPSbeing

amarketingKPItoeveryoneinthe

companycaringaboutit.Themorepeoplehearabouttheplatform

acrossthebusiness,themorepeoplewanttogetinvolved.”

CelineKwiecien

CRMandEngagementProject

Manager,URWEurope

UNIBAIL-RODAMCO-WESTFIELD

w

UNIBAIL-RODAMCO-WESTFIELD

Customersatisfaction–UKCentres

+12%

NPS–UKCentres

+31points

NPS

+14points

DownloadthefullURW

casestudyhere

NPSandROI:theJulesmethod

AscustomerexperienceisastrategicpillarforFrenchfashionbrandJules,theteamcarriedoutastudytodemonstratethevalueofthis

investment,aswellasbeingabletomake

budgetaryprojectionsinthisarea.

Conclusion:thecommitmentofourteamstocustomersatisfactionhasadirectinfluenceontheNPScurveand,therefore,onsales.

Employee

Sales

numbers

engagement

Customer

Relationship

Score

NPS

ReadthefullJulescasestudyhere

〇Goodays

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TheGoodGuidetoCustomerSatisfactionin2024

Creatingavirtuouscircletoimprovedecision-making

“Themagicrecipeistoensure

thatNPSisnotjustameasure.

What’simportantistobaseitonall

customerfeedbackandtosetupa

virtuouscircle.Alltheinformation

andfeedbackfromcustomersis

centralised,thenanalysedandsorted.Theaimistodetectandunderstandtheproblemsencounteredbythe

customer.Theproblemstobedealtwitharethenprioritisedsothattheycanberesolvedeitherdirectlyintheshoporatheadoffice.”

FabriceAllegro

VisilabGroup

vslabGroup

SomeoftheresultsseenbyGoodaysclientswhenusingtheConnectplatform:

80%

ofcustomerissuessolvedbyfrontlineteams

75%

ofpreviously

dissatisfied

customersretained

+11

NPSscorein

thefirstyearof

collaboration

100%

ofGoodaysuserslogindailytoconnect

withcustomers

〇Goodays

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TheGoodGuidetoCustomerSatisfactionin2024

7.Constantlyoptimise

Implementingtheprevioussixstepsshouldn’t

beapproachedwitha‘oneanddone’mentality.

Infact,thisfinalstepisarguablythemost

crucialofall.It’sessentialtokeepoptimising

andbuildinguponyoursatisfactionstrategyto

ensuresuccess.

Viewcustomersatisfactionasanever-evolving

loop,onethatbecomesincreasinglyintricate

withtime.Brandsarenowfacingnotonly

newcompetitorscompetingforcustomers’

attentionbutalsoeconomicdisruption

anduncertainty,aswellasever-changing

consumerbehavioursandexpectations.All

ofthesefactorscansignificantlyreshapethe

customersatisfactionlandscape.

Byproactivelyrespondingtoandadaptingto

eachofthesechallengesandrevisitingthe

stepsoutlinedinthiswhitepapermultiple

timesthroughouttheyear,youcanconsistently

maintainhighlevelsofcustomersatisfaction.

〇Goodays

TheGoodGuidetoCustomerSatisfactionin2024

Conclusion

Theprocessofimprovingcustomersatisfactioncanresemblearelay

race,witheachteammemberrepresentingavitalaspectofthecustomerexperience.C-levelandmanagementteamssettheinitialpaceandlaythefoundation;then,asthebatonispassed,teammemberscaneithersustainthemomentum,acceleratetheexperienceforward,orhindertheteam,

resultinginalossofcustomersatisfactionalongtheway.

Intheeventofthelatter,itbecomestheresponsibilityofthenextrunnertomakeupforthelosttimeandensuretheteamgetsbackontrack.

Fundamentally,custome