Customer satisfaction: how to get it?
“Customer satisfaction” is really important these days. You’ve probably noticed it. But satisfaction is much more than a fad. It has always been a fundamental pillar of any business that wishes to survive. The truth is that at Efficy, customer satisfaction comes from customer happiness. And customer happiness is what matters most to us.
For some time now, we’re convinced that to be successful in all of our areas of activity, we need to know:
- Where to invest our time.
- CHow to target our efforts.
- What to devote our resources to.
We believe this is the most effective way to make decisions and develop our customer loyalty.
Satisfaction is an objective that we can achieve been leader and the “example”. This is why we use Efficy CRM ourselves internally. This allows us to better understand how our users can improve their performance. Our priority is to work thoroughly so that our customers can make the most of all the possibilities of our tool for their own benefit. To do this, all our actions are governed by two objectives:
- Make our customers happier
- Conquer even more happy customers
And we are trying to combine these two goals with simplicity.
“Give your loved one’s wings to fly, roots to return and reasons to stay.” – Dalaï Lama
If some salespeople and managers choose to create complex processes, we recommend procedures that offer better results, while being simpler.
In this article, you will discover the methodology that we follow internally to create a satisfying experience for each of our clients and the resources we use to achieve it.
1. Work less to earn more
Based on our business plan and our drive to obtain customer satisfaction, we have studied the trends of our users. This led us to the conclusion that we should focus on:
- Have a greater impact on the growth of our activities, reach more people, have more prospects,
- Create more value for current customers.
How can we do this?
We have already talked about that. The 20/80 rule, which you should know, still applies here.
It is a principle that appeared when the Italian economist Vilfredo Pareto realized that 80% of Italy’s income came from 20% of the population. You see what I mean, don’t you? And this rule applies to all sectors of the economy. We achieve the majority of our turnover with a small number of customers!
What if we extrapolate this to all the companies using our CRM? Naturally, our revenues would increase thanks to the growth of our customers, but in this case, we would need to produce less effort!
It was the key objective we had been looking for for so long!
It was enough for us to draw up a list of actions. We used search filters in our CRM solution.
Thanks to the filters, we were able to limit the number of results to focus only on the 20% of customers that interest us here. We then used the contact details and notes taken from our sales team’s phone calls to find the key contact person.
2. Customer satisfaction is important and this is something you should know
Once we located them, we started calling them one by one over the phone. These calls allowed us to understand where their points of friction were, their points of pain. In a nutshell, we could answer the question: how does it happen that they find it difficult to be effective in their sales processes?
But it didn’t work at all. They did not leave us enough time to bring real added value. Our impact was greatest when:
- We knew everything about the needs of our customers.
- We knew everything about their sales process.
So we decided to reverse our strategy. We have started scheduling telephone sessions with our clients, using effective and structured speech to capture as much information as possible. If we didn’t make it on our first call, then we were trying to send emails using our different commercial email templates. Result? An opening rate of more than 35%. Yep!
We now had a perfect understanding to help our users achieve their own goals. How? By optimizing their use of Efficy CRM. We have done the trick, making their salespeople sell more and their businesses more productive.
Below are the templates we use to contact our customers by email. We continue to make changes in our communications, always trying to improve our results.
“Hello, [[name]], I’m __________, from Efficy. I’m going to monopolize your time for a minute. I am the person responsible for your satisfaction with our CRM solution. How are you?
We are tracking our customers’ key metrics, and I’ve noticed some things that I think could be changed so that you can get the most out of our product. Do you have time to take a look at it now? If you are busy, we can schedule another moment to optimize your use of our CRM solution. You will benefit from it even more! ”
The success of these actions has been very clear. If our phone call did not go through, we would send an email to our clients so that they can schedule an appointment directly with our trainers. More than half of the contacts have done it!
Le succès de ces actions a été très clair. Si notre appel téléphonique n’aboutissait pas, nous envoyions un email à nos clients pour qu’ils prennent rendez-vous directement avec nos formateurs. Plus de la moitié des contacts ont fixé un rendez-vous avec l’un de nos formateurs !
We wanted our customers to be aware of our desire to help them sell more in less time. To achieve this, we showed them the positive results we had previously obtained from other customers: for example by showing them a rate of improvement in satisfaction or even a growth in turnover.
3. Fewer words, more actions
Giving them some advice or summarizing the new features of our tool was useless if we did not previously understand the sales processes that we use with our customers.
Nothing is better than the customer whom himself or herself feels the benefits of our product.
Before giving advice, we try to understand as much as possible the sales process of each customer. We needed to know what their short- and medium-term goals were, how their sales funnel was made up, how they entered data into Efficy CRM, what were the stages in the sales cycle, or how they measured their results.
So, we did some modifications to their sales funnels to optimize them 100%.
Our goal is not that each customer uses the tool more. For this short training, webinars to maintain the level are sufficient. We want each of our customers to be more successful and thus even more satisfied. We want our customers to be happier.
4. Follow-up, follow-up and even more follow-up
Knowing the needs of our customers or improving the use of our CRM solutions by our customers is not enough for us. We had to make sure our changes worked. To do this, we have found only one way: monitoring.
First of all, we have endeavored to collect all the concerns of our users and to observe how they use the tool. After applying the changes, we sent them follow-up emails.
We never stop following, because a large part of our success lies in measuring results. Now, these numbers are also used to show other customers what we can do for them.
We take note of the most practical solutions, the most ingenious ideas and use them to generate more value on our product, our customer support, and our after-sales service supports. We want to be more and more agile and efficient in front of our future customers. It is our secret formula to generate satisfaction.
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