It does not sell by vocation but by duty

Not available to the incomplete or faulty delivery vendor, passing by the employee of Bank at the edge of the kindness, the list is long of our bad experiences in "customer relationship". "The French seller is a default vendor who chose not to be." It does not sell by vocation but by duty. He is often poorly paid. General culture does not led to adapt to the other and to situations. At best he recites a case of sale to try to meet its business objectives. At worst it didn't you. "And his incompetence can sometimes turn into arrogance," denounced Jean-Paul Guedj, in a book, "Misunderstood Service, for the return of the customer", insensitively to the Editions of organization.

The work of the CEO of the eponymous consulting firm is replete with crisp on the inconveniences anecdotes that undergoes daily client, the peak by the Parisian taxi syndrome. That agreed to take the passenger on its route to another who shares his States of soul or updates the radio tue-tête, the attitude is rarely commercial. Not to mention the rengaine do "you have a favourite route", intended to reassure the client financially by giving the initiative of the route. "Apart from the fact that the driver does not thus breaks the head and let drive by you, you don't have any desire to reflect on the route (...)". "Taxis are the example of business management in the short term:"to make possible the most profitable shopping". And the author of wonder: the French company does not suffer today from the syndrome of the taxi

This is not because hear consultants repeating the message: "Should find the voice of the customer in the business." And see directors marketing nod of the head. In fact, debate has almost not changed one iota since the years...1980! "Already the customer relationship, Robbert and Collins bible, was on all the tables in night of officials." "Gold despite laudable efforts, the processing of claims is still too often a cut-off of problems more than just a place where can arise innovations", noted Alain Bloch, Director of the Chair trade action and distribution of the CNAM.

Result: the gap widened between the commercial and marketing. "All this should lean to a CRM (customer relationship management) relevant.". In fact, this work never so well. On the one hand because these systems are often put in check by the vendors themselves do not provide information and instead consider the policing, on the other hand because it was dusty attics filled with information to the three quarter little useful or used. Find the voice of the customer, is reconnecting with the land. "Must find a way to better exploit customer data", concluded the professor.

Interviewed on the site of the forward first "Echos" foundations of marketing taking place yesterday and today on the theme "To resume contact with the customer", Jean-Noël Kapferer, Professor at HEC and business consultant, admits "that it is still can't": "what dominates in the enterprise, are not clients, the process." The client is an abstract entity which person and everyone is responsible for. When several persons are liable for the same thing, no one actually is. "This mark j."bad"customer relationship expert and proposes to rename the"customer respect management"CRM, because he said"that people support more is not to be respected. "

Illegible employment modes

Especially, the way in which companies have approached the client relationship more noted of the conquest and retention of a link of service closer to the needs. The fourth edition of the "diagnosis" of Everest Marketing Group shows that it remains very operational, 69 of companies surveyed attempt to conquer new customers, and 67 to retain them. Only 46 per cent are implementing the so-called shares "of animation".

Not surprising, under these conditions, travel sites abound of incredible loss of background stories, that the revolt thunders against the Internet service providers more concerned to fight kicked earned customers satisfied customers. 61 of Internet users are unhappy with their "hot line" and 47 have met one or more issues, denouncing a month ago a number of "60 million consumers".

Not to mention stupid annoyances like the illegibility of the modes of use of high-tech devices. "The promise is high, more discontent is important," Note Benoît Héry, Vice-President of Grrrey! for which the growing service management by delegation as the digitization of delivery appointments night severely in customer relationship. Worst: appeals relate profitability "The problem is that accumulating this type of situation leads to create a marketing lie and false pretences", adds Monique Wahlen, Director of strategic planning of Grrrey!

Search the need

Can new technologies become one of the means to resume a more satisfying contact "The Internet allows to bring the voice of the customer in the business." "The problem is that it is discordant and arrived in such numbers that there is nobody to process information and make it move", said Jean-Noël Kapferer, for which the relationship will be effective when businesses will be really used new technologies. And to quote an example: "On Air France, the computer would know that such passenger travelling every month to New York for 48 hours has eaten in to not offer the same appetizers to return." This is the service. In fact it treats the client of undifferentiated way. There is nothing more disrespectful than to say "Sir, you are a business customer", considering you as a segment. Gold at 3,500 euros return, these are the individuals who make the wealth of Air France and not segments. "No doubt should seek the need behind the dissatisfaction. Because there are innovations.