Return to the Talk’ 2016

Thank you very much for coming. Strikes, floods, transport problems did not prevent you from participating in the 2016 edition of the Talk !

For several weeks, the speakers, called the Talkers, have thoroughly prepared and repeated their customer relationship story. Although they come from different industries, they share the same need  to put their clients in the center of the relationship and notice the same thing – the digital culture and new tools are revolutionizing their companies or their organizations.

For Vincent Gufflet, Director of Services of Darty @vincentgufflet “The client may be wrong… and emotionally right.  In our firm, we have, I am sure, a big intelligence quotient, but Laurent taught us why we should improve our emotional quotient. It is not logical, it is not statistical, but it is crucial !” 

To explain…Laurent is an ordinary client who took the afternoon off to receive his television set and a mishap in his customer journey delayed the delivery and spoiled the family surprise.

The Darty teams, together with the executive committee, listen, analyze and learn from call recordings. Thanks to Laurent and other clients as well, Darty decided several months ago to rethink its attitude to delivery. From now on, the clients will receive more e-mails and SMS messages between the purchase and the delivery, moreover, they will receive the contact details of the delivery driver to contact him/her easily and finally, they will be able to follow the journey of the van with the application, like for Uber.

For Isabelle Rault-Diamé, Supplementary Pension Customer Relationship Director, @Iraultdiame : “What we, the actors of the pension, want is to see people checking their statement of points just like they check their bank account statements or their Miles Air France KLM (frequent-flyer program) program details…What we want is that the pension becomes a reflex.”

To succeed in its mission, Humanis relies on classic customer relationship tools to form a bond with millions of French men and women who are the clients of a system in which they were uninterested for a long time.

In 2003, the customer journey of a future retiree began to take shape and the digitization has accelerated the process considerably. Our goal is to provide the future retirees with the tools to analyze their pension rights and anticipate the change. Better informed, the client of Humanis will be a future retiree with a well-prepared file which will be easy to handle and therefore, to manage.

For Fabienne Roy, Head of Skills & Technical Resources @Fabienne_Roy « The voices of the voice server are not impenetrable.»

Voice is unique, everybody has their own tone of voice, voice is almost a digital fingerprint. Once we know how to encode a language model, a pronunciation model and an acoustic-phonetic model and we add client data to the voice data, we can deduce a lot of things. For example, the mood of the clients can be detected in their voices, lowering the tone of voice, trembling voice, a sound too high or too low can be telling. We can also detect their ambitions, desires or worries. Once the state of the client is detected, the machine will be able to find the appropriate words to activate in his/her brain satisfaction, pleasure or other need and proceed to the order. That is the neuromarketing !

For Natacha Schreiber, Assistant Director, Distribution Board,  @nat_schreiber « Our clients, you and our employees…you showed us the path of digitization – Internet and mobile technologies entered your lives and that is why your hybrid problems arrived at the banks. »

It is not easy to satisfy the hybrid clients – the ones between the clients who prefer a direct contact with the bank advisor and the ones using a mobile application. The hybrid clients do not want to call regularly any more. They check their bank account balances on their mobile phones and meet the bank advisor to negotiate a loan with all the information from the market. They are well-informed and more and more connected – every month, Caisse d’Epargne records 5 million logons on the website and bank applications. Moreover, the studies show that the clients want to be more autonomous, they would like to perform their bank operations, manage their insurance or loans themselves, but, paradoxically, when the processes become more complicated, they want to be immediately put in contact, on the phone or chat, with a bank advisor. The bank digitizes itself humanly.

For Anne-Léone Campanella, Director of Digital Programme of Pôle emploi (French state agency helping the unemployed), @campa_al « Good clients are the clients who go away…because they’ve found a job. »

It is the digital technologies that allow 25 000 Pôle emploi advisors to take care of those in need and it is also those technologies that render the job-hunters more autonomous in their searches. The digital culture is revolutionizing Pôle emploi:  the job-seekers become clients, methods become agile, all stages of the journey are online, there is no need to visit the agency, the videoconferences take over, the number of job offers has risen from 120 000 to 600 000 in 4 years and the creation of the Emploi Store. The Emploi Store is a unique site in Europe which groups over 200 job services arranged in the interest centers: online courses, simulators, advice…The Emploi Store addresses the needs of the job-hunters and advisors but is interesting also for those looking for a training, those who would like to assess their employability, those who want to know more or recruit or simply, those who have a job but want to browse the offers.

The new digital tools allow Pôle emploi to combat unemployment at its source and to take preventive measures. In 2015, 3.7 million of the French found a job.


Relive or discover the 2016 Talk:

About the author

Hervé Leroux
Digital Marketing & Communication Director

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