Can you introduce yourself and your main missions at Bouygues Telecom?
The Bouygues Telecom Customer and Employee Experience Department brings together several departments, including that of Strategy and Innovation, in which I am responsible for a structure that captures and analyses the Voice of the Customer.
We act transversally across all the structures of the company to which we offer the methods and resources for capturing the Voice of the Customer. The managers of the customer journeys or contact channels (customer relations on the phone, in stores, on digital media such as the website or the application) are concerned about customer satisfaction and its levers. This satisfaction is measured regularly at all the stages of the customer journey. We provide internal players with a global and coherent framework of this measure by integrating the analysis of the customer verbatim that we operate with the Proxem solution.
Typically, with Proxem we first define a unified classification plan, all surveys combined, starting with the customer and the themes they wish to discuss with us. Once that’s done, everyone’s operational concerns are then taken into account. This enables us to interpret customer feedback on a unified basis. We also have the ability to monitor cross-survey themes because we were able to pool all of the customer verbatim regardless of the survey that generated it. We could have imagined an opposite scenario where each course or contact manager would define their own classification plan based on their own expectations, in a legitimate way, but we converged by putting the customer at the center.
My role with the rest of the team is to be the internal “advocate” of the customer by pushing a standardized framework of customer surveys with standard scales and methods and above all by making the voice of the customer easily “audible”.
Why did you put in place a Semantic Analysis Solution for your Multi-Source Customer Verbatim?
Customer Satisfaction can be influenced by several factors: interactions with the Company, the offers and their prices, the perceived quality of services, the experience lived in the journeys, etc.
We make sure that customers are always happy, and when they’re not, they usually tell us. When they are also elsewhere. Proxem therefore helps us to provide one of the “why” elements of the variation in satisfaction.
We want to be able to listen to and integrate this customer expression, especially when it is captured at many points and it is very large, in order to come out with the determining elements of variation and explanation. The challenge is to be able to listen to all the customers at once so that we can act if necessary.
Why did you choose Proxem for your projects?
What we liked about Proxem was the simplicity of the response. We had issued a call for tenders and found that those doing the surveys did not do the Semantic Analysis of verbatim as well as Proxem.
Proxem had been able to teach us things that we weren’t aware of during the pilot phase that we had done at the time of the call for tenders: on a corpus of several thousand verbatim from the web, Proxem had us for example, alerted us to an access problem on the new interface. The Proxem Studio engine is powerful, and the human teams are competent, so we naturally leaned towards Proxem.
Regarding the implementation of the tool there was very little setup, we were pleasantly surprised by the ease of implementation. We didn’t start from scratch, Proxem came up with a generic classification plan for our domain, then we had to adjust it to our own needs. The implementation of Proxem Studio was done very quickly, the initial classification plan was put in place within a few weeks.
Could you describe the results of our solutions for us?
Proxem Studio allows us to be able to explain the variations in satisfaction and identify the influencing factors from one period to another. Via heatmaps, for example, we see the themes that stand out in a tangible way, according to different filtering criteria.
Proxem also helps us to enrich our communications with the different views offered in a didactic way. The solution also allows us to create alerts on any given topic for which we wish to remain on standby.
What are the perspectives for development?
We foresee an evolution of the classification plan in the coming days. As the solution is used by more and more at Bouygues Telecom by all structures, the time has come to revisit the classification plan, so that it continues to meet everyone’s expectations while keeping it unified.
We intend to take advantage of new features offered by the tool such as new widgets. And we are also going to use all the possibilities of the Report module as we would have liked to do so far.