From space planning to the individual awareness of employees, customer culture as a whole. The entrepreneur must then act as a conductor to develop this concept among employees. Overview of good practices.

A surly assistant causes the irritation of his interlocutors? A delivery man for whom the unscrupulous end of the day is more important than the smooth running of its tours? Or an accountant, excellent work, but to respond with a smile that the client is not normal? All these cases live in companies, including SMEs. Deemed close to their partners because of their small size, small structures may yet be very far from a true customer-centric culture. “Culture is the art of customer to serve the customer regardless of the position held in the company to meet its needs and better, anticipate, “defines Brendan Natral, Easiware leader, editor of CRM software (customer relationship management). For Corinne Brouard, responsible for the activity in multi Demos, training organization, “shared culture customer becomes more important as the competitive stakes are high and need to retain customers, to become more profitable. “In other words, SMEs can not afford to excel only in production, they must place their customers at the heart of their strategy.


Empower all teams

The creation of a customer culture must be a core value, beginning the creation of the company. But, over time, the lens may be diluted in the newspaper. You should react, especially when some lights are red: lower sales, increased claims, loss of customers, for example. “The company manager, promoter and guarantor of the customer culture, must be alert and rectify the situation, “said Corinne Le Claire, deputy general manager of the group Arpeggio Training (training and customer relationship solutions). First step: to flatten the functioning of the company between them, to improve your internal processes to better address the external. “A company whose organization is chaotic is unlikely to be effective vis- à-vis the outside, “Judge Stephane Mercier, manager at Cegos training organization. The switchboard, the librarian, the maintenance engineer, in short, all employees, regardless of their roles and their service, have contacts within the company and be successful in their mission and meet deadlines. Induce meetings and discussions around the concept of service and “internal client” to activate awareness.

Once the internal situation clarified, discuss the approach of the company vis-à-vis the outside. “We must help employees understand how their daily activities affect the customer relationship, so as to bring awareness and identify areas for improvement, “said Corinne Le Claire (Arpege Training). Your librarian thought to have little impact on the client? Yet it was through his help in assembling the technical files as they are presented, clean and on time, every prospect or customer.

Place employees deal with customers

Aline Goldschmidt, cogerante of the company that produces the wines of Bordeaux Baronne Guichard, plays on the mirror with his staff: “When an employee needs a crop on its way to be, I asked about its own expectations as a customer. It easily recognizes he does not like to deal with a rude salesperson or be fired over the phone. “The important thing is to provoke empathy and understanding the importance of service. You can also put employees in direct contact with customers on occasion: open house and fairs. “When we take a stand at a trade fair, it is not uncommon for a technical manager or an assistant typically little contact with customers are present, “said Aline Goldschmidt. The client’s reactions and expectations thus become a reality. To stay on track throughout the year, be sure to set specific goals for your employees. “Each employee can have one of these objectives related to customer satisfaction, for example, the return rate in SAV, speed processing requests for information, support by the host. Achieving the goal that may lead to an individual premium “suggests Corinne Brouard .