How Liantis optimises its service offering through customer feedback
The Belgian HR services provider maps customer expectations across every journey and uses AI-driven insights to improve its services step by step.
Liantis is a services provider that supports enterprises and freelancers in all their HR processes, from recruitment over payroll to workplace safety. To increase market share, Liantis wants to guide its customers throughout their full lifetime and expand its services as much as possible, covering multiple needs with one offering.
Liantis uses insights from customer feedback to constantly optimise those services. Marketing director Nicolas Maes leads the programme: mapping what customers expect, measuring how they experience working with Liantis, and getting those insights to the teams who can act on them.
We use Hello Customer to map the expectations and experiences of our customers. It's a structural way to measure the operational performance of your company, and the AI text analysis is very useful as it delivers actionable insights for improvement.
What they needed to solve
Liantis offers many services to many kinds of customers, and grew out of several previous brands. Feedback had to do three jobs at once: keep every service frictionless, shorten the distance between insight and action, and make the customer visible to every team.
With a broad service offering, Liantis constantly wants to monitor and improve each one to guarantee a frictionless experience.
Liantis performed market research every two years, but the iterations between feedback and action were too big to steer the services with.
Liantis houses teams that came from different brands. It wants to align all employees and break down internal silos by making the customer visible.
How Liantis uses Hello Customer
The big biennial study led to an action plan, but the gaps between them were too big. Today Liantis captures feedback at a much higher frequency and goes through incremental evolutions, optimising services step by step. When satisfaction on one service's email touchpoint came in low, employees started calling customers instead — and satisfaction rose. Small adjustments are evaluated immediately.
The AI that drives the platform categorises feedback and adds it all together, so nobody has to fiddle around with raw data. It delivers actionable insights on what customers expect and how they experience working with Liantis, which makes the platform powerful and easy to use.
Feedback makes the customer tangible, which makes it easier to align teams. For employees who previously never had direct customer contact, feedback is crucial: it shows them how much customers appreciate the effort, empowers them to think customer-centrically, and helps them leave behind the silos of the brands they used to work for.
Results
By closing the loop and returning to customers when a new service is implemented, Liantis immediately knows how it is perceived, whether it meets market needs and how to improve — enabling ROI on every service improvement. Measuring satisfaction along all the different journeys lets the team meet customer needs better, increasing retention and lifetime value.
Because feedback is analysed in real time, Liantis has immediate insight into anything that hurts customer satisfaction, and can improve services quickly. And by making the customer tangible in every department, employees are encouraged to deliver services in a customer-centric way — which has led to higher customer satisfaction.
We look at the feedback that comes in and what the clusters are. Then we forward those insights to our people: this occurs frequently, can we solve this issue? You can provide flawless service, but if your customers perceive it differently, you're not doing a good job.Nicolas MaesMarketing Director, Liantis
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