How SFR Business automates feedback analysis to reduce churn
France's second operator has a comprehensive view of negative intentions across the whole customer lifecycle, and detects customers at risk of churn before they leave.
SFR Business, a major player in the telecommunications industry in France, offers a complete range of telephone, mobile, internet and cloud computing solutions and services for businesses.
In an ultra-competitive sector, it is crucial for SFR Business to listen to its customers — and at SFR's scale, listening means industrialising how feedback gets read, routed and acted on.
Hello Customer enables us to have a comprehensive view of negative intentions throughout our customers' lifecycle, detect customers at risk of churn, and identify emerging trends.
What they needed to solve
Before discovering Hello Customer, SFR Business used a semantic analysis solution developed by its survey administrator. The team was not satisfied with it, and disengaged in favour of manual management — which became almost impossible with the volume of data SFR represents.
The survey administrator's built-in analysis wasn't good enough to steer on, so the team stopped using it.
Reading feedback by hand became almost impossible with the volume of data represented by SFR.
Negative intentions surface at every stage of a contract. SFR Business needed one comprehensive view to detect customers at risk and catch emerging trends.
Four ways SFR Business uses the platform
The team tracks sentiment evolution by category with ISAAC, following how each theme in the feedback moves over time.
Customer callbacks after a low satisfaction score or a negative verbatim are processed in the Feedback tab, so every loop gets closed and every callback is recorded.
Key Driver Analysis identifies the priority action plans based on the impact each topic has on the satisfaction index — NPS, CES and CSAT.
Automatic alerts fire on target KPIs — a satisfaction score, a detected category, keywords — and trigger instant customer callbacks.
What changed since adopting the tool
Since adopting the tool, SFR Business has established a quarterly steering committee to prioritise the actions identified in Hello Customer. The callback rate of dissatisfied customers is monitored as a key indicator and recorded in the tool, historical keywords are analysed during callbacks, and the sentiment evolution of priority categories is tracked and correlated with known business irritants.
In Marion France's words, it is "an intuitive and functional tool highly appreciated by our business users" — one that let SFR industrialise the processing and analysis of customer feedback from day one.
Hello Customer has enabled us to industrialize the processing and analysis of our customer feedback from day 1, and to have a tool for recording our customer callbacks.Marion FranceHead of Operational Efficiency Customer Service, SFR Business
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