Les 7 conditions pour satisfaire et fidéliser ses clients (in french)

Frustration can be a powerful catalyst for action, but can also cause big trouble for companies, especially when customers are the ones who are frustrated! George Chétochine recounts the many frustrations experienced by customers every day. The company is sometimes-although rarely-directly at fault. More often, the situation is caused by a combination of circumstances. But even more frequently, customers become frustrated because employees attach too much importance to the technical qualities of the delivered service and fail to consider the many obstacles that customers must surmount to obtain satisfaction. The author thus points out that companies differentiate themselves more by their ability to make life easier for their customers than by the intrinsic qualities of their products and services, which are often quite similar. Using very concrete examples, he shows how to identify potential annoyances and guarantee that customer interactions are as flexible as possible. He focuses in particular on the need to establish "the basics" and rituals to ensure that customer interactions are not governed at random according to the skills of particular employees. This viewpoint provides very stimulating food for thought.