How could we define key account satisfaction at Telefónica?
Satisfaction measures a customer’s perception when their expectations regarding a particular product or service are met or exceeded, especially in those aspects they consider most relevant.
In our case, at the GGCC Satisfaction Department, we focus exclusively on measuring the perception of quality among our key accounts, the accounts that generate the most revenue for the company.
In short, we assess their perception over time and Telefónica’s ability to respond to their needs, resolve incidents and consistently provide differential value.
It is not just a question of being a supplier of products and services, but of becoming a strategic partner, an ally and a trusted partner.
What are the keys to achieving this satisfaction?
The keys to achieving the satisfaction of our major accounts lie in knowing the customer in depth, consistently fulfilling our commitments, offering excellent customer service, resolving incidents quickly, maintaining clear and proactive communication, and providing differential value that allows us to build a long-term relationship of trust.
The ultimate goal is not only to provide good service, but to become a strategic partner for the customer, an indispensable ally for their business.
How can this satisfaction be measured?
We measure the satisfaction of our large accounts using indicators such as NPS (Net Promoter Score), satisfaction and loyalty.
The NPS allows us to gauge the customer’s willingness to recommend Telefónica Empresas; satisfaction assesses their perception of service quality and whether their expectations have been met; and loyalty reflects their willingness to maintain the business relationship and continue to trust the company in the long term.
In addition, we review the main levers of customer contact, assessing their perception of offers and technical proposals, deliveries, performance, breakdowns, billing, price, their experience with web portals, with the sales team, with the service manager or the customer management centre.
What strategies should be implemented to try to achieve this satisfaction?
To try to achieve the satisfaction of large accounts, Telefónica implements strategies focused on in-depth customer knowledge, personalisation of the relationship, consistent fulfilment of commitments, continuous improvement of the experience, proactive incident management, transparent communication, the provision of differential value and the constant measurement of indicators such as NPS, satisfaction and loyalty.
All of this is supported by an internal customer-oriented culture, the pursuit of customer excellence, and a long-term vision that allows us to build lasting relationships of trust.
What role does customer communication play in achieving this satisfaction?
Clear and transparent communication, in short, transparency is one of the levers we measure.
Customer communication is a decisive factor in achieving customer satisfaction, because it allows us to understand their needs, manage expectations, provide transparent information, resolve incidents and build trust.
In our large accounts, clear and proactive communication is key to consolidating a stable and valuable relationship.
How does the evolution of new technologies influence this?
From the perspective of the GGCC Satisfaction area, the evolution of new technologies directly influences the way we work. On the one hand, it allows us to measure more and better, through the use of artificial intelligence, CRM tools and different automations that optimise the capture, management and analysis of information.
On the other hand, it also increases the level of demand, requiring greater adaptability, speed and accuracy in the interpretation of data and in the management of the customer experience.
