Following up with dissatisfied customers is a proactive strategy that involves contacting customers by phone after they report dissatisfaction. This detection can be based on various indicators such as negative comments, unfavorable customer reviews, satisfaction surveys, or even dissatisfaction expressed on social media. When phone contact proves difficult, particularly in the case of complaints on social media, it is preferable to opt for a more discreet approach by sending a private message through the relevant platform.

The main objective of following up with dissatisfied customers is to try to regain their trust by addressing their dissatisfaction as much as possible. It also involves identifying and analyzing the causes of their dissatisfaction if they have not been clearly expressed. Customers selected for follow-up can be based on their profile and the specific reasons for their dissatisfaction.

Beyond customer retention, following up with dissatisfied customers helps prevent negative repercussions such as negative word-of-mouth and, in some cases, customer churn. Despite its potential benefits, this approach can be perceived as complex and costly. Its implementation is easier in highly competitive sectors. For example, MAN Truck & Bus France, specializing in B2B, quickly contacts customers who express dissatisfaction in a satisfaction survey.

According to a 2015 study by IPSOS and ERDIL on customer feedback in large companies, only 4% of the companies surveyed followed up with customers after analyzing their feedback. In a different vein, BNP Paribas has implemented a procedure requiring advisors to call back dissatisfied customers who have given the bank a poor rating. A customer relationship management solution that includes follow-up with dissatisfied customers is illustrated by the…