The voice of the customer in consumer credit: the approach of BNP Paribas Personal Finance

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The voice of the customer in consumer credit: the approach of BNP Paribas Personal Finance

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A heavyweight in consumer credit, BNP Paribas Personal Finance will extend the use of its tools to collect the voices of its clients in order to adapt. The company manages well-known brands such as Cetelem and Cofinoga.

The customer voice listening program will cover 12 countries

The customer experience improvement program was launched in 2018 with Medallia’s Saas platform. The system is active in the branches of BNP Paribas Personal Finance based in France, Italy, Spain, Brazil and Germany. This program will extend to a dozen countries.

BNP Paribas Personal Finance listened to clients during the confinement

Analysis of customer feedback led BNP Paribas Personal Finance, for example, to adapt to changing customer needs over the past few months during the first lockdown. The financial organization conducts surveys and studies on customers in the main countries in order to identify, more precisely and immediately, the intentions and needs of its customers. BNP Paribas Personal Finance employs 20,000 people worldwide and reaches 27 million customers.

BNP Paribas Personal Finance has decided to unify its practices around a single platform in its global customer voice listening program in order to collect, analyze and act on all customer feedback. This unification must respond to the diversity of professions and the heterogeneity of practices in its branches in terms of taking into account the voice of customers and partners.



Cetelem is the brand best known by the general public

A common platform to collect the customer’s voice

The platform served to build a common base to operate on multiple paths and key moments. These are relational and post-transactional programs in “B to B”, “B to C” and “B to B to C”, adapted to each country, websites and mobile apps, subscription and complaint procedures, follow-up post interaction with customer service, etc.

BNP Paribas Personal Finance wants to mobilize its employees around its customers and partners

The program is then distributed in the countries by the local teams on the basis of the common basis, with the support of the central team. BNP Paribas Personal Finance uses this approach to mobilize its employees around the company’s customers and partners, to share best practices between branches, to challenge countries in their approach and, centrally, to monitor the country’s actions. At the end of 2019 the common base was built and can be used in 4 countries with the first results. The deployment continued with two more countries in 2020 and the roadmap foresees 4 new countries in 2021.

In 18 months, the customer survey response rate increased from 5% to 15%. Hundreds of BNP Paribas Personal Finance employees have been trained around the world to improve customer feedback monitoring.
A textual analysis module is used by the central team of BNP Paribas Personal Finance and by the subsidiaries in the various countries to automatically analyze the textual statements collected on the corporate channels in real time.

Listening to customers is used to prioritize actions

Semantic analysis converts these comments into insights into customer experiences and feelings and is used to determine and prioritize actions to be implemented to meet expectations. BNP Paribas Personal Finance wants to connect its platform to new channels to contact customers at key stages of their journey and act faster. To better understand customers, the team plans to develop semantic analysis by associating each letter with the type of emotion that is felt or expressed by the customer.

Loans to individuals are offered in shops, car dealerships or directly through call centers and on the internet

BNP Paribas Personal Finance is a heavyweight in consumer credit in France and Europe. It is a wholly owned subsidiary of BNP Paribas, which manages brands such as Cetelem, Cofinoga, Findomestic or AlphaCredit and operates in around thirty countries. BNP Paribas Personal Finance offers loans to individuals in shops, car dealerships or directly through its call centers and on the Internet.

BNP Paribas Personal Finance also offers insurance and savings products in Germany, Bulgaria, France and Italy. BNP Paribas Personal Finance is a partner of retail chains, car manufacturers and distributors, e-tailers and other financial institutions, banks and insurance companies.



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