Proxem Studio: Laure Sanchez’s interview, Customer Voice Manager at BlueLink (Air France KLM Group)
BlueLink is a subsidiary of the Air France KLM group, specialized in managing the Customer Relationship. Created 26 years ago in order to design and manage the airline’s loyalty programme, the group has recently grown by implementing its skills to help other companies in the airline, tourism, entertainment, cultural and luxury sectors. Its main mission: support brands throughout their relational experience strategy, from design to implementation, to make it a key factor of differentiation.
The BlueLink group has an international coverage on 5 continents thanks to its centres in Paris, Strasbourg, Prague, Mauritius and Sydney as well as its networks of partners; today it has around 3,000 employees worldwide.
In the specific case of the renewal of the FlyingBlue program, we were able to monitor concretely the impacts of the rule modifications on customer satisfaction, especially quantifying and prioritizing the irritants
Present your position and your main missions at BlueLink.
Within the BlueLink group, I hold the position of Voice of Customer Manager. My main mission consists of implementing a listening program and identifying & informing brands about what customers say regarding their products, services, and interactions. So, I manage the implementation of devices that allow us to collect the Voice of the Customer, especially Customer Feedback Management or Semantic Analysis solutions.
In the Customer Experience department I belong to, we also accompany brands upstream, as part of customer journey designs and in the Voice of the Customer’s program implementation.
Why did you put in place a Semantic Analysis solution for your multi-source Customer feedback?
Mainly in order to facilitate the analysis of verbatim; indeed, for some of our customers; the volumes are so large that a manual approach isn’t possible. For the Flying Blue program of our customer Air France KLM, the Semantic Analysis Solution was deployed at a very specific time: the launch of a new version of the loyalty program. The context required constant monitoring of the customer feedback, in order to evaluate the members’ feelings towards the new loyalty program.
Why did you choose Proxem for your projects? Could you describe your feelings about the implementation?
As part of a Call for Tenders, we asked different recipients to create a first analysis according to a sample that we had provided them.
Proxem caught our attention for three main reasons: the results of the analysis; the ability to manage a wide range of native languages; and the good relationship with the teams.
If the handling of the tool was complex, the Proxem teams were constantly present, available and flexible. Moreover, we have had the same Project Manager from the beginning! A true partnership & relationship, based on mutual trust.
All this pushed us to pursue the POC (Proof of Concept).
Could you describe the results of our solution?
In the specific case of the renewal of the Flying Blue program, we were able to monitor concretely the impacts of the rule modifications on customer satisfaction, especially quantifying and prioritizing the irritants. Otherwise, the solution pushes us certain elements, allowing us to get to the point of developing action plans for the improvement of the Customer Experience and to measure their impact and the ROI.
Two points to highlight: the solution is constantly improved and our feedback and requests for changes are often taken into account.