Customer experience (CX) is a top priority for the French–Dutch airline Air France–KLM Group. By actively listening to their passengers, they continually refine the digital journey to meet evolving needs – supported by Mopinion’s digital feedback software.
Danny Pruis, Business Analyst at Air France-KLM Group, explains that they have worked with collecting, analysing and implementing changes from customer feedback insights for years.
Because of this, they have a well-established and successful strategy to help them achieve their goal of always improving the customer experience.
“Getting feedback straight from our customers and website visitors helps us identify potential technical issues. However, we also receive useful recommendations on how to improve different journey aspects on our digital channels.
Since our main focus is improving the CX, we survey customers who visit our websites or apps to buy tickets, check in or personalise their trips. But we also place feedback forms on our internal web pages,” Danny explains.
The need for a future-proof solution
Air France-KLM initially used a different feedback software provider, but ultimately chose to switch to Mopinion when they found that their previous solution didn’t fully meet their needs.
“We needed a future-proof solution, and that’s how we came in contact with Mopinion. It was important for us that the software we chose was maintained and continued to evolve in innovative ways.”
A feedback form on KLM’s website, collecting general feedback.
To ensure the software remains well-maintained and innovative, Mopinion invests heavily in forward-thinking methods for gathering insights from feedback. Some examples include automatically generated dashboards that highlight key data, a test mode for website feedback forms, and most recently, Smart Recaps – a feature that particularly caught the attention of Air France-KLM.
AI-generated summaries highlight the important insights
Mopinion’s Smart Recaps is an AI-powered analysis solution that generates summaries of open-ended feedback and categorises it by topic.
For many companies, these text-based answers are where you find the most actionable insights, but they are also a challenge to analyse. Simply because it’s quite time-consuming. Especially for a company like Air France-KLM that receives such a large quantity of feedback on a daily basis. Danny elaborates:
“I’m a fan of Smart Recaps because it summarises these text-based answers in a couple of sentences, which saves you from having to go through all of it manually. Additionally, it surprised me how accurate the solution is, considering the amount of feedback we get. The topics with a smaller volume don’t get lost either, which really helps us get to the important insights.”
A feedback form from Air France’s app.
A smooth implementation process
Air France-KLM Group is a vast organisation. This meant that around 200 users had to be onboarded to Mopinion to get up and running. At the same time, all user profiles and Air France-KLM’s feedback data collection processes were migrated from their previous provider’s software. This included feedback forms, designs and deployments.
And the one in charge of the whole operation was Danny.
“Even though it was an extensive project, both the onboarding and the migration went smoothly, and we were greatly helped by our two Customer Success Managers at Mopinion.”
Danny elaborates:
“At the start of the onboarding process, we scheduled several demos for our teams to get familiar with the software. Mopinion’s Customer Success team answered all our questions, and whenever we needed additional support, they were just a call or email away. The same goes for the Support team – I’ve been very happy with the help we received.”
A feedback form on Air France’s information pages.
Danny also expresses that he enjoys how easy the software is to use.
“Some teams didn’t have a demo, and even without it, it was easy for them to quickly pick it up.”
“Mopinion is an excellent choice”
Since about a month back, Air France-KLM Group is completely up and running. Their teams are now collecting feedback with Mopinion via websites, mobile apps and inside email campaigns. Currently, they are busy implementing their feedback strategies and setting up future plans.
“It’s not set in stone yet, but it looks like our next project will be to optimise a website page in the check-in process for our passengers. We are looking to target a specific audience there to see if we can improve the overall experience for them.”
Additionally, Danny explains that he sees real value in collaborating with Mopinion to reach their customer insights and digital feedback goals.
“I would definitely recommend Mopinion. I’m a fan of customer feedback, and they are an excellent choice for a partner to work with.”
Special thanks to Danny Pruis and the Air France-KLM Group team for providing us with these fantastic insights!
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