{"id":97039,"date":"2025-06-13T09:20:49","date_gmt":"2025-06-13T08:20:49","guid":{"rendered":"https:\/\/mopinion.com\/?p=97039"},"modified":"2025-06-25T09:59:37","modified_gmt":"2025-06-25T08:59:37","slug":"customer-story-air-france-klm","status":"publish","type":"post","link":"https:\/\/mopinion.com\/fr\/customer-story-air-france-klm\/","title":{"rendered":"Comment le feedback alimente la strat\u00e9gie CX et digitale d\u2019Air France\u2013KLM"},"content":{"rendered":"

L\u2019exp\u00e9rience client (CX) est une priorit\u00e9 absolue pour le groupe franco-n\u00e9erlandais Air France\u2013KLM<\/a>. En \u00e9coutant activement leurs passagers, les \u00e9quipes affinent en continu le parcours digital afin de r\u00e9pondre \u00e0 des besoins en constante \u00e9volution \u2013 une d\u00e9marche rendue possible gr\u00e2ce \u00e0 la solution de feedback digital Mopinion.<\/p>\n

\n

<\/p>\n

Danny Pruis, analyste m\u00e9tier chez Air France-KLM Group,<\/strong> explique que l\u2019entreprise collecte, analyse et exploite les retours clients depuis plusieurs ann\u00e9es.<\/p>\n

Gr\u00e2ce \u00e0 cette approche, elle a mis en place une strat\u00e9gie bien rod\u00e9e et efficace pour atteindre son objectif : am\u00e9liorer sans cesse l\u2019exp\u00e9rience client<\/a>.<\/p>\n

\u00ab Recevoir du feedback directement de nos clients et des visiteurs de nos sites nous aide \u00e0 identifier d\u2019\u00e9ventuels probl\u00e8mes techniques. Mais nous recevons aussi des suggestions utiles pour am\u00e9liorer certains aspects du parcours sur nos canaux digitaux.<\/p>\n

Comme notre priorit\u00e9 est d\u2019optimiser l\u2019exp\u00e9rience client, nous interrogeons les utilisateurs qui visitent nos sites ou applications pour acheter un billet, s\u2019enregistrer ou personnaliser leur voyage. Mais nous pla\u00e7ons \u00e9galement des formulaires de feedback sur nos pages web internes \u00bb, pr\u00e9cise Danny.<\/p>\n

\n\"Danny
\n<\/p>\n

Le besoin d\u2019une solution p\u00e9renne<\/h2>\n

Air France-KLM utilisait initialement un autre fournisseur de solution de feedback, mais a finalement choisi de passer \u00e0 Mopinion apr\u00e8s avoir constat\u00e9 que l\u2019outil pr\u00e9c\u00e9dent ne r\u00e9pondait plus enti\u00e8rement \u00e0 leurs besoins.<\/p>\n

\u00ab Nous avions besoin d\u2019une solution p\u00e9renne<\/strong>, et c\u2019est ainsi que nous avons d\u00e9couvert Mopinion. Il \u00e9tait important pour nous que le logiciel choisi soit maintenu et continue d\u2019\u00e9voluer de mani\u00e8re innovante. \u00bb<\/p>\n

 
\n
\nUn formulaire de feedback sur le site d’Air France, recueillant des retours g\u00e9n\u00e9raux.<\/em>
\n <\/p>\n

Pour garantir que le logiciel reste bien maintenu et innovant, Mopinion investit massivement dans des m\u00e9thodes de collecte de feedback tourn\u00e9es vers l\u2019avenir<\/strong>. Parmi les exemples, on peut citer des tableaux de bord g\u00e9n\u00e9r\u00e9s automatiquement mettant en avant les donn\u00e9es cl\u00e9s, un mode test pour les formulaires de feedback sur site, et plus r\u00e9cemment, les Smart Recaps \u2013 une fonctionnalit\u00e9 qui a particuli\u00e8rement retenu l\u2019attention d\u2019Air France-KLM.<\/p>\n

Des r\u00e9sum\u00e9s g\u00e9n\u00e9r\u00e9s par l\u2019IA pour faire ressortir les insights cl\u00e9s<\/h2>\n

Smart Recaps est une solution d\u2019analyse bas\u00e9e sur l\u2019IA<\/strong> propos\u00e9e par Mopinion, qui g\u00e9n\u00e8re des r\u00e9sum\u00e9s des r\u00e9ponses ouvertes et les classe par th\u00e9matique.<\/p>\n

Pour de nombreuses entreprises, ces r\u00e9ponses textuelles sont souvent les plus riches en enseignements. Mais elles restent difficiles \u00e0 analyser, notamment parce que cela prend beaucoup de temps. C\u2019est particuli\u00e8rement vrai pour une entreprise comme Air France-KLM, qui re\u00e7oit chaque jour un tr\u00e8s grand volume de feedback. Danny pr\u00e9cise :<\/p>\n

\u00ab Je suis fan de Smart Recaps car cela permet de r\u00e9sumer ces r\u00e9ponses textuelles en quelques phrases, ce qui \u00e9vite de tout lire manuellement. Ce qui m\u2019a aussi surpris, c\u2019est la pr\u00e9cision de l\u2019analyse, malgr\u00e9 la quantit\u00e9 de retours re\u00e7us. M\u00eame les sujets moins fr\u00e9quemment mentionn\u00e9s ne sont pas n\u00e9glig\u00e9s, ce qui nous aide vraiment \u00e0 identifier les informations importantes. \u00bb<\/p>\n

 
\n\"Air
\n <\/p>\n

Un processus de mise en \u0153uvre fluide<\/h2>\n

Air France-KLM Group est une organisation de grande envergure. Cela signifiait que pr\u00e8s de 200 utilisateurs devaient \u00eatre int\u00e9gr\u00e9s \u00e0 Mopinion pour que le syst\u00e8me soit pleinement op\u00e9rationnel. En parall\u00e8le, tous les profils utilisateurs et les processus de collecte de feedback d\u2019Air France-KLM ont \u00e9t\u00e9 migr\u00e9s depuis leur ancien fournisseur. Cela incluait les formulaires de feedback, les mod\u00e8les graphiques et les d\u00e9ploiements.<\/p>\n

Et c\u2019est Danny qui a pilot\u00e9 l\u2019ensemble du projet.<\/p>\n

\u00ab M\u00eame si le projet \u00e9tait cons\u00e9quent, l\u2019onboarding comme la migration se sont d\u00e9roul\u00e9s sans accroc, et nous avons \u00e9t\u00e9 tr\u00e8s bien accompagn\u00e9s par nos deux Customer Success Managers chez Mopinion. \u00bb<\/p><\/blockquote>\n

Danny pr\u00e9cise :<\/p>\n

\u00ab D\u00e8s le d\u00e9but de l\u2019onboarding, nous avons planifi\u00e9 plusieurs d\u00e9monstrations pour que nos \u00e9quipes se familiarisent avec le logiciel. L\u2019\u00e9quipe Customer Success de Mopinion a r\u00e9pondu \u00e0 toutes nos questions, et chaque fois que nous avions besoin d\u2019un support compl\u00e9mentaire, il suffisait d\u2019un appel ou d\u2019un e-mail. C\u2019est pareil pour l\u2019\u00e9quipe Support \u2013 j\u2019ai \u00e9t\u00e9 tr\u00e8s satisfait de l\u2019aide apport\u00e9e. \u00bb<\/p>\n

 
\n\"Air
\nUn formulaire de feedback sur les pages d\u2019information d\u2019Air France.<\/em>
\n <\/p>\n

Danny ajoute \u00e9galement qu\u2019il appr\u00e9cie la facilit\u00e9 d\u2019utilisation du logiciel<\/strong>.<\/p>\n

\u00ab Certaines \u00e9quipes n\u2019ont m\u00eame pas eu de d\u00e9monstration, et malgr\u00e9 cela, elles ont pu prendre en main l\u2019outil tr\u00e8s rapidement. \u00bb<\/p>\n

\u00ab Mopinion est un excellent choix \u00bb<\/h2>\n

Depuis environ un mois, Air France-KLM Group utilise pleinement la solution. Les \u00e9quipes collectent d\u00e9sormais du feedback via les sites web, les applications mobiles et au sein des campagnes e-mail. Elles sont actuellement en train de mettre en \u0153uvre leur strat\u00e9gie de feedback et de pr\u00e9parer leurs projets \u00e0 venir.<\/p>\n

\u00ab Rien n\u2019est encore d\u00e9fini, mais notre prochain projet pourrait concerner l\u2019optimisation d\u2019une page du processus d\u2019enregistrement. L\u2019id\u00e9e serait de cibler un public sp\u00e9cifique pour voir si nous pouvons am\u00e9liorer leur exp\u00e9rience globale. \u00bb<\/p><\/blockquote>\n

Danny souligne \u00e9galement la valeur de la collaboration avec Mopinion pour atteindre leurs objectifs en mati\u00e8re d\u2019insights client et de feedback digital.<\/p>\n

\u00ab Je recommanderais sans h\u00e9siter Mopinion. Je suis passionn\u00e9 par le feedback client, et c\u2019est un partenaire de choix avec qui travailler. \u00bb<\/p>\n

Un grand merci \u00e0 Danny Pruis et \u00e0 l\u2019\u00e9quipe d\u2019Air France-KLM pour ces pr\u00e9cieuses informations !<\/em><\/p>\n

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Essayez maintenant!<\/h3>\n\t\t\t\t\t\t\t

Vous souhaitez en savoir plus sur la plateforme de reporting et d'analyse de feedback Mopinion? N\u2019h\u00e9sitez pas \u00e0 essayer gratuitement notre logiciel. Si vous \u00eates \u00e0 la recherche d'un outil plus personnalis\u00e9, r\u00e9servez une d\u00e9mo. L'un de nos expert Mopinion vous orientera \u00e0 travers le logiciel et r\u00e9pondra \u00e0 toute question.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t

\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\tDemandez une D\u00e9mo<\/a>\n\t\t\t\t\t\t\tMise en route<\/a>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/section>\n","protected":false},"excerpt":{"rendered":"

L\u2019exp\u00e9rience client (CX) est une priorit\u00e9 absolue pour le groupe franco-n\u00e9erlandais Air France\u2013KLM. En \u00e9coutant activement leurs passagers, les \u00e9quipes affinent en continu le parcours digital afin de r\u00e9pondre \u00e0 des besoins en constante \u00e9volution \u2013 une d\u00e9marche rendue possible gr\u00e2ce \u00e0 la solution de feedback digital Mopinion. Danny Pruis, analyste m\u00e9tier chez Air France-KLM […]<\/p>\n","protected":false},"author":54,"featured_media":96962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1895],"tags":[1794,2187],"class_list":["post-97039","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-perspectives","tag-customer-stories-fr","tag-trending-fr"],"acf":[],"yoast_head":"\nComment le feedback alimente la strat\u00e9gie CX et digitale d\u2019Air France\u2013KLM - Mopinion<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment le groupe Air France-KLM atteint ses objectifs en mati\u00e8re de feedback client gr\u00e2ce au logiciel de feedback digital Mopinion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mopinion.com\/fr\/customer-story-air-france-klm\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment le feedback alimente la strat\u00e9gie CX et digitale d\u2019Air France\u2013KLM - 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