How BlueLink strengthens its customer orientation through a participatory approach and an immersive event
Objective :
BlueLink, the leading French provider of outsourced customer relations services for the luxury sector, aimed to engage its entire management team (operations and support) in advancing its customer orientation. Building on its excellent satisfaction results, BlueLink now seeks to better address the expectations of its client partners by fostering a robust customer-oriented culture within the organization. The key question becomes: how can we anticipate, manage, and meet the real expectations of our client partners?
Mission :
COS System supported BlueLink in organizing and structuring an impactful event (CX Day) built around three key stages: Understand, Raise Awareness, and Commit.
- Understand:
In the morning, a conference led by COS System contextualized every link in the customer value chain, including customer expectations and true loyalty. This session emphasized the importance of customer orientation at both the organizational and individual levels. - Raise Awareness:
A session featuring the Customer Fresk game. In June 2024, BlueLink trained ambassadors in the Customer Fresk game, enabling all employees to experience this engaging tool. It demonstrated the causal links between all aspects of customer relationships. During CX Day, these ambassadors autonomously facilitated the game, followed by a plenary debrief. - Commit:
A participatory workshop concluded the day by transitioning from concepts to concrete actions. Participants worked on better understanding, identifying, managing, and measuring customer expectations, integrating these into satisfaction KPIs.
Results :
The day served as a true transformation lever for BlueLink:
- Increased Awareness:
Employees recognized that true customer loyalty goes beyond satisfaction, it requires alignment with customer expectations. - A New Mindset:
The key takeaway was understanding how individual attitudes directly impact behavior in terms of customer orientation. Participants realized that a customer-oriented culture is essential for improving performance. However, it cannot be mandated; it must be built step by step and infused over time. - A Collaborative and Participatory Approach:
The day highlighted the importance of every individual’s role in the performance chain and the detrimental effect of even a single weak link. CX Day successfully united participants around the shared goal of better customer orientation a collective responsibility.
Testimonal
We are very satisfied with this first cross-functional event focused on the customer, and the participant feedback has been overwhelmingly positive, they loved it. The COS System conference effectively anchored the topic, and participants appreciated the messages conveyed. The afternoon also went very well. Everyone enjoyed the Customer Fresk game and now wants the answers, some even want to set it as their desktop background!