Aude De Laval

Transformation consulting, from strategy to implementation

● Digital and omnichannel marketing

● Customer experience

● Culture : from Product to service

● Individual, team and organizational coaching

In charge of Conforama transformation program to improve customer experience, conversion and attractiveness of the Brand.

• Defined client strategy and cross-department roadmap. Conducted diagnosis of customer and employee experience, defined customer, management and internal cooperation promises and behavioral standards. Trained 9,000 employees and successfully embedded customer centricity into every transaction.

• Drew up the customer master plan, prioritised 100 changes covering all departments.

• Resolved pain points, reduced contact rate by 50%, delivery delays by 30% and furniture after-sales service times by 70% as a result.

• Improved customer experience and conversion through developed proactivity, self-care, sales tablets and specific journeys for strategic segments using agile methods. Improved store visibility and developed User Generated Content.

• Overhauled tools to manage KPI, reporting and speaking time on customer satisfaction.

• Managed operations of the transformation. +10 NPS as a result.

• Animated cross-functional customer bodies through committees and huddle meetings. Mobilised and led ambassadors network. Promoted internal communication.

• Managed internal and external customer services with 5M contacts. Streamlined services and eliminated claim backlog. Reduced costs by 50%. Handled contacts on social networks. Member of the Management Committee

In charge of customer experience, Client services, telesales and online customer center

• Definition of the roadmap to adress major pain points (delivery, after sale,..)

• Redesign of the online customer center to improve UX and develop self care (order tracking, payment schedule, -30Kg cancellation, consultation of vouchers and coupons)

• Development of RPA tools reducing response time by 2 days and costs (ROI by 4 months)

• Boosting sales by phone and chat (200 M €, + 20%) : review of triggers and animation of advisors

• Review of the initial training (+ 10 pts of client satisfaction)

• Support to the launch of 3 countries and of new services (Fulfillment by Cdiscount)