Pierre & Vacances

Business Challenge

Gain a better understanding of the entire customer experience throughout their holiday planning and duration.

Solution

Pierre & Vacances has created an insight community, Pierre & Vous, whose purpose in particular was to help define what digital features and vacation information information is most important to customers before and during a holiday.

When conducting this research, the first part of the questionnaire was deliberately left very open in order to gather customer opinions without locking customers into a predefined vision. The second part of the questionnaire invited customers to select the digital features they considered most useful from a list of about thirty.

Results

In terms of tools, this research revealed a particularly significant expectation to be able to consult useful information via a web page, rather than an app and a secure account. In terms of content, the study showed that customer expectations were much more oriented towards local information during holidays.

With these results, the Pierre & Vacances Digital Project Manager completely redesigned the company's strategy. The project team was able to understand that the customer area of the digital platform was not as tailored as it could be as the content customers expected was not dependent on their personal data, but only on the holiday location. For this reason, they rolled out a digital booklet with an easy-to-access QR code, and gave local teams control over the content (places to visit, activities, timetables, etc.) so that it could be more complete and relevant.

The project ended up being much less demanding in its development, less costly and faster to launch than originally planned, for a much stronger customer impact. It was also able to become more responsive and local information could be more personalised, as the on-site teams are trained to use and enter the information they view as essential themselves.

Following the launch of the digital welcome booklet, it obtained a customer satisfaction score of 8.73/10 and Pierre & Vacances saw an increase in overall satisfaction of 9 points between a site with a welcome booklet and one without.