Reinventing the management of complex requests for a seamless customer experience

This analysis identified several opportunities for improvement, particularly regarding call transfers between front-office teams, help desks and expert agents, which could extend handling times. With request management still partially organised in silos, both the customer experience and overall performance could be affected.

To address this challenge, BlueLink designed an innovative operating model based on an ambitious principle: rather than optimising transfers, eliminate them altogether.

Context

As customer requests in the airline industry become increasingly complex, customer journeys tend to become fragmented. Multiple points of contact, repeated call transfers and customers having to repeat information are all sources of frustration that can undermine the customer experience and lengthen resolution times.

Against this backdrop, a key question emerged: how can customer journeys be streamlined, complex requests resolved more quickly, and a consistently high standard of service maintained?

To meet this challenge, BlueLink developed Flow, an innovative and ambitious operating model designed to eliminate transfers altogether.

The BlueLink Approach

Centralised Management of Complex Requests

Flow is built around a centralised back-office structure supported by a structured queue management system. Requests are:

Categorised according to their level of urgency and complexity
Routed to the appropriate experts
Processed asynchronously with precise tracking and monitoring

An Empowered Front Office

The front-office advisor:

Remains the customer’s single point of contact
Retains ownership of the interaction throughout the journey
Initiates back-office support when required through a rapid case qualification process

An Expert and Agile Back Office

Back-office teams:

Handle requests according to predefined priorities
Send email confirmations when necessary
Ensure full traceability of all actions taken

A Large-Scale Transformation

The project involved 450 employees and required:

The evolution of working practices
A new level of coordination between teams
The implementation of real-time management and monitoring tools

Results : the impact of the initiative has been significant

2,70 % to 0 %

transfer rate from

190

seconds saved per case for advisors

Up to 20 minutes saved for customers

Greater fluidity throughout the customer journey

Stronger customer satisfaction, with highly positive feedback

Looking Ahead

Designed as a sustainable model, Flow is intended for large-scale deployment through:

Roll-out across all customer service teams in France and internationally

Progressive integration of automation and artificial intelligence solutions

Expansion of the back office’s scope of responsibility

Our Ambition

To build a high-performing, scalable model for managing complex requests while staying focused on what matters most: delivering a simple, seamless and frictionless customer experience.