Voyage Flammang is a family business founded in 1949. It's an independent network of travel agencies in Luxembourg, established by two brothers. The company has grown, particularly with the expansion of tourism from the 1990s onwards. Today, we have about a hundred employees, 14 sales points, including 13 in Luxembourg and one in Belgium, as well as a website that will soon be updated with a more powerful e-commerce tool. However, we operate in a small country with a unique market, where half of the residents are not native to Luxembourg. It's a country where word-of-mouth remains the best form of advertising. I'm Fabian, and I've been working for the group for 15 years. I started as a sales point manager in 2008. Then, I managed one of the group's largest sales points with a team of 12 people, also responsible for continuous training. Since January 2020, I've been at headquarters, in sales and marketing management.
What we were looking for was a better understanding of our customers. We had never approached it this way before, although we had discussed it internally many times. Our goal was to get to know our customers better so we could better adapt our offerings and pinpoint their expectations. We wanted to identify areas where we weren't sufficiently present, initiatives we hadn't taken, or certain offers we hadn't adapted or proposed. The idea was truly to better understand our customers and who they are. With our limited CRM-type IT tool, it wasn't easy to observe our customers' profiles, hence this primary objective. Why Igonogo? It was a bit of a coincidence. We met at a Big Boss event, and we had just been discussing internally our desire to conduct a survey. It immediately clicked, as it was a product that perfectly met our expectations. We also wanted to offer something professional and engaging. Being service-oriented, with a rather premium clientele, we really wanted to communicate with our customers on these issues and not with a tool like Google Forms.
Igonogo projected a good image for our company. The tool gives an impression that is both professional and engaging, especially for certain questions. It was a perfect fit; it was ideal, and that's why I confirmed within 48 hours that we were on board.
What also motivated our decision is that we are a family business with a family atmosphere. For us, people are the priority. We know everyone personally within the company, everyone uses first names, and we operate a bit like a startup, even if we're not one anymore. So, we were also attracted by Igonogo's company philosophy.
I would say everything was appreciated. The tool, even if the more technical part seemed a bit complex at first, was quickly mastered, and we were able to use it quite easily. Our contact person, Florian, was more than available, always very supportive, and had a very friendly approach. The experience, both in terms of the tool and the relational and professional aspects, was absolutely perfect.
Initially, it was the aesthetic aspect to convey a qualitative image. Survey Monkey, while suitable for a 30-second satisfaction questionnaire, wasn't appropriate for our rather extensive 5-to-6-minute survey. We really wanted to create an impression that matched the quality of our service. We also needed statistical assistance. In particular, we wanted to measure the importance of eco-responsibility among our customers, as we had the impression that the general public was somewhat losing interest. It's a much-discussed topic that's gaining importance, but we struggled to measure customers' actual engagement and their propensity to act. We were able to determine customer expectations regarding eco-responsibility, whether they wanted more information or more offers, and to understand the true importance they placed on it. We could cross-reference this information by customer profiles, which was also a major advantage, impossible to achieve directly with a more conventional and basic tool.
The results will help us draw up different customer profiles to consider various ways of communicating based on each profile. During the presentation of the results, our marketing department's initial reaction was to note that these were the results we had expected. But on the other hand, this meant that we knew our customers well and were aligned with their expectations, which is good news.
Yes, of course, it was a positive experience in every respect.
Absolutely nothing negative; on the contrary, everything was perfect.
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