Customer testimonial | Air France

Bringing teams together through
tailor-made training CX Product Manager

Area of expertise
Marketing and sales

Participant profiles
Product managers, from novice to experienced, and the staff who interact with them on a daily basis: advertising, branding, design, etc;

Teaching format used
2 days of face-to-face, tailor-made training

Trained persons
40 people trained over 4 sessions
The benefits of ORSYS?

The trainer's excellent ability to identify the need, propose a suitable format and synthesise the information gathered for a 2-day course.

If I had to sum up ORSYS in three words: 
  • professionalism, 
  • responsiveness
  • and trust !

Thierry SARRAUTE, 
Director of Customer Experience Personalisation and Customer Culture Development, 
Air France

The project
Unite teams with tailor-made CX product manager training

The need
Education, seniority, age, professional experience... our Customer Experience department is made up of a wide variety of profiles. In total, these are more than 80 employees spread over 3 platforms, who don't all know each other and come from a variety of backgrounds: business schools, engineering schools, field operatives who have developed internally, etc.

Following a reorganisation of the management team and a number of internal transfers for the position of Product Manager, we felt it was essential to propose training on the expectations of this profession so that everyone shares the same level of knowledge, the same quality standards and the same processes.

This training was also intended to strengthen ties between employees in this department.

The results obtained
  • A job description clarified
  • The creation of a common knowledge base  
  • A brief template common
  • From stronger links within our department

Why did you choose ORSYS?
ORSYS had already worked with Campus, our training department, and its response to our call for tenders was selected for the relevance of its educational proposal and for the quality of its expert trainer. 

The consultant in question had already worked with our company, was very familiar with the issues and specifics of our business and had a thorough understanding of our needs.
Project progress
The "training design" phase Product manager - Customer experience" was very smooth thanks to the trainer expertise and its ability to synthesise.

The preparation phase took time, as the content of the training course was designed mainly on the basis of interviews with directors and team leaders, in order to collect the expectations of the different profiles and satisfy everyone, from neophytes to experts.
A red thread case study has also been developed, based on a genuine internal marketing project, in order to understand all the tools and operating procedures in a practical and operational manner through workshops during the training course.

We started by training product managers by organising two sessions of 10 people. The operational workshops were run in sub-groups of 5 people. In view of the success of the first session, we have decided to continue with the second.extend training to other functions who interact on a daily basis with the product managers (communications, advertising, branding, etc.). Last but not least, the scheme has been extended to half of all employees that is, 40 people.

Finally, after the training, two debriefing sessions were planned between the trainer and the Executive Committee to share feedback from the field and report on employees' expectations in terms of tools, methods, management, etc.

Given the success of the first sessions and the satisfaction generated by the educational and organisational benefits of the training, two further sessions were organised to bring on board cross-functional marketing profiles, who can also benefit from this overhaul of the reference frameworks.

About Air France
Structured around three main activities - passenger transport, cargo and aircraft maintenance - the French national airline Air France is a major player in the aviation sector.
Since 2004, Air France, KLM Royal Dutch Airlines and Transavia have formed the Air France-KLM group. By combining their strengths, they have become the leading group in terms of intercontinental traffic from Europe.


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