Mémoire-projet

Abstract

This thesis focuses on the analysis and optimization of the customer journey within the technical division of the adapted work company Jean Del’Cour (JD’C), with the aim of improving customer satisfaction, fostering loyalty, and increasing revenue. JD’C is a Belgian non-profit organization active in the social economy, whose mission is to provide meaningful employment to people with disabilities or in situations of social exclusion. Its economic activity is structured around three divisions, including the Technical Division (TD), which specializes in wiring and mechanical assembly for demanding industrial clients, notably in the defense sector. In the context of a perceived decline in customer satisfaction, JD’C commissioned an external customer satisfaction survey. This thesis addresses the issue by combining an in-depth theoretical review with a qualitative analysis based on field observations, a satisfaction survey, and interviews with staff members. The findings reveal several friction points throughout the customer journey: lack of proactive communication, suboptimal internal coordination, absence of continuous satisfaction monitoring indicators, among others. Blueprint and Service-Profit Chain models were developed to better understand interactions and identify areas for improvement. Concrete recommendations are proposed: implementing a Voice of Customer (VoC) system, improving complaint handling processes, adopting a more personalized and proactive approach to customer relationship management, strengthening interdepartmental coordination, and highlighting customer value. This work emphasizes the strategic importance of an optimized customer journey for an adapted work enterprise such as JD’C, demonstrating that enhancing the customer experience contributes not only to client satisfaction but also to the economic and social performance of the organization.