Mémoire-projet

Abstract

This master thesis-project examines the levers for optimizing the customer journey at KBC Autolease Luxembourg. Faced with a declining market subject to fiscal mutations, customer experience constitutes the company's primary competitive advantage according to internal statements. This work maps the current journey, identifies its friction points, and formulates concrete actions to maximize customer satisfaction while taking into account the teams' operational workload, which must not increase. The exploratory qualitative methodology relies on data triangulation. The internal study gathered fourteen out of twenty-four employees, while the external approach is based on five in-depth interviews conducted directly with corporate Fleet Managers. The textual data underwent a thematic analysis through systematic coding, using the sentence or the idea as the fundamental unit. The findings reveal a significant digital paradox. While clients seek autonomy prior to purchase, the website's current ergonomics is unanimously criticized internally, and logging into the MoveSmart platform is deemed non-intuitive by half of the respondents. Human capital compensates for these technological shortcomings through team empathy and responsiveness, but rapid fleet growth threatens this follow-up due to a lack of time. Critical frictions also appear with partners (garages, tire centers, VAB assistance) and during vehicle restitution, which is marked by a lack of transparency regarding end-of-lease damage invoicing. In response, the recommendations deploy immediate operational deliverables: redesigning the Luxembourgish website (local FAQ, improved SEO, intelligent chatbot), automating MoveSmart access creation, and integrating contract modification simulators. Finally, this project introduces monthly onboarding webinars, tracking of assistance failures, and the establishment of visual preventive communication to optimize end-of-contract procedures.