Consulting in action: Behind the scenes of a project at Méricq

When Marketing, Digital and Customer Experience Clash: An Explosive Cocktail at Méricq! A tide ahead!

Introduction: This scenario is completely fictional, but it illustrates the very real challenges that companies face when working with teams of marketing, digital strategy and customer experience consultants. Today, we take you to the heart of an intervention at Méricq, a leader in seafood distribution, which is looking to optimize its mobile application for restaurateurs. Between heated debates and bold solutions, dive behind the scenes of this extraordinary collaboration!

Reporter: Thank you to the three of you for giving us some of your time. To begin with, can you introduce yourself and explain your respective roles?

Marketing Strategy Consultant (Claire): With pleasure! I'm Claire Dupont, a marketing strategy consultant for eight years. My role is to support companies in their positioning, their campaigns and their business development to maximize their impact on the market.

Digital Strategy Consultant (Julien): I'm Julien Morel, a specialist in digital strategy. I help companies design effective digital tools and leverage technologies to achieve their goals faster.

Customer Experience Consultant (Thomas): And I'm Thomas Leroy. My job is to make sure that the customer experience is impeccable: smooth, intuitive, and memorable. I focus on every interaction between the company and its customers.

Journalist: Méricq wants to improve its mobile application for restaurant owners. What were your first impressions of this project?

Claire: The app has enormous potential. Chefs seem to appreciate it, but two big problems hinder their satisfaction: missing products in deliveries and prices that are not always up to date. It creates frustration that can tarnish the brand's image.

Julien: I agree with Claire on the potential, but the application suffers from technical problems. Loading times are long, and navigation is far from intuitive.

Thomas: The main problem, in my opinion, is that the app is not designed with the customer in mind. Restaurateurs want speed and simplicity. In addition, you need a strong Wi-Fi connection, which is a challenge in city centers where restaurant walls often block the signal. Many end up leaving a message on the answering machine.

Interviewer: Your opinions already differ! How did you approach these problems?

Claire: We started with a brainstorming workshop where everyone presented their data and priorities. That's when Julien and I had our first disagreement.

Julien: (laughs) Yes, Claire wanted to start a campaign to promote the app's benefits, but I told her that it was useless until the technical problems were resolved.

Thomas: And I said that all this would not work if we did not understand the real needs of restaurant owners. Surveys showed that 70% wanted a repeat order feature.

Claire: To which I replied, "That's great, but if no one knows the app exists, what's the point?"

Julien: And me: "It doesn't matter how much we promote it, if it crashes with every order, users will leave quickly."

Reporter: How did you find common ground?

Thomas: We developed a three-step plan. Julien first took care of the technical aspect.

Julien: Exactly. I worked on reducing loading times and simplifying the interface. We've also added the frequent ordering feature. At the same time, we worked with the logistics teams to synchronize the application with the warehouse stocks, which was a challenge for buyers and logistics managers.

Claire: Once these issues were addressed, I developed a communication strategy focused on the improvements made. We launched a digital campaign with short videos showing how to use the app in a simple way.

Thomas: And I trained the customer service teams so they could quickly answer questions and encourage restaurant owners to try the app.

Interviewer: Has this collaboration borne fruit?

Claire: Absolutely. The number of active users increased by 25% in the first month after the update.

Julien: And reviews of the stores have exploded. We have gone from 2.8 to 4.3 stars.

Thomas: Most importantly, the restaurateurs have expressed their satisfaction. They appreciated the speed and simplicity of the new feature.

What did you learn from this experience?

Claire: That no marketing strategy can succeed without a solid technical foundation.

Julien: And that a digital solution must imperatively meet the needs of users.

Thomas: And most importantly, that the best way to succeed is to work together from the start.

Reporter: Any final advice for our readers?

Claire: Take the time to understand your market before you start.

Julien: Never underestimate the importance of technical robustness.

Thomas: And above all, always put your customers at the heart of your strategy.

Conclusion :

At Méricq, the combination of forces in marketing, digital and customer experience has led to impressive results. This fictional scenario shows that the key to success lies in collaboration and listening to each other, even if it means some friction along the way!