{"id":16077,"date":"2026-02-19T13:44:11","date_gmt":"2026-02-19T12:44:11","guid":{"rendered":"https:\/\/swissdigitalcenter.ch\/?p=16077"},"modified":"2026-02-19T13:46:01","modified_gmt":"2026-02-19T12:46:01","slug":"buchard-voyages-met-ses-donnees-au-service-de-la-connaissance-client","status":"publish","type":"post","link":"https:\/\/swissdigitalcenter.ch\/fr\/news\/buchard-voyages-met-ses-donnees-au-service-de-la-connaissance-client\/","title":{"rendered":"Buchard\u00a0Voyages met ses donn\u00e9es au service de la connaissance client\u00a0"},"content":{"rendered":"\n

Avec 150’000 clients dans sa base de donn\u00e9es et 100’000 personnes transport\u00e9es chaque ann\u00e9e,\u00a0Buchard\u00a0Voyages<\/a> g\u00e9n\u00e8re\u00a0une mine d’informations inexploit\u00e9es. Jusqu’\u00e0 r\u00e9cemment, l’entreprise\u00a0de\u00a0Leytron\u00a0fonctionnait essentiellement \u00e0 l’intuition, envoyant les m\u00eames newsletters \u00e0 tous ses clients sans distinction. Un\u00a0\u00ab\u2009gaspillage\u2009\u00bb\u00a0que la PME a d\u00e9cid\u00e9 de corriger en s’appuyant sur\u00a0l\u2019expertise de la PME valaisanne\u00a0Synchrotech<\/a>, qui a\u00a0d\u00e9velopp\u00e9\u00a0un syst\u00e8me de segmentation client et de recommandations personnalis\u00e9es,\u00a0bas\u00e9 sur l’intelligence artificielle.<\/strong>\u00a0<\/p>\n\n\n\n

\u00ab\u2009Nous venons de\u00a0passer\u00a0de 73 ans d’intuition \u00e0 une PME pilot\u00e9e par les donn\u00e9es<\/em>\u2009\u00bb, r\u00e9sume Fran\u00e7ois\u00a0Buchard<\/a>, CEO de\u00a0Buchard\u00a0Voyages\u00a0en ouverture de sa pr\u00e9sentation lors de la\u00a0Swiss\u00a0Digital Conf\u00e9rence 2026. \u00ab\u2009Sur les\u00a0150’000 clients de\u00a0notre base de donn\u00e9es,\u00a0j’en\u00a0croise\u00a03’000 ou 4’000, mais je ne connais pas leurs pr\u00e9f\u00e9rences\u2009<\/em>\u00bb.\u00a0<\/p>\n\n\n\n

Le constat de d\u00e9part \u00e9tait frustrant. Buchard Voyages ne segmentait pas ses clients, envoyant des publicit\u00e9s g\u00e9n\u00e9riques \u00e0 toute sa base. R\u00e9sultat\u2009: des taux d’ouverture de newsletter plafonn\u00e9s \u00e0 20%, typique d’une communication de masse qui ne parle \u00e0 personne en particulier. <\/p>\n\n\n\n

Pour Garance Selosse<\/a>, consultante Data\u00a0Engineer\u00a0chez\u00a0Synchrotech, la solution \u00e9tait \u00e9vidente.\u00a0\u00ab\u2009L’enjeu pour les PME, ce n’est pas de faire de l’IA pour faire de l’IA. C’est vraiment de chercher \u00e0 utiliser les nouveaux outils \u00e0 disposition pour comprendre ses clients, mieux pr\u00e9dire leurs besoins et agir plus efficacement<\/em>\u2009\u00bb.\u00a0<\/p>\n\n\n\n

Sept ans de pr\u00e9paration du terrain<\/strong>\u00a0<\/h3>\n\n\n\n

Le projet de recommandations personnalis\u00e9es n’a pu voir le jour que gr\u00e2ce \u00e0 un travail de fond entam\u00e9 il y a sept ans. \u00ab\u2009On a pu classer dans une biblioth\u00e8que toutes nos donn\u00e9es utiles\u2009<\/em>\u00bb, explique Fran\u00e7ois\u00a0Buchard.\u00a0<\/p>\n\n\n\n

Cette infrastructure \u00e9tait indispensable, m\u00eame si elle repr\u00e9sente un investissement cons\u00e9quent. \u00ab\u2009Ce qui est assez cher, c’est de cr\u00e9er la base de donn\u00e9es.\u00a0Par contre, ce qui est int\u00e9ressant, c’est que tout est connect\u00e9. Avec \u00e7a, on peut mieux d\u00e9cider\u2009<\/em>\u00bb.\u00a0<\/p>\n\n\n\n

Deux approches compl\u00e9mentaires de segmentation<\/strong>\u00a0<\/h3>\n\n\n\n

Synchrotech\u00a0a d\u00e9ploy\u00e9 deux m\u00e9thodes pour comprendre les clients de\u00a0Buchard. La premi\u00e8re, l’analyse RFM (R\u00e9cence, Fr\u00e9quence, Montant), permet d’identifier rapidement des groupes pertinents.\u00a0\u00a0<\/p>\n\n\n\n

La seconde approche, plus sophistiqu\u00e9e, utilise des algorithmes de clustering prenant en compte plus de vingt comportements diff\u00e9rents. \u00ab\u2009On a utilis\u00e9 les comportements d’achat, la fr\u00e9quence de voyage, le nombre de passagers, les pr\u00e9f\u00e9rences temporelles, la fid\u00e9lit\u00e9 avec le taux d’annulation, mais aussi le profil financier\u2009<\/em>\u00bb.\u00a0<\/p>\n\n\n\n

Des r\u00e9sultats imm\u00e9diats et mesurables<\/strong>\u00a0<\/h3>\n\n\n\n

Les premi\u00e8res applications concr\u00e8tes ont rapidement d\u00e9montr\u00e9 la pertinence de l’approche. \u00ab\u2009Nous avons\u00a0pris une liste de clients qui voyagent sur des croisi\u00e8res et leur\u00a0avons\u00a0envoy\u00e9 une newsletter sp\u00e9cifique. Le taux d’ouverture est pass\u00e9 de 20% \u00e0 30%. On voit vraiment un autre engagement quand on cible les clients<\/em>\u2009\u00bb, se r\u00e9jouit Fran\u00e7ois\u00a0Buchard.\u00a0<\/p>\n\n\n\n

Un retour sur investissement rapide<\/strong>\u00a0<\/h3>\n\n\n\n

Pour Fran\u00e7ois\u00a0Buchard, l’\u00e9quation \u00e9conomique est claire\u2009: \u00ab\u2009Ce mod\u00e8le a co\u00fbt\u00e9 25’000 francs. Ce n’est pas \u00e9norme pour une PME comme la n\u00f4tre. Si on a 1% de plus en termes de taux de remplissage, c’est 10% de b\u00e9n\u00e9fices en plus<\/em>\u2009\u00bb. La raison\u2009? Des co\u00fbts fixes \u00e9crasants. \u00ab\u2009Chaque si\u00e8ge qu’on ne vend pas, c’est du chiffre d’affaires perdu<\/em>\u2009\u00bb.\u00a0<\/p>\n\n\n\n

Garance Selosse insiste cependant sur un point crucial.\u00a0\u00ab\u2009Ce mod\u00e8le\u00a0bas\u00e9 sur l\u2019IA\u00a0n’a de valeur que s’il est compris, accept\u00e9 et utilis\u00e9 par l’\u00e9quipe marketing. L’enjeu, c’est d’\u00eatre p\u00e9dagogue, d’expliquer, d’accompagner et surtout de laisser le temps \u00e0 l’appropriation\u2009<\/em>\u00bb.\u00a0<\/p>\n\n\n\n

Les perspectives d’\u00e9volution sont nombreuses\u2009: g\u00e9n\u00e9ration automatique de contenus personnalis\u00e9s avec l’IA g\u00e9n\u00e9rative, extraction automatique de listes de clients cibl\u00e9s, envoi de campagnes quasi automatiques. Mais Garance Selosse garde les pieds sur terre.\u00a0\u00ab\u2009L’IA n’est pas une fin en soi. La valeur appara\u00eet quand elle transforme les donn\u00e9es en d\u00e9cision, puis les d\u00e9cisions en actions concr\u00e8tes. L’enjeu pour une PME, ce n’est pas d’avoir l’IA la plus sophistiqu\u00e9e, mais la plus utile\u2009<\/em>\u00bb.\u00a0<\/p>\n\n\n\n

Pour Fran\u00e7ois\u00a0Buchard, pionnier de la data dans le secteur suisse du voyage organis\u00e9, le message est\u00a0limpide. \u00ab\u2009L’intuition, c’est bien, mais il faut s’appuyer sur ce qui compte vraiment\u2009: nos meilleurs clients<\/em>\u2009\u00bb.\u00a0
\u00a0
Propos recueillis lors de la\u00a0Swiss\u00a0Digital Conf\u00e9rence 2026<\/em>\u00a0<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Avec 150’000 clients dans sa base de donn\u00e9es et 100’000 personnes transport\u00e9es chaque ann\u00e9e,\u00a0Buchard\u00a0Voyages g\u00e9n\u00e8re\u00a0une mine d’informations inexploit\u00e9es. Jusqu’\u00e0 r\u00e9cemment, l’entreprise\u00a0de\u00a0Leytron\u00a0fonctionnait essentiellement \u00e0 l’intuition, envoyant les m\u00eames newsletters \u00e0 tous ses clients sans distinction. Un\u00a0\u00ab\u2009gaspillage\u2009\u00bb\u00a0que la PME a d\u00e9cid\u00e9 de corriger en s’appuyant sur\u00a0l\u2019expertise de la PME valaisanne\u00a0Synchrotech, qui a\u00a0d\u00e9velopp\u00e9\u00a0un syst\u00e8me de segmentation client et […]<\/p>\n","protected":false},"author":13,"featured_media":16078,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16077","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"acf":[],"yoast_head":"\nBuchard\u00a0Voyages met ses donn\u00e9es au service de la connaissance client\u00a0 – Swiss Digital Center<\/title>\n<meta name=\"description\" content=\"Buchard Voyages a travaill\u00e9 avec Synchrotech, qui a\u00a0d\u00e9velopp\u00e9\u00a0un syst\u00e8me de segmentation client et de recommandations personnalis\u00e9es\" \/>\n<meta name=\"robots\" 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