William Goutx

Project Lead sur plusieurs chantiers stratégiques du programme Customer Advocacy de BNP Paribas Personal Finance dans 7 pays : transformation de l’écosystème Voice of Customer, nouvelles capacités d’écoute et d’analyse, activation des insights clients. # Project Lead Customer Advocacy • Pilotage de projets de la roadmap internationale Customer Advocacy • Cadrage des besoins et coordination des équipes centrales, pays et partenaires technologiques • Recommandations et accompagnement de leur mise en œuvre # Transformation de l’écosystème Voice of Customer • Cartographie et évaluation de l’écosystème d’écoute client • Cadrage de nouvelles sources de feedback : social listening, business data, données comportementales... • Analyse des capacités et recouvrements entre solutions et recommandations de rationalisation : Medallia, Genesys, Attest, Contentsquare, Copilot... • Définition de use cases et de la vision cible de l’écosystème VoC • Cadrage des interconnexions avec les outils internes et le SI # IA et analyse des verbatims • Évaluation de capacités GenAI appliquées à la VoC et au Text Analytics • Amélioration de la couverture et de la qualité de l’analyse automatisée des verbatims multilingues # Consumer Insights et études ad hoc • Études sur de larges corpus de verbatims clients multi-pays, combinant Text Analytics et IA / Copilot • Identification des attentes, irritants et opportunités pour alimenter la redéfinition de produits et parcours (cartes de paiement, applications mobiles) • Contribution à la mise en place d’un NPS relationnel international consolidé comme boussole des insights clients # Change management et communauté • Communication interne pour accélérer l’adoption de la Voice of Customer • Co-animation de la communauté internationale d’experts Customer Advocacy

Digital Growth, Consumer and Market Intelligence Mission focused on structuring and steering digital growth for American School of Paris, a leading international school, in a highly competitive environment for international education–related search queries. The mission starts with an upstream insights phase designed to ground strategic decisions in data and real user behavior: 1. Buyer journey analysis for priority targets (French and international families), combining quantitative analysis of intent through search analytics with qualitative insights from social listening. 2. Market and competitive intelligence: analysis of digital strategies and performance of key competitors (SEO, SEA, content, messaging, value propositions), including both traditional institutions and pure players These insights form the foundation of a global digital growth plan, built around actual user needs, expectations, and decision drivers. Ongoing work: 1. SEO & Search Intelligence: optimization of strategic French and English pages, prioritization of high-impact queries, improvement of content structure and discoverability (including AI-driven search engines) 2. SEA & international acquisition: design, launch, and optimization of campaigns in France and across international markets 3. Performance & user journey audit: analysis of user behavior, identification of friction points, and recommendations to inform the website redesign 4. Editorial strategy: definition of an SEO/GEO-driven editorial calendar, production of top-of-funnel content aligned with user intent and international recruitment objectives 5. Authority building: influence strategy, premium backlinks, and activation of partnerships with international media to strengthen brand awareness and support the recruitment of international families

Supporting an online wine retailer in scaling their digital strategy to increase visibility, traffic, and conversions. A 360° project combining market analysis, SEO, content creation, and influence/affiliate activation. ✅ Key contributions: Analyzed wine & spirits consumption trends in France and Europe via search data Performed a full SEO audit and competitor benchmark Built a keyword strategy, content plan, and backlinking roadmap Trained the client in SEO writing and tool usage Designed and launched an influence and affiliate marketing strategy 📈 Results: traffic multiplied by 10 in 10 months. Proof that in wine, too, digital is a powerful vintage.

As Head of the Customer Knowledge team, I led the Voice of the Customer (VoC) strategy at SNCF Connect (formerly OUI.sncf), managing a team of 7 to 10 data analysts and digital marketing specialists. Mission: turn millions of customer feedback points into actionable insights to guide product, marketing and customer experience strategies. ✅ Key responsibilities: Team management: recruitment, coaching, cross-functional coordination Design and governance of a comprehensive VoC ecosystem (verbatims, NPS, communities, social listening, search analytics...) Supervision of insight analysis projects: satisfaction, usage, UX, brand perception, customer journeys Rollout of data tools and visualization platforms (VoC dashboards, NLP, alerting systems) Insight activation: internal events, newsletters, infographics to disseminate knowledge and engage stakeholders Strategic contribution: member of the “Customer” leadership committee, co-definition of OKRs 💡 Result: a more customer-centric organization, better equipped to listen, understand—and act.