Join the team now We Are COM✈️ Our destination? Communication B2BOur captain? Valerie Marchand Battard, head of corporate communications Worldwide Flight Service (WFS), a world leader in airport services and number 1 in cargo handling. Present in more than 170 airports, covering 20 countries, the multinational has 22.200 employees serving 270 airlines and their passengers worldwide. 🙌 Valérie, member of the Club We Are COMThis gives us a glimpse into the cockpit of a communications department that has entered a period of turbulence. Immediate takeoff! 💥
???? Hello Valérie, we are delighted to have this exchange between communications professionals. To begin, what is your definition of multicultural communication?
Multicultural communication is not simply a matter of translation or a shift in language. It involves a total immersion in another culture, responding to approaches that differ from our own. The stakes therefore need to be constantly reassessed if you want communication that rings true.
When I was younger, I was fortunate enough to travel extensively, which undoubtedly helped me understand these cultural differences. I also worked for two years in the United States. Let's take the US as an example: in North America, the culture is quite different from ours; it's very results-oriented and values autonomy and initiative. It is essential to be able to glimpse the cultural aspects specific to each nation. Another example: Asia. There, modesty and listening are essential values, while the expression of emotions is uncommon. Conversely, we Latins overuse these expressions. It's a more bodily form of communication. It is therefore unthinkable to develop a communication strategy global, without taking into account the local specificities of the major regions of the globe. So how do we proceed? In my opinion, it is impossible to grasp precisely every unique aspect specific to a particular culture on one's own. It is therefore necessary for "global" communicators to rely on "local" intermediaries., to take their feedback into account very regularly.
The stakes need to be constantly reassessed if you want communication that rings true.
🛩 What internal communication system have you put in place to support WFS's 22,200 employees in the face of the sector's turbulence?
We saw this crisis looming, but we weren't prepared for it. Our presence in Asia allowed us to sense its early signs, but like everyone else, we had to dive in and swim.
Regarding theinternalWe have maintained the same communication process as before, while optimizing it. We needed to demonstrate greater rigor and more interaction, more presence: newsletter, intranet, on-site display, etc.
The health crisis has accelerated the arrival of new tools digitalI'm thinking in particular of Microsoft Teams. How could we do without it today? This solution facilitates internal communication, fostering dialogue and maintaining connections. The key in these interactions is to structure the interventions and foster a culture of close collaboration between teams. The communicator must encourage and support this participation.
It should be noted that the challenge is exacerbated when it comes to internal communication with colleagues in the field, without a computer or work smartphone. To address this, We have significantly increased the number of notices displayed on the premises and further encouraged managers to communicate messages regularly. Corporate to their teams. This cascade of information is essential. It is therefore crucial to equip managers with all the necessary tools to help them in their role as intermediaries and thus facilitate this sharing of information; especially in this uncertain period.
😷 WFS teams mobilized to deliver masks, and then vaccines, around the world. Externally, how did you promote the usefulness and expertise of your company, which is largely unknown to the general public?
What does this crisis reveal about us, about each company, about each collective? For WFS, we had to be responsive and constantly adapt to changing challenges. We mainly had to focus on two major aspects.
On the one hand, the issue of mask supply has clearly highlighted the essential nature of logistics and all its related professions. Between airports and airlines, it was important to raise awareness and promote our airport service professions – the jobs and companies involved – to the public authorities of each country; and to a lesser extent, to the public.
On the other hand, The crisis has highlighted the importance of collaboration between all stakeholders. We have worked in a spirit of cooperation with our partners and sometimes our competitors. To promote our sector as well as to ensure air bridges, it was crucial to stand together.
The crisis has highlighted the importance of collaboration between all stakeholders.
🔝 What has this crisis accelerated in the daily work of your Corporate Communication team?
Even though the exchanges within our team were already very fruitful, the events of 2020 led to a definite improvement. Sharing information being essential to remain efficient and responsive despite physical distancing, team meetings became more frequent.
???? What is the communication structure of such an international group?
This will not surprise readers of We Are COM: we are a small team of communicators. We rely on a network ofambassadors – regional, country or site managers – whose job is not communication but who are always proud to share their successes. Information flows both downwards and upwards. It is essential for us to receive feedback from the field to gauge the mood of the teams and the level of activity. In addition, we also participate in meetings of other functional or operational departments, which allows us to have a good overview of the issues in each country or function.
I observe that the crisis we are going through has reinforced the essential role of the Communication function in the company.
👀 What is your monitoring system, for your parent brand (WFS) and your regional brands (BWFS in India for example)?
Our monitoring solution is MeltwaterThe tool allows us to monitor mentions of our brands on the Website and multilingual social networks, to edit a complete dashboard as well as press reviews daily.
In addition, we also use an English law firm specializing in intellectual property, which keeps a close eye on our brands around the world.
(I.e. You are a B2B expert. What is the recipe for effective Business to Business communication?
Here too, The key word remains proximity. It is essential to maintain and cultivate a strong customer relationship, with regular communication. These exchanges allow us to constantly adapt our services to continuously improve. Communication facilitates this close relationship. It is also important to stay in touch with our internal network and, more broadly, our ecosystem.
We are now seeing that the boundaries between BtoB and the B to C are no longer as airtight as they once were.
🙏 In internal communication, how do you cultivate a sense of belonging to WFS and brand ownership among your clients – the airlines – for an optimal traveler experience?
We have two main activities within WFS: air freight assistance and ground handling at airports.
On the one hand We value the experience and expertise of our freight handling professionals, our core business.who are at the service of our customers on a daily basis.
On the other hand We value ground handling professions: passenger support, baggage handling, ramp assistance, etc. This communication proves more complex because it sometimes involves B2B2C. Indeed, some teams are divided in their sense of belonging to WFS, and the need to adopt the colors of a WFS airline client.
This crisis has demonstrated our agility and our ability to adapt. essential assets to get through this period
✅ More generally, what advice would you give to young communication professionals to succeed in the increasingly demanding challenges of our professions?
Be curious and stay curious. Have a desire to discover and understand, don't be afraid to broaden your horizons because all experiences are valuable.
A good communicator shouldn't be stuck in their ways. We must constantly question ourselves to optimize our strategies, adapt our communications, and so on. With increasingly immediate visibility, communicators must demonstrate meticulous attention to detail.
Finally, dare to! Dare to speak up and offer a different perspective. In France, corporate culture remains very hierarchical, but there are always ways to express your ideas. Never miss an opportunity to shake things up. What's the worst that could happen? A "no"... so what?
3 things to know about Valérie:
- His mantra : " Success is something you attract by the person you become Jim Rohn
- His passions : travel, both real travel and escapes through photography or gastronomy.
- His favorite advertisements “A successful ad is one where you remember both the brand and the commercial,” she asserts. Valérie was particularly moved by the images in the Lacoste campaign. Life is a beautiful sport combining magic and emotion.
