

During an interview with Marcel Choufoer, Sunweb Group – Head of Customer Service, he talked about the recent partnership with Cygnific with a calm sense of optimism. Just two weeks into their collaboration, Marcel’s reflections were already shedding light on the promising foundation they were building together.

Identifying the need
for change
Sunweb Group had long been battling with the challenges of a highly seasonal travel industry. Customer service demands increases during peak vacation planning times and dips afterward. To address these fluctuations, Sunweb had relied on a student-based. However, this model proved increasingly unsustainable after a while.
Marcel pointed out that students, while flexible, can often not work sufficient hours to develop the deep product knowledge needed for Sunweb’s highly specialized service. Moreover, their availability during critical peak hours not always matched Sunweb’s operational needs. This mismatch meant customer satisfaction wasn’t reaching the level Marcel and his team envisioned.
“We needed a solution that ensured consistent quality and availability, especially during busy times,” Marcel explained.
The search
for a partner
After exploring several outsourcing options, Sunweb was drawn to Cygnific, a company well-connected in customer service for the travel industry. Cygnific’s extensive experience with companies like Air France-KLM, played a key role in building Sunweb’s confidence.
Marcel noted, “It wasn’t just their expertise in travel; it was how they approached the partnership. They listened. They didn’t try to sell us a cookie-cutter solution.”
The early discussions with Cygnific stood out. “From the beginning, it felt like they understood us,” Marcel recalled. Unlike other potential partners who pushed for cost-driven offshoring models, Cygnific prioritised building a service framework tailored to Sunweb’s goals. For Sunweb cost-cutting was secondary; quality and reliability were paramount. This thoughtful approach helped both companies align quickly, setting the stage for a promissing collaboration.



A collaborative journey
of implementation
Transitioning to a new customer service model can be daunting, but Marcel praised Cygnific for their adaptability and emphasis on teamwork. “What stood out was their flexibility and focus on our needs,” he said. Rather than imposing their way of doing things, Cygnific offered multiple options and let Sunweb take the lead in deciding how to proceed.
The onboarding process kicked off with two weeks of intensive training for Cygnific’s team, with Sunweb staff there to guide and answer questions. “We set up a buddy system where our experts teamed up with their new colleagues on-site,” Marcel shared. When asked who came up with the buddy system, Marcel explained that they had already been considering it, but Cygnific also suggested it during their discussions. For Marcel, this showed how much Cygnific cared about the process and how well their ideas aligned from the start.
Feedback loops were established early, with daily check-ins and planned performance reviews to monitor progress and identify areas for improvement. While still in its infancy, the collaboration was already proving fruitful. With this clear path, there is a big focus on growing together and creating the best and smoothest transition.
Technology also promises to play a major role in their future endeavors. Cygnific has introduced tools like their proprietary Assist software and has suggested integrating e-learning platforms for training. While these ideas are still in the planning stages, Marcel sees immense potential for leveraging technology to enhance both employee efficiency and customer experience.
Even though their current focus is on building a strong foundation, the fact that both teams have already discussed these possibilities and started creating a timeline is highly encouraging for Sunweb. It gives them confidence in their ability to evolve together at a steady pace, fostering a sense of security and shared progress as they move forward.
Reflecting on the journey so far, Marcel expressed confidence in the partnership’s trajectory. “What we’re building isn’t just a service setup; it’s a relationship. Cygnific has already shown they’re committed to our success, not just their own.”
By focusing on alligning needs and wants, flexibility, and long-term goals, Sunweb and Cygnific are not just tackling immediate challenges but laying the groundwork for a forward-thinking, innovative approach to customer service. For Marcel and his team, the future looks bright.

Looking ahead
Marcel was particularly excited about the potential for innovation in their partnership. With a solid foundation in place, Sunweb and Cygnific were already exploring additional opportunities for collaboration. One immediate focus was workforce management (WFM)—a critical yet resource-intensive function that Cygnific would take on starting February.
“This is a huge relief for us,” Marcel admitted. “Finding and retaining BFM specialists has been a constant struggle. Cygnific has the expertise and infrastructure to handle it, which allows us to focus on other priorities.”
