Aix-en-Provence Tourist Office: Digital strategy

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The Aix-en-Provence Tourist Office has welcomed nearly 600,000 visitors each year since its creation in 1969 and currently employs 67 FTEs.
In 2020, it will be necessary to integrate a tool that will enable the different services to be grouped into “poles” and to provide them with access to centralised, reliable and secure customer information.

Context & objectives

The Aix-en-Provence Tourist Office is an EPIC (Public Industrial and Commercial Establishment) whose aim is to promote the region as a tourist destination. It has welcomed nearly 600,000 visitors each year since its creation in 1969 and currently employs 67 FTEs.

In 2020, the Aix-en-Provence Tourist Office recognises the need to integrate a tool that will enable it to group the various services into “poles”, and to provide them with access to centralised, reliable and secure customer information.

The objectives:

Optimise customer relations and partner management
Centralise and secure data
To comply with current regulations, to achieve RGPD compliance for all personal data management (service providers, partners, customers, etc.).

Business Challenge

Netsystem’s support took place in two phases:

Phase 1:

Inventory: audit of the information system
Alignment with the general strategy: analysis of the Tourist Office’s strategy on its needs in terms of customer relations
Help with the choice: identification of a tool on the market. Selection of the three best tools, demonstrations, synthesis and financial analysis with the general management.

Phase 2:

Deployment of the new tool: as a project management consultant, Netsystem plays the pivotal role of interlocutor piloting the implementation of the CRM, while accompanying the business teams in the setting of the tool.
Supporting the teams: specification and configuration workshops.

Results & KPI

Production of the prospect-customer and service provider database
Immediate use of the tool by the services
Satisfaction of the teams and the management of the Tourist Office.

Key success factors

The strong commitment of the management and the support of the employees enabled the tool to be used by the end users and thus, in the long term, a database that was effectively shared and made reliable
Change management was anticipated and carried out in parallel with the technical implementation, a crucial element since the work processes were impacted by this change of tool.