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The Challenge
Parc Spirou is a theme park dedicated to the world of comic strip characters created by the Belgian publisher Dupuis – in particular, Spirou and his friends. Located in Monteux near Avignon, Parc Spirou is part of Média-Participations. Opened in June 2018, the Parc plunges visitors into adventures with attractions inspired by characters like Spirou, Fantasio, the Marsupilami and Lucky Luke.
Parc Spirou attracts hundreds of thousands of visitors each year and plans to host 450,000 visitors by 2026. However, the Parc faced a customer service challenge: during the high season, they received up to 200 daily inquiries, most frequently about opening times and booking procedures. These queries were handled manually by e-mail or with automated responses on social media, a time-consuming process for the team.
On Persistent’s recommendation, Parc Spirou decided to automate query processing using Salesforce. This cloud-based solution would optimize customer inquiry management and improve the overall customer experience. Persistent had already proven its capabilities as an automation integrator for Média-Participations, through a successful collaboration with Mediatoon. Consequently, Persistent was Parc Spirou’s natural choice of integrator.
The Solution
With Persistent’s help, Parc Spirou implemented an innovative three-part solution that transformed customer service:
- AI Chatbot
An intelligent chatbot on the Parc’s website links to the FAQ page, enabling visitors to find answers quickly and without human intervention. If the chatbot cannot find an answer, the system’s “Web-to-case” functionality automatically creates a service ticket. The system also allows visitors to submit their queries through a pre-qualified form, reducing the need for manual sorting and speeding up case processing.
- Salesforce Service Cloud
This platform enables more organized management of queries from all sources, whether they arrive via the website, e-mail or chatbot. In the former system, all requests were grouped together in a single e-mail box and processed manually.
- Salesforce Marketing Cloud
The third crucial aspect of this project is to optimize outbound e-mail campaigns based on customer segmentation data, provided by Salesforce.
The Outcome
Implementing the chatbot to filter recurring questions has revolutionized the management of customer queries for Parc Spirou, leading to a 75% reduction in the volume of customer query e-mails during peak season. This has freed up the team to focus on strengthening the park’s online presence, by allocating more time to planning, creating and publishing quality content for social networks.
Today, the Salesforce Service Cloud tracks customer interactions for targeted marketing, and automatically classifies queries according to their status. The Parc Spirou team’s enhanced autonomy enables them to adjust the tool to specific needs without external dependency, which is crucial during peak periods such as school vacations. As a result, customer experience (CX) has been significantly enhanced.
Further, Salesforce Marketing Cloud has transformed the Parc’s communications with its visitors. The team can easily create and automate engaging e-mail campaigns and monthly updates using tools like Journey Builder, greatly enhancing audience engagement, customer satisfaction and loyalty.
As a small organization, the chatbot’s impact on our time management has been remarkable. We have seen a time saving of 75%, allowing us to concentrate more on other aspects of our business. Working with the Persistent Systems team has been very professional: clear communication, availability and responsiveness have exceeded our expectations. Thanks to the chatbot, we can now answer our visitors’ questions even outside office hours, including weekends, improving the customer experience and reducing our workload. This has significantly improved visitor satisfaction, especially when the park is open, but our offices are not.
Key figures
2018
Established in June
50
Employees Approximately
300K+
Visitors Per Year
75%
Timesaving in Customer Query Management
Products
- Salesforce Service Cloud
- Sales Cloud
- Marketing Cloud
- Chatbot
Project duration: 10 months
Number of customer accounts: 9
Integrations: GTS, Vivaticket
