Customer experience: the Paris 2024 games organizing committee is in the starting blocks.

Communicating with nearly 8 million fans at the height of the event: for the Paris 2024 organizing committee for the Olympic and Paralympic Games (COJOP), the feat will first be digital. By choosing the unified Salesforce customer relationship platform to streamline and personalize the experience of all its audiences before and during the event, COJOP intends to take on this high-level challenge.

Achieving digital communication with millions of fans.

Billions of television viewers and millions of visitors to Paris, 45,000 volunteers and 15,000 athletes in 28 discipline. The Paris 2024 Olympic and Paralympic Games will be grandiose. Beyond the sporting feat, organizing such an event also requires technological prowess. Their success will depend in particular on the quality of the public experience in the host cities and remotely.

"We are targeting a very diverse audience: families who are coming for the first time, sports licensees who are experts in the disciplines, regulars at the Games...", explains Marie-Alicia Delfour, customer relations manager at the Paris 2024 organizing committee for the Olympic and Paralympic Games (COJO). "Our goal is to inform them in a personalized way, to offer them the smoothest possible experience, including in the logistics of their stay...At the height of the Paris 2024 Games, we will communicate with nearly 8 million contacts! We therefore need a robust platform, capable of managing such a volume of exchanges," she explains.

A centralized communication platform.

The COJO began this vast internal and external communications project in 2020. “The effort was intense because we were starting from a blank sheet of paper. The entire contact base then had to be built. We wanted a single control tower to manage our communications,” says Marie-Alicia Delfour.

Service Cloud appeared to be the ideal solution. All the information (preferred disciplines, reason for registration, interests in ticketing but also news about the Games) of each contact are gathered in a single profile.

All data is then activated in Marketing Cloud according to two scenarios. First hypothesis: an automatic journey is triggered upon registration for newsletters or upon purchase of tickets to provide personalized content, according to the preferred disciplines or the fan's typology. Second hypothesis: communication of major announcements with an email sent to the entire base. We manage to capture the activity of our contacts to enrich our knowledge of their profile. Our email communications become more relevant.

In the back office, the organizing committee also relies on MuleSoft. This solution allows heterogeneous applications used for organizing the games to be integrated into the Salesforce platform: ticketing, logistics systems, third-party databases, etc. Operational teams thus have instant, centralized access to a set of up-to-date data. For example, for certain disciplines such as sailing, the organizer must indicate the weather data for the competition site in order to validate the results. COJOP therefore uses MuleSoft to connect to the Météo France information system, which allows it to retrieve raw weather data and transform them into a weather report that complies with the standards for presenting games results (ORIS).

The unification of fan data, supplemented by third-party data (ticketing, operations), provides the organizing committee with a single platform for its digital communication. The key is a smooth and seamless experience for the entire audience of the Paris 2024 Olympic and Paralympic Games. If not a medal, the OCOG probably already wins the prize for digital innovation.