Mémoire-projet

Abstract

In today’s fast-changing international environment, the success of a public agency like AWEX is no longer based only on the quality of its export support tools. It also depends on how clear, easy, and smooth the experience is for its clients. While a structured customer journey was created in 2020, recent internal changes and growing expectations of businesses now make it necessary to review and improve this system. This thesis offers a detailed qualitative analysis of AWEX’s export customer journey. It combines insights from academic research, the findings of the 2021 internal report, and feedback from AWEX staff and client companies. This approach helps identify pain points, perception gaps, and areas where the service can be improved. The results highlight key needs: simpler processes, more consistent service quality across countries, better coordination and communication, and more proactive support tailored to each company’s needs. In response, this work presents clear and practical recommendations, along with an updated journey map, designed to increase AWEX’s operational efficiency while placing the user at the center. More than just an assessment of the current situation, this thesis serves as a strategic starting point. It lays the groundwork for broader and continuous improvements, helping AWEX become a more efficient, accessible, and user-focused agency for the future.