Tim Wade. Defining customer experience

Transcription

1 Tim Wade Defining customer experience

2 The market is changing Experiences Services Emotional Consistent Intentional Valuable Differentiated Products Customerfocused Functional

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4 Satisfaction is not enough 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% % Loyal Customers Satisfaction Ratings

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6 How do you build an experience that people remember?

7 1. Create your hallmark moments

8 THE CUSTOMER JOURNEY

9 VALUES: Fun, entertainment, irreverence, innovation VALUES: Fun, entertainment, irreverence, innovation

10 THE VIRGIN CUSTOMER JOURNEY

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13 2. Be Distinctive

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16 3. Empower your people

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18 4. Create the human moments

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21 5. Dramitise the story

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23 Can this really make a difference?

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25 The background narrative Budget sector will grow, The middle market is getting killed luxury and upscale will do well PwC UK Hotels forecast for 2010 & 2011

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27 A good story needs a bad guy

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29 Focus on those that love you

30 Create the hallmark moments Research Booking Pre/Arrival Bedroom Internet Facilities Restaurant /Bar Conf/ Banquet Breakfast Service Departure Post Stay Current Desired Research Booking Pre/arrival Bedroom Internet Facilities Restaurant/Bar Conf/Banqueting Breakfast Service Departure Post stay 30

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32 Reward & Recognition

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34 Thousands of stories to be told

35 over 10% Growth each year since launch 7.4% Increase in guests recommending Best Western

36 38% Increase in hotel satisfaction 91% Increase in brand index

37 Then..at the beginning of 2014 Best Western became YouGov Brand Index 37

38 Thank you linkedin.com/in/timwade1

39 WHY CLIENTS CHOOSE US Reputation Although we ve grown in reputation, we ve kept ourselves lean, steering clear of the bells and whistles that drive up cost. We don t have an expensive HQ but, as our client testimonials show, we do have one of the most trusted brands in customer experience. Specialists Established 2002, we ve specialised in customer experience for long enough to know what works - and what doesn t. We re headed by one of the leading authorities in customer experience, and supported by a team of experts in customer insight, multichannel journey mapping, experience design, experience implementation, branded training and experience measurement. Holistic We know that customer experience only works when it ALL works. That s why we focus on helping you build an alignment framework and engaging stakeholders and different functions right from the start. Stimulating You ll never achieve a differentiated experience by simply following a process, applying models, or copying best practice We get teams to think differently. And through our research and work with many truly bold companies, we bring some of the best and most innovative practice from brands around the world Sustainable - We teach you how to do it. Rather than us sending in a bunch of consultants to do it for you, we use our workshops and train-the-trainer experts to educate and prepare your team to implement customer experience and train your own people to deliver and measure it. This helps you build the right foundation and create the internal capability to ensure that the results are sustained long after we are gone.

40 But don t just take our word for it Here s what some of our clients say

41 Angela Ahrendts CEO Burberry Mike Brown MD, Initial "We have had an historic year on many fronts and it is due in part to you and your team's strong support. Thank you so much for your wonderful partnership Smith+Co haves supported my businesses over many years, providing great insight and innovative thinking. Whether consulting or speaking, they provide leadingedge thinking, inspiring teams Lorena Baker Harris David Rowntree Divisional Director The support, guidance and direction given by smith+co have enabled us to create a positive change in the selling culture within the Waterstone s business. The approach they took has ensured buy-in at all levels within the business Director Corporate Marketing Smith+Co have a deep understanding of the complexities of customer experience and were extremely effective in helping us to build our brand around customer experience. I recommend that companies focusing on customer experience take advantage of their expertise.

42 Susan Phillips VP GlobalMarketing I have worked with many consultants, but Smith+Co are unquestionably the best. Based on the very first workshop they conducted for us, our organization became smarter about our customers and keenly aware of the gaps our current servicing of them resulted in vis-à-vis their expectations. Shaun was a great teacher. Our organization became more informed and more focused. I would hire them again in an instant. Darren McLean Head of Customer Insight, O2 Ireland Smith+co gave us unprecedented clarity around what earned loyalty in the market and enabled us to communicate hard facts to senior managers and staff alike. I would recommend their approach to any business embarking on a strategy centered around the customer. Richard Smelt Group HR Director The workshop was insightful and inspiring. We have a much clearer understanding of how we can differentiate our customer experience and deliver our brand in our European operations. Most importantly, we now have practical tools that we can use to engage our people and enable them to deliver the Phonehouse experience.

43 Trent Fulcher Head of Strategy, RBS Smith+co worked with us to help us further define our customer experience strategy and outline a route map for delivering it. The workshop they conducted exceeded both mine and my board's expectations, and delivered a fantastic result. Not only are they experts in customer experience, but they deliver creative and innovative thinking and are a huge asset to any business change initiative.". Aleksandra Alfonso Global Head of Branded Customer Experience Smith+Co created an end-to-end view of our most valuable customers experience across their life-cycle using our NPS data. Due to their insights and leadership we not only created an experience which had shared ownership, but was on brand, differentiated and focused our resources and finances to only over-deliver at the key points that made the biggest difference to our customers and our business success. Peter Gowers CEO, IHG Asia Smith+co helped us turn high-level brand strategy into specific elements of a new branded customer experience that could be delivered in complex operational situations. Their ability to draw on a broad range of perspectives from within and outside our sector helped us raise the bar on what to deliver and consider new ways to make it happen