innovating the customer experience - shaun smith
TRANSCRIPT
“..we discussed it thoroughly and have decided not to participate”
Rupert Stadler, CEO Audi on being asked about the recession
CUSTOMER LOYALTY
Functional
Valuable
Emotional
Experiences
Services
Products
From Products to Experiences
• Consistent• Intentional• Differentiated• Valuable
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Companies ...successful in creating both functional and emotional bonding had higher retention ratios (84% vs 30%) and cross-sell
ratios (82% vs 16%) compared with those that did not
Source: IBM ‘Study’/Ogilvy Loyalty Index/BrandZ survey
What First Direct did was to realize that people were changing their habits and would want to bank 24 hours a day, 7 days a week. So that was the insight… I think all great brands have insight.
Peter Simpson, Commercial Director
“
© Copyright Smith+Co 2009. All rights reserved.
CX in the Contact Centre
Effectiveness
Experiential CEM Multi-directional and channel Customer focused Customer Advocacy
Effective CRM Outbound Revenue focused Customer Loyalty
Efficient IM (Interaction Management) Inbound Cost focused Customer SupportE
ffici
ency
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The low point….10 letters
9 brochures
4 pin numbers
3 fraud warnings
2 cards
1 cheque book
and … 1 card reader
Cluster General Managers’ Workshop
Operations Managers’ and Premier Inn Team Leaders’
Workshops
Cluster led Launch Events
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Team Member Modules
Exec and ROM Session
ROM Workshops
“It’s in our hands” – putting ideas into action
Activities to drive focus and momentum
Support Centre Sessions
Support Centre Workshops
THE BIGGER, BOLDER, BETTER
JOURNEY
Premier Inn Pulse 2014
QUESTION FAVOURABLE | NEUTRAL | UNFAVOURABLEVs. UK Norm
Vs. HP Norm
Vs. Hospitality Norm
Guest Experience Overall -- -- --
I feel that our number one priority is to ensure that our guests feel brilliant through a great night's sleep
+22 +16 +19
Premier Inn really does place the customer at the heart of everything we do
-- -- --
I feel empowered to resolve problems to ensure that our guests have a great experience
-- -- --
93
96
93
91
4
2
4
6 4
3
3
2
Guest Experience
44
The ‘guest experience’ is the highest performing section in the survey.
45
Business Traveller Awards 2015Best Midscale Hotel Brand in the UK
The Marketing Society Awards 2015Employee Engagement Award
The experience you deliver to your customers every day, through every transaction, direct and indirect either builds value for your brand or
destroys it.
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You can download the free ‘Bold-how to be brave in business’ survey here.
http://www.boldthebook.com/ipad.html
Thank you!