Innovating the CustomerExperience

“..we discussed it thoroughly and have decided not to participate”

Rupert Stadler, CEO Audi on being asked about the recession

Boldly face up to the big guys

and change the rules…

CUSTOMER LOYALTY

Functional

Valuable

Emotional

Experiences

Services

Products

From Products to Experiences

• Consistent• Intentional• Differentiated• Valuable

9

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

1. STAND UP

2. STAND OUT

3. STAND FIRM

1. STAND UP

13

every

TRUST

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

15

Value

WHAT DO THESE BRANDS STAND FOR?

Source BBC News. 20 September 2013

2013 Meaningful Brands® research

MEANINGFUL BRANDS

1. STAND UP

2. STAND OUT

Burberry VT

CUSTOMER JOURNEY

VALUES: Fun, entertainment, irreverence, innovation

Pleasure

Pain

VIRGIN CUSTOMER JOURNEY

My Banking Experience

0

1

2

3

4

5

6

7

8

9

10

The low point….10 letters

9 brochures

4 pin numbers

3 fraud warnings

2 cards

1 cheque book

and … 1 card reader

Metro makes it easy…

…even for dogs!

For kids…

A ttend to every detailM ake every wrong rightA sk if you’re not sureZ estE xceed expectations

1. STAND UP

2. STAND OUT

3. STAND FIRM

41

Cluster General Managers’ Workshop

Operations Managers’ and Premier Inn Team Leaders’

Workshops

Cluster led Launch Events

42

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

43

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!