Customer Experience Strategy presentation

Customer Experience Strategy : 

Customer Experience Strategy Delivering Memorable Experiences 1

Experience vs Service : 

Experience vs Service Experience A particular instance of personally encountering or undergoing something The process or fact of personally observing, encountering or undergoing something Service An act of helpful activity ;help ;aid The supplying or supplier of utilities or commodities , as required or demanded Delivering Memorable Experiences 2

Initial Feedback : 

Initial Feedback From the presentation do you have any concerns/issues before we begin? Delivering Memorable Experiences 3

Agenda : 

Agenda Initial feedback Strategy reminder Bring the Glamour Back to Air Travel Brand exercise [15/15 minutes] Work Carried out to date Session 1 – Recommendations ratification (groups) Session 2 – Ratification feedback (plenary) Break Session 3 – Prioritisation (groups) Session 4 – Prioritisation feedback (plenary) Session 4 – Timelines (plenary) Twitter next steps Finish Delivering Memorable Experiences 4

Be Passionate About Our Customers : 

Be Passionate About Our Customers Treat every passenger as our customer Differentiate our service by clearly understanding our customers needs Integrate our business partners to create a “one airport culture” ASQ ranking in comparative group of 10 Target - 6th position Result - QSM overall rating Target – 4.17 Result - Arrivals modal score (Last Bag Time) Target – 95% Result - Delivering Memorable Experiences 5 Explanation KPI’s

Be Passionate About Our Customers2009 Priority #2 : 

Be Passionate About Our Customers2009 Priority #2 “Our medium term objective is to be recognised as an airport that delivers memorable experiences, to differentiate ourselves amongst our competitors and ultimately be the best performing airport in Scotland. We need to assess our current position/ranking this year and begin to make the change” To achieve this we will: Review our current position through the eyes of our customers so that we truly understand what people really think of us [ICD] Create a dashboard of key performance indicators that can be used to measure our ongoing performance, and compare it with other airports [Ops Dashboard] Review our current customer service working practices and refresh, where necessary [Landside Change] Encourage “buy in” across the campus to work towards a “one airport” customer service ethos [Ongoing] Delivering Memorable Experiences 6

What does the CE Strategy Encompass? : 

What does the CE Strategy Encompass? Delivering Memorable Experiences 7 External Internal

Bring the Glamour Back to Air Travel : 

Bring the Glamour Back to Air Travel Delivering Memorable Experiences 8

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Delivering Memorable Experiences 9 Original Construction 1965

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Delivering Memorable Experiences 10

Opening Day 1966 : 

Opening Day 1966 Delivering Memorable Experiences 11

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Delivering Memorable Experiences 12

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Delivering Memorable Experiences 13

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Delivering Memorable Experiences 14

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Delivering Memorable Experiences 15

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Delivering Memorable Experiences 16

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Delivering Memorable Experiences 17

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Delivering Memorable Experiences 18

1970 : 

1970 Delivering Memorable Experiences 19

Artists Impression 1976 : 

Artists Impression 1976 Delivering Memorable Experiences 20

Construction of New Building 1989 : 

Construction of New Building 1989 Delivering Memorable Experiences 21

Brand[ 2x groups 30 minutes] : 

Brand[ 2x groups 30 minutes] What kind of airport do we want to be – what do we want to be known as? How do we want to make our customers [income generating] feel? What kind of marketing is required to get this tangible message across? “we realise that the way our products make our customers feel, is as important as the products we make” “we sell joy” BMW Corporation. Delivering Memorable Experiences 22

Work to date : 

Work to date Customer Centricity Audit by ICD A McMillan meeting with Sir Sandy Crombie Meeting with Frame Create Creation of Airport Process Map Attendance at Social Media seminar Subsequent meetings on Social Media Research on Customer Experience Exploration of segmentation Manchester Airport visit Delivering Memorable Experiences 23

ICD : 

ICD Customer Centricity Audit Examine current HR Practices and Frameworks (training/performance management systems) Examine strategy documents and supporting projects Conduct staff workshops to understand their perspective of how we prioritise Customer Experience – 4 workshops 80 staff Conduct a Glasgow Airport Web audit Conduct 2 days of airport observations Meet with senior management to understand their views Recommend a pathway as to what might be needed to improve the customer centricity within the business Delivering Memorable Experiences 24

ICD : 

ICD Interviews with HR, Customer Service and Security Teams 4 staff workshops consisting of 80 staff with horizontal and vertical slice of company Observation sessions at airport during peak and quiet times Multiple meetings with CSD/MD and external organisations 3 plus days unpaid consultancy Delivering Memorable Experiences 25

ICD : 

ICD 37 findings 30 recommendations 5 Headings Strategy Process MI/Insight People Dialogue Delivering Memorable Experiences 26

Research : 

Research The Business Case for Better Complaints Handling – N Harding Cost of Complaints – Unknown Sickness Absence from Work in the UK – Office for National Statistics 50 Travel Journal articles – Internet Research Customer Service and Airport Retail: Stimulate Passenger Spending– Pragma Consulting Understanding Airport Passenger Experience – Sykes and Desai The Through Airport passenger Experience – CAA Customer Protection Group Improving the Air Passenger Experience – DfT Customer Service Excellence – SGS, UK Government Standards ISO 10001 British Standards in Complaint Handling Various business and CS/CE body papers and internal memorandums Numerous meetings with other organisations Delivering Memorable Experiences 27

Strategy Group : 

Strategy Group Additional recommendations: Creation of Customer Experience Manager position Tactical entry into business awards during 2010 Recreation of SIP – Staff Engagement Application for SGS Customer Service Excellence Assessment against BSI 10001 customer complaints handling Rigorous application of Customer Experience messaging within business marketing Delivering Memorable Experiences 28

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Delivering Memorable Experiences 29

Session 1 – Recommendations ratification (groups) : 

Session 1 – Recommendations ratification (groups) Delivering Memorable Experiences 30

Session 2 – Ratification feedback (plenary) : 

Session 2 – Ratification feedback (plenary) Delivering Memorable Experiences 31

Session 3 – Prioritisation (groups) : 

Session 3 – Prioritisation (groups) Delivering Memorable Experiences 32

Session 4 – Prioritisation feedback (plenary) : 

Session 4 – Prioritisation feedback (plenary) Delivering Memorable Experiences 33

Session 4 – Timelines (plenary) : 

Session 4 – Timelines (plenary) Delivering Memorable Experiences 34

Social Media – Twitter : 

Social Media – Twitter Why use Twitter: We are already way behind other industries AND – Heathrow, who use: Fly Messenger Twitter Facebook Vodafone 360 Smart Phone platform app iPhone, Blackberry, Android and Java Based phones in 2010 Delivering Memorable Experiences 35

Social Media : 

Social Media Marketing has undergone a radical transformation over a very short period of time We used to control what information the public get, good and bad - the internet has turned this around People no longer trust corporations and marketing spin – They do however trust people How many times have you googled someone/ thing, or checked for online reviews ? http://www.youtube.com/watch?v=sIFYPQjYhv8 Delivering Memorable Experiences 36

Twitter : 

Twitter Create a social network “circle of friends” that you build and expand by making connections through other trusted friends – Proactive engagement Celebrity endorsement helping “viral” growth 23.5m visitors in July 09 1382% year on year growth Simplest concept – tell your “followers” what you are doing in 140 characters Build relationships, trust and a personal face which will create advocates – who will defend us if required Delivering Memorable Experiences 37

Twitter : 

Twitter Benefits Raise awareness Improve customer experience Position us as the expert Help promote special offers Build on our community People will promote our services – without being asked Delivering Memorable Experiences 38

Twitter success : 

Twitter success Dell computers sold in excess of $3m through Twitter Compare the Meerkat web traffic increased by over 300%- currently over 10,000 followers Naked Pizza (US Pizza Restaurant) – 68% of slaes come from Twitter promotions Manchester Airport confirmed significant surge of PR and media interest related to Twitter activity Delivering Memorable Experiences 39

Twitter next steps- 3 month trial : 

Twitter next steps- 3 month trial Delivering Memorable Experiences 40