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Inconvenience Stores Raising the Profile of the UK Customer Experience

Inconvenience Stores Raising the Profile of the UK Customer Experience. Mark Bradley National Retail Consumer Conference (NRCC) 26 February 2011. Cultural challenges Lack of Perspective Demeaned by Language ‘Computer Says No’ Unaware of our USP. Low Aspiration

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Inconvenience Stores Raising the Profile of the UK Customer Experience

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  1. Inconvenience StoresRaising the Profile of the UK Customer Experience Mark Bradley National Retail Consumer Conference (NRCC) 26 February 2011

  2. Cultural challenges Lack of Perspective Demeaned by Language ‘Computer Says No’ Unaware of our USP Low Aspiration Low Organisational Profile Lack of Recruitment Screening Don’t Understand our Customers A Picture of the UK Customer Experience

  3. How sophisticated & effective is your understanding of customers?

  4. The Journey Friendly staff Swift service Face painters!!! Chicken balti pie! Good programme. Liked the feature on school attendance Pies nice Friendly kiosk / shop staff Modern stadium, great facilities, toilets, etc Little traffic at 1.30 & easy to follow instructions Interesting, varied range Purchase immediately confirmed by email Quality of burger vans outside Floor walkers, friendly people & woman on door Result good! Litter bins, mural Facilities Statues / bricks Well organised Lady from Club giving directions was excellent 100% attendance initiative View great Fast service PURCHASE TICKETS JOURNEY TO GAME GROUND VICINITY CLUB SHOP FOOD & DRINK INSIDE STADIUM FAMILY FRIENDLY? OVERALL PERCEPTIONS Stewards not pro-active or engaging Web page failed Scalded by hot water No entertainment Saw several car parks that would have been closer for us Burgers very poor. Tasted like they had been prepared a while before. Vans parked outside looked better Little to make son pester Dad to come back Poor telephone experience Some bad language Didn’t feel like a family destination Could not help with parking No entertainment for kids No clear signage for parking & got lost on way to (stadium) Knew nothing of a family stand or deal Mascots did little Nothing to create ‘pester power’ Heard announcement about storm damage to Stand – perhaps occupying stewards ‘Assault course’ Litter on pitch, not tidied up @ HT Inflexible / not engaging Poor game … hence need for above ‘Assault course’ Difficult to access @ HT Long queues to get thru to TO Flat atmosphere No proactivity Fans not behind team VERY POOR FIRST IMPRESSIONS

  5. Delivery Crew Members Drawing approval Making it easy to give feedback 47 players in an offside position Three Little Red Lights Chenin Blanc faces Little Black Book The Lush Hour Brothers in Arms Tribute to Experience Pioneers

  6. Do the right thing, not the easy thing

  7. Meet the Organisational Defibrillator • Use the real customer experience as a catalyst for change & improvement • Isolate the key themes; widen the feedback circle; identify & close the ‘gaps’ • Reawaken your unique identity – what makes you special – and design the customer experience to reinforce those feelings among your customers • Conscript the leaders … or do an ‘Egypt’

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