Knowledge - Insights: Chair Reports

Case Studies, Inspiration and Top Tips for Change: What Happened in Hall 2?

As is the custom, here’s the inside track on what happened twixt dawn and dusk within Hall Three
which was a ‘standing room only’ experience for much of the day.
It all began with that magical brand LEGO who keep us young in mind. As you might imagine. LEGO has nailed the basics. They regularly receive 70%+ NPS scores for customer service and often win awards. So learning how to reduce customer effort is not their medicine. Instead the mindset under the leadership of Monika Lutke-Daldrup, is to think much bigger. It is to ‘actively play a part in deepening the level of engagement each consumer has with the Lego brand via the service channel’.
So LEGO designed an approach that exemplifies the brand’s approach. Of course there were LEGO built customer personas and young customers (around aged nine) helping to road test the new approach to engagement. It ended up as a Customer Journey Map organised as a nine-box grid. The horizontal axis represents a customer’s emotions when they contact LEGO. How do they feel in that moment? The vertical axis represents engagement. How strong is the customer’s bond with the LEGO brand through their history of experiences with us? A number of personas were developed to cover each option in the matrix. The result is something that works like a board game – the aim is to move the customer from their current state of relationship to the most involved through a series of pre defined LEGO experiences that all advisors have learnt to introduce into conversation.
QUITE BRILLIANT IN ITS SIMPLICITY.
Next up was Cary Lawton; Guest Experience Manager from Pizza Hut Restaurants and Matt Trickett from In Moment EMEA who interviewed Cary on their approach to voice of customer. The conversation revealed a mature approach that focussed on actionable insight and follow through.
Given a recent refurbishment of the restaurants, the programme’s ultimate KPI came down to an appropriate ROI – the customers’ ‘intent to return’. Scruffy salad bars for weekend guests and speed of the order-eat-leave experience for weekday pop in customers were a few examples of what is currently driving that KPI.

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Chair Report – Customer Engagement Summit 2017 – Martin Hill-Wilson

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