The art of customer engagement in the new economy. A workshop delivered for resort town retailers in Queenstown, NZ - sponsored by ANZ Bank, developed and delivered by First Retail Group

1. MAXIMISING EVERY
OPPORTUNITY
THE ART OF CUSTOMER ENGAGEMENT
IN THE NEW ECONOMY
DOWNTOWN QT PRESENTS

2. Welcome
1. Introduction
2. Emergency Procedures
3. Venue Facilities
4. Today’s Format

3. Today’s Goals
1. Maximising performance for businesses
2. Develop & enhance QT’s reputation for shopping & dining
3. Establishing & championing best practice in all we do
4. Greater cohesion amongst our business community
5. Customer experience that delights - consistently

4. Positives
• Best-of-class businesses live here
• Our customers are captivated
• Wallets are already open
• Spending capacity is there
• Competition drives success

5. Challenges
• Too many businesses are ‘off radar’
• Consumer expectations are high
• Few are exploiting ‘long tail’ opportunities
• Some businesses not agile or responsive
• Commercial opportunities are being missed

6. What We Found
• Similarity of offer disappoints customers
• Inconsistency of service is frustrating
• WOW experiences are few & far between
• Online advocacy could be improved
• Queenstown isn’t maximising potential

7. How Can We Transform?
1. Understanding & harnessing opportunity
2. Gaining visibility and priority
3. Engage & retain purposeful consumers
4. Delivering customer experience that excels

9. The New Rules
Of Customer
Experience
Key Dynamics
for Queenstown
Businesses
Commercial
Opportunities
Enablement
Strategies
Action
Planning
Session
Summary
Session Schedule

10. Customer
Experience
Online
Visibility &
Resources
Service
Beyond
Expectation
Genuine
Warmth &
Appreciation
Stores that
Attract &
Inspire
Product
Customers
Actually
Want
Value
Proposition
Amongst
Offer

11. Purposeful
Consumers
New
Influencers
High
Expectations
Differentiation
Drives Success

12. Purposeful Consumers
Separating clearly from the competition
• Decisive. Know what they want
• Strategists. Come well prepared
• Budgeters. Often plan their spend
• Empowered. Make their own decisions

13. Purposeful Consumers
How do you separate clearly from the competition?
• Prioritsers. Become an aspirational destination
• Planners. Help them be informed & ready
• Budgeters. Value propositions start conversations
• Empowered. Think solutions – not products or services

14. New Influencers
Digital channels are your real advocates
• Web Profile. Visibility drives priority
• Social Media. Connects on new levels
• Review Sites. Performance drives traffic
• Dynamic Marketing. ‘Last mile’ connection

15. New Influencers
Digital channels are your real advocates
• Web Profile. Vital to ‘own your space’ online
• Social Media. Celebrate your personality
• Review Sites. Actively encourage advocacy
• Dynamic Marketing. Reach & engage

16. High Expectations
Mirroring Queenstown’s bigger promise
• Engagement. Authenticity & depth of connection
• Fresh Experience. True southern hospitality
• Enthusiasm. Encouraging your people to shine
• Relationship. Develop enduring engagement

17. High Expectations
Mirroring Queenstown’s bigger promise
• Engagement. A genuine welcome & appreciation
• Fresh Experience. Immersive & emotive
• Enthusiasm. Develop your own Utopia
• Relationship. Encouraging ‘long tail’ relations

18. Differentiation Drives Success
Separating clearly from the competition
• Authenticity. Provenance & personality
• Playfulness. New rules = less rules
• Essence. Embrace the Queenstown way
• Being Spectacular. Set your business apart

19. Differentiation Drives Success
Separating clearly from the competition
• Authenticity. Personality & USP
• Playfulness. Empowering your team
• Essence. Developing & celebrating a culture
• Being Spectacular. Always delighting & delivering

20. Purposeful
Consumers
New
Influencers
High
Expectations
Differentiation
Drives Success
Creating Aspiration?
Informing Customers?
Value Propositions?
Delivering Solutions?
Authenticity?
Empowered Team?
Celebrating Culture?
Being Spectacular
Welcome Culture?
Customer Charter?
Great Environment?
Continued Relations?
Owning Online?
Social Media Profile?
Positive Advocacy?
Last-mile Connections?

21. Summary
Four key priorities for transformation
• On Radar. Digital priority is vital
• Positive Profile. Online commentary is powerful
• Customer Experience. Enthuse & delight our guests
• Unique Proposition. Develop & celebrate yours