Christophe Vergault, Insites Consulting & Karen Bilsborough, TUI UK
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TAKING YOUR CUSTOMERS' HOLIDAY: TOWARDS A CONSUMER CENTERED APPROACH IN MANAGING CONSUMER JOURNEYS
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Christophe Vergault, Insites Consulting & Karen Bilsborough, TUI UK
- 1. MRS – May 12th 2016 Karen Bilsborough, Senior Insights Manager TUI UK Christophe Vergult, Managing Partner, Insites Consulting THINK CONSUMER CENTERED THINK AGAIN 1 THINK consumer centric. THINK AGAIN.
- 2. 2 THINK consumer centric. THINK AGAIN.
- 3. 33 THINK consumer centric. THINK AGAIN. BLINDED BY TOUCH POINTS
- 4. 4 THINK consumer centric. THINK AGAIN. STUCK IN TOUCH POINT SATISFACTION
- 5. TOUCH POINT SATISFACTION DRIVES 20% OF TUI NPS IN SOME MARKETS Dreaming 5 THINK consumer centric. THINK AGAIN.
- 6. 6879 Stories 50 Participants per country 3 Active weeks 18 Activities 6 THINK consumer centric. THINK AGAIN.
- 7. 6879 Stories 50 Participants per country 3 Active weeks 18 Activities 7 THINK consumer centric. THINK AGAIN.
- 8. 8 THINK consumer centric. THINK AGAIN. Inspire, Research & Book Prepare to go On holiday Back home and relive INTERACTIONS Dreaming & getting inspired Research holiday ideas & decide Booking & payment Research details & things to do Modify & enhance my holiday Pre-travel preparation Travel to destination Settle in Enjoy the hotel Activities & excursions Return travel Relive & share memories Evaluate Dreaming & getting inspired TUI EMOTIONAL CURVE
- 9. ORGANIZATION MOMENTS TOUCH POINTS 9 THINK consumer centric. THINK AGAIN. CONSUMER CONSUMER CENTRICITY
- 10. 10 THINK consumer centric. THINK AGAIN. THE HOLE IN THE WALL
- 11. EMPLOYEES ORGANIZATION NEEDS 11 THINK consumer centric. THINK AGAIN. CONSUMER CONSUMER CENTRICITY
- 12. TOUCH POINT SATISFACTION + PERFORMANCE ON CONSUMER NEEDS DRIVE 85% OF TUI UK NPS Dreaming 12 THINK consumer centric. THINK AGAIN.
- 13. 13 THINK consumer centric. THINK AGAIN. THE ABILITY TO UNDERSTAND & THE CONSUMER BETTER DELIVER UPON THAT UNDERSTANDING
- 14. Support me to make the right choice Keep me excited and looking forward Help me escape from everyday routine Stay within the holiday mood afterwards 14 THINK consumer centric. THINK AGAIN. To what extent do you agree with the following statements about TUI? CONSUMER NEEDS BECOME KPIS
- 15. To what extent do you agree with the following statements about TUI? 15 THINK consumer centric. THINK AGAIN. YOU CANNOT FATTEN A PIG JUST BY WEIGHING IT
- 16. We believe that everyone deserves a holiday where you can get back to your true self and enjoy moments that really matter, now and in times to come. 16 THINK consumer centric. THINK AGAIN. ROOTED IN A BRAND PURPOSE
- 17. PURPOSELIFE ORGANIZATION CONSUMER CENTRICITY 17 THINK consumer centric. THINK AGAIN. CONSUMER
- 18. EMPLOYEES PURPOSELIFE ORGANIZATION NEEDS MOMENTS TOUCH POINTS 18 THINK consumer centric. THINK AGAIN. CONSUMER CONSUMER CENTRICITY
- 19. MRS – May 12th 2016 Karen Bilsborough, Senior Insights Manager TUI UK Christophe Vergult, Managing Partner, Insites Consulting THINK CONSUMER CENTERED THINK AGAIN 19 THINK consumer centric. THINK AGAIN.
Editor's Notes
- Christophe In this presentation we want to show TUIs journey in becoming a more consumer centered company. There is no single right route in becoming more consumer centered. There are many aspects, which makes you are never done. The same holds for TUI. Let’s explore which step TUI has taken to move away from a company centered approach and truly put the consumer first.
- Christophe Let’s agree today it is a shared believe consumer centricity matters. Companies understand the companies most adapted to change will win in their industry, not the ones who got too narrow sighted as they are occupied improving their product or strengthening their brand power. So an outside in perspective is needed, bringing the consumer at the core of the company. You will not get there through a check box mentality. It is about truly changing how a company thinks and behaves.
- Often companies have a strong focus on managing touch points. Communication TPs, service TPs, our product, digital TPs, offline TPs,… They collect feedback, they know the frustrations they evoke, they optimize them, they track satisfaction, set targets on satisfaction, link incentives to this,… Of course this is a relevant thing to do. Through these touch points a company delivers experiences to consumers. But is this the right perspective? Is this the way to truly become consumer centered?. It is not. It is an inside out perspective.
- Christophe TUI is the leading tour operator in Europe. Over years they have built a very mature customer satisfaction practice that is deeply embedded in the organisation. Ongoing feedback loops are installed and targets were set on touch point satisfaction for both internal teams as suppliers and partners. However across Europe knowledge of what drove satisfaction varied in sophistication between countries, a variety of models were used to explain variance and the touchpoint survey missed the final part of the customer journey. Not only that, but the post holiday survey focussed on measuring what was important to TUI as a business rather than taking the customer as the lead
- Karen In our post-holiday customer satisfaction questionnaire we measure satisfaction on a touchpoint level going into low level detail for some parts of the customer journey. We mainly cover the holiday itself, but also touch on the inspire, research and book and prepare to go phases. As a business, we were starting to move our focus away from satisfaction towards NPS - to embrace less of an operational perspective and more consumer centered thinking in our customer experience approach. However, we found out that in some source markets we could only explain 20% of the varience in NPS by modelling our existing data from the touch point satisfaction survey. Just 20%. This confirmed our thinking that we were missing key insights. Driving improvements in customer experience is not just about improving TP satisfaction. In the end, it is about understanding the moments that matter to the customer and our ability to deliver on these moments.
- Karen We conducted a Consumer Consulting Board to generate a complete picture of the journey from a consumer perspective, when planning, having and reliving a beach holiday. In this board which ran both online and mobile, we had a close group of 50 consumers per country who took us along in their experiences and aspirations. We supplimented this with face to face discussions with the more ‘traditional’ customer who may not be as comfortable online. Therefore we used a wide range of research techniques, from blogs on real-life experiences to projective techniques and brainstorms.
- Karen This is a screenshot of 1 activity from the UK board. It gives a flavour of the depth of the input we obtained from consumers, taking us along on their journey through stories and pictures. Through analysis we were able to 1/ build a good understanding of the moments that matters most for consumers 2/ Identify in total 36 consumer needs, helping us to understand why people experience TUIs touch point in a certain way.
- Karen On the back of this work we have defined the ‘TUI emotional curve’, expressing the quality in experience TUI wants to deliver over the whole journey. In this curve critical moments have been defined where we have to raise the bar to deliver a great experience to ensure customers both recommend us and come back themselves. Equally, it shows where we could potentially deliver a good enough experience, needing lower investment.
- Christophe Well we learned we should not get blind focusing on TP satisfaction. We need to understand the moments of truth for consumers and optimizing our touch points to deliver at these moments. This is a first level in becoming consumer centered.
- Christophe I can definitely recommend you to read more about design thinking or jobs to be done theory. I’ll give you an example of the latest. When thinking about how to improve the experience of using an electric drill, it is often thought of to improve the product it self or have more clear instructions on how to use the drill. However, ultimately, people do not want a quarter-inch drill, what they care about tis the hole in the wall. Or even beyond, to hang a painting or a family picture. It is true. People buy and use products and services to get jobs done and as such to improve the experience we should focus on the NEED rather than only on the different moments a person experiences.
- Christophe Let’s go to a second layer of consumer centricity. Understanding the moments of truth is not enough! it is a lot bigger than this. In fact, when digging into more recent theories on cx, you notice that classic consumer mappings forget about and that is the importance of understanding WHY consumers experience things like they experience them. So we should understand the deeper consumer needs for our products, and align our employees, products and systems to these needs. We also covered this needs perspective within TUI
- Karen In a follow up quantitative study to understand the drivers of NPS we now added the needs, and how well TUI and our key compeititors perform on the touch point scores. We were therefore able to obtained a more holistic picture of what drives the TUI experience and were able to substantially lift the explanatory power of NPS.
- Karen Effectively we learned that to truly deliver a great customer experience, we need to not only deliver satisfaction through touch point performance but to deliver on consumer needs across touch points
- Karen We have been taking this seriously, and have used these outcomes in designing a new customer experience tracking study, on a more strategic level, to provide a more holistic view of our customers’ experiences with us. We still run the post-holiday CSQ on a touchpoint level to give us the granular operational picture we need – but we are working across source markets to optimise our measurement of customer experience – to focus it more on the customer. For now our measurement of how well TUI meets customer needs remains only in our strategic brand and custoemr experience tracker – but, as a business, we are becomeing more customer focussed – so watch this space.
- Karen Since our work with Christophe and the Insites Consulting team, there has been much more focus on Customer Experience. We now have a dedicated team of 3 people focussing on delivering great customer experience throughout the customer journey – whereas it used to be managed in silos by the touchpoint teams. We are in the early stages of shaping our programmes, but things we are about to trial are a detractor management programme, with call backs to our detractors, we are working on scoping out an advocacy programme and; for the first time this year, our 5 year plan has included NPS targets based on detailed modelling of how individual customer experience initiatives are likely to impact the business. This is one of my favourite slides from the NPS course I did – at TUI we were focussed on the score but are now putting a lot of focus on understanding the reasons behind the score and to make business improvements as a result – we are starting to feed the pig better
- Karen It becomes more powerful whenever this is rooted in our brand purpose, the bigger why we are in business. At TUI we have defined this brand purpose, that clearly goes beyond our brand promise. We are in the early stages of our thinking around this, this has been our ethos for designing our holiday experiences and advertising for a number of years, but we are now scoping how we can act as a brand to add value beyond providing our customers an enjoyable holiday experience.
- Christophe As such TUI is stretching consumer centricity to another level. They try to improve travelers’ life beyond the boundaries of the travel industry, beyond specific moments or in specific situations, and as such deliver on their brand purpose. We see this as a third layer in working towards a more consumer centered company.
- Christophe To summarize, in defining a consumer experience strategy it is important to have a holistic perspective. Its about thinking (‘consumer’) and acting upon it (‘organization’). Understand which moments matter most, have a deep understanding of your consumer needs and how to lift you relevance beyond the boundaries of the industry. To act upon these we should have a broader managerial perspective, beyond managing and improving touch points. Do we have our brand purpose straight and develop experiences accordingly. What do we do to engage our teams, and act consumer centered?
- Christophe As they are so many facets in winning consumer centricity, you’re never done. Though TUI has taken some major stips in shifting from an operational machine, to a consumer centered organisation.