Creating a First Class Cinema Experience
Proto Partners guided the improvement of customer experience by looking beyond the customer’s point of view to the review of issues from a staff perspective. HOYTS could then empower their team to take customer service to the next level.
How might HOYTS encourage customer loyalty by consistently delivering their customers an outstanding customer experience that is meaningful and relevant, providing a strong point of difference in the entertainment industry?
Proto Partners uncovered some major customer insights during their research. Key themes emerged, which have helped HOYTS update their customer experience strategy. These include care, value and empowerment.
During research Proto Partners discovered four major themes which now form the basis of HOYTS’ new customer strategy:
1. UNDERSTAND ME - make it easy for customers to understand their options and provide clear channels of communication to support individual needs.
2. VALUE ME - Customers are seeking the best value available and want to be appreciated.
3. CARE FOR ME – Customers want help and guidance to always be available, and their circumstances responded to, making their visit memorable and special.
4. DELIGHT ME - Customers believe going to the movies is a special occasion. Each interaction must aim to treat them with a positive attitude, warmth and care, always ending with a fond farewell.
HOYTS needed help to gain greater internal visibility of their customer experience. Proto Partners were brought in as a credible external consultancy to provide HOYTS with both a human centred and business perspective. This approach achieved greater traction across the organisation than HOYTS attempting inside-out improvements alone.
HOYTS wanted a fresh set of eyes to help activate and extend their understanding of several already identified issues. Proto Partners delivered a granular view of the issues and took these learnings to the next level. We created value from research by providing HOYTS with a clear set of tactile and operational actions, and also brought to life several initiatives via idea cards.
Proto Partners also guided the improvement of customer experience by looking beyond the customer’s point of view to the review of issues from a staff perspective. HOYTS could then empower their team to take customer service to the next level.