Moving from a transactional to an experienced based focus

In order to create the exceptional customer experience they aspired to, Hoyts first needed to understand precisely what mattered to their customers and how they would deliver it. By engaging with Proto and our human-centred approach to the customer journey, Hoyts were about to gain a greater understanding of their customer's needs and motivations, guiding them in development of future service offerings.

Hoyts employee engaging with Proto member of staff at the ticket register Hoyts customers holding a bucket of popcorn and a feedback form

Treating customers as an individuals

One of the critical factors we uncovered during our research, relating to the delivery of an outstanding customer experience, was that cinema trips are regarded as special occasions. This concept of cinema as an experience, rather than a transactional event, was key to updating Hoyts' customer experience strategy since it revealed the heightened level of expectation customer placed on cinema visits.

For this heightened level of expectation to be met, the customer would need to be understood as an individual and treated to a service that values and cares for them.

Hoyts ideal customer journey map

Building a comprehensive customer strategy

Working hand-in-hand with Hoyts to assess their customer's needs, we uncovered four significant themes which now form the basis of Hoyts' overarching customer strategy. Grounded in customer feedback, these themes emphasised the need for Hoyts to understand, care for, value and delight their customers at every possible touch-point during their journey.

Hoyts customer service themes wheels graphic

Empowering staff to deliver an experience customers will love

Understanding the customers needs and motivations was only part of Hoyts' journey. To make their customer experience aspirations tangible, they would first need to empower their staff to delight their customers on every visit. By gaining a clearer understanding of the current reality for their customers and team, and putting in place a detailed customer strategy, Hoyts was able to increase the customer experience capability of its frontline team while gaining alignment across their organisation.

Hoyts member of staff being interviewed by Proto customer research expert Hoyts employee serving Proto member of staff during immersive research
Hoyts and Proto team posing for photo smiling

Creating a genuinely different cinema experience

To create a cinema experience that would truly set them apart from other entertainment providers Hoyts needed to understand precisely what their customers wanted from them. By providing them with an accurate picture of their customer's needs and motivations Proto was able to bring Hoyts' aspirations to life, creating value from research by incepting an updated customer strategy, facilitating staff empowerment and enabling the transition to an experienced-based customer interaction model.

Hoyts insights and initiative cards displayed on an ipad through graphic illustration

“I’d highly recommend Proto, as evidenced by my choosing to work with them again when the opportunity arose. They're easy to deal with, their reports are very practical and now that I've worked with them in both B2B and B2C, I know that they have that expertise regardless of the sort of business that they can address. They think about the business holistically and understand that to succeed you need to look within the company as well as at your customers.”

Matthew Liebmann, Chief Operating Officer at Hoyts

Delivering phenomenal outcomes


“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark Customer Experience Manager

Bringing a new approach and mindset


“Proto is different. They roll up their sleeves and get busy working with us to do thing we wouldn’t have been able to do ourselves. They bring a new approach and mindset to get fresh insight by using design tools and methodologies that create solutions to really get things done!”

Michael Storey Head of Customer Engagement

Halving your customer churn


“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”

Felicity Rowcliff Dean Customer Centred Design Manager

Take your NPS score to the next level


“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I’ve ever commissioned.”

Matthew Liebmann Chief Operating Officer

Exceptional prototyping


“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”

Sharon Nanetti Optimal Care Program Director

Prioritising what matters


“Proto’s in-depth customer research helped us to uncover underlying customer needs that wouldn’t have been possible without an ‘outside-in’ approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS


“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic ‘outside-in’ initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell Head of Customer Experience

Insight driven, customer centric ideas


“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets Head of Product

Award-winning customer experiences


“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve


“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson Chief Operating Officer

Service innovation at scale


“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as ‘one team’. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland Director of Customer Experience Strategy and Planning

Actionable Customer Strategies


“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Prescott-Thompson General Manager Shared Services

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