Guest Journey Recipes
Please introduce yourself, your name, role and what first attracted you to working with the Group?
#1
Why
We're
Here
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We're here to explore different ways we could enrich the guest experience: before they arrive, during their visit and after they leave.
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Today's agenda
- 9:00-10:00: What does the guest journey look like?
- 10:00-10:10: Comfort break
- 10:10-11:30: Why are we using Lego?
- 11:30-11:40: Comfort break
- 11:40-13:00: Guest needs and mindset
- 13:00-14:00: Lunch
- 14:00-15:30: Playing with expectations
- 15:30-15:40: Comfort break
- 15:40-17:10: Evolving relationships
- 17:10-17:30: Wrap up
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#2
The
Guest's
Journey
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What does the guest journey look like and where are the moments of truth?
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"80% of the companies believe they provide superior services, only 8% of their customers agree."
Seven Things You Need to Know About Marketing in The 21st Century. World Business, Bain & Company, 2006. Sample 362 Firms.
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How should we think about the guest journey?
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CX mapping
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3 minutes to sort the cards on the table into a single guest journey
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3 minutes
Split into 4 groups. Thinking about the guest in your envelope, identify 5 pain points from the guest's perspective and 5 opportunities to impress.
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15 minutes
Peak-end theory
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What was the standout moment?
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Arrival?
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Course 3?
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Course 9?
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It was the 45 minutes I spent on hold.
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Book
Arrive
Eat
Leave
Today is about exploring which parts of the guest journey we want to be remarkable
Comfort break - back in 5
#3
Lego
Serious
Play
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-£170m > +£1.3bn EBITDA
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Welcome to Lego Serious Play
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A way to unlock the team's knowledge to solve complex problems quickly.
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80:20 > 100:100
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Let's begin - Open your boxes
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Question > Build > Share > Reflect
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Using only the green and orange bricks, build a strange tower.
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5 minutes
Unlocking the diversity in the room = more ideas on the table.
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In your box is a booklet. Build model one or two following the instructions.
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10 minutes
Using your model, adapt it if you like, tell us about a positive or negative experience you had recently with a brand
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6 minutes
If you could know something about a guest that would help you deliver a better experience, what would you want to know?
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6 minutes
Comfort break - back in 10
#4
What
Guests
Want
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What do guests want from their experience?
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Build a model that helps you explain what your guest wants to achieve from their visit and what things you could do (that you don't already) that would help them achieve that goal?
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10 minutes
What could you do/not do that would stop your guest achieving that goal?
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10 minutes
Lunch - Back for 1.50pm
#5
Crafting
The
Journey
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How might we enhance the guest experience before and after their visit?
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Imagine you could do something you don't already do in the two weeks before they arrive that would help make the experience even better. What might you do?
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10 minutes
Imagine you could send them something the week after they leave that would really add to their overall experience.
What might you do?
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10 minutes
#6
Changing
Over
Time
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How should our relationships with customers change over time?
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Organise your experiences into a sequence so the overall order makes sense
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10 minutes
Imagine you're not going to see this customer again for 6 months. How might we keep them interested in us so that when they're ready, we're the first place they think to book?
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10 minutes
#7
Wrap Up
& Next
Steps
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What's one insight and one action point you've taken from today?
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Thank you
Gordon Ramsay Group: Customer Experience Recipes CRM Workshop
By Luke Battye
