1. by
Brand is
Culture
is Brand

3. Low
engagement
Financial
losses
Poor year for
attendance
Weak period
2013/14
EBITDA down

4. 2016Engagement leaps Reclaimed no 1 position
+20points OHI
EBITDA up
80%
Revenue up
13%
£ Attendance up
12 %
Outperformed
market growth

5. How?

6. Create inspiring entertainment
experiences for every guest
The vision:

7. Transformation for
Transforming
operations
(brand/customer
experience)
High performance
culture (people
experience)
Maximise
retail
Commercial
excellence
Experience is key – internal and external
4 pillars
performance and growth

8. In today’s world
experience is
everything

9. People want…
Share-ability/ Talk-ability
Knowledge
Something to stand
for / Involvement
Emotional connection
In today’s world
experience is everything

10. Experiential
eventsDesign your own
product/flavours
Pop up shopsand restaurants
Brought to life by brands…
In today’s world
experience is everything

11. “You can’t be special,
distinctive and compelling
in the marketplace unless
you create something special,
distinctive and compelling
in the workplace”
The future is
experience branding

12. ‘Bringing the brand to
life at every touchpoint’
is becoming a vital customer
experience competence…
But employee experience
precedes this.
Excerpt from research report by: KPMG and Nunwood
The future is
experience branding

13. The brand
is not what
the company
says it is…
…but what
the customer
feels it is
Excerpt from research report by: KPMG and Nunwood
The future is
experience branding

14. Excerpt from research report by: KPMG and Nunwood
UKmarket
analysis
6pillars represent
excellent customer
experience
10,000customer evaluations
11sectors
300
brands
The future is
experience branding

15. Excerpt from research report by: KPMG and Nunwood
Fast Facts
1
2
Those in the top 100,
experience double the
revenue growth of the
FTSE 100
Those in the top 10
added an extra £43m
to sales every year
compared to those
positioned 11-100
It’s all about
experience

16. Excerpt from research report by: KPMG and Nunwood
Fast Facts
1
2
Those in the top 100,
experience double the
revenue growth of the
FTSE 100
Those in the top 10
added an extra £43m
to sales every year
compared to those
positioned 11-100
It’s all about
experience
The Top 5
6-10
First Direct
John Lewis
Lush
Emirates
Amazon
Richer Sounds,
MS Food, giffgaff,
Nationwide,
Apple Store

17. Excerpt from research report by: KPMG and Nunwood
Bring the brand
alive at every
touchpoint
Knowledge is the
new experience
Direct link –
customer
experience
satisfaction and
omni channel
delivery
Employee
experience
precedes
customer
experience
My name is
Hello
It’s all about
experience

18. Excerpt from research report by: KPMG and Nunwood
The six pillars
Personalisation
individual
attention
Integrity
trustworthy
Expectations
meeting/exceeding
Empathy
Understanding
customer
circumstances
Time effort
to minimise
customer effort
Resolution
turning poor
experience into
good
It’s all about
experience

19. How do we
make this
a reality?

20. How do we make this
a reality?
Leadership
What are they doing?
• Being clear about what’s expected
• Keeping it simple – e.g. 4 pillars
• Continuous communication
• Being visible
• Being consistent
• Leading by example – e.g. improvement
1

21. Chris Stroud
Argos MD Contact Centres
Chris Stroud
Director Customer Management Home Retail Group
“An engaged colleague is the most
powerful resource you can have,
they don’t deliver because they have
to, but because they want to. They’ll
invest time and effort into their work,
making the customer their priority.
That isn’t a skill or a resource you can
buy, it’s something you earn through
strong leadership and creating
the right environment - making us
compelling and effortless to deal with.
Ultimately it is all about people.”

22. Who else needs to take
responsibility?
Operations
HR
Line
managers
Comms
LD
Working together2

23. Our Liz
Our Neneh➜
➜
Get out there and listen!

24. Brand
perceptions1
2 3
6
5
8
Exit
(Brand loyalty)
Attraction
recruitment On-boarding
Engagement
Induction
4
Development
7
Reward
and
recognition
People experience

25. • 4 clear strategic pillars with clear
measurement for each.
• Created a strong Employer brand
(Clear EVP, clear deal, clear employee journey)
• Improved all products/experience
within that journey
• Continually re-enforced and communicated
• Linked back to the business objectives/
CEO/HR/Comms

26. How do we make this
a reality?
Manager briefing pack
Fortnightly activity briefings
BRINGING OUR VALUES
tolife
Accountability
Accountability
Values discussion_Accountability_AWK.indd 1
12/09/2014 14:58
BRINGING OUR VALUES
tolife
Fun
Fun
Values discussion_Fun_AWK.indd 1
12/09/2014 14:45

27. ODEON/UCI Cinemas
Vision and values
Fun
CASTING
We’re
always r
eadytoj
oinin,
when gr
eatthingshap
pen.
helpo
ut, and cele
brateinsty
le
Trust
Wekeepourpromises.Ifw
e
say
we’ll do some
thing,youcan
trust us to
m
ake it happen.
CO-STARRING
HOW WILL
YOU SHOW
Respect
HOW WILL YOUSHOW YOUR
Values posters
Fun
Passion
Respect
Accountability
Trust

28. WELCOME
ABOARD
LIFE AT
ODEON
GET
RECOGNISED
BRAND
HEROES
A FOND
FAREWELL
JOIN
THE TEAM
INSTANT
ATTRACTION
The glitz, the glam, the fun, the
inspiration… now that you’re an
ODEON team member, we’ll let
you into all the behind-the-scenes
excitement. Hang on to your hat!
Wow! Working in an industry you
love, with a fantastic team and the
opportunity to inspire hundreds
of guests every single day – now
that’s a great job.
Ready for your standing ovation?
Go the extra mile for your guests
and you can expect stellar
amounts of reward and recognition.
That’s just how we roll.
You’re not just an employee…
you’re an ODEON superhero!
Because you have the power
to bring our brand and values
to life for your guests, friends
and everyone you know.
If you’re ready to move on, then
we want to make you our 5-star
reviewer: stay in touch, come back
as a guest and don’t forget to
recommend us to anyone looking
for an inspiring place to work!
It’s your very first peek behind
the ODEON curtain and we
know you won’t be disappointed.
STOP! If you’re looking for
an action-packed role with
thousands of guests where
the fun never ends, then
ODEON is the place for you.
INSPIRED
ENGAGED
OUTSTANDING
AWESOME
PROUD
ADVENTUROUS
EXTRAORDINARY
ODEON
WELCOME
ABOARD
LIFE AT
ODEON
JOIN
THE TEAM
INSTANT
ATTRACTION
The glitz, the glam, the fun, the
inspiration… now that you’re an
ODEON team member, we’ll let
you into all the behind-the-scenes
excitement. Hang on to your hat!
Wow! Working in an industry you
love, with a fantastic team and the
opportunity to inspire hundreds
of guests every single day – now
that’s a great job.
It’s your very first peek behind
the ODEON curtain and we
know you won’t be disappointed.
STOP! If you’re looking for
an action-packed role with
thousands of guests where
the fun never ends, then
ODEON is the place for you.
INSPIRED
ENGAGED
ADVENTUROUS
EXTRAORDINARY
ODEON

29. TONIGHT I GUIDED
1,800 PEOPLE TO
THEIR SEATS
TO WITNESS ONE
MAN LAND
SAFELY ON AN
ALIEN PLANET.
”
”
INSPIRED. ODEON.
TONIGHT I GUIDED
1,800 PEOPLE TO
THEIR SEATS
TO WITNESS ONE
MAN LAND
SAFELY ON AN
ALIEN PLANET.
”
”
INSPIRED. ODEON.

30. ODEON/UCI Cinemas
Vision and values - campaign 2

31. ODEON/UCI Cinemas
Vision and values - campaign 2

32. ODEON/UCI Cinemas
Careers website
/ Concept 2 – Modular design with parallax scroll
Home page
EXTRAORDINARY ODEON
AREYOUREADY
TOINSPIREOURGUESTS?
HOME LIFE AT ODEON JOBS APPLY
NEVER
STAND
STILL
JOBS
Where could your ODEON
experience take you?
Full menu navigation with social media links
Video
background
EXTRAORDINARY
ODEON
AREYOUREADY
TOINSPIRE
OURGUESTS?
Careers microsite (parallax scroll, interactive)
EXTRAORDINARY ODEON
AREYOUREADY
TOINSPIREOURGUESTS?
WORKHARD,
PLAYHARDER
HOME LIFE AT ODEON JOBS APPLY
Get ready for the time of your life…
Lorem ipsum dolor sit amet, conse ctetur
adipiscing elit. Vivamus finibus nulla
ipsum, volutpat laoreet felis elementum
eu. Integer pharetra diam nec magna
ultrices, at ultricies nisl vehicula.
NEVER
STAND
STILL
JOBS
NEARYOU
SHARE
UPLOAD
Where could your ODEON
experience take you?
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Vivamus finibus nulla ipsum,
ODEON
TONIGHTIGUIDED
1,800PEOPLE
TOTHEIRSEATS
TOWITNESSONEMAN
LANDSAFELYONAN
ALIENPLANET
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Vivamus finibus nulla ipsum,
Cinema Administrator
Bristol | Competitive
Cinema Host
Bath | Competitive
Cleaning Operative
Bristol | £7.50 per hr
Costa Coffee Supervisor
Bristol | Competitive
Guest Experience Supervisor
Bath | Competitive
INSPIRED
INSTAGRAM
FEED

33. “This year has been a
whirlwind with fantastic
initiatives, ideas and concepts
brought in which are the
best I have seen in 14 years
at Odeon.”
ODEON/UCI Cinemas

34. ODEON/UCI Cinemas
Results
Extended
lead in
Italy Spain
Group attendance
market share
CIPD
Best HR team
CIPD
Best HR consultancy
NPS
Increase in all
markets
Reclaimed
in UK Ireland
#1
Attendance
+12.6%
EBITDA
+ 80%
Total revenue + 13.7% to £747 million£ £

35. So,
what can
we do?

36. The future is
experience branding
KPMG say...
3
3
3
3
3
3
Rehumanise the experience
Focus on creating a great first impression
Set and manage customer expectations
Resolve issues at the first point of contact
Remove unnecessary steps in the process
Show the customer you know them

37. The future is
experience branding
We say...
3
3
3
Create an empowered environment
Give employees freedom to make decisions
But… have clear boundaries
Have a clear company mission, and embed
it across all levels
Let your employees show their personality
3
3

38. Conclusion
Find out what makes
your employees and
customers, tick
Start small
and build up
Get leadership
buy-in (and budget!)
Map the employee
experience
Ask, how closely is your
organisation working?
Map customer
experience –
where are the
crossovers?
3

39. Practical ideas
• Challenges
• Activities – make your own
displays, movies
• Involvement – quizzes, activities,
try your own ideas, sharing stories
• Fun - competitions
Quiz
Time
Conclusion

40. Takeaway
• Choose extraordinary over ordinary
• Empower employees to make
customers’ day
• Ensure your organisation is
joined up in its working
• Have open communications between
employees and comms teams
Conclusion

41. Anyquestions?
Thank you