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Brand is Culture is Brand

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A presentation from an event that we ran.

Published in: Business
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Brand is Culture is Brand

  1. 1. by Brand is Culture is Brand
  2. 2. Low engagement Financial losses Poor year for attendance Weak period 2013/14 EBITDA down
  3. 3. 2016Engagement leaps Reclaimed no 1 position +20points OHI EBITDA up 80% Revenue up 13% £ Attendance up 12 % Outperformed market growth
  4. 4. How?
  5. 5. Create inspiring entertainment experiences for every guest The vision:
  6. 6. 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
  7. 7. In today’s world experience is everything
  8. 8. People want… Share-ability/ Talk-ability Knowledge Something to stand for / Involvement Emotional connection In today’s world experience is everything
  9. 9. Experiential eventsDesign your own product/flavours Pop up shopsand restaurants Brought to life by brands… In today’s world experience is everything
  10. 10. “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
  11. 11. ‘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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 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 The Top 5 6-10 First Direct John Lewis Lush Emirates Amazon Richer Sounds, MS Food, giffgaff, Nationwide, Apple Store
  16. 16. 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
  17. 17. 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
  18. 18. How do we make this a reality?
  19. 19. 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
  20. 20. 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.”
  21. 21. Who else needs to take responsibility? Operations HR Line managers Comms LD Working together2
  22. 22. Our Liz Our Neneh➜ ➜ Get out there and listen!
  23. 23. Brand perceptions1 2 3 6 5 8 Exit (Brand loyalty) Attraction recruitment On-boarding Engagement Induction 4 Development 7 Reward and recognition People experience
  24. 24. • 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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.
  29. 29. ODEON/UCI Cinemas Vision and values - campaign 2
  30. 30. ODEON/UCI Cinemas Vision and values - campaign 2
  31. 31. 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
  32. 32. “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
  33. 33. 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£ £
  34. 34. So, what can we do?
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. Practical ideas • Challenges • Activities – make your own displays, movies • Involvement – quizzes, activities, try your own ideas, sharing stories • Fun - competitions Quiz Time Conclusion
  39. 39. 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
  40. 40. Anyquestions? Thank you

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