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TC Harrison - The Experiential Journey
- 1. 1. Appointment Car tellsyou service is due Ford advise customer service is due via; Email Phone Customer calls in or uses online booking system Not mobile friendly! Doesn’t work on mobiles! Form very long— why don't you already have my details? Customer picks date and time to come in 2. Preparation Ford collect Ford call customer 24-48 hours before— courtesy call 4. Waiting Sit and wait The usual coffee machine… the usual magazines… How long do I have to wait? Go away and come back How can I get to where I want to go? Will someone give me a lift at any time? 5. Progress Calls Have I been asked if I want to be contacted? Do they know how I want to be contacted? 5. Follow Up Survey - forces me to answer every question, even if irrelevant — badly designed. Can I trust this brand? 3. Arrival Customer arrives for service or repair Where is the service centre and where do I park? No signposts! Greeted by huge ‘Hello’ sign with friendly assistant and directed to service centre Why does it say Transit? I’m not a van driver!? Locate service area and probably queue Fast Track Where is it?! Where do I park? Are all these cars fast track? Where do I hand my keys in? This isn't fast... The Experiential Journey Where are we now? Where do we want to be? Advantages Modern showroom Big, bold statement in form of ‘Hello’ board Staff member at entrance Friendly staff at desks Interactive iPad's and video screen Able to book online No organisation – queue to book in Good feedback on actual service Collect car from home Disadvantages Parking not clear No directions to Fast Track Unclear on where service centre is Have to walk through showroom to get to service centre Video screen hidden behind ‘Hello’ board Service centre at the back Lengthy process to take car in Service centre employee uniform - fleeces look shabby Same waiting area that most service centre's have Booking in car online does not work on mobiles Limited time on collections and drop offs What are the circles above the cars? The customer doesn’t know! Entertainment Facilitate customers who want to wait AND those who don’t! - Lifts all day across Derby to all Derby postcodes - Provide entertainment hub for the modern person including charging points, computer/laptop stations, games consoles - Provide an app that engages the customer in the process, through tracking, games and knowledge - Track my service app with videos of service to choose to watch Educational - Who's looking after you today? - App - Did you know? – Interactive Board - Re-vamp of workshop viewing area - Correct signage clearly stating areas to customer - Extras in app booking in – (Already online however aren't attractive!) - Through ‘did you know’ promotion - Improve desk set up – If customers wants to ask questions? Customer could think “Is this the right person to ask? Are they busy?” - Interactive map of service centre and process in email or app - Track my service app with videos of service to choose to watch Escapist Facilitate customers who want to wait AND those who don’t! - Lifts all day across Derby to all Derby postcodes - Provide entertainment hub for the modern person including charging points, computer/laptop stations, games consoles - Provide an app that engages the customer in the process, through tracking, games and knowledge - Organised parking and ‘Fast Track’ incorporating ‘Key Drop’ service very clearly to customers Aesthetic Re –vamp waiting area to feel more comfortable and relaxed Service centre is a hub in its own entity with colours, scents and textures – not just a space behind showroom at the back Even in airports for example, we still know we are waiting, yet easy to forget! – Ensure a comfortable, relaxing environment Correct signage clearly stating areas to customer Proposed Customer Journey and Key Touch Points Key Touch Points, Love Marks and Signature Moments 1. Personalization – Customer is given the choice of how they want to interact with you as a business. 2. Familiarization – Map of where to go, digitally introduced to staff through app 3. Honesty – “This is how long your service is going to take” no frills approach with accurate updates and complete transparency through entire journey and experience FastTrack Customer arrives into car park- have been advised by app and interactive map where to go and is guided by clear signage Parks car and interactively checks identical to inside and drops keys – knows they can wait or get a lift by entering the FastTrack entrance to service centre How do you want to know about your next service via email – “Don’t worry, if email isn’t your thing we wont contact via this way in future – please choose an alternative below!” • Text • Email • App notification • Phone call - still make this accessible Customer arrives themselves or by Ford Collect Has already seen interactive map on app however there are clear signposts to parking, FastTrack and the service centre building Customer is greeted whether they know where they are going or not Arrives at interactive board (similar to a doctors) where they can check in and are advised that ‘Angela’ will be approximately 2 minutes Clean, no fuss survey for optimum feedback How does the customer want to interact? “Do you want to track your service? You can do so by using our app, or we’ll send you an email link to your personal service tracker” “Do you want to enjoy our service centre hub or come back?” Service centre hub with laptop benches, charging points, computer stations but also armchairs – sofas are awkward if sitting next to a stranger. All modern and spacious enabling relaxation with the objective to make the time feel like it has passed quickly. Designated driver takes customer home or into city - customer can request pick up via app or phone for return journey