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Unleashing Digital Customer Experience
Nov 24th 2016
Ute Haupt, Director International Consumer Insights, TUI
Christophe Vergult, Managing Partner, InSites Consulting
THINK CONSUMER CENTERED
THINK AGAIN
1THINK consumer centric. THINK AGAIN.
2 THINK consumer centric. THINK AGAIN.
Ute Haupt
Director International Consumer Insights
3 THINK consumer centric. THINK AGAIN.
We now have a very operational CX focus.
We have to be more human and brand centered.
4THINK consumer centric. THINK AGAIN.
55THINK consumer centric. THINK AGAIN.
BLINDED BY
TOUCH POINTS
6THINK consumer centric. THINK AGAIN.
STUCK IN
TOUCH POINT
SATISFACTION
TOUCH POINT
SATISFACTION
DRIVES
20%
OF TUI NPS IN SOME MARKETS
Dream
ing
7 THINK consumer centric. THINK AGAIN.
ORGANIZATION
MOMENTS TOUCH POINTS
8THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY
EMPLOYEES
ORGANIZATION
NEEDS
9THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY
10THINK consumer centric. THINK AGAIN.
THE HOLE IN
THE WALL
11 THINK consumer centric. THINK AGAIN.
We should step into the shoes of the consumers.
What are their needs and jobs to be done?
12 THINK consumer centric. THINK AGAIN.
A PICTURE SAYS
MORE THAN A
THOUSAND WORDS
6879Stories
50Participants per country
3Active weeks
18Activities
13 THINK consumer centric. THINK AGAIN.
6879Stories
50Participants per country
3Active weeks
18Activities
14 THINK consumer centric. THINK AGAIN.
15 THINK consumer centric. THINK AGAIN.
STRUCTURED ANALYSIS OF CONSUMER STORIES
Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within the
holiday mood
afterwards
16 THINK consumer centric. THINK AGAIN.
TOWARDS A NEW SET OF NPS DRIVERS
TOUCH POINT
SATISFACTION
+PERFORMANCE
ON CONSUMER NEEDS
DRIVE
60%
OF NPS ACROSS COUNTRIES
Dream
ing
17 THINK consumer centric. THINK AGAIN.
18THINK consumer centric. THINK AGAIN.
THE ABILITY TO UNDERSTAND
&
THE CONSUMER BETTER
DELIVER UPON THAT UNDERSTANDING
Support
me to make
the right
choice
Keep
me excited
and looking
forward
Help me
escape from
everyday
routine
Stay
within the
holiday mood
afterwards
19 THINK consumer centric. THINK AGAIN.
To what extent do you agree with the following statements about TUI?
CONSUMER NEEDS BECOME KPIS
To what extent do you agree with
the following statements about TUI?
20 THINK consumer centric. THINK AGAIN.
YOU CANNOT FATTEN A PIG
JUST BY WEIGHING IT
21 THINK consumer centric. THINK AGAIN.
We now have a vision and the teams get it.
But how do we deeply embed it in the business?
#MINDS#HEARTS #ACTIONS
22THINK consumer centric. THINK AGAIN.
establishing a culture of
consumer centricity and
creating a mind shift among
employees.
delivering sparks of fresh
inspiration through dialogues
with consumers, in order to
craft or reshape strategic plans,
product development
roadmaps,…
concrete actions or changes
in the cycle of developing
new products. This level is
about bringing strategy into
action.
PURPOSELIFE
ORGANIZATION
CONSUMER
CENTRICITY
23THINK consumer centric. THINK AGAIN.
CONSUMER
24THINK consumer centric. THINK AGAIN.
We believe that everyone
deserves a holiday where
you can get back to your
true self and enjoy
moments that really
matter, now and in
times to come.
25 THINK consumer centric. THINK AGAIN.
ROOTED IN A BRAND PURPOSE
EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
MOMENTS TOUCH POINTS
26THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY
EMPLOYEES
PURPOSELIFE
ORGANIZATION
NEEDS
MOMENTS TOUCH POINTS
27THINK consumer centric. THINK AGAIN.
CONSUMER
CONSUMER
CENTRICITY
THINK consumer centric. THINK AGAIN.
After formal go by the board we are ready to
roll out our new research & CX approach.
Unleashing Digital Customer Experience
Nov 24th2016
Ute Haupt, Director International Consumer Insights, TUI
Christophe Vergult, Managing Partner, InSites Consulting
THINK CONSUMER CENTERED
THINK AGAIN
28THINK consumer centric. THINK AGAIN.
