cuccoa keynote address 30 sep 2013
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(c) Dr. Nancy Arsenault, Tourism Cafe 2013
Thinking Like A Traveller
The Canadian University and College Conference Organizers Association
National Conference Keynote Presentation 30 Sept 2013 Calgary AB
Focusing on the Customer Experience
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Theres aCustomer Revolution
Going On!
And you can capitalize if you think through
the eyes of your customer ... and forConference and Event planners ... your
Narrowing the focus to Conferences ... but the same applies to
meetings, incentive travel weddings, and special events
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Its a fact: Times have changed!
Its a new experience!3
www.tourismcafe.org
Reading & PublishingHas Changed
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www.tourismcafe.org
Shoppings Changed
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www.tourismcafe.org
How & where we converse has changed!
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And change is evitable - keep up with your customer!
(c) 20th Century Fox: Parental Guidance. 2012.
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Todays consumer is a:
Film maker/photographer
Author/journalist/
blogger/storyteller
Reviewer
MarketerIntermediary
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And they have the world at their fingertip!
They hold the controls.
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Lowest price
Waiting for solutions
Asks, Whats in it for me?
Seeking more stuff
Trusts marketing messages
on front of the box
Passive recipient of brand
communications
Total value
Creating their own solutions
Asks, Whats in it for we?
Seeking meaningful experiences
Looks at ingredients on them
back of the box
Active co-creators of content,
products and experiences
Old Consumers vs. New Consumers
(c) 2011 BBMG
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The Experience Factor
New value for your clients and
their valued guests Differentiating business
opportunity
Host and community pride
Optimize institutional assetsand attributes
The customerexperience... the nextcompetitive
battle ground& new
currency.
Dare to be different
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Lets think like a traveller!
Think about yourexperience.
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Travel Experience
relaxation
peace culture adventure love discovery history memorable surreal extraordinary fun
Conference Experience
grand connection eye opening interactive exciting rejuvenating fun unique complete communication
One word to describe your memories of the:
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A Great Customer Experience
An interaction between an organization and a customer. Its ablend of the physical performance, the senses stimulated, andemotions evoked, each intuitively measured against customerexpectations across all moments of contact.
Source: Colin Shaw(2005).
Photo Credit:
Photo Credit: McLeans
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www.tourismcafe.org
Make the shift from:
Customer Experience
What do customers need?
Which tends to focus on infrastructure and services
99% of organizations do not focus on the
customers emotional needs
Colin Shaw (2010) Customer Experience Trends & Insights
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www.tourismcafe.org
To:
From Moments to Memories
83% businesses think the customer experience will bemore important in the year ahead
CPXA (2011)
What makes a memorable
conference experience.
And start to focus on emotion, value over price, anddesigning what you offer around the experience.
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Benefits from Raising the Bar on Engagement,Personalization, Connections & Value
(c) 2013 Lesley Anderson & Nancy Arsenault
Infrastructure
Service &
Activities
Programs &
People
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &
Engagement
Pricing &Profits
CompetitivePositioning
Commodity PricingValue Pricing
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Benefits from Raising the Bar on Engagement,Personalization, Connections & Value
(c) 2013 Lesley Anderson & Nancy Arsenault
Infrastructure
Service &
Activities
Programs &
People
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
PhysicalEngagement
Pricing &Profits
CompetitivePositioning
Commodity PricingValue Pricing
ROI You arestrongest here
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Benefits from Raising the Bar on Engagement,Personalization, Connections & Value
(c) 2013 Lesley Anderson & Nancy Arsenault
Infrastructure
Service &
Activities
Programs &
People
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &
Engagement
EmotionalEngagement
Pricing &Profits
CompetitivePositioning
Commodity PricingValue Pricing
You have roomto improve
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Benefits from Raising the Bar on Engagement,Personalization, Connections & Value
(c) 2013 Lesley Anderson & Nancy Arsenault
Infrastructure
Service &
Activities
Programs &
People
GreaterDifferentiation,
Emotion, &Engagement
No to LowDifferentiation,
Emotion, &Engagement
ROI
EmotionalEngagement
PhysicalEngagement
Partnerships+&+Connec0ng+
to+People,+Place+&+Culture
Increased+Sales,+Brand+
Strength+&+Advocacy
Pricing &Profits
CompetitivePositioning
Return on Investment& Return on Emotion
Commodity PricingValue Pricing
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(c) 2012 Tourism Cafe & Earth Rhythms
EDIBLE CANADA
www.ediblecanada.com
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Market Price Premium Price
Greater
Differentiation,Emotion, &
Engagement
No to Low
Differentiation,
Emotion, &Engagement
Competitive
Position
Pricing &
Profits
Edible Canada, Vancouver, BCwww.ediblecanada.com
Raisingthe Baron
Engagement,Personalization,
Connections and Value
ROI
ROI&
ROE
Granville Island
Chefs Market Tour
(Experience)
Chefs Gourmet
Kayaking
(Experience)
Food ingredients(Commodities)
Restaurant Dining
(Service)
Culinary Artisan Store
(Goods)
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Vegetables: $1 to $3/kg
Olive Oil: $12 to $100
Served Meals: $12 to $23.00+/per person
Commodity:
Goods:
Services:
Off-site CulinaryAdventures:
Chefs Market Tour: $35/pp (2- 8 pax)
Chef s China Town Tours: $40 - 60/pp (2-8 pax)Guest Chef Market Dinner: $100/pp (14 - 24 pax)Gourmet Kayaking Weekends: $750/pp (8 - 12 pax)
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www.tourismcafe.org
Commodity:
Goods:
Services:
Experiences:
College and University Conference
Departments
___________________________(physical assets)
___________________________ (physical things you sell)
_______________(things you offer to ensure a positive event)
___________________________(things you must stage forengagement, personalization and relevance)
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www.tourismcafe.org
Commodity:
Goods:
Services:
Experiences:
College and University Conference
Departments
Land, buildings, location (physical assets)
Venues, AV equipment (physical things you sell)
Food & beverage, conference planning/support (thingsyou offer to ensure a positive event)
Learning, networking, transacting business (things youmust stage for engagement, personalization and relevance)
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So whos your customer?
The Challenge in your world
is you have a customer
who has multiple valuedguests that are essential tosuccess.
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The decision maker who
chooses youThe person you work
with to ensure success.
planner/volunteer.
Your Customer
May or may not be the same person, could bean event company/planner/volunteer.
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So whos your customer?And their valued
guests!
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(c) Dr. Nancy Arsenault, Tourism Cafe 2013
1. Delegates
... essential people to a conferences success?
2. Sponsors
3. Speakers/Presenters
4. Volunteers
5. The event planners boss/client
YourClient
TheirValuedGuests
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Narrowing the scope of todays talk!
BUYING
EXPERIENCE
Planning
Delivering
Experience
Experience
PostExperience
If you dont get
the biz, the rest
doesnt matter!
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My Reality
BUYING
EXPERIENCE
My time is precious
My clients time is precious
I know what I need
I may or may not know you
I know my budget
I can potentially be upsold if there is value
I need to make a decision soon
How easy can you make it for me?
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(c) Dr. Nancy Arsenault, Tourism Cafe 2013
Customers want personalizedservices and experiences from
YOUR business.
How are you doing?
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29 April 2009
Looked at 34 Colleges/Universities here plus 6 not hereSearch engine google: [Institution] Conference Services
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Searched: Institution Name Conference Services
Could we find you?Get into the Consideration Set
Conference Home Page (31)Had to work to find (3)
If I cant find you easily, Ill move on;not sure you really want my business.
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Infrastructure
Services
Call to action
Asking for the biz
based on
infrastructure not
experience
UFE &
Personalization -
missing
Pretty solid beginning, targetedopportunities to improve
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Or I try another academicinstitutions
Who has LOTS ofinformation and multiple
calls to action
and a
Value Proposition
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Or I try the PrivateSector
Lots of detail to make mydecision gatheringexperience easy
UFE &
Personalization - The
Best So Far
Engagement
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Facility InformationDo you fit my/clients needs?
Described in some form (25)
No easy to find info (9)
Infrastructure
Some of you are making me work
harder than I want to decide if I canbring you my business.
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AccommodationsMay or may not be relevant
Offer Accommodations (28) or info
No mention (6)
Infrastructure
You may not offer them, but dont leaveme guessing.
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Floor PlansInfrastructure
I have to guess at things like - room shape,distance between plenary & breakouts,
number of rooms in close proximity, etc.
Facility Plans (7)None, or none easily found (27)
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Photos of the Conference RoomsInfrastructure
Everyone looks the same.
Empty Rooms (18)Rooms with Delegates (3)No sense of space (13)
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Grant McEwan
Formal
University of Guelph (Functional)
Watermark ResortPersonalized
Kings College HalifaxFlexible, relaxed
Which is more interesting? Personalized?
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What affect does people have
University of LethbridgeGeorgian College
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Photos Gallery
I cant see what you offer and when I could, it
was mostly food and infrastructure - nondifferentiating.
Have a Photo Gallery (10)No Gallery
Programs &
People
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The Best
A room with
speaker,
equipment and
delegates
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The Best
Delegates dining
and engaged caters
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The Best
Sponsorand
Trade Space
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The Best
A warm welcome!
II can see myself here as a speaker, delegate,
sponsor, or volunteer.
Volunteers
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MapsCan I find where Im going easily?
Infrastructure
Client and guests have to do the work to find thelocations - negative impact on their experience,
could be late or get lost.
General Maps (18)Specific (5)No Maps (11)
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The Best for Options and DetailInfrastructure
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Offer Catering (29)Didnt easily find any catering info (5)
Activities/
Services
Experience Impact:
Food is an essential element - make it easy to find,know the choices, and price range
Offer Menus (18)No Mention/Had to dig (16)
Food ServicesHow much variety do you have?
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AV Info (10) No Info
Activities/
Services
Experience Impact:
Essential elements to any professionaldevelopment
Speakers InfoNo Speakers Info
Speaker ServicesHow much can you take care of?
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Great info, but add type of client. Takes theguessing out and could help you build customerpages specific to your key customer types.
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How Guests Can Enjoy ThemselvesActivities/
Services
Options Provided (17)
No Options/Links Found (17)
Reality: Just links and lists, customer has to do all thework, campus options arent celebrated/used to
differentiate
Whats available if I have 1 hour, 2 hours, a day. On Campus/Off?Transportation/No transportation? Safety?
Source: The Autonomous Customer 2013 by Avaya
Pre & Post Conference Support -
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Securing the businessPrograms &
People
Online Quotation Form (13)Must Phone/Email (21)
Experience Reality:
Make it easy for me to get info and bookthrough channels I use, not what you prefer.
38% would like a web chat while on the internet82% would like organizations to offer different channels to meet their needs
Source: The Autonomous Customer 2013 by Avaya
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Testimonials
Yes (6) No (29)
Experience Impact:
Do I trust you?
Source: The Autonomous Customer 2013 by Avaya
Programs &
People
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Why Choose Us?
Choose Us - Nice and Clear (5)Not obvious or buried in text
Source: The Autonomous Customer 2013 by Avaya
Programs &People
Experience Impact:
I have to try and figure it out.
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Bold, specific, relevant.
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Bold - place based and service differentiator.Why not add the experience?
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BUYINGEXPERIENCE
Planning
Delivering
Experience
Experience
PostExperience
Infrastructure & Service
focused
An opportunity to define
the conference/event
experience.
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Think of your business
a stage
to ENGAGE
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You have the opportunity to
Raise the Bar on:
Engagement
Personalization
Connections
Value ... for your client
... for your client and theirs!
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(c) Dr. Nancy Arsenault, Tourism Cafe 2013
Things you can do right away
Think through the eyes of your traveller/guest
Consider mapping your customer journey
Define your UFE
Articulate how you personalize the experience
Watch language & imagery unless you only deal with
student and the academic community Determine what makes a memorable experience foreverything you sell (conference, meeting, wedding, etc.
Take one step at a time.
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Thanks!
www.tourismcafe.org (website)
www.tourismcafe.ca (blog)
Tel: 250.391.6077
facebook.com/tourismcafe
twitter.com/#!/NancyArsenault
slideshare.net/nancyarsenault/
linkedin.com/in/nancyarsenault
The experience gal
nancy@tourismcafe.org
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