Changing tack to Visitor Inspiration Centres VISITOR INFORMATION TRANSFORMATION PROGRAM MARCH 2018

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1 Changing tack to Visitor Inspiration Centres VISITOR INFORMATION TRANSFORMATION PROGRAM MARCH 2018

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4 Connect business + organisations to the ultimate reason they exist their customers

5 Our clients STRATEGIC BUSINESS PROBLEMS SOLVED THROUGH CUSTOMER STRATEGY I would recommend Customer Frame for any business wanting to improve performance and meet the evolving needs and expectations of customers. - Jemma Elder, MD, PPQ

6 Change

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8 Engagement with VICs can result in 59% of visitors spending up to $180 more on fuel, food and retail, accommodation and attractions. SATC, August 2016

9 inform inspire

10 Shift from passive to active FROM PASSIVE INFORMATION TO ACTIVE INSPIRATION Information overload Paralysis of choice Lack authenticity of information Focus on facts + figures Brochures, maps, arms full VIC s vital role in value chain Credible local knowledge Personal, authentic Curated stories, experiences, secrets + hidden gems TELL - REGION VIEW LISTEN - CUSTOMER VIEW

11 The ultimate reason

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13 20 % 20 % 20 % Growth More customers Better margins Greater spend 73 %

14 Changing ways

15 150 x a day

16 97% take a mobile device for business 94% take a mobile device on holidays 2014 Expedia/Egencia Mobile Index.

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18 Where does the VIC fit? CUSTOMER JOURNEY STAGES FOR TOURISM OPPORTUNITY?

19 Changing customers

20 Everyone?

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22 15% MORE SPEND THAN BABY BOOMERS Fairmont Hotels & Resorts Luxury Insights Report

23 15% $200B MORE ON 5 SPEND TRIPS THAN PER ANNUM BABY BOOMERS Fairmont Hotels & Resorts Luxury Insights Report

24 75% 15% $200B OF MILLENIALS WANT TO KNOW MORE ON 5 SPEND TRIPS THAN PER THE ANNUM STORY BABY BOOMERS BEHIND THE PLACE Fairmont Hotels & Resorts Luxury Insights Report

25 Equipped with a smartphone they seek 3rd party validation of quality and value to unravel the spin.

26 Changing needs

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29 Who s changing?

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32 "If you don't go down this path you become less relevant to your customers, and it becomes all about discounting."

33 Changing tack

34 What services should we provide? CUSTOMER JOURNEY STAGES FOR TOURISM OPPORTUNITY?

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38 Shift from passive to active FROM PASSIVE INFORMATION TO ACTIVE INSPIRATION Information overload Paralysis of choice Lack authenticity of information Focus on facts + figures Brochures, maps, arms full VIC s vital role in value chain Credible local knowledge Personal, authentic Curated stories, experiences, secrets + hidden gems TELL - REGION VIEW LISTEN - CUSTOMER VIEW

39 inform inspire

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41 Changing tack: VIC Transformation YOUR CENTRE, YOUR REGION, YOUR STATE + OUR COUNTRY CREATE SHARED VISION BENCHMARK CURRENT EXPERIENCE DESIGN OPERATING MODEL TRANSFORM VISITOR EXPERIENCE

42 CHANGE IS HERE: ARE YOU READY?

43 What story is your customer leaving with? What the hell is that? Everything from the brochures...

44 So, what can you do today? SOME KILLER TIPS FROM OUR WORK AROUND THE COUNTRY 1 START WITH YOUR WHO Work up profiles of your customers + what differing needs they have Engage your team on what s possible 2 VOLUNTEERS ARE YOUR UNTAPPED ASSET Engagement + enthusiasm + pride Know your region s secrets better than anyone or google! Provide the stories that beat stuff drive region economics 3 REMOVE THE CLUTTER + MAKE IT RELEVANT Walk through your centre + think what value does this add? 4 GO BEYOND TRANSACTION TO EXPERIENCE Get out from behind the counter! What can you offer that is exclusively yours?

45 Peter Turner Partner #customerframe Thank you