In order to create the exceptional customer experience they aspired to, Hoyts first needed to understand precisely what mattered to their customers and how they would deliver it. By engaging with Proto and our human-centred approach to the customer journey, Hoyts were about to gain a greater understanding of their customer's needs and motivations, guiding them in development of future service offerings.
One of the critical factors we uncovered during our research, relating to the delivery of an outstanding customer experience, was that cinema trips are regarded as special occasions. This concept of cinema as an experience, rather than a transactional event, was key to updating Hoyts' customer experience strategy since it revealed the heightened level of expectation customer placed on cinema visits.
For this heightened level of expectation to be met, the customer would need to be understood as an individual and treated to a service that values and cares for them.
Working hand-in-hand with Hoyts to assess their customer's needs, we uncovered four significant themes which now form the basis of Hoyts' overarching customer strategy. Grounded in customer feedback, these themes emphasised the need for Hoyts to understand, care for, value and delight their customers at every possible touch-point during their journey.
Understanding the customers needs and motivations was only part of Hoyts' journey. To make their customer experience aspirations tangible, they would first need to empower their staff to delight their customers on every visit. By gaining a clearer understanding of the current reality for their customers and team, and putting in place a detailed customer strategy, Hoyts was able to increase the customer experience capability of its frontline team while gaining alignment across their organisation.
To create a cinema experience that would truly set them apart from other entertainment providers Hoyts needed to understand precisely what their customers wanted from them. By providing them with an accurate picture of their customer's needs and motivations Proto was able to bring Hoyts' aspirations to life, creating value from research by incepting an updated customer strategy, facilitating staff empowerment and enabling the transition to an experienced-based customer interaction model.
"I'd highly recommend Proto, as evidenced by my choosing to work with them again when the opportunity arose. They're easy to deal with, their reports are very practical and now that I've worked with them in both B2B and B2C, I know that they have that expertise regardless of the sort of business that they can address. They think about the business holistically and understand that to succeed you need to look within the company as well as at your customers."
Matthew Liebmann, Former Chief Operating Officer at HoytsLet us help you identify the most important thing about your customers that will unlock your company’s growth.
TALK WITH A CX EXPERT“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”
“Proto were a pleasure to work with. They were adaptive and responsive, and developed a deep empathy for both the client and their customers. The quality of their products and services was outstanding.”
“Without the customer experience insights from the research program, we would not have been able to identify the acquisition issues that we had. Changes to the customer interactions that led up to financial protection have reduced the outflow rates by 50%.”
“From an NPS perspective, I have gone Spinal Tap on you guys and gone to 11. I still think the work you did with us, the way you went about it and the deliverables amounted to one of the best pieces of consulting advice I've ever commissioned.”
“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”
“The outcome of the prototyping has been exceptional and we continue to use the knowledge and expertise that Proto shared with us during their engagement. The icing on the cake for me was that Proto captured all of the insights from the customer workshops into an organisational asset that we now use as an integral part of our toolkit for training and briefing new team members.”
“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”
“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”
“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”
“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”
“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”
“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”
“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”
“Working with Proto was very much a partnership. We worked hand-in-hand to put CX on the map within the organisation. The team are flexible, trustworthy and do what it takes to achieve the best outcome. If you’re looking for a quality agency, providing quality data and insights – Proto are your guys. We received over 90 initiatives from the project of which 79% have now been implemented and we are seeing the benefits flow through!”
“Proto integrated into multiple simultaneous projects to ensure we achieved the best outcome. They brought real clarity around customer needs, the fundamental elements of our value proposition and provided a clear roadmap of where we're trying to get to. This allowed us to differentiate beyond the traditional proposition. As a result, one customer-informed initiative we developed was loanScore™. This unique innovation helps customers see how good their home loan is and evaluate their options for a better deal.”
