City Walk by Meraas: Defining what a shopping & leisure destination of the future is
How one would define a destination of the future? How can a group manage multiple destinations of different formats and consistently deliver to a range of customers?
01 —The Impact
The results, up front.
Defined Archetypes Across four pillars of business we provided 20+ archetypes (personas) that were rich in attitudinal, behavioral and, more importantly, experience needs data. Behavioral Tracking Model Based on multiple sources and data points, we have created an individual to each archetype set of recommendations on how to track them. Two Solutions Designed We have provided journeys for two solutions, one of which was designed as an engagement tool for any Meraas customer, another one being designed as a concierge tool. Customer Journeys Starting with the as-is, fed by touchpoint analysis and mystery shopping, as well as customer feedback, we have designed the future CX. Customer Experience Vision City Walk now has its own vision of how CX should be handled. It helps them focus on what's important, invest in what's required and remain consistent in the eyes of the customer.
02 — The Challenge
Where they started.
The approach was based on three simple things we utilise during every Customer Experience engagement: Research : this time involved both quantitative and qualitative methods, empathy walks and touchpoint analysis Understand : focused on customer archetypes, needs and triggers of the audience, that then followed by customer experience vision design to focus all future initiatives around an image the Meraas and City Walk wanted to carry. Design : including customer journeys, archetypes and solution design for tracking and personalizing experiences for the archetypes we have come up with through the customer experience and archetypes research.
03 —What We Did
The work.
We started with benchmarking, empathy walks and touchpoi…
We started with benchmarking, empathy walks and touchpoint analysis. Once the journeys were mapped, we have engaged with thousands of customers to define key archetypes across four categories of business: properties, f&b, l&e and retail.Once we had the full picture that came from 5k responses of customers across the portfolio, we have launched a customer experience vision workshop for the group and finally mapped the future journeys and rolled out an action plan. Subsequently, we were asked to create several solutions and design journeys for the Meraas Costumier & Concierge Apps.Arguably, the project's end was signified by a modeling exercise, where based on the archetypes we have created, we offered a model that helps track those archetypes based on multiple factors and data sources.
04 — Approach & Methodology
How we got there.
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05 —In Practice
Project samples.
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