Thinking of showcasing your successful customer experience initiative at this year’s BIFM Awards? Here’s some inspiration from last year’s winner, Macro, Emirates Air Line.
Macro, Emirates Air Line, was named Impact on Customer Experience Winner at the 2017 BIFM Awards.
Macro won the contract to manage and run the entire operations of Emirate’s Air Line’s cable car, the first urban cable car in the UK, on behalf of Transport for London in 2012. This unique and unprecedented contract involved Mace Macro having to define new principals for operating and managing such a system, and help to create a profitable and growing mode of transport.
Macro’s ability to create a reliable and fully-managed service has seen the cable car become a huge success for London and Emirates, welcoming over eight million passengers so far and ranking as one of the best TfL modes of transport for customers and tourists. Macro did this by focusing on improving the customer experience as its primary goal by establishing a Guest Experience Team, who implemented a number of initiatives to challenge and promote the customer experience in real time.
This exemplary customer experience has contributed to an increasing number of customers and profit for the business year-on- year.
Here’s Macro’s winning interview from the BIFM Awards’ ceremony 2017.
Customer experience is created from a culmination of a multitude of customer touch points, throughout the customer journey and over the term of the relationship. Whilst traditional customer service might focus on the direct physical and virtual interaction with customers, customer experience considers the entire lifecycle of a customer and all factors that could impact their awareness, understanding, attraction, purchase, service and advocacy of a brand or product/service.
Organisations who proactively design, manage, monitor and adapt their customer journey often see both financial and brand affinity rewards through increased customer retention and recommendations.
To be effective, the responsibility for customer experience management rarely resides solely with just one department as it requires a coordinated effort from across an organisation. FM is a vital part of that customer experience and can play a significant role in using innovative tools, practices and measures to enhance the customer experience.
As the category’s Lead Judge, Andy Kelly suggests: “The Customer Experience needs to be paramount in the FM vision, mission and strategy of delivering exceptional services. In a very demanding market the competitive edge is gained by those companies who truly understand their customers’ needs and plan proactively not only to meet the expectations of their customers but to continually exceed them. Understanding the critical factors that drive service excellence is a given for any organisation that wants to be successful in retaining and attracting new customers.
In this category we will be seeking the very best examples of organisations that have managed to meet their business objectives and deliver outstanding customer experience”