Creating a frictionless future with focused
customer experience.
When a flagship UK holiday park celebrated its 10th year, the business set an ambitious goal to achieve a valuation target by 2027. To reach this milestone, the commercial team recognised the need for alignment both internally and externally as a cohesive brand. However, their brand offering lacked clarity and structure, their agency roster was disjointed and the internal team required strategic direction to move forward effectively.
To understand the right path to take for our client, we worked with commercial and marketing teams, exploring historical foundations to assess the reasons for the brands existence, analysed their current and target audiences performance and explored the customer journey to carve a path forward.
Our focus areas include:
(i) Distributing questionnaires to a diverse range of prospects across the UK, both north and south, targeting key demographic and psychographic profiles, as well as comparing competitors. This approach provided raw insights, perceptions and expectations of the brand, offering stronger results than relying on feedback from current clients or staff members who may hold preconceived notion
(ii) Conducted in-depth market research
(iii) Performed anonymous shopper marketing and customer experience site visits, including stays at various locations, to gain insight into the end-to-end experience of both ‘owner’ and ‘renter’ customers
(iv) Planned and facilitated workshop days, including activities, test-and-learn challenges, and strategic direction sharing sessions
Solution
Resulted in a robust brand and customer experience roadmap for the brand, as well as flagship sites, plus the development of a 12 month communications strategy which we split out into two core areas, brand and strategy and transformation:
1. Brand
(i) Brand map – we shared insight into what happens along each point of the communication and experience process and how to improve each touch point, with key focuses
(ii) Competitor wheel – providing a birds eye view document to aid future marketing disruption of the market
(iii) Values and Tone of Voice document - the workshop tested the team and brand thinking was watertight, which then helped work against channel plans and to consolidate the brand further
2. Strategy and Transformation
(i) Digital ecosystem recommendations
(ii) Omni-channel strategies, including inbound and outbound channel insight
(iii) Key messaging and channels by customer profile
(vi) Hypothesis and recommendations for a/b testing
This project resulted in an increase of customer satisfaction, with the client on track to achieve their 2027 vision.