NEC Birmingham walks away with the 2017 Operations & Services Award
NEC Birmingham presented a creative and energetic solution focused on moving from a functional to an experimental customer journey. They convinced the audience that any visitor to the centre would walk away with an emotional bond, an experience that would remain with them for a long while after.
During the presentation, NEC Birmingham Market Development Director, Richard Mann, explained that when they started reviewing their customer journey several years ago, the first thing they needed to do was to work out exactly which journey each of their customer groups was taking – because each one has a different journey. To get a clear view of what their customers experienced, they engaged an independent research and consultancy agency and mapped out each group’s entire customer journey, from beginning to end. From this research, they not only extracted information on what they were doing well, but also what they needed to improve. NEC Birmingham then focused on the areas identified as needing improvement by their various customers and made sure that not only did they improve on these areas and/or services, but that they offered solutions that were different from the norm. More specifically, they offered solutions that touched on customers’ senses to create an emotional connection.
NEC Birmingham will present their customer journey solution during the Special Interest Group Session “Best Practices” at the UFI Global Congress on 1 – 4 November 2017 at the Sandton Convention Centre, Johannesburg, South Africa.
2017 Award finalist: Messe Frankfurt (Germany)
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