“Our customer satisfaction survey shows that 99% of all customers would recommend us to others”, says Stephen Broadhurst, Managing Director, Mitre Linen.
“Our customer satisfaction survey shows that 99% of all customers would recommend us to others”, says Stephen Broadhurst, Managing Director, Mitre Linen and explains; “my challenge was therefore to enthuse the management team into discussing why customers would pay more for our products highlighting our differentiators compared to our competitors and establish which areas of our business we can improve value.
Being in the direct sales business, the key to Mitre Linen’s success is ensuring customers come back again and again, “We can’t afford to rest on our laurels, complacency kills businesses”, says Stephen Broadhurst.
Mapping the customer experience
The ‘Imaginears’ project, is based on the ‘Service By Design’ concept developed by the Walt Disney Company to emphasize excellent customer service in their theme parks.
The key to the concept is to map the customer experience identifying ‘tragic’ customer experiences and carefully plan how to turn them into ‘magic’ customer experiences. “It is all about our customer’s expectations versus what they actually experience and no customer interaction is too small. Even simply ringing Mitre Linen should resemble ringing a friend”, says Stephen Broadhurst.
The Mitre Linen initiative has stayed true to the original source of inspiration and lends all the visuals from Walt Disney.
As such the project icon is Mickey Mouse and the Imaginears name emphasizes ‘ears’, as in the will to listen to the customer in order to think like them.
The scope of Imaginears
The team of Imaginears initially identified 74 reasons a customer might correspond with Mitre Linen and subsequently looked at the experience that the customer would receive. Focusing on all the things that could go wrong will allow all departments to plan for a ‘magic’ customer outcome.
As part of the project, Mitre has produced a scoring board system based on the board game Monopoly. As such each employee can earn points if they are appraised in four different ways that all relate to a ‘magic’ customer experience:
- 1 point – Positive feedback from member of staff
- 2 points – Positive feedback from management team
- 3 points – New product / suggestion
- 3 points – Employee of the month
- 4 Points – Positive feedback from a customer.
An employee is represented by a Mickey Mouse icon holding their name, which travels around the scoring board in accordance to earning points.
The prize for winning the Imaginears competition is a weekend trip to Disneyland Paris. “We can see the effect on a daily based. Customers are impressed with the initiative and everyone at Mitre is highly engaged. The efforts of the team are outstanding”, says Stephen Broadhurst.