Customer Engagement Plan
Identifying the appropriate level of customer engagement relevant to a place in accordance with market positioning, management approach and stage of development and creating strategies that are aligned. The Customer Engagement Plan explores and suggests partnerships with local organisations, associations and entities with which an asset can build long-term alliances and documents the best approach for both customer (onsite) engagement and community (offsite) engagement.
Asset or portfolio owners/developers who wish to engage with the local community and customer base.
By using an independent representative, asset owners/developers can test and evaluate the types of partnerships that are beneficial for both parties as well as receive support from testing phases through to asset or portfolio roll-out.
Regardless of the scale, age or type of centre, customer experience standards ensure that customers are provided with a reliably positive impression. A guide that standardises the execution of customer experience touchpoints across retail assets by translating customer perceptions into an actionable, relevant format. The guidelines feature user-friendly information and best practice images relating to the tangible and intangible requirements of the key internal touchpoints: parking, food court, break-out spaces, play areas and parents’ rooms with amenities.
Centre managers, operations and maintenance, marketing representatives and design and development managers.
Creates a consistent customer experience framework for each of the key touchpoints throughout the customer journey by upholding minimum standards for positive experiential outcomes.
Often undertaken after DA approval, an experiential overlay provides the opportunities to consider the detailed points of differentiation across Place, Product and Program. When deployed successfully, an experiential overlay creates a well-defined and differentiated customer experience, which supports attraction and loyalty in a highly competitive market.
Developers, designers and marketers looking to better define the onsite experience in a distinctive and appeal manner.
Insulates assets against competition through clear and appealing points of difference.
Practical Implementation Plan (PIP)
Clearly defined guidelines and responsibilities provided for application of activation and programming opportunities. This plan outlines the steps for inviting proposals and progressing implementation of key customer/tenant experience strategies.
Asset managers and operators.
Clear path to implementation supporting tangible outcomes that are strongly connected to strategic aims.