As the New Zealand International Convention Centre (NZICC) prepares for its grand opening, it has sought to prioritise its Delivery Partners by developing a comprehensive Customer Experience (CX) Masterplan. This research has aimed to understand the needs of key customers, termed "Delivery Partners," recognising the partnership-focused approach NZICC is committed to fostering. The goal was to create a simplified yet nuanced journey map applicable to various customer segments, serving as a cornerstone for enhancing service delivery, fostering stronger relationships, customer satisfaction, and driving business growth.
The engagement with NZICC presented a unique opportunity to shape the customer experience from the ground up, targeting key stakeholder groups such as Organisers, Concert Promoters, and Suppliers. By understanding and addressing the distinct needs of these critical partners prior to the venue's opening, we had the chance to design a CX Masterplan that not only meets current expectations but also sets a new standard for future service delivery.
This approach built upon the foundational Jobs to Be Done research completed by Purple Shirt, which uncovered why event organisers might choose NZICC over competitors. Our approach involved co-facilitating customer-led workshops with diverse Delivery Partners, mapping their typical journeys from initial engagement to post-event activities. Although Purple Shirt did not attend the majority of the workshops, we quickly synthesised the available data to catch up. We then facilitated three additional workshops with Delivery Partners and an internal service blueprinting session helping the NZICC team develop the CX Masterplan. We also developed a behavioural customer typology model and an event segmentation framework, further tailoring our insights to diverse customer needs and behaviours. One of the key challenges was to articulate a unified customer journey while addressing specific differences across various groups.
Our work resulted in a set of actionable improvement recommendations for immediate implementation, allowing NZICC to begin enhancing its service offering right away. Additionally, we provided a number of longer-term initiatives for future investment, ensuring that NZICC could continue to evolve and improve its customer experience over time.
This CX Masterplan, and accompanying Service Blueprints, now serve as a foundational tool for NZICC, guiding their efforts to become Aotearoa’s leading convention centre.
Our strategic collaboration with Purple Shirt while developing our CX Masterplan for NZICC has been transformative. By co-facilitating workshops with diverse Delivery Partners, we gained invaluable insights into their needs and expectations. Together, we mapped out nuanced customer journeys, from initial engagement to post-event activities. The result is a comprehensive CX Masterplan that not only meets current expectations but also sets a new standard for future service delivery. Purple Shirt's expertise and commitment have been instrumental in shaping our success, fostering stronger relationships with our clients, keeping us closer to the customer and will ultimately help us in driving business growth.
