36 Practical Tips to Elevate Your Experience Program

Aesop is a skin, body, hair and homecare brand that was founded in 1987 in Australia. The products are built with natural botanic ingredients and essential oils, focused on creating a sensory experience for customers.

The Foxtel Group is Australia’s leading television company with more than 4 million subscribers to a range of broadcast and streaming services. With so many competitors in the subscription television space, it’s crucial for the Foxtel brand to deliver excellent experiences to customers at every opportunity.

When we first selected InMoment, we had a fantastic and smooth experience transitioning from the sales process to our client success team. We were really impressed by the kick-off meeting, the accessibility and the dedication we received from the whole process. We were so impressed, that we are taking that experience and trying to replicate it across our own relationship management at legalsuper!

legalsuper’s Manager of Insights and Service Design

About three years ago, the NRMA teamed up with InMoment to start looking into its customers’ emotions for the first time. To get started, the CX team included more than 10 hard-coded emotion questions within member surveys asking both open-ended and ratings-based questions. This gave the business a solid foundation of comparison when beginning to use the emotions product in text analytics.

"Chasing survey scores and lagging indicators is not our idea of a modern approach to improving experiences. Instead, we partner with InMoment to identify key moments that matter in our customers’ journey’s and drive change in those areas. This approach gives our executives better metrics to run the business and elevates our results.”

Tyler Saxey, Director Customer Experience, Foot Locker

When Craveables launched its VoC program, it knew it would result in a major cultural shift. Because, even though the team knew customer feedback was important, the legacy actions and historic focuses taught stakeholders to avoid feedback. After the VoC launch, Craveables has progressed with its goals. The brand was even able to launch a VoFP (Voice of Franchise Partner) to collect feedback from another valuable voice. Since launch, the brand has seen a response rate +60% and some obvious (and not so obvious insights).

Deborah Ruka, Head of Operations, Oporto (Craveable Brands)

Downer NZ has historically focused on understanding their B2B customer experiences (VoC), while at the same time also understanding their employee experience (VoE)—however, the two programs were not linked until recently. Downer NZ realised that the two programs have more power for insights and shifting experiences if they linked and evolved them together through a modern integration of both customer and employee experience improvement.

Scott Wilson National Customer Experience and Insights Manager & Jake Barker, HR Business Partner, Downer New Zealand

In 2020, ASICS turned its focus on customer experience. By 2022, the program had rolled out to 27 countries. ASICS uses its experience program to get quantitative benchmarks for quality store experience, to learn why customers visit the stores, and to find ways to improve the store experience. With direct contact to frontline teams, response volume would see a 40% month on month lift with a corresponding increase of +19% of direct CX sales.

Tabia Chui, Manager, Retail Promotions Department, ASICS