Wyndham: How linking voice of employee and voice of customer transformed both

Wyndham Destinations Asia Pacific shares the cultural and technology transformation to improve customer experience


Transformation

Not only does the CX team feel more empowered, within the first year of operation, Wyndham Destinations Asia Pacific saw guest satisfaction rise 6.6 per cent, and significantly fewer complaints, with up to 87 per cent year-on-year reduction in some customer touchpoints.

The business also saw an 8 per cent reduction in escalated resort complaints, and a 13 per cent reduction in retention costs month-on-month for every one per cent increase in resort satisfaction. It now enjoys an average response rate from surveys sent to the full customer list of a record 27 per cent.

In an added bonus, Wyndham starred in 2019 Confirmit ACE Awards, taking out the international Judges Choice Award for Customer Experience program, as well as awards for Voice of Customer, and Innovation.

 “We can now translate the true voice of customers, provide insights-driven business recommendations and implement innovative projects to enhance the customer experience for our guests every time they visit,” Harkness said. "Now, teams can walk into an executive meeting and say ‘here is what customers are saying and this is what we need to do’, because it is no longer a guess or a ‘gut feel’.

“Having access to customer insights has provided an abundance of opportunities to understand our customers better by identifying key trends, analysing and measuring the gap, designing and proposing business cases and implementing solutions."

What's more, Wyndham has seen steady OSAT level increases, since combining the two employee and customer functions.

“NPS has also increased, particularly with top tier owners. Are we perfect? No, we’ve still got a lot of work to do, but we are getting there and seeing the improvements,” Harkness said. 

In the future, Wyndham hopes to do more work on dashboarding so it can hang metrics on particular programs, and create great cross pollination between teams.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu 

 

 

 

 

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