A branded customer experience

How over a period of 18 months, this premium food brand increased their organic growth target by 12%, increasing customer loyalty by over 25% and confirm their brand as premium, differentiating from the competition. How did they achieve this? What was their secret?
Case Study - Presentation

Presentation

A premium global food brand, associated with luxury and quality, a dual business model, company-owned and franchise, over 500 shops and 5000 employees, realised they needed to understand their customer better to reposition the brand to respond to the incoming competition and maintain growth.

Evidence showed that customer experience in shops did not match the status of the brand. The shops business needed to change the way it thought about and dealt with customers, if it was to fight off intense competition and fulfill its growth potential. It was an opportunity to redefine the brand positioning.

Customer feedback indicated that service was the key driver in increasing loyalty and customer spending. This commitment to service needed to be the key component of a wider initiative to enhance the ambience and appearance of the shops and to align them with the brand.

By strengthening the employee culture, they could serve as the ambassadors for every customer satisfaction.

Action

  1. Loyalty and customer relationships are built around everything that customers see and everything they don’t
  2. An international cross-functional team was brough together to build a service model that covers the whole customer journey. Everyone imagined the new customer experience at each step of the journey
  3. Developed a HR tool and trained all shop managers to attract the right talent
  4. A global training framework was developed incorporating local culture specificities
  5. A set of measures to track implementation and progress was developed

Solution

The customer experience journey was a global initiative addressing a wide variety of cultural differences and business models. The brand needed a framework to develop a unique relationship with their customers, differentiating themselves from the fast-service. The core of the service work was developing a blueprint for a specific customer experience, that defined what the customer most valued, and the expected and differentiated employee behaviors that must be delivered at each “touchpoint” in the customers’ journey.

We reframed the problem and put the staff and customers at the heart of the processes, driving all decision-making and interactions. Service staff and shop managers underwent an innovative learning experience to help them understand the new skills.

All HR processes were designed to support and encourage the delivery of the customer experience.

Case Study - Solution

Impact

  1. All staff trained worldwide to become ambassadors of the brand
  2. Development of team spirit within the different functions of the business
  3. Implementation of the HR framework and tools
  4. Employee and customer-centric processes
  5. 100% retention of key talent
Case Study - Results

Results

The results in the markets exceeded expectations, with an average of 12% revenue growth achieved and loyalty increasing to 43%. There has been a fundamental change in the way the markets view their business and their customers

They trusted us

Leica
Stryker
Yum
Hirslanden
Mustad
The Jacklin Language Center

What my customers think of me

I mandated Vindou to come and review our HR processes.

With professionalism and high ethics, she uncovered the sources of dysfunctions and knew how to bring them to the table, making the appropriate recommendations, while respecting the organization culture. She adapted her style to the organization without losing the core message. She knew how to balance the global perspective with a detail orientation.

She is an extremely reliable partner. If the opportunity arises, I would rehire her immediately.

Pierre-Paul Cornet Director Human Resources - Geneva Hospital University

Based on a recommendation from IMD, we had the pleasure to partner with Vindou in the development of a performance management tool specific to our organization.

She worked closely with the top management to understand our culture and values and develop a tailored tool under the name of “Personal Business Commitment”, adapted to our entrepreneur mindset.

We are pleased to say, that with some variations linked to the evolution of the organization, the tool is still used.

We appreciated working with Vindou, her ability to extract the best practices from her diverse background, allowed us to build a unique tool for our company.

Her strength was to transform an HR process into a business driver.

We would recommend Vindou to any organization looking for an employee-centered approach.

Hans Mustad Mustad Hoofcare Group - Group CEO

We had pleasure to have Vindou onboard working with us on various HR projects like HR Electronic tools implementation and Global HR process improvement project.

Vindou is a kind of person who knows where to go and she always tries to take an innovative approach.

She does not hesitate to challenge you and to put you out of your comfort zone to make you think out the box in order to find the best solution for your organisation.

I do not hesitate to recommend Vindou and I hope, if an opportunity arises, that we can work together again in the future!

Olivier Dugenet European Broadcasting Union - HR Partner

Our boutique fitness studio, MIX Studio, opened in the Summer of 2017.  We hired Vindou as strategy and business advisor and head of our HR department.  Her extensive analytical, budgeting and forecasting skills, combined with deep seeded understanding of accounting and small business operations gave us visibility and clarity over our business performance.  As head of our HR, she was a tremendous resource helping us navigate and establish operating systems and we relied on her expertise when it came to creating contracts which would be unique to our business model.
 
She is an active listener and asks insightful questions that help valuate the business need and establish the criteria for a successful solution. She is a trusted confidant with a wealth of experience to draw upon as we continue to grow and face more business opportunities and challenges.

Alessandra Bessler Founder - Mix Fitness Sàrl

Je ne peux que vous conseiller de travailler avec Vindou.

En effet, lors de notre premier appel, j’ai ressenti dans sa voix la sincérité et surtout de la bienveillance. Et je ne mettais pas trompé. Vindou est vraiment une personne bienveillante qui est d’abord là pour nous aider, pour nous accompagner dans notre parcours difficile. Son objectif est vraiment de nous aider et elle ne va pas perdre du temps pour rien.

Toujours à l’écoute, elle a tout de suite ressenti le moment où il était temps de me laisser voler de mes propres ailes. Elle continue à prendre de mes nouvelles. Je ne peux que la recommander.

Wiam Firouzabadi Founder - Vojood Group Sàrl

I worked with Vindou for several years and found her to be intelligent, concise and thoughtful.  She constantly challenged us to find new ways to solve problems and/or issues and was extremely service oriented.

She always brought us back to focusing on the issue at hand when we went off track.

Arlene Madell Museum Executive

Vindou has been a phenomenal help in managing all of the human resource related topics and administration for Joby Inc in Switzerland. She was a great sounding board and helped me overcome and solve issues that were created before we worked with Duallis.

Next to that Vindou was always flexible, thinking outside the box and very pleasant to work with. I would without doubt work with Vindou again and can recommend her without reservations.

Sandro Fulgheri Vice-President International Sales, EMEA & Asia Pacific - Joby Inc.

I worked with Vindou during the Summer of 2011 while I was Chairman of Bacula Systems and Vindou was an HR expert who advised the company on a variety of founder/management issues: Vindou provided valuable and professional advice in a very timely manner and saw the company through the resultant transitions, advising on the full range of HR matters from CEO recruitment to the establishment of internal processes.

I can highly recommend the quality of Vindou’s advice, her ability to see the 'big' picture and her willingness to go the ‘extra mile’ to assist her clients.

Colin Turner Chairman (Non-Executive) - Bacula Systems

Vindou supported us for 18 months in defining our 3 year strategic plan and helping us review our workflows in different areas of our institution. Her experience, expertise and practical style along with her out of the box thinking has been instrumental to the organization and to the development of the teams. 

She quickly developed a high level of trust with our teams that allowed for deep-dives into our processes and procedures. It should be mentioned that our organization operates in the cultural sector, one which Vindou was not familiar with when she began with us.

Through personal research, she learned about our sector very quickly and was able to drive fantastic outcomes. We would highly recommend her to anyone who wishes to drive change and optimisation in their organisation.

CEO Private Organisation, Canada

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