Discovery Parks is the largest owner and operator of lifestyle holiday parks in Australia, with over 60 locations around the country.
Discovery Parks is focused on enhancing the customer experience and implementing technology, systems, processes and roles to enable ‘the park of the future’. Nous undertook three projects to:
Working closely with key executive team members from Discovery Parks, we applied a human-centred design methodology to understand the current customer experience.
Our work identified a sophisticated way to segment customers utilising behaviour rather than demographics. We developed a segmentation model that will better enable the client to target particular segments, improve the customer experience and increase the number of repeat visits.
We explored the current customer experience through on-site interviews and observations in parks with customers and staff; mystery shopping exercises; workshops; and analysis of visitation data and customer feedback. Using the lessons learned, Nous worked with customers and staff to co-design potential solutions to address pain points, and tested the appetite for these opportunities with a broad group of customers.
Nous created a series of deliverables, including:
The insights from the customer experience piece formed the foundations for the redesigned operating model and target technology architecture. Leveraging CRM and customer analytics the client will soon be able to provide targeted suggestions and offers to customers based on their behaviours, including:
Using a design-led approach, we identified seven opportunities to enhance the customer experience, enabled by the new operating model and IT target architecture. The improvements we identified are helping the client to boost customer satisfaction, increase conversion rates and increase repeat visitation and average length of stay. The redesigned operating model also improves efficiency, and enables staff to focus on customer engagement through a shift in roles from property managers to customer experience managers.
The technology strategy identified current and future state, and provided a prioritised implementation plan to enable the right investments to be made, in the right order to maximise benefits.
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