Creating a First Class Cinema Experience

In order to create the exceptional customer experience they aspired to, Hoyts first needed to understand precisely what mattered to their customers and how they would deliver it. By engaging with Proto and our human-centred approach to the customer journey, Hoyts were about to gain a greater understanding of their customer's needs and motivations, guiding them in development of future service offerings.

One of the critical factors we uncovered during our research, relating to the delivery of an outstanding customer experience, was that cinema trips are regarded as special occasions. This concept of cinema as an experience, rather than a transactional event, was key to updating Hoyts' customer experience strategy since it revealed the heightened level of expectation customer placed on cinema visits.

For this heightened level of expectation to be met, the customer would need to be understood as an individual and treated to a service that values and cares for them.

Working hand-in-hand with Hoyts to assess their customer's needs, we uncovered four significant themes which now form the basis of Hoyts' overarching customer strategy. Grounded in customer feedback, these themes emphasised the need for Hoyts to understand, care for, value and delight their customers at every possible touch-point during their journey.

Understanding the customers needs and motivations was only part of Hoyts' journey. To make their customer experience aspirations tangible, they would first need to empower their staff to delight their customers on every visit. By gaining a clearer understanding of the current reality for their customers and team, and putting in place a detailed customer strategy, Hoyts was able to increase the customer experience capability of its frontline team while gaining alignment across their organisation.

To create a cinema experience that would truly set them apart from other entertainment providers Hoyts needed to understand precisely what their customers wanted from them. By providing them with an accurate picture of their customer's needs and motivations Proto was able to bring Hoyts' aspirations to life, creating value from research by incepting an updated customer strategy, facilitating staff empowerment and enabling the transition to an experienced-based customer interaction model.