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Copy of William Hill Customer Journey

A brief explanation of the William Hill customer journey.
by

Nikita Dhami

on 30 October 2013

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Transcript of Copy of William Hill Customer Journey

The Brief
Take a look at the William Hill (retail)
customer journey.
What is your view on how it currently works?
How do you think it could be improved?
Background
2,350 retail shops throughout the UK and Ireland
Retail growth in tough economic times
Strong performance in gaming machines and football
Growth of 8% in amounts wagered
3% net revenue growth
Performance and statistics from last year
My Approach
Looking at the difference in their psychology, motivations, behaviours and the touchpoints they encouter.
Review and map the customer journey of a family spanning three generations.
Recomendations
Clear, concise instructions on how to use the information terminals
Guides to the new emerging sports markets available and in play betting
For the grandfather
Gathering information
Making a decision
Placing a bet
Triggering a desire
Trusted brand
Nations love of sport
Increased visibility of sports for consumers
Greater range of gambling opportunities available
Reasons for continued growth
Introducing the three personas
Grandfather aged 67 gambling for over 35 years
Father aged 48 gambling for over 20 years
Son aged 26 gambling for 5 years
Social aspect
It's a hobby
Offers mental stimulation
Overall enjoyment of sport and racing

Touchpoints
Newspaper
TV
Grandfather
To win some money
Social aspect
Give an increased interest in sporting events
Maybe part of a routine
Overall enjoyment of sport and racing

Touchpoints
Newspaper
TV
Radio
Word of mouth
Father
Desire to win
Make sport more interesting
Copying peers

Touchpoints
Newspaper
TV
Online
Social Media
Son
Trust
Customer service
Heritage
Past experience
Services on offer
Grandfather
Touchpoints
Newspaper
Teletext
TV
Odds/prices
Best price deals
Guarantees
Specials
Value
Father
Touchpoints
Newspaper
Tv
Online
Specials
Proximity
Ease of use
Recognisable brand
Son
Touchpoints
Online
Newspaper
TV
Trusting the environment
Customer service
Familiarity
Relationships with staff
Friendships with other customers
Grandfather
Available prices
Specials
Range of services on offer
Confidence in the environment
Customer service
Father
Media coverage
Advertising
Celebrity endorsment
TV coverage
Recomendations
Son
Bets small
Bets regular
Routine betting style
Maybe stuck in his ways
Doesn't like the risk of new markets

Touchpoints
Traditional racing post on the walls
Staff
TV screens
In-store radio
Grandfather
Places larger bets
Bets on a broad range of events
Regulary uses machines
Good understanding of bet types
Open to the new technologies and bet types
Father
Small range of bets
Predominantly football
Confident on gaming machines
Lacks knowledge on classic bet types
Less reliant on staff and happy to bet on machines
Son
Touchpoints
TV screens
Traditional racing post on the walls
In-store radio
Electronic terminals
Staff
POS
Touchpoints
Electronic Terminals
TV screens
In-store radio
POS
The Journeys
I have broken the personas journeys down into four key areas:
Triggering a desire
Gathering information
Making a decision
Placing a bet
Continue to build brand loyalty by guaranteeing the best prices
Money back specials to give them the constant winning feeling
Make William Hill their lucky betting outlet
For the father
Provide more information and guidance on the range of services available
Clear information on how to fill out betting slips and how certain bet types work
The younger audience will look for guidance from pundits and tipsters
For the son
The overarching theme of my recommendations is to offer customers more information to make the retail experience at William Hill as user friendly as possible.
Racing Post iPhone app
Currently linked to William Hill online.
Easy and quick to access form, tips, predictions and results
Takes whats on the wall and makes it quick and understandable to the younger audience.
Full transcript