Transforming the customer experience
JLR
Modern Luxury Immersion
Client Objective
Train a global retail network of 40,000 people on Modern Luxury
Our Approach
Drive engagement through luxury, to transform the retail experience
Results
A global change management programme, rolled out to over 40 territories
Client Objective
Our challenge
With a reposition of JLR to 'Purveyors of Modern Luxury', this global car business wished to change the way all of their 40,000 retail colleagues interact with clients. In an industry where changes in dealer forecourts has traditionally been met with resistance, the requirement was to not only change the way cars were sold, but to move towards a customer journey comparable to high-end luxury retail.
Our Approach
How we drove engagement
In order for retail colleagues to deliver a luxury experience to their clients, a change of approach saw the removal of some of the traditional training activities. Exposure to luxury customers and staff delivering luxury experiences in other sectors was needed, but in a way that can be repeated as experiences, at scale, internationally. A series of physical and digital interactive elements were created including bespoke video content, gamification, out of industry guest speakers, hands-on practical luxury activities and a train the trainer event to assist with the global roll-out.
Results
How we transformed behaviour
The initial kick-off phase saw 50 trainers from territories around the world briefed and immersed in the programme and trained on how to use each of the tools created for them to repeat the experience in market. Initial trainer feedback has been incredibly positive, with many seeing both the programme and style of training as a step change in the possible and a real display of intent and commitment to Modern Luxury for the organisation. Subsequent phases in each market are being rolled out over the coming months and supported with new content and experience creation each quarter to sustain and fuel the change programme.
Audience
50 global trainers immersed in phase one
Deployment
Interactive tools currently rolled out in 12 languages
Scale
10 luxury immersion tools created for cascade
Engaging Experiences
