We helped Crown Towers Melbourne map members' moments of truth across the loyalty journey
Crown Towers Melbourne is the flagship of one of Australia's most prominent integrated resort properties. The team identified that the customer experiences inside their loyalty program had drifted out of sync with member expectations. They asked Ellipsis to develop a suite of Customer Journey Maps — with concrete recommended actions — to bring the experience back into shape.
Methodology: Customer Journey Maps captured each segment's actions, thoughts and feelings at every "moment of truth" in the experience — surfacing exactly where the loyalty experience was breaking down and where small interventions would compound into a much better stay.
We started by identifying key customer segments, building personas and mapping the channels each one engaged with. For every segment, we then constructed a Customer Journey Map capturing customer actions, thoughts and feelings at each moment of truth in the experience. The work surfaced where members were dropping off, where friction lived, and where small interventions would compound into a much better stay.
Crown Towers received a prioritised set of initiatives plus a framework to sequence them by impact and effort. Every journey and interaction point was captured in suitecx®, Ellipsis's journey-mapping platform — giving the team a living artefact they can keep updating as the experience evolves.
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