Case Study: The ODEON Transformation Story

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  • Low engagement

    Financial challenges

    Poor year for attendance

    Weak period

    2013/14

    EBITDA down 21%

  • 2016Engagement leaps Reclaimed no 1 position

    + 20 points OHI

    EBITDA up 80%

    Revenue up 13%

    747mAttendance up

    12 %Outperformed market growth

  • How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?How?

  • Create inspiring entertainment experiences for every guest

    The vision:

  • Transforming operations

    (brand/customer experience)

    High performance culture (people

    experience)

    Maximiseretail

    Commercial excellence

    Experience is key internal and external

    performance and growthTransformation for

    4 pillars

  • In todays world

    experience iseverything

  • People want

    experience is everythingIn todays world

    Share-ability / Talk-ability

    KnowledgeSomething to stand

    for / Involvement

    Emotional connection

  • Experiential eventsDesign your own

    product/flavours

    Pop up shops and restaurants

    Brought to life by brands

    experience is everythingIn todays world

  • but perhaps more importantly, seamless everyday interactions with your organisation

    experience is everythingIn todays world

  • You cant really think about your banks customers unless you think about your banks people Bill Taylor Harvard Business Review, Founder of FastCompany

    experience is everythingIn todays world

  • The new Power Couple is the partnership between Marketing, leadership and HR. Your brand is your culture, and your culture is your brand.

    experience is everythingIn todays world

  • You cant be special, distinctive and compelling in the marketplace unless you create something special, distinctive and compelling in the workplace

    experience is everythingIn todays world

  • KPMG / Nunwood research

    The future is

    experiencebranding

  • The brand is not what

    the company says it is

    but what the customer

    feels it is

    Excerpt from research report by: KPMG and Nunwood

    experience brandingThe future is

  • UK market analysis

    6pillars represent

    excellent customer experience

    10,000customer evaluations

    10sectors

    Excerpt from research report by: KPMG and Nunwood

    300 brands

    experience brandingThe future is

  • The Top 5

    6-10

    First Direct

    John Lewis

    Lush

    Emirates

    Amazon

    Richer Sounds, M&S Food, giffgaff,

    Nationwide, Apple Store

    Excerpt from research report by: KPMG and Nunwood

    experienceIts all about

  • Fast Facts

    1

    2

    Those in the top 100, experience double the revenue growth of the FTSE 100

    Those in the top 10 added an extra 43m to sales every year compared to those positioned 11-100

    Excerpt from research report by: KPMG and Nunwood

    experienceIts all about

  • Bring the brand alive at every touchpoint

    Knowledge is the new experience

    Direct link customer experience satisfaction and omni channel delivery

    Employee experience precedes customer experience

    My name isHello

    Excerpt from research report by: KPMG and Nunwood

    experienceIts all about

  • The six pillars

    Personalisationindividual attention

    Integritytrustworthy

    Expectationsmeeting/exceeding

    EmpathyUnderstanding

    customer circumstances

    Time & effortto minimise

    customer effort

    Resolutionturning poor

    experience into good

    Excerpt from research report by: KPMG and Nunwood

    experienceIts all about

  • How do wemake this

    a reality?

  • Leadership What are they doing? Being clear about whats expected Keeping it simple e.g. 4 pillars Continuous communication Being visible Being consistent Leading by example e.g. improvement

    1

    a reality?How do we make this

  • For a hospitality business like ODEON, a great guest experience is everything

    Paul Donovan ODEON CEO

    a reality?How do we make this

  • We are totally committed to recruiting, developing and motivating the kind of people who can be consistent with our vision, values and behaviours

    Paul Donovan ODEON CEO

    a reality?How do we make this

  • Achieving high engagement among aligned and motivated colleagues for us is not just a nice to have its a must have for our business strategy and whats more our guests love it.

    Paul Donovan ODEON CEO

    a reality?How do we make this

  • Making our pledges, have we kept them??

    a reality?How do we make this

  • Operations

    HR

    Line managers

    Comms

    L&D

    responsibility?Who else needs to take

  • 4 clear strategic pillars with clear measurement for each.

    Created a strong Employer brand (Clear EVP, clear deal, clear employee journey)

    Improved all products/experience within that journey

    Continually re-enforced and communicated

    Linked back to the business objectives/ CEO/HR/Comms

  • Manager briefing pack CEO launch video

    Fortnightly activity briefings

    BRINGING OUR VALUES

    to life

    Accountabi

    lity

    Accoun

    tabilit

    y

    Values discussion_Accountab

    ility_AWK.indd 1

    12/09/2014 14:58

    BRINGING OUR VALUES

    to life

    FunFun

    Values discussion_Fun_AWK

    .indd 1

    12/09/2014 14:45

    Popcorn briefing manager packs and team activitiesVision and values launchODEON

  • FunCASTING

    We

    re always ready to join in,

    when great things happen.

    help out, and cele

    brat

    e in

    styl

    e

    Trust

    We

    keep

    our

    pro

    mis

    es. If

    we s

    ay well do some th

    ing, y

    ou ca

    n trust us to make it happen.

    CO-STARRING

    HOW WILL YOU SHOW

    RespectHOW WILL YOU SHOW YOUR

    Pledge cards

    Values posters

    Values posters and pledgesVision and values launchODEON

  • WELCOMEABOARD

    LIFE AT ODEON

    GETRECOGNISED

    BRAND HEROES

    A FOND FAREWELL

    JOIN THE TEAM

    INSTANTATTRACTION

    The glitz, the glam, the fun, the inspiration now that youre an ODEON team member, well let you into all the behind-the-scenes excitement. Hang on to your hat!

    Wow! Working in an industry you love, with a fantastic team and the opportunity to inspire hundreds of guests every single day now thats a great job.

    Ready for your standing ovation? Go the extra mile for your guests and you can expect stellar amounts of reward and recognition. Thats just how we roll.

    Youre not just an employee youre an ODEON superhero! Because you have the power to bring our brand and values to life for your guests, friends and everyone you know.

    If youre ready to move on, then we want to make you our 5-star reviewer: stay in touch, come back as a guest and dont forget to recommend us to anyone looking for an inspiring place to work!

    Its your very first peek behind the ODEON curtain and we know you wont be disappointed.

    STOP! If youre looking for an action-packed role with thousands of guests where the fun never ends, then ODEON is the place for you.

    INSPIRED

    ENGAGED

    OUTSTANDING

    AWESOME

    PROUD

    ADVENTUROUS

    EXTRAORDINARY

    ODEON

    WELCOMEABOARD

    LIFE AT ODEON

    GETRECOGNISED

    BRAND HEROES

    A FOND FAREWELL

    JOIN THE TEAM

    INSTANTATTRACTION

    The glitz, the glam, the fun, the inspiration now that youre an ODEON team member, well let you into all the behind-the-scenes excitement. Hang on to your hat!

    Wow! Working in an industry you love, with a fantastic team and the opportunity to inspire hundreds of guests every single day now thats a great job.

    Ready for your standing ovation? Go the extra mile for your guests and you can expect stellar amounts of reward and recognition. Thats just how we roll.

    Youre not just an employee youre an ODEON superhero! Because you have the power to bring our brand and values to life for your guests, friends and everyone you know.

    If youre ready to move on, then we want to make you our 5-star reviewer: stay in touch, come back as a guest and dont forget to recommend us to anyone looking for an inspiring place to work!

    Its your very first peek behind the ODEON curtain and we know you wont be disappointed.

    STOP! If youre looking for an action-packed role with thousands of guests where the fun never ends, then ODEON is the place for you.

    INSPIRED

    ENGAGED

    OUTSTANDING

    AWESOME

    PROUD

    ADVENTUROUS

    EXTRAORDINARY

    ODEON

    Employee journeyODEON

  • Vision & Values refreshODEON

  • Extended lead in

    Italy & Spain

    Group attendance market share

    + 0.6% to 19.4%

    CIPD Best HR team

    & CIPD Best HR consultancy

    NPS Increase in all

    markets

    Reclaimed

    in UK & Ireland#1

    Attendance +12.6% to

    93 million

    EBITDA+ 80% to

    95 million

    Total revenue + 13.7% to 747 million

    7 awardsWinner of

  • We have seen an incredible jump in the engagement of our people, and this has clearly impacted the financial performance of the business.

    EmployeeODEON

    ODEON employee

  • This year has been a whirlwind with fantasti