Expo Nova – Purpose
Inspiring Employees to Create Fantastic Customer Experiences
Stunning Quality
Expo Nova represents the world's leading interior brands: from B&B Italia and Cassina to Poliform and Artemide. More than 50 suppliers, 10,000 products (!) And an infinite number of options mean that many customers need help through all phases of a purchase, from the first consultation to the last installation, and often longer than that. In other words, there is no doubt that it is the employees who are the key to good customer experiences.
Expo Nova contacted Mission to evaluate the situation and find back to the company's DNA. They have a rich history dating back to 1967. Now, more than 50 years later, the challenge was to find the innermost motivation of the 30 employees. What makes them look forward to going to work every day?
Project Scope - the process consisted of the following steps
① Insight
Customer survey
Employee survey
GAP analysis
Interviews with key people
② Define
Definition of the customer journey
Development of Purpose platform
③ Develop
Purpose Statement
Purpose story
Purpose Tagline
Definition of company driving forces
④ Activate
Long-term evaluation program
6-point program statement
Monthly team meetings
Training and development of employees
① Insight
To define the company's purpose, it is important that we gain a deep understanding of the brand, history, culture, competitive landscape and ambitions.
A New Time
In retail, the digital presence has become as important as the physical one. But no matter which channels are discussed, factors such as customer service, inspiration, show room, marketing and sales are as central as before. How do you use each channel in the best possible way? How to create good customer experiences?
We conducted thorough insight work to analyse the situation and define priority challenges. We conducted in-depth interviews with customers and employees who provided important input to the Purpose platform.
② Define
Define a common platform that unites the interests of employees, customers and owners.
Challenges Are to Be Shared
In order to develop a purpose statement, it is important to have a common starting point. We therefore jointly developed a purpose platform that contains the following:
· Category belonging
The uniqueness of the company
The target group definition
Target group motivation
Our value creation
The passion that motivates the individual employee to do the best possible job.
Each employee contributed with clear commitment. This gave management and owners a unique platform for making strategic choices.
Customer Journey
We sat down with all employees and defined the customer journey before we carefully reviewed the results from the surveys, so that together we could find areas for improvement. Through workshops, we discovered strengths and weaknesses that made it possible to establish specific quality standards.
③ Develop
Putting words to the company's purpose gives strength to develop common focus and motivation.
When Pieces Fall into Place
Based on the work in workshops, a purpose statement, purpose tagline (an abbreviated version), purpose story (an emotional description of the business) and drivers that describe what it takes for us to be successful.
When we found the final catchphrase, many pieces fell into place. The discussions showed that there were many emotions one had not been able to put into words before.
Purpose Statement
A purpose statement summarises the core motivation of the company, regardless of current services, products and business strategy.
Purpose Tagline
Often a short version of a purpose statement. In contrast to a statement, which is primarily used internally, a tagline must also function externally.
④ Activate
Involving employees in the company's purpose is the best way to create focus, commitment and motivation.
Implementing Dreams
We started monthly team meetings with the employees, a close collaboration that helped everyone understand the value of what they do, and get better in every single meeting with their own customers. We introduced a 6-point program statement based on the drivers. This management tool is used daily, and makes the customer experience even more valuable, which defends the company's position as the most important supplier of design furniture in this country.
The customer journey, which we defined in one of the first meetings, has become an important tool for understanding how the role of employees is expressed in meetings with customers.
The Dream Catchers
Expo Nova has employees who are exceptionally good at interpreting customers' interior dreams. What needs they have, what role the furniture and lighting should have in the home - or in the workplace. Expo Nova can provide advice and thoughts that the customer had not been able to come up with on their own. Precisely because the employees are passionate about how interiors can enrich people's lives.
«Our customers are looking for a way to realise their dream home. Then it's up to my team to instinctively understand who they are and how we can fulfil their dreams. This is not something you can read about, but an understanding that must be cultivated. Such an "instinct" arises if one has a common purpose. "
Andreas Madshus - General Manager, Expo Nova
Expo Nova