Reel Cinemas. Complementing journeys & operations with a new cinema info screen UI

Reel Cinemas decided to transform the space, revamp operations by digitising them & reducing the human factor. The new screen was supposed to complement the transformation.
User Interface
User Experience
Customer Experience
Client
Reel Cinemas
Date
June 15, 2018
Role
CX Consultant
Website
https://reelcinemas.com/
Transforming Businesses

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Our services have helped numerous companies achieve significant improvements in customer satisfaction, revenue growth, operational efficiency, employee productivity, and customer retention. With a track record of delivering results, we are committed to transforming businesses.

Challenges

7

Multiple journeys & UI needs, Lack of advisors on the floor, Content vs. space limitations, Content Management & More

Cinemas

2

Reel Cinema Dubai Mall, Reel Cinema Dubai Marina Mall

Weeks

4

From the brief to the review of future operations & processes, from idea & strategy to the first mock up and final designs.

Quick Facts

In 2018, Reel Cinema transformed the space and created a brand new experience for cinema lovers.

Reel Cinema is a brand of Emaar and one of the leading entertainment destinations in Dubai, United Arab Emirates with its flagship cinema being located in Dubai Mall that has just under a 100 million visitors every year. At the point when Emaar Entertainment Group project manager reached out to us to support with the new interface, the project has undergone through multiple iterations.

One of the first questions we have asked was about the future space and set up. We needed to understand how the journeys would be lay out to decide on where to start by ensuring that all touchpoints work in unison.

Contributors
Aslan Patov
Founder & CEO
Renascence
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Context, Approach & Methodology

  • We have reviewed the new process, rapidly designed a few journeys to understand potential pain points of future visitors and here is what we found: fully digitised operations, henceforth potential queues during peak timings in front of the digital kiosks as people would need to buy both ticketsand order food, large open space required the content to be visible by bystanders far from the screen, 4 journeys required two different approaches to displaying & prioritizing the content.

The Groundwork

  • BenchmarkingTo solve all that, we have benchmarked best of the best outside of the industry: airports for schedules & sequential timings, Netflix for genres & recently added content, Amazon for presenting the context of the show, etc.
  • Utilization of space
    We have also used Fibonacci's Golden Ratio to prioritize the content on the screen, military format for timings to squeeze more content that took visibly less space and to prioritize hours vs. minutes.
  • Reducing queueing anxiety
    How often. have you caught yourself thinking about the person in front of you at the ATM about the amount of time he/she takes to transact?
  • The same happens at the digital kiosks when during peak hours people queue and often worry about that the tickets will run out. That creates an anxiety. And even if one didn't bother worrying while waiting, a disappointment might still be waiting behind the corner as a 5-10 min wait brought no reward.
  • To avoid this, we have implemented a traffic-light system that would show if the show was fast selling or was already sold out. This way people can avoid wasting time in the queue, or make up their mind about the new show while waiting rather than trying to make a decision in front of the kiosk and aggravating the crowd behind.

The Results

  • Transformed Experience
    • We transformed the experience by repurposing the screen from a passive supplier of information to a proactive "show" guide.
  • Customer-Centric Interface
    • We have created an interface that capitalized on the new operations set up and complemented multiple customer journeys.
  • Managed Expectations
    • We have created an interface that managed expectations & reduced potential anxiety and disappointment.

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Satisfied Clients

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You can always expect the best from team Renascence. Hard working. Always share their opinion and recommendations with respect. I really appreciate that as a client.I enjoy bouncing ideas with them.

Ilaria Buonpane

Head of CX

Their passion for CX and drive towards research and innovation leads to unique and relevant methodologies that result in high quality findings. Teams and stakeholders always enjoy interacting with them.

Gregoire Charpe

VP CX

From the beginning they felt like an extension of my team, working alongside and independently engaging stakeholders as well as the supporting functions surpassing my expectations.

Alex Davies

Vice-President

The team is extremely trustworthy. Meeting the deadlines, always proposing improvements and great attitude.

Fernando Sanchez

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Very proactive & patient experts. Always excellent outcome. Loved working with them.

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Great, effective team that goes extra miles and provides great service. Very professional & friendly.

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FAQs

Few questions we frequently encounter in regards to customer experience consulting

What is customer experience consulting?

Customer experience consulting involves helping businesses improve every interaction a customer has with their brand. Consultants analyze customer journeys, identify pain points, and implement strategies to enhance satisfaction, loyalty, and overall customer experience.

Why is customer centricity important for businesses?

Customer centricity focuses on creating positive customer experiences at every touchpoint. It is crucial because it leads to higher customer satisfaction, loyalty, and retention, ultimately driving business growth and profitability.

How can customer experience consulting benefit my business?

Customer experience consulting can benefit your business by providing expert insights into customer behavior, identifying areas for improvement, and developing tailored strategies to enhance customer satisfaction, increase loyalty, and boost revenue.

What are the key components of a successful customer experience strategy?

A successful customer experience strategy includes understanding customer needs and preferences, mapping the customer journey, implementing personalized interactions, gathering and analyzing feedback, and continuously improving processes based on data-driven insights.

How does customer feedback play a role in customer centricity?

Customer feedback is vital for customer centricity as it provides direct insights into customer experiences and expectations. By collecting and analyzing feedback, businesses can make informed decisions to enhance their services and products, leading to better customer satisfaction.

What tools and technologies are used in customer experience consulting?

Tools and technologies used in customer experience consulting include customer relationship management (CRM) systems, customer feedback platforms, journey mapping tools, analytics software, and artificial intelligence (AI) for personalized experiences.

How can businesses measure the success of their customer experience initiatives?

Businesses can measure the success of their customer experience initiatives through key performance indicators (KPIs) such as Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), customer retention rates, and revenue growth.

What are common challenges in implementing a customer-centric culture?

Common challenges in implementing a customer-centric culture include resistance to change, lack of alignment across departments, inadequate customer data, insufficient training for employees, and difficulty in measuring and analyzing customer experience metrics.

How can personalization improve customer experience?

Personalization can improve customer experience by tailoring interactions, offers, and communications to individual customer preferences and behaviors. This makes customers feel valued and understood, leading to increased satisfaction and loyalty.

What role does employee training play in customer experience consulting?

Employee training is crucial in customer experience consulting as it equips staff with the skills and knowledge to deliver exceptional service. Training programs focus on understanding customer needs, effective communication, problem-solving, and fostering a customer-centric mindset.

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