1. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Liverpool Commercial District Partnership Member / Non Member Survey Presentation 9 th December 2008 Liverpool Commercial District Partnership Member / Non Member Survey Presentation 9 th December 2008

2. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Contents Background / objectives Member survey Non member survey

3. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Background / objectives To make telephone contact into the current base of LCDP members and potential members in order to gain an understanding of their recognition and views of the Liverpool Commercial District Partnerships achievements to date across the 4 main focus areas:- –Environment & security –Transport & movement –Strategic development –Marketing & communications Member survey 32 members contacted / 12 completed surveys achieved Non member survey 19 prospects contacted / 3 completed surveys achieved (2 leads generated)

4. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Member survey For each of the focus areas (environment, transport & development) the contact was asked what improvements they had noticed:- On average 70% of contacts gave feedback unprompted Of those who were prompted 67% noticed Environmental improvements 25% noticed Transport improvements 25% noticed Development improvements

5. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Environmental Of those who answered unprompted, improvements noticed AnswerCompanies answered Cleaner Streets6 Improved lighting2 Less litter1 Improved signage1 New Buildings1 Of those who answered with a prompt, improvements noticed AnswerCompanies answered Cleaner Streets2

6. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Transport & Movement Of those who answered unprompted, improvements noticed AnswerCompanies answered Moorfields Station open later7 Improved bus links2 Traffic lights rephased1 New entrance of Moorfields & Old Hall Street1 Of those who answered with a prompt, improvements noticed AnswerCompanies answered Moorfields Station1

7. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Development Of those who answered unprompted, improvements noticed AnswerCompanies answered St Pauls Square5 New buildings3 Of those who answered with a prompt, improvements noticed AnswerCompanies answered St Pauls Square1

8. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Value placed on improvements on a score of 1 to 5 by level of importance, 1 being low and 5 being high Of those who answered unprompted Value of 3 and above – average 74% across all 3 areas Of those who answered prompted Value of 3 and above – average 84% across all 3 areas

9. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Marketing & Communications Website 100% of members aware of website and 83% had used it Of those who had used it 90% said it provided all information needed Improvements to the site:- Members could be given more information re advertising and promoting their business on the site Member section needs to be improved

10. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Communications Rate the frequency of member communications Too frequent0 Not frequent enough0 Right frequency1191.6% Dont know18.4% Content of the communications Very useful325% Useful541.6% Quite useful325% Not very useful0 Not at all useful0 Dont know18.4% (Dont know – said not received anything as yet)

11. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Other marketing initiatives that would be beneficial Do not want to get swamped with numerous bulletins that do not convey much fresh information Has not had a newsletter for a while Would like airport shuttle bus better advertised Too much advertising and promotions in the newsletter rather than concentrating on the work of LCDP Would like more information in the newsletter re the Partnerships work to promote the city to other parties The website needs to provide more marketing / advertising support

12. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Non member survey For each of the focus areas (environment, transport & development) the contact was asked what improvements they had noticed:- 100% of contacts gave feedback unprompted Environmental AnswerCompanies answered Cleaner Streets2 New paving1 Improved street crossing1 Improved traffic controls1

13. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Transport & Movement AnswerCompanies answered Improved bus links2 New entrance of Moorfields & Old Hall Street1 Later openings of Moorfields1 Improved signage1 Development AnswerCompanies answered Waterfront skyline1 St Pauls Square1 Various projects1

14. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Value placed on improvements on a score of 1 to 5 by level of importance, 1 being low and 5 being high Value of 3 and above – average 89% across all 3 areas

15. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Marketing & Communications Website 66% of the non members aware of website but none had used it Communications The following completed by 2 of the companies Rate the frequency of member communications Too frequent0 Not frequent enough0 Right frequency150% Dont know150% Content of the communications Very useful0 Useful150% Quite useful150% Not very useful0 Not at all useful0 Dont know0

16. MAXIMISING LIFETIME VALUE THROUGH TOTAL CUSTOMER EXPERIENCE MANAGEMENT Other marketing initiatives that would be beneficial The Partnership and other similar bodies in Liverpool should integrate and work together to achieve the goals, as everything is fragmented at present They should promote a single gateway for ideas and opportunities The Partnership needs more big players on board. They need to outline the benefits of the membership more effectively via brochures and the website in order to attract more members.