A.A.C.E. is a complete framework that covers all aspects of the customer journey delivery, not just what we typically consider to be “service”. The framework covers all the lever’s managers need to pull for maximum employee engagement and “discretionary effort” to create authentic, sincere human interactions that make customers feel respected, validated and connected. The A.A.C.E. “Continuous Improvement Loop” model and plans provide managers with tools to identify themes and action plans to address any “wrinkles” in the customer experience.
In the 90’s Xerox surveyed 480,000 customers each year. At first their goal was to achieve 100% 4- and 5-star ratings. However, their analysts were staggered to realise that customers who scored them 5 out of 5 were subsequently 6 times (!) more likely to re-purchase from them. Therefore, if you think a 4 out 5 rating is satisfactory, it’s maybe time to re-think. 4 is potentially a “sitting on the fence, non-committal rating (people feel harsh often scoring a 3 so they opt for the middle ground and kindly/politely give you a 4 but there is no guarantee they will refer you or buy from you again) So, if you are serious about driving growth in your business, a 4 is a FAIL! Your goal must be to achieve as many 5-star ratings as possible to drive growth.
A.A.C.E. in action- an example.
From Nov 2010 to Dec 2016 Mark was the CEO of award-winning WA Theme Park "Adventure World". During this period the business doubled in size through excellence of service/product using the A.A.C.E. framework. The park also increased its 4/5-star ratings from 59% to 92% by the end of 2016, the highest Trip Adviser rating of any major theme park/amusement park or water park in Australia.
Mark has worked in the UK, USA & Australia and holds an MBA with a services marketing focus. He is a fellow of both the Australian Institute of Management & the International institute of Directors & Managers, a member of the Customer Experience Professionals Association & has held several board positions related to tourism marketing & training.
Mark is also an AIM mentor, Victoria Tourism Industry Council Awards Judge & keynote speaker and coach as well as having so far raised over $41,000 for the homeless as a participant in the annual Vinnies CEO Sleepout.
