Solotel
The Solotel team have partnered with us to develop a deep understanding of the local market and develop Customer Experience Principles for the Kings Cross Hotel target market.
Opportunity
A Sydney institution, an enduring icon and a key Solotel asset as an owned and operated venue was noticing a drop in return customers.
The Solotel team have partnered with us to develop a deep understanding of the local market and develop Customer Experience Principles for the Kings Cross Hotel target market.
The Customer Experience Principles will guide the Solotel team as a new concept for the venue is developed and implemented.
This research was being conducted in parallel to the re-launch of the 24 hour economy in the area, this was added opportunity to explore with our partners.
Roles
CX Research
Service Design
Visual Design
Expertise Used
Stakeholder Interviews
Competitor Analysis
Experience Principles Writing
Survey Writing
Team
Researchers (2)
Account Manager
Approach
After a round of interviews with key stakeholders in the Solotel group we had strong idea of where the research path should start.
We undertook six 1:1 interviews with local stakeholders (residents, business owners etc.) to identify themes in the sentiment towards the venue, general area and understand their behavior and attitudes, particularly towards going out. These interviews were used to outline the research methodology used for the next phases.
The Local stakeholder interviews guided us to a local resident survey of 100 participants. This survey consisted of 40 questions that helped us explore the current demographic, lifestyle habits, community perceptions & factors that lead to choice of venue.
Market analysis was collected through Australian Bureau of Statistics.
A second round of 1:1 interviews were conducted with local stakeholders to dive deeper into the themes uncovered through the first round of interviews and validated through the survey data.
Local Stakeholder Interviews Rd. 1 (6)
40s, LBGTQIA+, lives in Elizabeth Bay, City of Sydney Employee
20s, lives in Haberfield, just finished uni
30s, LBGTQIA+, lives in Darlinghurst, local small business owner
50s, lives in Potts Point, gay, owner of a larger business
30s, lived in Darlinghurst, owns a pizza place in Zetland
30s, lives in Melbourne but from Sydney, CEO of a premier life style magazine
Local Stakeholder Interviews Rd. 2 (7)
Anna, 31, Darlinghurst, Consultant
Joe, 28, Darlinghurst, Journalist
Nathan, 29, Potts Point, Paramedic
Sarah, 27, Darlinghurst, Masters Student
Fabian, 31, Potts Point, Justice Department
Mike, 30s, Sydney, Radio Sponsorships
Alannah, 30s, Sydney, Journalist
Local Market Map
Insights & Opportunities
Through our interviews and survey we uncovered 3 key insights that we outlined in full.
These insights were the key drivers for our recommendations to drive the delivered Customer Experience Principles.
Full White Paper Available by request.
Takeaway
Due to covid and the remote nature of the project we couldn’t access the space, that would have added a level of detail to the opportunities we outlined.
The scope of project for our team ended at delivery of the CX Principles, I would have loved to have had some testing in the space.
VIA Instagram it seems like our report was a positive influence on the new culture.
