12015 ORC International Proprietary & Confidential

Driving Business Performance at Shangri-La through Customer Centricity

June 3, 2015

22015 ORC International Proprietary & Confidential

Customer-centric companies outperform their competitors

CUSTOMER-CENTRIC LEADERS

Share Prices

23%Market Share

8%

Strategic NarrativeIntent

Customer Input

Employee Buy-In

Customer-centricCulture

The Focus The Return (Increases)

32015 ORC International Proprietary & Confidential

3

Listening, reacting and anticipating customers needs and expectations

Creating a compelling strategic narrative that clearly articulates what is being offered and why and how it differs from the competition

Empowering employees to gain their buy-in, commitment and participation in transforming the experience

Leaders create a culture that establishes social norms, influences behaviors, and places the customer at the heart of decision making

42015 ORC International Proprietary & Confidential

“I would define Amazon by our big ideas, which are customer centricity, putting the customer at the center of everything we do, invention. The focus on the customer experience is pervasive in the company’s culture from Amazon’s mission statement to the logo. - Jeff Bezos, CEO

Secure Executive Support• Make the business case• Connect with the customers’ view• Executives must get involved

#1

Define Intended Experience• Align employees• Establish expectations• Promote brand promise

#2

Say NO to Off-Strategy Ideas• Minimize confusion• Focus attention and resources• Reinforce brand equity

#3

Creating a strategic narrative and sticking to it!

52015 ORC International Proprietary & Confidential

Hire for Customer Passion and Cultural

Fit

#1

#2

Socialize Key Behaviors to Deliver a Great Experience

44%hire and screen

for customer centric behaviors

/ attitudes

Reward Employees to Reinforce

Customer-Centric Behaviors

#3

Gaining employee buy-in

37%provide training

to deliver the CX strategy

31%measure

employees on ability to deliver

the CX

35%recognize and

reward customer centric behaviors

62015 ORC International Proprietary & Confidential

Identify who and what is influencing customers

#1

Gauge emotional

connection to the brand

#3

Establish a platform for co-creation

#4

Assess the gap between promises and experiences

#2

Knowing the influential points along the journey to capture customer input

72015 ORC International Proprietary & Confidential

Communications simple, clear, relevant,

timely, informative

Metrics and Feedback Loopsongoing, segment-specific, real-time

Tools and Systemssmart, efficient, integrate,

provide early warnings

Never under estimate the importance of communication, metrics / feedback loops and tools / systems