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Service design for sales process

Sales of Sokos Hotels' S-Card received much-needed momentum when the sales process for the customer benefit card was redesigned. Among the effective new solutions were, for example, a benefits calculator demonstrating customer benefits, and a real-time sales competition aimed at the staff.

The S-Card is a Sokos Hotels loyalty card that offers a range of benefits to its users.Due to the diversity of benefits, the card's advantages are not immediately apparent at first glance. For this reason, the reception staff, who are largely responsible for selling the card, had not fully embraced it.

S-Card's strengths were effectively outlined through service design. We delved into customers' experiences, needs, and demands by assuming their role and staying at various Sokos Hotels. From these experiences, we brainstormed a range of service ideas, prioritizing those with both customer and business value.

As one solution, we developed a benefits calculator that easily demonstrates the advantages of the S-Card to customers. By inputting the number of nights stayed at Sokos Hotels during the year, the calculator displays the customer's benefits in euros. The paid S-Card became especially desirable when customers realized it paid for itself in just two nights. We launched the calculator online and provided cardboard versions at hotel reception desks. It proved to be a success: easy to understand and easy to sell.

S-kortti mainos

The campaign not only featured the benefits calculator and calculator-based advertising but also incorporated a sales competition component. With live monitoring available on the internal competition website, participants had easy access to their own rankings and overall standings. They could also share their best sales tips via chat. Additionally, the competition website provided a presentation on the card, highlighted key selling points, and offered support to address any questions or issues.

The tool was developed as an agile and quick-to-deploy service, enabling it to drive sales results at an agreed frequency without requiring actual system integration. The sales contest effectively motivated staff by tapping into their competitive spirit, particularly through real-time performance monitoring. Participants could compare their results with peers, fostering healthy competition and camaraderie. Salespeople and departments actively engaged with each other through the chat, providing encouragement and feedback on sales performance. The enthusiasm was palpable!

See the client website: www.sokoshotels.fi

S-kortin etulaskuri
Palvelumuotoilu Sokos Hotels _
myyntikisa
s-cards

Results

Tulokset visualisoituna
  • 1 Sales teams
  • 1 Customer service reps
  • + 1 % Sales performance of the best unit

Client representative

"Often, an outsider's perspective helps to see the essentials more clearly. That's the case here too. Blink Helsinki was able to identify bottlenecks in both communication and sales processes - and create concrete solutions that made both selling and buying easier. The results were tangible. The best performing units more than doubled their sales compared to the same period last year!"

Minna Eliasson Head of Marketing, Sokos Hotels
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Antti Tolonen Managing Director antti@blinkhelsinki.fi 050 348 0347