Fall 2006

lastminute.com, Europe’s leading travel and leisure website, promises to delight its customers. And while many companies make a similar promise, most are challenged to deliver on it. Recognizing this, lastminute.com implemented ResponseTekCEM to provide a tool to measure and respond to customer delight or disappointment.

A short time after implementing their ResponseTek system, members of the lastminute.com marketing team realized that only a few people in the company—those who responded directly to customers or made decisions based on the customer experience insights—understood the customer experience from the customer’s perspective.

The team also recognized that everyone in the organization, whether they interacted directly with the customer or not, influenced the customer experience. Ensuring that everyone understood what the customers were saying, and what the company was doing based on those comments, became a priority.

Members of the lastminute.com marketing team began selecting three positive customer comments each week from each of the eight product groups monitored through ResponseTekCEM and posting the comments around the company’s office in public areas. Nearly every public space—the lobby, the elevators, the company intranet—housed the customer comments. The team chose comments that provided valuable feedback and lastminute.com employees began looking at the comments as ways to improve their own performance. Truly listening to the customer became firmly embedded in the company’s culture.

All employees at lastminute.com, as well anybody visiting their offices, are made aware that lastminute.com listens to the Voice of the Customer and is actively integrating it within their business.

Read about ResponseTek’s industry solutions here.

Watch two lastminute.com customer testimonials here.