TUI Group's CRM Team Enhancing Storytelling Skills

TUI Group's CRM Team Enhancing Storytelling Skills

Storytelling Skills

If you have ever bought a package holiday, you probably know them well.

The TUI Group, a FTSE 100 organisation in the leading index of the London Stock Exchange and Germany Open Market, is the world’s leading tourism group operating in around 180 destinations worldwide.

TUI Group employs over 50,000 people in more than 100 countries and offers to more than 20 million customers a comprehensive full range of touristic services, from hotels and resorts to cruises and airlines.

TUI Group has a strong culture for sustainable economic, ecological and social activity that contributes to a positive development of holiday destinations. With values like these, Impact Factory was very excited to work with them.

The Challenge

Jeremy Gidley leads the CRM team at TUI Group. This is a global function, with the goal to really understand their customer’s needs, using insights to recommend holidays & extras that are perfect for them. By doing this they create business and customer value from every interaction by encouraging customers to spend more and come back more often.

This is one of the main differentiators of TUI in a very competitive market share.

Jeremy leads a central team, as well as teams in source markets, mainly located across Europe. As well as ensuring that best practice is shared across source market, one of his central team’s roles is to introduce common technology, to enable common marketing, sales & service processes and campaigns to help leverage the size of their global business. To be successful it’s crucial for his team to win stakeholders’ hearts and minds across countries and at all levels of the organisation. Easy to say, more complex to do.

Jeremy approached The Impact Factory to help him develop the storytelling abilities of the senior manager’s in his central team. The team needs to have the ability and confidence to influence and paint a clear picture of the benefits of this new way of collaborating by presenting key messages in a compelling and concise way, bridging cultural barriers and resistance to change, and creating a positive momentum to get buy-in across the group.

The Solution

After listening in detail to Jeremy’s brief, Impact Factory created with the TUI Group a fully bespoke Presentation and Storytelling Programme which was delivered in two days. The Workshop considered the varying levels of presentation skills and styles of the attendees and the importance of being adaptable and relevant to an international mix of people.

To do so, the Programme built on delegates’ existing strengths, so an intrinsic part of the two days Training Workshop was for the delegates to discover their natural storytelling ability and their greatest innate presentation skills.

The success of any training is to transfer the work done in the training room easily into their business lives. To help with this, Impact Factory created opportunities for the delegates to practise, pick apart, discuss and then practise again a selection of tools and techniques – tailored to suit each individual’s style of communication to make the delegates in the sessions more confident and engaging presenters.

All this practice was supported by proven, simple to use practical tools. The delegates have learnt about stories structures - Aristotle, Hero/Catalyst Story, Start with the Why - breathing techniques, thinking on their feet, and how their presence, the body language and the tone of voice can influence their audience, and how small changes can make a huge impact.

The Results

The response to this programme has been excellent, with some delegates referring to it as the best training that they ever have had.

Jeremy and his team experienced a change of behaviour in the way they prepare their presentations. Immediately after the sessions, the team started putting into practice the learning outcomes by using the hands-on and interactive tools learned in the Workshop. They feel more confident and assertive in the way they communicate.

As a consequence of a very immersive and experiential two-day programme, the training proved to be a bonding and rewarding team-building exercise. Now they know each other better and are able to connect on a more personal level.

The team have started delivering their presentations across Europe with much more engagement and impact. We’re sure that they will get buy-in and will be fully engaging and convincing to build the international credibility of the team.

“This Programme fully bespoke to our requirements has delivered much more than originally was planned. The trainers, especially Tina, were exceptional. On top of the presentation and storytelling learning outcomes to convince and engage at all levels and cross-culturally, we’ve also got a boost in confidence and a great team-building experience that has made us stronger as a unit. We’re now planning on extending this to our teams across Europe”
Jeremy Gidley, Director of CRM at TUI Group.

“It has been extremely rewarding to work with Jeremy and his team of CRM senior managers. They were open to sharing opinions and to expand their comfort zone and try different ways of presenting to engage and convince any audience. The best part was to help them discover strengths they didn’t know they have and how this has had a great impact on their confidence. The TUI Group is a great organisation full of great people. It’s a pleasure to work with them”
Tina Lamb senior Training Consultant at Impact Factory

If you would like to talk to us about a

Storytelling Training Programme

or any of the other

Professional Personal Development

work we do, call us on

+44 (0)20 7226 1877

or e-mail us at

enquiries@impactfactory.com

Presentation Skills and Storytelling