Embracing & Driving Change
Albert Einstein is credited with saying "if you always do what you always did, you will always get what you always got."
The concept of “embracing and driving change” is a key component to our success as a Marketing & Sales organization. For some people, change can be difficult or uncomfortable. This usually happens because change requires taking risks and stepping outside of what we’re used to doing. Others see change as an opportunity or an adventure. Regardless of how we see or handle change, when we all embrace it together we can realize our objectives more easily and potentially sooner.
For example, in the eCommerce area we are constantly evaluating the guest experience on our websites. Our online results have been growing at double-digits so you might be asking yourself, “why change anything?” We could probably keep doing the things that are working, but as our company grows it’s important to find ways to sustain that growth while meeting the needs of our guests.
Therefore, in 2017, we implemented an optimization program to do just that – constantly evaluating what could work better. We created a self-contained team that focuses specifically on testing different designs, layouts, copy, etc. all geared toward making the online experience better. Through cooperation and collaboration, the program has been a huge success, driving a triple-digit ROI.
Needless to say it wasn’t easy getting the program started. Leadership was asked to take a risk on investing in something we’ve never done before. Knowing change is not perfect, there were plenty of tests that didn’t work out the way we had hoped. We didn’t give up and the team kept an outward mindset toward change that led to many successful tests that delivered strong results. It is this type of success that inspires the team and leadership to embrace change in support of the program.
Since I joined Universal Orlando in 2009, our company has taken great measure to enhance and transform the guest experience. Over that time, Marketing and Sales has changed considerably by adopting better ways to go to market with our brand and drive guest visitation to our parks. All along the way, we’ve had to take risks with change in organization and process to deliver against our business objectives just like we did with our optimization program.
I believe there are two choices we can make; we can embrace change or we can choose to suffer through it. Nothing good comes from suffering so let’s learn to welcome change! We should have a desire for change, knowing that better things can come from it. We will encounter many facets of change in our lives, some will be easy and some hard. Through it all, remind yourself that the result of change often leads to incredible success and life lessons.
For example, in the eCommerce area we are constantly evaluating the guest experience on our websites. Our online results have been growing at double-digits so you might be asking yourself, “why change anything?” We could probably keep doing the things that are working, but as our company grows it’s important to find ways to sustain that growth while meeting the needs of our guests.
Therefore, in 2017, we implemented an optimization program to do just that – constantly evaluating what could work better. We created a self-contained team that focuses specifically on testing different designs, layouts, copy, etc. all geared toward making the online experience better. Through cooperation and collaboration, the program has been a huge success, driving a triple-digit ROI.
Needless to say it wasn’t easy getting the program started. Leadership was asked to take a risk on investing in something we’ve never done before. Knowing change is not perfect, there were plenty of tests that didn’t work out the way we had hoped. We didn’t give up and the team kept an outward mindset toward change that led to many successful tests that delivered strong results. It is this type of success that inspires the team and leadership to embrace change in support of the program.
Since I joined Universal Orlando in 2009, our company has taken great measure to enhance and transform the guest experience. Over that time, Marketing and Sales has changed considerably by adopting better ways to go to market with our brand and drive guest visitation to our parks. All along the way, we’ve had to take risks with change in organization and process to deliver against our business objectives just like we did with our optimization program.
I believe there are two choices we can make; we can embrace change or we can choose to suffer through it. Nothing good comes from suffering so let’s learn to welcome change! We should have a desire for change, knowing that better things can come from it. We will encounter many facets of change in our lives, some will be easy and some hard. Through it all, remind yourself that the result of change often leads to incredible success and life lessons.
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| Greg Renner is the Vice President of eCommerce and CRM and is celebrating 10 years at Universal Orlando this year. |
I say this everyday...change is the one constant you can count always on. Awesome insight Greg.
ReplyDeleteAccept the need for change, and constant evolution, as your vitamin. Nice article Greg - and happy 10th Anniversary with UO.
ReplyDeleteGreg - this one was from me (Katie O). :)
DeleteWell put! We definitely have to remember to bring our clients and guests along the journey of change and keep them involved just like the Community is doing for our DMC clients.
ReplyDelete