People
WHO WE ARE
Victoria Matthews, a Certified Customer Experience Professional, set up SEMA4 to help organisations deliver the best possible experience through targeted experiential monitoring.
Victoria’s career has seen her achieve notable successes working in London, New York and Madrid for Madridfusión, Grupo Albión, Broadgate Consultants and Wolff Olins. Her 20 years’ experience in business and communications, most recently as Managing Director for the European Arenas Association, have led her to understand the importance of customer motivation and to appreciate the critical role of customer care in delivering business success.
SEMA4 was founded to help businesses develop and enhance their customer journey.
Process
WHAT WE DO
What we do
The SEMA4 Customer Experience model delivers bespoke Customer Experience (CX) and Digital Customer Experience (DCX) solutions for the leisure and live entertainment industry.
Working closely with out clients and their customers we undertake a full review of the customer journey from discovery to post-event through a combination of benchmark research, on-site audits and personal interviews. Building a positive customer experience is increasingly regarded as a key element of any customer facing business model. The quality of the journey will determine whether a customer buys your product; whether they return and spend more money; whether they recommend you to others and whether they talk about you positively on social media platforms.
Your brand reputation relies almost exclusively on the judgement of you customers.
How we do it
SEMA4 offers a suite of tools and training specifically developed for the leisure and live entertainment industry.
· Customer Journey Audits through the SEMA4 MOT “Moments of Truth”
· Voice of Customer Analysis
· Customer Journey Mapping
· Employee Engagement
· Education, Training and Culture Change
· Digital Transformation for CX Delivery
When we work with a client our first goal is to discover their CX roadmaps. Using the SEMA4 Customer Experience MOT Audit, we are able to provide an illustration of both the strengths and the weaknesses of the current service and to provide a benchmark for all future customer satisfaction measurement initiatives.
We also listen to the individual customer. Every relationship requires listening, as well as talking. We talk directly to our client’s customers about their dreams, goals, passions, and aspirations enabling us to identify which behaviours will really improve the customer experience in the future.
A key phase of our work centres on customer journey mapping, which we develop through a series of workshops sessions involving staff, and key stakeholders. With these customer journey maps our clients can evolve their businesses from a transactional approach to one that focuses on long term relationships with customers built on respect, consistency and trust.
Finally for each of our clients we develop a bespoke blueprint for CEM implementation and activation and we provide them with a suite of tools for driving and measuring progress.
PROJECTS
SOME EXAMPLES OF RECENT PROJECTS
Within the leisure and entertainment industry SEMA4 has carried out a number of projects for UK leading Arenas notably for the SSE Arena, Belfast and the Genting and Barclaycard Arenas in Birmingham. All these Arenas recognise the importance of the customer relationship and have carried out extensive research into their customers’ behaviours, goals and aspirations enabling them to identify how to improve the whole experience for their customers in the future.
The SSE Arena, Belfast recently invested circa £3 million on new seating, improved digital infrastructure and other key initiatives to enhance overall visitor experience. They were one of the first of the small number of UK Arenas to operate a dedicated App and are leading the way in digital transformation of their site to both enhance and measure the customer experience.
SEMA4 was commissioned by Deloitte MCS to carry out a market feasibility study on branded apps for live entertainment venues, specifically multi-function, covered arenas with a total capacity of between 8,000 and 21,000.
Using our extensive background knowledge of the arena industry and her network of contacts across Europe, we carried out a comprehensive industry benchmark study, which included personal interviews with leading figures from the arena business.
The research centred on the actual market need and interest for an arena branded app, the infrastructure required for the implementation of such a product and the financial models for investment and return. The resulting report provided a pan-European study on the application of technology as a potential solution to improving the customer journey, and the opportunity for higher revenues and an increased ROI in the arena industry.
“Two of our current clients have recently been nominated for industry leading venue awards.”
Reputation
WHAT PEOPLE SAY
“Customer Experience is at the heart of our business’s vision for the future. In SEMA4 we have found the perfect professional partner who can help us deliver on this vision”
“SEMA 4 was integral to the delivery of our CX model and I have no hesitation in recommending Victoria Matthews to any colleague challenged with delivering a CX strategy for a live entertainment venue”
“If I were to describe Victoria’s professional traits in two words, these would be commitment and integrity. These traits, together with her experience, establish a fantastic platform for SEMA4”
Latest News
SEE OUR LATEST POSTS WITH IDEAS AND INSIGHTS ON CUSTOMER EXPERIENCE
The End of the Road for Surveys?
The idea of journalist Giles Coren shouting "Yes, it's all fine" at the top of his voice every time a hipster with a clip board approaches him about his experience made me laugh out loud [...]
The CX Disconnect
One of the biggest challenges facing Customer Experience professionals is embedding CX into an organisation as a recognised and valued business discipline. Often the CEO recognises an important growth opportunity lies in strengthening customer focus. [...]
GDPR: A Customer Experience Opportunity
On May 25 this year changes around data collection in relation to the freedom of data came under the auspices of new General Data Protection Regulations or the GDPR. GDPR requires organisations to implement reasonable [...]
Enhancing CX through Listening
In today's world where both customer expectations and competition for leisure spend are rapidly increasing, live music and sports venues are being forced to constantly improve and innovate. People want an enhanced experience and are [...]
CX and Customer Safety
As Customer Experience consultants for live entertainment and sports venues, SEMA4’s primary concern has always focused on listening to customers to gain a full understanding of what they both want and need on their journeys. [...]
CX has become a key driver of brand communications
In 1989 Wally Olins published his book Corporate Identity, which quickly became the seminal work in the world of branding. It can be argued that Wally Olins, who founded the world’s first design agency in [...]