Storytelling Skills
The Client? Tui Group – The Need? Storytelling Skills
If you have ever purchased a package holiday, you are likely familiar with them. These experiences often feature tour guides who captivate their audiences with exceptional storytelling skills.
The TUI Group is a FTSE 100 organisation in the leading index of the London Stock Exchange and the German Open Market. It is the world’s leading tourism group operating in around 180 destinations worldwide. Their storytelling skills play a crucial role in engaging customers.
TUI Group employs over 50,000 people in more than 100 countries. They offer a comprehensive range of tourist services to more than 20 million customers. These services range from hotels and resorts to cruises and airlines.
TUI Group has a strong culture for sustainable economic, ecological, and social activity. This contributes to the positive development of holiday destinations. With values like these, Impact Factory was thrilled to work with them on developing their storytelling skills.
The Brief
Jeremy Gidley leads the CRM team at TUI Group. This is a global function. The goal is to truly understand their customers’ needs and use insights to recommend holidays & extras.
By doing this they create business and customer value from every interaction. They encourage 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. These are mainly located across Europe. In addition to ensuring that best practices are shared across source markets, one of his central team’s roles is to introduce common technology. Storytelling skills are integral for conveying the advantages of these technologies to stakeholders.
This enables common marketing, sales & service processes and campaigns. These 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 skills of the senior managers in his central team. The team needs to have the ability and confidence to influence. They need to paint a clear picture of the benefits of this new approach to collaboration. Furthermore, they need to be able to present key messages in a compelling and concise way, bridging cultural barriers and resistance to change. Thus, creating positive momentum to get buy-in across the group.
Our Tailored 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. It recognised the importance of being adaptable and relevant to an international mix of people.
To do so, the programme built on delegates’ existing strengths. An intrinsic part of the two-day workshop was for the delegates to discover their natural storytelling ability. They also found out their greatest innate presentation skills, enhancing their storytelling skills.
The success of any training is to transfer the work done in the training room easily into their business lives. To do this we created opportunities for the delegates to practice, pick apart, discuss, and then practice again a selection of tools and techniques. We tailored these to suit each individual’s style of communication. This made 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 learned about:
- Story Structures
- Aristotle
- Hero/Catalyst Story
- Start with the Why
- Breathing Techniques
- Thinking on Their Feet
- Presence
- Body Language
- Tone of Voice
- Influencing an Audience
- Small Changes for a Big Impact
Feedback and Testimonials
The response to this programme has been excellent, with some delegates referring to it as the best training that they ever have had, especially for honing their storytelling skills.
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. They used the hands-on and interactive tools learned in the Workshop. As a result, they feel more confident and assertive in their communication.
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. They are able to connect on a more personal level.
The team has 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. This credibility will build the international standing of the team.
Tui Group Storytelling Skills
See What We Can Do For You
If you like what you’ve seen and would like to know more please contact our 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”
“It has been extremely rewarding to work with Jeremy and his team of CRM senior managers. They were open to sharing opinions and to expanding their comfort zones. They tried 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”
