Driving extraordinary customer experiences through 120 Exceptional Journeys
There has been an increase in consumer demand for more interactive and novel experiences. As such, the service economy went through a natural revolution, giving rise to the experience economy we see today. Euromonitor expects this trend in experience spending to continue, with global expenditure potentially reaching $8.2 trillion by 20281.
Similarly, at JC&C, success goes beyond just providing great products and services; across the Group’s portfolio, customers are at the heart of everything we do. In an era where consumers are constantly on the lookout for brands that resonate closely with them, meaningful connections are pivotal to the customer experience for us.
In 2019, Cycle & Carriage, a leading automotive group and JC&C-subsidiary, celebrated its 120th anniversary across its operations in Singapore, Malaysia and Myanmar. To commemorate this, a new brand promise, ‘Exceptional Journeys’ was launched. This builds on Cycle & Carriage’s passion for creating exceptional experiences – from delivering high quality products and services, to enriching connections with customers, partners, employees and communities.
In conjunction with the anniversary celebrations, Cycle & Carriage presented 120 customers with specially curated adventures to exciting destinations2. Through the ‘120 Exceptional Journeys’ campaign, customers from Singapore, Malaysia and Myanmar were invited to participate in a lucky draw, where winners were presented an adventure of a lifetime to Mongolia and Nepal in September and November 2019. It also provided the opportunity for them to be a part of Cycle & Carriage’s social initiatives to uplift the local communities there.
In Mongolia, our guests journeyed across rolling steppes and the wild splendour of the Mongol Els sand dunes. They also visited the Hustai National Park and got acquainted with the takhi, the world's last wild horses. Finally, they were given a special opportunity to interact with a nomadic family and experience the local lifestyle first-hand. As part of its community efforts, Cycle & Carriage sponsored and, together with the guests, built a gher (a traditional form of housing) for the family, who reciprocated by naming one of their horses ‘CC’, after Cycle & Carriage.
Over in Nepal, guests embarked on a cultural discovery of the ancient kingdom, unlocking the wonders of Pashupatinath, a Hindu temple complex and UNESCO World Heritage site. They also ventured into the mountain village of Nagarkot and basked in the glory of the Himalayas from an altitude of 2,200m, as well as experienced the stunning views and sublime beauty of the Kathmandu Valley. Together with Cycle & Carriage employees, the guests also prepared and donated school supplies and gifts to a local school.
To ensure that the entire journey made a strong impression, specials moments such as birthdays and wedding anniversaries were celebrated during the trips to deliver an experience that was unforgettable. Embodying Cycle & Carriage’s refined brand promise, the ‘120 Exceptional Journeys’ campaign represents a passion for exceptional experiences for all Cycle & Carriage customers, from the very moment they enter the showroom and throughout their journey with us.
An Exceptional Journey to Mongolia
An Exceptional Journey to Nepal
1 Global Consumer Survey 2018, Euromonitor International
2 The final trip scheduled to Korea in early 2020 was cancelled due to COVID-19 and winners of the trip were reimbursed through other means.