New Zealand International Convention Centre (NZICC) will be the largest and most versatile conference, exhibition and entertainment space in New Zealand.
The challenge:
As New Zealand’s new flagship international conference centre prepared to open, NZICC faced a familiar challenge: how to ensure its offering aligned with what actually drives organiser decisions.
Our approach:
With intense competition across both domestic and international venues, NZICC partnered with Elemental Concept company Purple Shirt to understand the true drivers behind venue selection using the Jobs to Be Done (JTBD) methodology.
The research focused not on customer satisfaction or preferences, but on the causal factors behind organisers’ choices including those who considered NZICC and those who didn’t. Through 15 deep interviews with a diverse group of organisers, the research revealed that while functional factors like location, capacity, and availability filtered the initial shortlist, it was emotional and social Jobs that shaped final decisions.
Organisers wanted venues that helped them reduce risk, showcase their capabilities, and deliver value for delegates and hosts.
The results:
This insight helped NZICC shift its CX and marketing efforts away from generic claims and toward solving specific, high-impact customer struggles. The result: a clearer strategic focus on the Jobs where NZICC could compete most effectively and create meaningful value.
“Our strategic collaboration with Purple Shirt while developing our CX Masterplan for NZICC has been transformative. By co-facilitating workshops with diverse Delivery Partners, we gained invaluable insights into their needs and expectations. Together, we mapped out nuanced customer journeys, from initial engagement to post-event activities. The result is a comprehensive CX Masterplan that not only meets current expectations but also sets a new standard for future service delivery. Purple Shirt’s expertise and commitment have been instrumental in shaping our success, fostering stronger relationships with our clients, keeping us closer to the customer and will ultimately help us in driving business growth.”
Tracey Ha
Director of Customer Experience
