Use Cases Customer Led Growth2018-03-18T14:19:06+00:00
Use Case Leisure Trust

Example Use Cases

Delivery Programmes in Multiple Venues

Problem worth solving

How can we make it easy for our instructors/coaches to capture feedback, and consistently share what they learn?

Current challenges

  • Our staff get verbal feedback from participants. While this gives them a chance to respond straight away, the feedback rarely gets written down. In addition, there’s no mechanism for collecting feedback from the participants who don’t want to share feedback directly with the instructors.
  • Without a way to quickly and consistently capture feedback across venues/sessions, it becomes very hard to test the impact of programme changes. Design decisions end up being based on assumptions, rather than a simple test-evolve-scale approach.
  • It’s very hard to identify what’s working well and what needs changing across the programme. Instructors/coaches miss out on opportunities to learn from each other, and benefit from a programme-wide view of what participants are valuing most.

Solution

MyCustomerLens helps to capture consistent data, based on the real voice of the customer, to enable faster and more informed decisions:

  • Our short mobile-friendly feedback forms are set-up centrally using best practice questions, and include the programme’s branding. Instructors don’t have to set anything up themselves. The forms also work offline. This makes it easy for instructors to pass around a tablet or phone at the end of the session, to capture immediate feedback.
  • Participant feedback is automatically aggregated by MyCustomerLens and summarised in simple browser-based dashboards. These dashboards are designed to be easy to use and work on any computer or tablet with internet access. They show the instructors/coaches what their participants have told them, making it easy to close the loop and discuss the results at the next session.
  • Central programme managers see an aggregated view of all the feedback – what’s working well and what needs rethinking. This makes it easy to test, review and implement new routines, music or activities. It also makes it easy to share key themes with all instructors/coaches, so that everyone benefits from the combined customer view.

Group exercise classes / fitness franchise

Problem worth solving

How can we shorten the feedback loop on new classes?

We want to quickly test and evolve new classes, or new elements within the class, and share actionable feedback with our instructors. We know that if we keep delivering great class experiences, our members are likely to stay longer and spread the word amongst their friends.

Current challenges

  • Class feedback is not captured consistently. Often it’s shared verbally with the instructor, or with other staff members, and they don’t have a consistent way of capturing exactly what the customer said.
  • The feedback from customers is not easy to summarise and share amongst staff, or with head office. It quickly becomes anecdotal, and has little impact on decision-making.
  • Instructors don’t get enough opportunities to learn from the experience of their peers. Feedback shared in one class, may also be relevant to another, but it doesn’t get passed along.
  • Decisions to change elements of the class, such as adding new music or exercises, often have to be made based on personal experience rather than evidence. Without a consistent store of previous feedback, or the ability to get fast feedback from classes, management are not able to make evidence-based decisions.

Solution

MyCustomerLens helps to capture consistent data, based on the real voice of the customer, to enable faster and more informed decisions:

  • Mobile-friendly micro surveys, are used to capture fast and consistent feedback after a class. The instructor can pass around a tablet where participants can quickly share general feedback or answer a question about a specific element of the class. For those who need to leave, they’re given a short URL or QR code, so they can quickly share their feedback later.
  • Customer feedback is processed over night by our industry-specific algorithms, so management and instructors can quickly close the feedback loop. Decisions can be taken, implemented and shared with customers at the next class.
  • The consistent questions enable our browser-based dashboards to compare insights across classes and instructors. They make it easy to see what works and what doesn’t. In particular, it will highlight any moments within the experience that customers particularly love and tell others about.
  • Consistent questions, browser-based dashboards and fast analytics enable instructors to learn from each other. While their customers may not comment on something, the customers of other similar classes might. By surfacing feedback earlier, all instructors can then talk to their class about whether they feel the same way. This is a great way for a fitness franchise to monitor the delivery of their brand and add extra value to their instructors’ businesses.

Regional Leisure Trust

Problem worth solving

How can we consistently measure the customer experience across multiple sites?

We want to know what aspects of our service are most important to customers, so we can focus our limited resources where they will make most difference.

Current challenges

  • Staff at each site use free tools to create their own customer surveys. Survey questions and data quality are inconsistent, and responses can’t be compared across venues.
  • Customers share feedback on paper forms. These forms are seen by staff at that venue, but learning & comparison across venues requires lots of manual data entry.
  • The CRM system captures customer demographic and behaviour data. But exporting and formatting ad hoc reports takes too long to support quick decision-making.

Solution

MyCustomerLens helps to capture consistent data, based on the real voice of the customer, to enable faster and more informed decisions:

  • Staff choose from a list best practice research questions, written specifically for the customer journey within a leisure trust. This ensures the survey data is consistent & not inadvertently misleading.
  • Survey questions include ‘free text’ questions, to hear the ‘outside-in perspective from real customers. The MyCustomerLens algorithms ensure this data is quickly and consistently tagged with the relevant theme, stage of the customer journey and the sentiment they were expressing.
  • Dynamic browser-based dashboards compare ‘real-time’ insights drawn from multiple data sources. Each dashboard is personalised to the needs of specific staff members and managers, so they can quickly see what’s most important to the customers.