More than 500,000 people visit Cadbury World every year and learn about the role played by one of the nation’s favourite brands in developing and promoting chocolate!
Its visitor centre and museum in Birmingham is a multi-award winning site that consistently sets the highest standards in customer service.
But the attraction’s senior managers don’t believe in resting on their laurels.
That’s why they have embarked on a major engagement exercise with its customers – finding out where they come from and what their needs and expectations are likely to be in the months and years ahead.
The challenge
Cadbury World wanted to attain a wider range of customer feedback in order to further improve and develop its appeal.
It specifically wanted to get ‘substantial feedback’ so that it could gain a better understanding of its customers – particularly their geographical location and age.
The survey was strategically important to Cadbury World’s management team as it would provide the key information that would drive a series of on-site improvements and refocus its national and regional advertising activities.
Historically, Cadbury World had conducted customer surveys. But these had proved to be costly, time-consuming – and provided feedback from only 200 people.
Understandably, in its latest survey Cadbury World wanted to achieve a significant higher level of customer feedback – and adopt a process that was more efficient and cost-effective.
The solution
CRT provided the perfect tonic for the Cadbury team: the ViewPoint Research Control Suite featuring ViewPoint Touch Screen technology.
Our solution enabled Cadbury World to quickly attain a stream of information that staff had thought would impossible to attain.
Today, our systems generate 700 survey responses per week, while cutting research costs by more than 50%.
As you’d expect, this has enabled Cadbury World to gain a better understanding of its customers and deliver an advertising strategy that has been devised with the benefit of real-time, targeted data.
Cadbury World’s surveys have pinpointed products and activities that customers want, which has directly impacted on the sale of merchandising.
Benefits
- Cadbury World saved 50% of traditional research costs
- The site has generated more than 700 responses every week
- Immediate results were achieved
- Produced continuous real-time data at all times of the day
- Easy to use for all demographics
- Helped ascertain customer profiles
- Identified the most effective form of customer advertising