Sports & Leisure Management (SLM) is one of the UK’s leading leisure management companies. It is committed to becoming the leading organisation of its kind in the sector – and believes that by being seen to listen and act on its customers’ needs and views will help it achieve this strategic goal.
With a strong presence in the public sector, SLM has established a strong reputation for delivering innovative products and an excellent range of leisure services. The growing company manages over 75 leisure centres across the UK, and takes every opportunity to demonstrate its commitment to the delivery of first class customer service.
The challenge
SLM needed to change the way it collated customer feedback in order to help its senior managers improve decision-making processes.
Its existing paper-based system was time consuming, slow on results and ineffective. Email surveys were more successful, but still didn’t target enough customers or collect feedback at the time of their customers visit, to enable real time feedback fresh from the ‘point of experience’.
SLM’s commitment to have all sites ‘Quest’ registered – and its commitment to ‘Investors in People’ – meant that accurate point of experience research was required from customers, visitors and colleagues.
The solution
SLM chose CRT’s ViewPoint RCS Customer Feedback System.
Firstly, ViewPoint Touch Screen Kiosks have been deployed across all sites to capture feedback at customers and visitors ‘point of experience’. Highly interactive and engaging surveys capture data throughout the day. Surveys can be updated regularly and focused on the specific site’s facilities.
Secondly, dashboard reporting on key customer satisfaction metrics, provides management with powerful real time information for customer service improvements to be made.
As a result, SLM has been able to accurately prove or disprove ‘gut-reaction’ to their services by analysing this data. This has been a major help with innovation and change within the organisation.
SLM customers are able to see the results of their feedback through the delivery of a very visible Manager Action Plan.
For example, a cleaning survey took place at one swimming facility, which generated 1200 responses in just two weeks. The data highlighted drops in service levels and standards at specific times of the day. SLM responded to this by reviewing the number of cleaning people working at these times and adjusting the daily schedules accordingly.
Key benefits
- High volumes of around the clock customer satisfaction data enables targeted service improvements
- High quality data is guaranteed via Valid8, CRT’s data validation and auto-quarantine algorithms
- Innovative and Easy to use – customers and visitors to SLM enjoy leaving feedback!
- Fast analysis – CRT provide auto reports to feed into management action plans
- Real time Customer Comments are emailed to managers for action
- Feedback is given back to customers via ‘info screens’ within the surveys – ‘you said, we did’
- SLM are demonstrating to its customers that they care about them!