• CRT ViewPoint, Orchard Court 2, Binley Business Park, Coventry
  •  02476 608 830 

Everyone Active Community Leisure

Sports and Leisure Management Ltd (SLM) is a well established and fast expanding leisure company trading as Everyone Active.

With over 115 leisure centres and a growing portfolio, Everyone Active values its customers and strives to provide a first class experience.

CRT give us the ability to gain feedback from all our customers and very quickly review the data. It puts our customers at the heart of the decision making process."  Ben Beevers, Group Customer Services Manager

The Situation

Everyone Active wanted to understand its customers better and improve member and visitor satisfaction levels.

A key objective was to obtain and keep Quest registration across all of their sites. Feedback from both customers and staff was therefore crucial to supporting their overall strategy and required a fresh approach.

Their traditional paper based surveys mainly tended to attract the views of Mr. and Mrs. Angry at the extreme end of the scale. As well as the low response volume, manual processing was time consuming. Online surveys sent via e-mail were more successful, but with survey fatigue affecting response numbers and quality, a fresh approach was needed.

Our Solution

Everyone Active adopted our ViewPoint Multi-channel customer feedback system. The customised solution includes interactive feedback kiosks which gain in-the-moment responses from each centre. Real-time dashboard reporting and the full support of our customer experience experts give their management teams visibility of customer comments and satisfaction levels. They also have the ability to drill down into the detail of problem areas, and to compare and contrast the performance of their sites.

The ViewPoint platform includes Valid8™ technology which filters out nonsense responses, ensuring the data can be relied on.

The multi-channel feedback solution includes and provides:

  • Branded touchscreen kiosks
  • Interactive feedback surveys encourage member and visitor engagement. They can leave a compliment or complaint easily and quickly
  • Highly targeted Online Surveys for addressing specific areas
  • Real-time handling of compliments and complaints, which enables management to react quickly in both rewarding staff and improving service
  • Broad and statistically relevant member feedback is informing management of strategic HQ and local leisure centre service improvements
  • Customer insight and knowledge gained through realtime data analysis and reporting

ViewPoint has been key to innovation and change. Everyone Active now makes decisions from an informed basis, applying the facts derived from the data analysis.  
Customers can see the results of their feedback in the Manager Action Plan, which in turn improves response levels. A simple example concerning feedback at Parkside Pools highlighted a drop in customer satisfaction at specific times of the day. Management responded to this by reviewing the cleaning team shifts and adjusting daily schedules, resulting in an increase in member satisfaction as a direct result.


  • Speedy problem resolution - touch screen customer feedback kiosks provide live data and give management notice to act on problems before they escalate
  • High response rates - with over 250,000 completed customer surveys a year
  • Benchmarking of sites - direct and ongoing comparison of site performance, promoting best practice
  • User friendly and engaging - customers and visitors enjoy leaving feedback. ViewPoint is interactive and fun
  • Deep feedback analysis - we provide regular detailed reports which feed into SLM's strategic planning and Management Action Plans
  • Live Service Alerts - we capture complaints and other critical information and report this instantly as part of a workflow resolution process

If you would like to read more about customer engagement click here

Download our Case Study PDF here

Contact us for more information here

Apr 17 2015