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Edinburgh International Climbing Arena (EICA)Customer Experience Review
Phase 4January – March 2015 2014
Research & Consultancy
Introduction• 2014/15 Customer Experience Measurements:
– Phase 1: April – Jun 2014 (Customer Satisfaction and MV’s were delayed until May due to budgetary decisions)
– Phase 2: Jul – Sept 2014– Phase 3: Oct – Dec 2014– Phase 4: Jan – Mar 2015
• Core Brief includes: – Customer Experience Performance Score– Customer Satisfaction results – Mystery Visits results – Customer Comments analysis– NPS Score
Reminder of Q3 scores...Customer Experience Performance Score
Customer Satisfaction: Overall and
“Very Satisfied”
Mystery Visits:
Service Standards
and Customer Journey
Customer Experience Performance Score
83%
EL Overall:
80%
EICA Q3:
83%
How satisfied are our customers?
Very Satisfied
Satisfied
Neither/ Nor
Dissatisfied
Very Dissatisfied
0% 20% 40% 60% 80% 100%
64%
35%
EL OverallEdinburgh International Climbing Arena (EICA)
Average satisfaction ratings
Phase
1 (A
pr -
Jun
13)
Phase
2 (J
ul -
Sept 1
3)
Phase
3 (O
ct - D
ec 1
3)
Phase
4 (J
an -
Mar
14)
Phase
1 (M
ay-J
un 1
4)
Phase
2 (J
ul -
Sept 1
4)
Phase
3 (O
ct - D
ec 1
4)
Phase
4 (J
an -
Mar
)7
7.5
8
8.5
9
9.5
EICAEdinburgh Leisure (Overall)
How do we compare to other sites?
Lowest to highest rank Overall satisfaction
1 9.242 9.163 9.154 9.09
EICA 9.036 9.037 8.828 8.779 8.69
10 8.6611 8.3812 8.1113 7.86
How satisfied are customers with different areas of our service?
Quality of information/advice
Value for money
Range of things to do
Centre being easy to use
Speed of service
Quality of equipment (pool/ gym/studio)
Opening times
Availability of staff
Catering/cafe facilities
Cleanliness
Availability of equipment/ facilities
Welcoming staff
Helpfulness of staff
Temperature of sports facility used (e.g. pool / studio / gym)
0 1 2 3 4 5 6 7 8 9 10
7.45
7.99
8.21
8.27
8.45
8.62
8.74
8.77
8.77
8.8
9.06
9.08
9.27
9.31
9.33
Edinburgh International Climbing Arena (EICA) EL Overall
Gap analysis shows areas of strength and weakness
Stronger than EL average
Weaker than EL average
Quality of information/advice
Value for money
Centre being easy to use
Speed of service
Range of things to do
Availability of staff
Opening times
Quality of equipment (pool/ gym/studio)
Welcoming staff
Helpfulness of staff
Cleanliness
Availability of equipment/ facilities
Ease of booking
Temperature of sports facility used (e.g. pool / studio / gym)
Catering/cafe facilities
-1.5 -1 -0.5 0 0.5 1 1.5 2 2.5
-0.87
-0.54
-0.37
-0.11
-0.06
0.09
0.12
0.15
0.4
0.45
0.56
0.6
0.92
0.92
2.13
EICA suggested improvements
Suggested improvementProportion of those
suggesting an improvement*
Extend opening hours at weekend 34% Cheaper prices 29% Improve catering 14%
Customer Service
Response Times
Welcome
Cleanliness
Communication
Product Quality
Signposting
0% 20% 40% 60% 80% 100%
62%
70%
92%
93%
96%
96%
97%
66%
83%
91%
97%
88%
96%
93%
Edinburgh International Climbing Arena (EICA)Edinburgh Leisure
This Centre 88% Vs Edinburgh Leisure average 87%
90% to 100% Standards achieved: Welcome; Signposting; Cleanliness; Product Quality
75% to 90% Standards achieved in part: Communication; Response Times
<75% Standards not achieved: Customer Service
Service standard chart showing audit scores for centre and Edinburgh Leisure overall with centre colour coded by standard achievement:
Staff not always providing receipts, using customer names or prompting membership options
Service Standards
Reception wait too long
Marketing material not always clearly on display at activitiy
Service Standard Tables
Service Standard Tables
Comment Cards
Café
Gym
Fitness
Activity
Changing
Reception
Pre-Visit
0% 20% 40% 60% 80% 100%
82%
97%
78%
82%
94%
95%
78%
97%
83%
100%
70%
63%
88%
98%
73%
92%
Edinburgh International Climbing Arena (EICA)Edinburgh Leisure
This Centre 83% Vs Edinburgh Leisure average 88%
90% to 100% Standards achieved: Café; Activity
75% to 90% Standards achieved in part: Fitness; Pre-visit; Changing
<75% Standard not achieved: Gym; Comment Cards; Reception
Service standard chart showing audit scores for centre and Edinburgh Leisure overall with centre colour coded by standard achievement:
Lack of response to comments within 5 days
Customer Journey
Reception wait too long, not always wearing name badge and not
promoting memberships
Staff not always present and not always having signage when not present. Staff not acknowledging customers
Customer Journey Tables
Customer Journey Tables
Customer Comments Analysis127 Customer Comments received for analysis in 2014/15114 paper/13 online• 65% positive comments • 35% negative comments • 25% suggestions
Top Positive Top Negative Top Suggestions
Friendly staff Disappointing class
Provide better customer service
Enjoyed activity Poor communication
Reduce/improve prices
Excellent/good staff
Too cold in venue
NPS Score
NPS
64
KPI 1:
72%
KPI 2:
80%
Any Questions?
Action Plan...
Area for improvement
Action Measurement Lead/Support