Measuring and Monitoring Customer Experience

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1 Measuring and Monitoring Experience Tom Exeter Sales, Marketing & Experience Executive Sport & Physical Activity, Commercial Services, University of Leeds

2 Background to our organisation. The department of Sport & Physical Activity for the University staff and student community. A health and fitness club for external public members and pay-as-you-go customers. The Edge (flagship sports centre), Sports Park Weetwood, other campus sports centres and studios, a boathouse and 2 outdoor centres. We have 17,000 customers to keep happy and retain!

3 Background to our organisation. Based within the city centre with an ever increasing number of competitors; budget gyms, run clubs, sports clubs, football centres etc. Many of our customers can cancel at any time as they pay by monthly direct debit or can choose not to renew their annual membership. Students expectation of experience is forever increasing; personal training, swimming lessons, state-of-the art equipment and technology etc.. so successful sales and most importantly RETENTION of members is key!

4 The importance of customer experience. Over the last few years we have a major drive on developing an exceptional customer experience and really getting to understand our customers. We have made a point of understating our customers wants and needs in advance to avoid major issues or complaints. And so to differentiate against the competition a major USP for us has become the service and experience our customers will receive; delivered by our expert staff.

5 What we used to do (pre 2012/13). Comments Ad hoc Surveys

6 What we now do (after 2012/13). Comments Touch Screen Survey Machine Feedback Forms Mystery Shopping (External) Experience Annual Survey Panel Mystery Shopping (Internal) Forums Experience Training

7 Comments

8 Comments

9 Comments

10 Mystery Shopping (Internal and External) External company used on a monthly basis. Internal as and when necessary. A process measure as apposed to a customer experience test.

11 Touch Screen Survey Machine and Feedback Surveys

12 Net Promoter Score (NPS) Is a customer loyalty metric: Promoters = score 9 or 10 Passives = score 7 or 8 Detractors = score 0 to 6 Promoters percent - Detractors percent = NPS. Top NPS scoring companies in the world: SPA 72% 87% 62%?%

13 Experience Training Taught by an external company, originally called the BEE Programme. Teaches internal staff to become the trainers. We listened to staff feedback, edited and evolved the programme. Re-named IMPACT First impressions, customer expectations and standards, communication, service recovery, working as a team.

14 Panel and Focus Groups Meets on a quarterly basis A fair representation of our membership basis Check and challenge our processes and ideas!

15 What we now do (after 2012/13). Comments Touch Screen Survey Machine Experience Training Feedback Forms Mystery Shopping (Internal) Experience Annual Survey Panel Mystery Shopping (External) Forum Experience and Retention Group

16 Various information is fed in Short term/quick wins Experience and Retention Group Managers take ownership of their areas Long term actions Retention Action Plan

17 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Sport & Physical Activity 90% NPS Average Score for Sport & Physical Activity 80% 70% 60% 50% 40% NPS Average Score 30% 20% 10%

18 SPA Mystery Shopping Average Score 100% 95% 90% 85% 80% 75% 70% 65% Mystery Shopping Average Score 60% 55% 50%

19 Percentage Sport & Physical Activity 80.0% Annual Satisfaction Score 79.0% 78.0% 76.0% 74.0% 73.3% 72.0% 70.0% 72.2% 70.7% 68.0% 66.0% Year of survey

20 Thank you for listening and any questions? Split into groups to look at how other universities measure and monitor customer experience: What are some of the major CE issues you have in your area? How do you currently measure and monitor CE? Any particular methods/ideas to share? What ideas could you adopt to improve your understanding of CE for the future?

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