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