Customer feedback provides operational direction for all departments - Feedback Ferret

Customer feedback provides operational direction for all departments

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Ster-Kinekor is the largest cinema group in South Africa and has been in operation for more than 45 years. Ster-Kinekor owns over 60% of the market share with more than 54 cinemas, 400 screens and 63,000 seats. They have recently expanded their footprint to include a further 15 Digital Cinema Nouveau Centers with almost 3,580 seats over 5 sites throughout South Africa.

The initial project started by positioning one device in each of the sites. The device is a simple keyboard with a small digital screen that solicits compliments, complaints and suggestions in up to 800 characters of free text. The data is then channelled through the Feedback Ferret text analytics software and the results collated on dashboards for the management.

The project was the first of its kind in the South African cinema world and was deemed an overwhelming success. The value of the data being received was of higher quality than expected. Cinema goers were giving feedback which provided fantastic operational direction, speaking directly to the 6 business pillars – Strategy, Operations, Marketing, Customer Service, Risk and Finance.

The volume of data received was also high – in one month of unrewarded feedback, Ster-Kinekor saw on average 226 interactions per device.

One year after the initial pilot, the Comments Boxes are located in every single Ster-Kinekor cinema and the program is continuing to expand.