In early 2014, NuMetro, South Africa’s 2nd largest chains of cinemas, was taken over by two brothers and needed a corporate facelift. How better to decide what needed to be done than to ask customers what they liked and disliked about their cinema experience.
The brothers soon contacted Feedback Ferret South Africa who set about installing Comments Boxes in each of its 17 cinemas. After listening to customer feedback and customer suggestions, changes have been made and new initiatives have been implemented, all of which have transformed the visitor experience at a NuMetro cinema and positively impacted the bottom line.
One of the first things that appeared with high negative sentiment was the “seating”. After deeper analysis into this perspective, it was not the seating in the cinema which was the problem, rather the seating in the foyers which was perceived negatively. Go into any NuMetro now and you will see massive orange sofas dotted around the waiting areas which make the ‘waiting for a film’ a positive experience rather than a negative one.
One of the suggestions that appeared frequently in the data was the desire to purchase alcoholic drinks at the cinema. As a result, NuMetro put a bar into each cinema.
Customers wanted healthy snacks to be available. NuMetro launched their own brand of frozen yoghurt and “Angel Berry” kiosks were quickly installed and have been hugely popular.
Queueing for tickets appeared highly on the negative sentiment raking. A queueing management system was researched and installed and has helped manage the queueing time.
The icing on the cake has been the launch of a new loyalty scheme. Customers are able to sign up for the programme via the Comments Boxes and benefit from a package of benefits available to members.
Jay van der Westhuizen, CRM Manager at NuMetro commented: “The comments boxes have been installed in each of our 17 cinemas nationwide; the feedback we receive allows us at a head office level to be aware of the cinemas’ overall performance which ensures the correct standards are being reached. The Ferret Analytics is a resourceful tool which allows us to manage the vast volume of information being received and the numerous report capabilities permits for effortless understanding of all compliments, complaints and suggestions. This allows for operational planning.”
Bronwyn O’Neil, Business Development Director for Feedback Ferret South Africa said: “The loyalty programme, together with the newly available refreshments and comfortable waiting areas have transformed the NuMetro cinema experience and have made a healthy contribution to the bottom line. It’s so rewarding to see customer feedback drive corporate changes and confirms the value of listening and acting on their comments.”
The Ferret Analytics is a resourceful tool which allows us to manage the vast volume of information being received and the numerous report capabilities permits for effortless understanding of all compliments, complaints and suggestions. This allows for operational planning..
Jay van der Westhuizen
CRM Manager, NuMetro