Sport & Leisure organisations are becoming data rich but insight is poor as they struggle to make the most of their raw customer data. But what if there was a different way? What if it was easy to use customer feedback to make faster and more informed decisions? Decisions that help you reach, engage and retain more participants. This presentation for the Scottish Leisure Network Group, focused on why it's vital that Leisure Trusts to collect and use more customer feedback. It also includes details of our new MCL Discover product, and the special offer only available until the end of October.

1. Keep your finger
on the pulse
Make faster, more
informed decisions
Keep everyone
on the same page
mycustomerlens.com @mycustomerlens
Scottish Leisure Network Group, 28/09/18

2. mycustomerlens.com
Make faster, more informed decisions
Why feedback is vital for customer & revenue
growth
Why feedback is so hard to use
How to turn data overwhelm into actionable
insights
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80% of executives said their company
delivered above average
customer experiences…
How many of their customers agreed?

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80% of executives said their company
delivered above average
customer experiences…
8% of their customers agreed!
Research by Bain & Co

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consumer expectations
and behaviours
are evolving faster
than at any time in history

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All sport & leisure organisations
are competing on customer experience
competing against each other
and/or
competing against alternatives

8. mycustomerlens.com
Competing on customer experience

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Alternative customer experiences

10. mycustomerlens.com
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Good news -customers want to help!
Feedback
Forms
Online
reviews Social
Media
Surveys
Bespoke
ResearchConsumer
Panels
Verbal (F2F)
Feedback
Focus
Groups

11. mycustomerlens.com
But the data is becoming overwhelming…

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As a result, some organisations are at risk
of not listening to their customers
4 phrases to look out for…

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“The customers don’t understand…”

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“We already ‘know’ what they want…”

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“We should be data-driven…”

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“We need to change the wording…”

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“If you don’t understand their emotions
you don’t understand your customers”
Megan Burns, Forrester Research

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How to understand your customers
Listen AskDiscover

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Listen
- Twitter
- Facebook pages
- Facebook reviews
- Google reviews

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The public face of your brand
They’re telling you what’s really working…
Hot water still needs fixing
Tension on the cable machines is wrong

21. mycustomerlens.com
The public face of your brand
They’re asking the real FAQs…
What’s your feedback process?
How do direct debit payments work?

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The public face of your brand
They will help you design your offer…
Suggestions for new classes
Suggestions for new menu items

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The public face of your brand
And they expect you to respond…
Seeking response across multiple channels
Expecting faster acknowledgement

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The public face of your brand
Yes, but…
- We don’t ‘do’ Twitter
- Social media exaggerates the extreme cases
- It’s hard enough reacting to other channels
- I don’t care what they had for breakfast
- This doesn’t fit our evaluation approach

25. mycustomerlens.com
Ask
- Surveys
- Registration forms
- Feedback forms
- Comment cards
- Formal research
- Emails
- Complaints

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How to ask better
Yes, but…
- We don’t do enough with the data we already get
- Text analysis is slow and expensive
- We can’t change our questions
- We already know what they’ll say

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How to ask better
- Use small surveys across the customer journey
- Use text questions – don’t put words in their mouth!
- Make it simple to share suggestions in the moment
- Don’t forget your staff
– they have an often overlooked customer view

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Discover – breath new life into existing data
Discover
Existing feedback
Fast, actionable insights
- NPS surveys
- Leaver surveys
- Mystery Shops
- Customer emails
- Complaints
- Feedback/comments
Create baselines
- Compare over time
- Compare across venues

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Discover – breath new life
into your existing data
Discover + October… Discober!
- Limited time offer (ends 31/10)
- 1 flat fee
- We will analyse UNLIMITED rows of data from your
survey/feedback forms/evaluation reports
- You get interactive dashboards (not boring reports)
For more details: http://mycustomerlens.com/products/mcl-discover-insight-existing-data/

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Dashboards personalised to your needs

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Turns disconnected customer feedback
into shared business intelligence
in real-time

32. Keep your finger
on the pulse
Make faster, more
informed decisions
Keep everyone
on the same page
mycustomerlens.com paul@mycustomerlens.com
Scottish Leisure Network Group, 28/09/18