Sandwell Leisure Trust maintains 9 leisure centres across Sandwell, helping local people get active with their transformational facilities and services. Focusing on the local community as a priority means creating a customer journey is essential to increase satisfaction and ultimately members at their clubs.
Josie and Lucy from Proinsight met with Mark Wildman, Head of Operations at SLT at the incredible Aquatics Centre that hosted 2022 Birmingham Commonwealth Games. The centre incorporates a state-of-the-art eight-lane 50 metre swimming pool as well as a HIIT workout gym, spin classes and 2 gym’s (one dedicated specifically to women.) The Aquatics Centre often hosts the likes of Adam Peaty MBE and the GB Diving Squad.
Excellent customer service for SLT is a huge priority, with the help of Proinsight Mystery Shopping programs, we have designed questions for each of their sites to truly understand where they can improve and how consistent their service is across each site. SLT are an excellent example of actioning on this mystery shopping feedback and truly listening to each report so that they make the most of gaining perspective through the customer experience journey mapping.
Mark talked in depth about actioning the customer experience feedback received by SLT, what they measure across the 9 leisure centres, and why having an excellent relationship with the Client Success Team truly makes a difference in creating dynamic, well-thought-out mystery shopping programs that give them the insight they need. Utilising customer journey mapping further enhances their ability to visualise customer journeys and address key touchpoints and emotional engagement.
“Mystery shopping with Proinsight helps to give us greater intelligence on how we’re interacting with our customers, but fundamentally how we can improve customer service and the customer journey to help welcome and retain customers longer.” Mark Wildman, Head of Operations at SLT.
Customer journey mapping is a powerful tool for businesses to understand and improve the customer experience. By visualising the entire customer journey, companies can identify pain points, areas for improvement, and opportunities to delight their customers. Are you interested in gaining insight into the customer’s mind to understand what they’re looking for and looking to map their journey to understand whether your business is creating the correct sales processes to optimise sales? Get in touch today for a no-obligation chat.