Overview

Gunwharf Quays is a shopping centre located in Portsmouth, UK. It serves millions of visitors per year and caters for all tastes from international tourists, through to local families.

The Guest Services team have identified a need to track cleanliness in the restrooms in real-time. After competitive analysis, they selected OMBEA as their chosen solutions provider for customer experience tracking.

Over the course of the first year, the OMBEA ExpressPods collected nearly 300,000 feedback responses. These helped draw attention to clear pain points for customers at various times, in particular during cleaning shift changes. By acting on these, the Guest Services team were able to quickly improve the customer experience. One stand-out example was during a busy Saturday afternoon shift which caused knock-on effects for the cleanliness through the rest of the day. The resulting drop in Net Promoter Score was quickly spotted and changes made to prevent this happening again.

Industry

  • Retail

Application

  • Customer Experience

Problem

Gunwharf Quays is one of Landsec’s flagship sites located on the south coast of England. They offer a high-end shopping and dining experience across designer stores, restaurants, and attractions in an idyllic harbour setting. With millions of visitors per year they have their work cut out trying to cater for all tastes, ranging from international shoppers to local families.

The site’s restrooms are maintained by a service provider. As a vital touchpoint in the customer journey, they are a key contributor to overall guest experience. With thousands of visitors every day, Gunwharf Quays’ Guest Service team identified the need to track cleanliness in real-time.

The team was already using a web-based survey tool, but this was failing to capture enough data to be actionable. This led to a search for a new solution.

There were three key requirements for the ideal solution:

  1. It had to summarise feedback as a clear KPI so the Guest Service team and the cleaning team could discuss performance in a simple way;

  2. It had to capture statistically significant feedback volumes so that both parties could trust the KPI;

  3. It had to provide an easily understood trendline for this KPI so the team could follow patterns.

After exploring their options, they appointed OMBEA as their chosen partner, using the OMBEA ExpressPod.

Solution

They needed to understand male, female and baby changing facilities separately, and so placed the ExpressPods as appropriate, angling them to be visible to people as they left.

Placing the ExpressPods in this way, combined with the intuitive and friendly appearance of an ExpressPod proved to be very successful. Visitors loved leaving feedback this way and the amount of data increased significantly compared to the previous online survey tool.

The feedback is now reviewed weekly by the cleaning team, and more frequently in response to real-time alerts that highlight sudden dips in satisfaction. In addition, the senior management checks the satisfaction data monthly.

Results

To everyone's excitement, within the first year, Gunwharf Quays managed to collect nearly 300,000 responses, all neatly summarised as a Net Promoter Score trendline.

This highlighted clear pain points for guests at various times, in particular during cleaning breaks. By reacting to such insights, the Guest Service team were able to quickly improve customer experience.

One stand-out example was a busy Saturday afternoon break which caused knock-on effects for the cleanliness through the rest of the day. The resulting drop in Net Promoter Score was quickly identified. The team liaised with the cleaning team to implement new cover and ensure this couldn’t happen again.

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