Improving the guest experience.
The back story
Enhancing the guest experience is at the heart of the business strategy for this multi brand giant in the UK leisure industry.
With 14,500 team members at the height of the season, across more than 53 locations in the UK, the organisation faces some interesting challenges. Not least is engaging the seasonal workforce which plays a critical role in the delivery of their guest experience and brand reputation.
Whilst many organisations of this type would not measure or impact the level of engagement of their seasonal staff, the company believe the data they gather is critical in understanding how they can improve the team and therefore the guest experience year on year.
When we first met the company, they were at the final stages of the selection process of a supplier to run their 2011 Team Survey.
The team had been pretty clear on what they wanted to achieve and had shortlisted 2 suppliers who could deliver their requirements.
“Why are you doing it that way?” we asked and challenged The results their current thinking would gain them. We offered them some alternative perspectives and insights which would help them to better understand the level of engagement, what was influencing it and where to prioritise resources, which would have an immediate impact on staff and ultimately on the guest experience.
Based on our approach and proven ability to deliver, we were successfully appointed over and above some of our larger and more well-known competitors.
Demonstrating our ability to handle 8,000 paper responses professionally and smoothly, combined with our online portal, updated daily with the response rates, provided the company with the reassurance and confidence they needed in our operation.
Now in our sixth year with the Group, we have conducted interviews with key stakeholders across the business to review our approach and make improvements to ensure we are delivering maximum insight for managers and leaders, not just running an HR survey.
The feedback was brilliant. The managers and leaders of each brand believed that the process worked “much better than anything they have done before” and the reports were simple and easy to interpret, empowering them to make meaningful changes in their teams.
We are now sharing The results across the 4 brands through our online results and action planning portal, making The results available to every team within 3-4 weeks of the survey closing! Not bad eh?