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How to Assess and Improve Viewer Satisfaction Through Advanced AI Analytics
Ster Century Cinemas experience platform is a leading Slovak cinema chain committed to providing customers with the best services and making their cinema experience unforgettable.
In addition to regular screenings, Ster Century Cinemas also organises various thematic events such as Valentine's Day promotions, children's cinema, and corporate events.
This case study aims to explore the role of customer feedback in guiding critical budgeting decisions and facilitating immediate improvement in cinema operations.
Ster Century Cinemas measures customer satisfaction (CSAT) after each cinema visit. They ask CSAT questions related to various attributes such as cinema hall equipment and cleanliness, personnel, snack bar offerings, and service quality.
The feedback received is carefully analysed through our AI-powered CX dashboards, and the company's CEO personally visited each cinema, engaging with customers, selling popcorn for two days, and even cleaning the halls. This hands-on approach by the CEO demonstrates exemplary C-level management's commitment to understanding customer struggles and addressing them promptly.
Ster Century Cinemas uses feedback as a basis for recognising and rewarding employees. They understand that their employees and temporary staff play a significant role in creating a memorable cinema experience. Based on the results from Staffino, they have revamped their staff motivation and reward system to align it with the feedback received.
Ster Century Cinemas leveraged the insights gained from AI feedback analysis of customer verbatims to make data-driven decisions regarding budget allocation.
The graph above illustrates the distribution of positive and negative feedback across different aspects of the cinema's operations.
It is necessary to consider also the volume of feedback received. The graph above illustrates the number of feedback received for each driver. Although "online reservations" received solely negative feedback, it is not as crucial to customers as the “personnel and service” aspect, which garnered the highest amount of feedback overall within the specified timeframe. By prioritising the most frequently mentioned topics, Ster Century Cinemas could optimise their resource allocation.
The company's commitment to elevating the cinema experience is evident in their proactive approach to addressing customer concerns and making improvements. They promptly addressed issues that could be resolved immediately.
Based on their CX survey results, Ster Century Cinemas has decided to undergo a rebranding and refurbishment, including a significant change in interior design. They have planned to place sustainable seating in the halls, upgrade snack bars, and make other improvements. The company has already allocated €350,000 for the replacement and repair of equipment, with the implementation starting in February 2024.
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