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University of Leeds - A Case Study
Overview
The University of Leeds is among the top ten universities for research in the UK and is internationally acknowledged as a centre of excellence in a wide range of academic and professional disciplines. With over 32,000 students, the University also offers a wide range of services from day meeting rooms for groups as small as 4 to large residential conferences for up to 550 delegates. It offers residential events, exhibition halls, hospitality and fine dining, as well as a comprehensive conference management service.
Situation
All catering within the University is managed by the Residential and Commercial Services department. With over 32,000 students and 11,000 staff, delegates and visitors using the facilities everyday, there is a need to understand from their ‘customers’ how satisfied they are with all aspects of their visit.
Richard Handscombe, Head of Sales & Marketing at the University elaborates: “We were keen to find a cutting-edge, sophisticated and comprehensive system for gathering feedback from our customers by running bespoke surveys producing real time data to enable us to make informed decisions.”
Previously, paper questionnaires were distributed, however the levels of completed surveys was very low, resulting in poor insight into the ‘customers’ experience. Additionally, the high levels of administration required for questionnaire distribution, collection and subsequent analysis made this method of obtaining feedback impractical.
Solution
Implementation of the ViewPoint RCS real time customer feedback system.
Working with CRT, the University has introduced a sophisticated survey management system to gain far greater insight into their customer’s train of thought whilst they are using the university facilities. They now capture real-time feedback from their customers through interactive touch screens.
The data is then analysed and reported in a format which is practical and easy to understand. Service improvements can then be made. Valid8™ (patent pending data filtering software that eliminates false responses) ensures data accuracy.
Examples of quality improvements include:
• Feedback on menu options has led to better choice, more healthy choice and better value selections for customers
• Improved menu selection has led to an increase in customer loyalty, with more customers returning
• Service improvements have increased customer throughput and improved catering service efficiencies
“We were impressed with the high levels of customer engagement and the fact that CRT could tailor the package for our needs and requirements.”
Richard Handscombe Head of Sales & Marketing for Residential & Commercial Services at the University of Leeds
Benefits Summary
1. Significant increase in feedback volumes
2. Improved feedback accuracy
3. New areas for service improvement identified
4. Informed actions taken to improve service levels
5. Increased customer loyalty
6. Increased throughput and efficiency.
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