 
Wales Millennium Centre |
Wales Millennium Centre - Visitor Attraction Surveys
Overview
Wales Millennium Centre has taken its place as one of the world’s leading arts venues. It offers two theatres, five function rooms, galleries, shops, restaurants and foyer spaces. WMC offers unprecedented entertainment, including well known west end shows in the 1900 Donald Gordon Theatre, more intimate plays in the 250 seat Weston Studio and our free daily foyer performances.
WMC was built to be a ‘stage for the nation’ providing cultural enjoyment for all and designed to showcase and nurture creative talent at its best. Furthermore, it was built to reflect the ‘spirit of a nation’. Just as Wales’ landscape has inspired creativity and excellence, so too has its culture.
"The satisfaction of customers is paramount to Wales Millennium Centre. Traditionally we have used face to face interviews and self completion surveys to gather feedback. CRT's ViewPoint Touchscreens have enabled us to gather high volume high quality feedback around the clock, giving us data that more accurately reflects the profile of our customers."
Penn Trevella - WMC Head of Marketing
Situation
WMC were mainly using face to face interviewers to gather feedback on their customer views. WMC has two types of customer – one that visits specifically for events, with a large bias in the evenings. The other – casual visitors who attend WMC due to its premier attraction status in Wales. Traditional research methodologies were struggling to attract statistically significant numbers and the cost of out of hours interviewers were high. This proposition was further complicated by the need to capture the responses of welsh speakers, which again added a premium to research costs.
Solution
Implementation of three ViewPoint Touch Screen Kiosks, which are rotated throughout WMC. These are loaded with bespoke surveys which are relevant for the audience or visitors.
During a trial conducted over a specific one month period the number of responses collected using CRT’s ViewPoint Touchscreens was four times more than the amount gathered in a typical previous month. In addition, WMC have found the cost to be significantly less than other survey methods.
Comparing its data WMC identified that the Touchscreen feedback system secured more feedback from Welsh speakers and disabled users and these results were accurate to their visitor demographic.
"CRT's ViewPoint Touchscreens enable us to gather high volume, high quality customer feedback and make financial savings - freeing up resources for complimentary areas of research such as focus groups."
Penn Trevella - WMC Head of Marketing
Benefits
• Research costs reduced significantly
• Customer feedback collected at all times
• Representative sample captured
• High response rates
• WMC in control of all elements of research process
• Flexibility to change surveys at short notice
"The ViewPoint RCS application allows us to manage our touch screen surveys and subsequent reporting ourselves - and conveniently from any internet connected PC."
 |
Download Wales Millenium Centre Case Study PDF |
