Improving customer service with visitor reviews analysis.

A high-profile leisure organisation was keen to benchmark customer service levels against one of its major competitors. Tribe’s Qualimetrics allows reviews to be gathered historically, so we were able to collect data for the previous two years, providing a huge pool of customer comment for both of its well-known brands.

Using sophisticated text analysis to quantify and categorise customer feedback, Tribe identified a number of themes that were either leading to customer frustration. These included parking, COVID safety measures and the quality and price of food and drinks. 

Additionally, Tribe was able to identify areas where competitive advantage might be gained, for example by investing in better baby changing facilities or accessibility for guests with disabilities.

The analysis highlighted the importance of conducting regular reviews analysis to enable prompt action where seasonal problems arise, for example wasps around litter bins in summer.