Case Study of Customer Service at a Leisure Centre

The first part of this assignment is based on a case study of ‘Customer Care at Halo Leisure’. Halo Leisure is a not for profit organisation and a registered charity and deliver a fitness and recreation service to its members. It is run by and for the people of the local area and has a board made up of people from the community. In order to define the customer service that this enterprise provides the following headings have been applied: -

Market Research and Feedback
It is apparent that Halo Leisure place customer service very high on their agenda. They have developed many methods of gaining feedback from their customers. They operate a system called ‘TELL’ which enables all their customers to give feedback, be that negative or positive, customers can talk to staff, write, email, text and leave voicemail messages with their feedback. They have a quarterly customer review called ‘Smile’, this is where people are invited to sessions to give general feedback on the service. An annual customer survey is conducted via an ‘Opinion Meter’ an onscreen automated questionnaire on a portable device. With all of these ways of collating data Halo are able to measure and evaluate the product/service they provide and set themselves targets. Halo also use an external leisure database company, the local council’s sports development plan and EPOS – the front of house till. All of these system/reports aid the organisation in identifying their demographic for the area and will aid in targeting and retaining customers. The EPOS system reports the trends which in turn outlines the peak times, popular activities, individual customer usage, length of membership. By attaining all of this data an organisation can measure how effective they are at delivering the 4 P’s; promotion, product, price and place/distribution, although a widely known concept it is no longer considered thorough enough to be applicable in particularly to intangible goods/services and another marketing mix...