Case Study:
Film Exhibition Company – Mystery Shopping and Journey Mapping.

To maintain its premium brand image, ensuring a high customer experience at its cinema halls was of paramount importance for the brand. The company was facing a challenge in ensuring a uniform consistent experience across all its cinemas spread across the vast geographical coverage in India. Many customers were facing inconsistent experiences at many outlets within the same city and often mentioned it, primarily due to technical knowledge issues at the staff’s end. The cinema staff in many instances were unable to meet the customer’s needs satisfactorily and the management team wanted to take action to sensitise the staff to take ownership of the cinemagoers and decided to use a mystery audits program and get first-hand information and step up the action plan for consistent service experience.

The management team partnered with the Bridgeloyalty team and trusted to get ground-level insights. With a large pool of trained  Mystery Shoppers PAN India, we planned for conducting 1300 Mystery Audits in a year, broken down into a continuous loop of audits conducted every month, to ensure all are on their toes all the time.

Our expert auditors created certain real-time situations to evaluate the services provided by the staff and helped the brand to understand the actual concern areas. Providing timely feedback and customized training made staff well-trained and focused towards customer experience.

The insights also gave the management team, many aspects of the food & beverages section, washroom hygiene and overall moviegoers’ experience with specific actionable insights, to design a customized overall action plan to enhance the experience for their customers.

There have been several positive developments in customer experience and staff behaviour at the cinema theatres across. One notable improvement has been in the technical knowledge of staff, specifically about using vouchers, which reduced the customer’s inconveniences significantly. This has led to a smoother and more positive customer experience on a PAN India basis, and the program has led to a continuous improvement process, a way of life for them .
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