A New Facility
“BullsEye CX provided a level of insight that really answered the questions our stakeholders needed. The turnaround time was quick and they provided us with valuable insights as to how we can drive revenue and efficiency in our new facility.”
This case study explores the challenges faced by one of BullsEye CX’s clients in the hospitality industry.
Unique venue, unique challenge
A client had invested in a brand-new facility at their existing venue. This facility offered a unique experience not traditionally offered by similar hospitality venues. The client had introduced the facility to their existing venue hoping to attract new customers and generate new business.
However, there was a challenge: initial return on investment (ROI) indicated that the costs associated with implementing and operating this unique facility would be higher than the direct revenue. It was now a matter of measuring indirect revenue to confirm the commercial viability for our client.
Mapping customer movement
Building on a strong understanding of customer habits across the hospitality and leisure businesses, BullsEye CX was able to provide a bespoke approach for the client. Combining technology with years of experience, Bulls Eye mapped the movements of the client’s customers before and after they had attended the new facility. These insights provided the opportunity for significant quantitative analysis.
This quantitative analysis provided BullsEye CX with some strong leads. The customer behaviour mapping exercise indicated that within the first three months of the new facility opening, 350 brand new customers had visited the venue – and the sole purpose of their visit to the venue had been to attend the new facility. Clearly, the uniqueness of this facility was enough to entice new customers.
Taking a closer look, BullsEye CX identified the actual dollar value of these new customers at $27 per visit. This figure was marginally higher than the traditional spend-per-visit across the entire venue – indicating new customers were also likely to spend a little more on their visit, due to the new facility now on offer.
Getting to know the customers
The next step was to gain a better understanding of high spend customers: getting to know their age, gender and residential location among other key factors. BullsEye CX also identified and measured the relationship between food and beverage options at the new facility.
Using the information gathered, BullsEye CX created tailored ‘bundle’ packages that customers were predicted to enjoy, based on previous behaviour. This exercise, combined with the time spent understanding the behaviours of high-spend customers, meant the venue became more efficient at rostering, as customer behaviours were becoming easier to predict.
Finally, BullsEye CX was able to confirm the actual ROI for the new facility so this could assist in expansion analysis.
“The Program developed by BullsEye CX really gave me a better understanding of which customers were walking away from my business. The “reconnecting lost members” program provided a great ROI and impacted positively on our profit.”
Chief Executive Officer, Yarrawonga Mulwala Golf Club Resort
“BullsEye CX was effective in encouraging our key people to think more commercially about how their decisions impact service delivery. By identifying Key Performance Indicators that really matter, the Club will be able to deliver great service to our Members.”
Chief Operating Officer, Blacktown Workers Group of Clubs
“BullsEye CX was able to put together a strategy to increase customer retention. The strategy was linked to profitability and developed within our budget. BullsEye CX increased the Clubs capability to develop a service offering that was unique, cost effective, and sustainable.”
Marketing Manager, St. Johns Park Bowling Club