The University of Leicester is a leading UK university committed to international excellence. Leicester runs two state-of-the-art sports centres for students, staff and the wider community to use. These are the Roger Bettles Sports Centre and the Danielle Brown Sports Centre and the feature everything from squash courts to a swimming pool and martial arts studio. The sites are very busy, attracting 270,000 member visits each year.
“The Ombea data is the ‘crown jewel’ of our monthly meetings on member feedback.”
Hannah Brookes, Commercial Manager for Sport, University of Leicester
Member expectations are constantly evolving and keeping track of these changes can be a challenging process. The need to stay ahead of changing requirements means Leicester’s Sports Management Team must continuously evaluate their offering. The goal is to raise customer satisfaction and business success.
Leicester have placed Ombea ExpressTab customer feedback terminals at each site. These present a ‘smiley face’ Likert scale, followed by free text. Members share their experience directly on the ExpressTab. The free-text option allows members to provide detailed feedback about any aspect of their visit, whether positive or negative. The Ombea feedback goes directly to the sports management team, both via a live dashboard and through Ombea’s scheduled reports.
From the outset, feedback from members has increased. The Ombea data quickly revealed several areas of critical improvement for Leicester. Further, Ombea’s NPS trends are a key component of monthly management meetings, ensuring they stay ahead of member expectations. The use of free-text feedback drives immediate improvements as well as inspiring fresh ideas and initiatives related to their operations.
The net result is a continuous stream of improvement ideas that helps Leicester deliver excellence at both sites, and ensure ongoing commercial success.
