School of Hospitality (SOH)

A healthcare partner, who provides care services to the seniors, needed to seek an independent party to help uncover their customer satisfaction levels as well as identify areas for improvement. The profile of the customers were mainly seniors who needed daily caregiving assistance as well as their primary caregivers.

As part of the solutioning, SOH Hospitality Solutions Centre (HSC) developed a new customer satisfaction survey for the partner. This is to ensure that only questions relating to key satisfaction attributes relevant to the seniors and their caregiver will be captured in the survey.

Based on the profile of seniors and caregivers, the data collection method was primarily through the use of phone. Leveraging students from our module H304 Contact Centre Operations, we managed to complete calls for more than 1,000 data sets. Data gathered included both quantitative data and qualitative verbatim from the respondents.

Customer data analysis in the following areas were provided to our partner:

• Net promoter score analysis
• Customer satisfaction analysis based on RATER model
• Recommended areas for improvement

A local heritage museum was implementing digital tools to complement the visitors' experience and wanted to ensure a positive visitor experience is maintained across the different touchpoints. As such, the museum wanted to uncover their visitor experience and identify key areas for improvement to ensure continuous improvement in the experience they deliver.

SOH Hospitality Solutions Centre (HSC) team started a research plan to learn more about the voice of museum visitors and to develop the Customer Journey Map for the museum. The primary research methods adopted by the team were visitor surveys and mystery shopping. Together with insights from secondary industry research, the SOH HSC team analysed the data to find out the voice of the museum visitors.

With the analysis, the SOH HSC team developed the Customer Journey Map for the museum. The Customer Journey Map was focused on the planned experience at museum touchpoints versus the actual experience by visitors, thus allowing the museum to uncover and prioritise areas for improvement to ensure a positive visitor experience.