In the era of Netflix and Youtube, what can attract people to movie theaters? What are satisfaction surveys and how to use advanced analytics to improve audience satisfaction? How does generating positive emotions translate into business growth and loyalty?

 "Incompetent service. Mom, who is an elderly person, had discount codes with her, while the cashier did not accept them and charged the usual ticket cost. Taking advantage of the elderly person's ignorance and lack of orientation" - Customer after visiting the cinema

The above comment is an example of one of the many situations that can be avoided, and if they occur, the painful repercussions can be mitigated. Maybe it was a cashier's mistake, a momentary technical error, or the code was no longer valid - the reason is not the most important, what matters is that the customer is angry because she feels cheated. This is a human emotion resulting from an unusual situation that she will remember for a long time. Besides, it's not just her - her mother too, and likewise the family and close friends who will hear the story.

Let's consider, in the future, when planning her free time, will the customer choose between three cinemas in the city, or will the alternative be a soft couch and Netflix? And if she was apologized for the situation, maybe even rewarded with a free ticket - wouldn't positive emotions replace the negative ones? Reacting to the situation is essential, because as YourCX research confirms, negative experiences lead in Critics' groups to a 24% reduction in revenue on average over 5 months. Two free tickets can turn a Critic into a close brand friend who feels safe at the cinema and is eager to visit. What about those customers who are met with respect and kindness?

"Before entering the cinema, it turned out that I lost my tickets. How fortunate that I came across Ms. Klaudie, who remembered that I had bought the tickets from her. She went with me to the ticket checkers, explained the situation and I could go to the screening without being forced to buy the tickets again! I am delighted" - Customer after visiting the cinema

With positive recommendations from satisfied people, we have a chance to improve loyalty, as well as to popularize cinema as an attractive form of leisure. The desire to cooperate with the brand on an ongoing basis and share ideas for its development is shown by 32% of people, and the younger the consumers, the stronger the desire. Among those aged 15-18, it reaches 56%. These young people are the future - harbingers of new trends and behaviors. They are eager to share opinions, both positive and negative, so employees feel that their work is appreciated and matters.

A visit to the cinema, moreover, does not end with contact with the staff at the box office. A lot can happen - at the bar, in the lobby, in the restrooms, in the cinema hall, in the parking lot. The customer treats the whole experience around going to the cinema very integrally. Feedback received from this customer is knowledge of what is actually happening in the cinema. Without establishing a proper contact channel, these situations are often not known about.

Knowledge of what is actually happening in the cinema is crucial - only on the basis of this knowledge can you work on strengthening ties with customers, which directly translates into greater willingness to recommend the brand and purchase more tickets. For the cinema, this means increased sales, as well as the knowledge to optimally plan spending in the reality of a limited budget. Implementation of experience research is not something expensive or complicated. YourCX provides ready-made, proven solutions that don't require a lot of work to implement into daily operations. All it takes is a willingness to listen to people who want to be listened to themselves.

Taking care of the viewer experience is especially important in today's reality of a rapidly changing market. The hearts of people around the world are being captured by new forms of digital distribution of movies and series, and producers are creating more content than we can consume. Netflix is a powerhouse, already gaining more reach than cable operators in the United States in 2017. Movie theaters are no longer just competing with each other - they are competing for the leisure time of viewers, who are increasingly willing to stay at home.

How does YourCX support movie theaters?

Cinema chains increase their competitive advantage through research embedded in different stages of the customer's purchase path - from the desire to go to the cinema (expressed, for example, by the desire to read the repertoire in the online service) to the experience accompanying the visit to the cinema. The content of the research is tailored to the context - we try to catch disturbing and outlier behavior, such as excessive time spent in the purchase process, and then obtain declarative (feedback obtained through a survey) and contextual (any events accompanying the visit - paths, conversions, returns) data on this event. 

We have been working with the Multikino Network for many years. The cinema directors and employees use the data on a daily basis through individual dashboards, through which they have insight into the information obtained through the communication channel established with YourCX. We conduct surveys both after a visit to the cinema and in the online service. Every month we collect tens of thousands of completed surveys.

In addition to ongoing monitoring of the situation and operational activities, an extremely important area of knowledge is the strategic area. Research knowledge allows us to identify problems and customer needs, as well as trends of change for these issues. We fully link the information we collect with analytical data, so we understand how individual issues affect business indicators (e.g., repeat visits and sales). With such data, we conduct, among other things, revenue sensitivity analyses for selected quality indicators.

Piotr Wojnarowicz

YourCX

As part of our services, we offer, among other things:

1. A set of research tools to carry out continuous, verification and A/B tests at key points of contact with the brand, both online (online service, mobile application) and offline (experience after a visit to the cinema).
2. Surveys of any processes - registration, booking and ticket purchase process (reasons for abandonment of the purchase process, leaving the service), ticket collection, purchase in bars and cafes, complaint and customer contact processes.
3. Research distribution mechanisms tailored to study sensitive areas such as repertoire, screening search engine, movie and event pages, promotional and marketing campaigns, study of the effectiveness of promotions.
4. Omnichannel approach - ROPO effect, revROPO, mutual influence of channels on each other, geolocation, building a respondent profile between channels, market and competitive research at both country, city and regional levels.
5. Analysis of the impact of emotions and experiences on business metrics - sales, registrations, repeat visits. Unique in-house benchmarks for individual cinemas, with a breakdown of specific issues and key metrics.
6. Custom integrations - CRM/ERP, analytics tools (Google Analytics, Adobe Analytics), cross-survey analysis, multivariate analysis, path and conversion analysis, responsive dashboards and regular reports.