London Eye
Customer Satisfaction & Employee Engagement
Opportunity
MSB was one of the London Eye's first ever service partners when it opened to visitors in 2000.
The London Eye wanted to increase customer satisfaction, engage staff with the brand and target its marketing activities more effectively.
Approach
MSB has designed, implemented and regularly updated a customer experience and satisfaction monitor that has been used by the London Eye for over a decade. Our experienced field team conducts weekly face-to-face interviews with visitors to the London Eye to discuss their experience.
In addition, MSB recruits mystery shoppers to evaluate the entire customer experience, from arrival and purchasing a ticket to the queuing process and the knowledge of the Eye’s customer hosts. The results are used to inform business decisions and improve service.
We also conduct brand research to help the London Eye’s marketing team identify and reach their target market.
Within the last year, MSB's training and development team held training sessions for all 350 of the London Eye's staff, including:
- Leadership training to give managers the skills to get the best from their team
- Customer service training for customer-facing staff
- Reinforcing the London Eye’s brand identity and values across the business.
Following the customer service training and within 6 months, the London Eye achieved its key target of 96% visitor satisfaction and after 15 months it stood at 98% - a tangible measure of its success.
The number of customer complaints fell by 40% within a year. Management also report higher levels of staff engagement across the business.
