Case Study
Purpose
The Brookfield Zoo was one of the top zoological institutions in the country. Despite this, their ability to generate strong customer loyalty had dropped over several decades.
Process
In supporting the organization in moving a different direction, key leaders from Brookfield came to Orlando for a week-long retreat. From there, a customer loyalty strategy was crafted that included a number of strategies. Leaders were trained to lead customer-focused initiative. Zoo facilitators were selected and trained to deliver customer service programming. The trainers facilitated sessions for approximately 1,500 Crew Members and collectively spent over 900 hours on this effort. Leadership tool kits were implemented so that daily conversations could occur with staff around service excellence.
Payoff
According to summer surveys, non-member ratings for overall zoo visits – those who were “extremely satisfied” — increased 18% over 2004. Some other significant improvements include:
- Non-member ratings of overall value for cost – those who said the visit was an “excellent value” — increased nearly 12% over 20
- Non-member ratings of the helpfulness of zoo staff – those who thought we “exceeded expectations” — increased nearly 8% over 2004.
- Non-member ratings of “definitely will visit the Zoo again next year” – increased nearly 7% over 2004.
- Nearly 65% of non-members listened to or interacted with zoo staff or volunteers regarding animals during their visit, compared to only 9% in 2004. This shows an enormous behavioral change among staff.
Note: We have continued this same work and emphasis with other zoological institutions plus a number of other hospitality organizations across the globe. We can do it with your organization as well.
