Knowledge: Case Studies

Vue Entertainment explains how it transformed its customer journeys and customer satisfaction through digital developments and further engaging its employees.

Vue Entertainment is a British multinational cinema company with 91 venues across the UK and Ireland, and 280 sites total across Europe and Taiwan. Julie Roberts, Customer Service Manager UK&I at Vue Entertainment, says: “We just want to deliver the best big-screen experience for cinema goers.”

Roberts introduces the aims Vue Entertainment had when approaching a transformation in its customer service strategy: “We really wanted to promote first-contact resolution and to do some great guest recovery, increase our customer satisfaction, and reduce cost.” She highlights guest recovery as particularly important for retaining customers.

Previously at Vue Entertainment, there was restrictive criteria around compensation in the contact centre, and agents were only able to offer it in certain scenarios. Roberts and her team worked to empower the agents by removing the rules, and the silos that kept them to certain channels. “This improved their confidence in handling the complaints and queries that would have previously escalated, and recover the people making complaints as customers and make things right.”

“We had a lot of success, but we did find that not all of the staff in the contact centre had the ability to embrace the empowerment of having the rules taken away. As a result, we needed to change the recruitment strategy to ensure people who could embrace empowerment were being hired.”

Vue Entertainment wanted its staff on board with these changes, so ran workshops in small groups where employees could create their own vision of how they wanted things to run in the contact centre. The ideas raised by the groups were all merged together to create one strong vision, and Roberts’ team ensured there was a recognisable part included from each of the workshops.

By Elizabeth Akass, Editor, Engage Business Media

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