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Gaining a Cinematic Edge with Indeemo - Understanding Customer Experience
In an era where the entertainment landscape is rapidly evolving, a major cinema chain was determined to stay ahead of the curve by offering an exceptional customer experience. They recognized that understanding their audience was pivotal, especially when it came to booking movie tickets. To achieve this, they embarked on a journey with Indeemo, a versatile research platform that specialises in gaining authentic insights through mobile video-based research.
The Challenge
The cinema chain had two distinct personas to consider: their cherished members who enjoyed exclusive benefits like discounted ticket prices, and non-members who constituted a significant portion of their audience. The goal was to understand the user experience when both personas booked movie tickets, both via the mobile app and on desktop.
The Approach
To tackle this challenge, the cinema chain turned to Indeemo. The research involved capturing the user journey in its entirety, from the moment of ticket booking to the actual cinematic experience. Here's how they did it:
User Journey Reflections
The research participants, divided equally between members and non-members, were asked to articulate their booking experiences. Using the Indeemo app, they walked through their steps, sharing their frustrations and highlighting what worked seamlessly.
Real-Time Documentation
The cinema experience itself was documented by both personas in real time. Armed with smartphones, participants took photos and recorded videos using the Indeemo app, capturing every facet of their cinematic journey.
Sequential Tasking
The researchers adopted a sequential style tasking through Indeemo. Each task appeared after the previous one was completed, allowing for a natural progression of the research, much like a movie plot unfolding.
The Fieldwork
The fieldwork extended over one week, granting participants the flexibility to choose when they wanted to visit the cinema. This approach ensured a diverse range of experiences, contributing to a more comprehensive understanding of the customer journey.
15 Respondents
3 Tasks per day
1 week
Strategy: All at Once Task List
The Impact
Meeting Customer Needs
The insights gained from this project were transformational for the cinema chain. They unearthed a wealth of information that was crucial for meeting the needs of their diverse customer base. By understanding the frustrations and preferences of both members and non-members, the brand could tailor its offerings and services effectively.
Leveraging Insights
The cinema chain leveraged the insights from Indeemo to optimise its customer-facing platforms. The mobile app and desktop website underwent significant improvements based on the feedback provided by participants. User interfaces were refined, and the booking process was streamlined, resulting in a more intuitive and efficient experience.
Enhanced User Experience
The cinema chain significantly enhanced the user experience for both members and non-members. By addressing the pain points identified through Indeemo, they created a smoother and more enjoyable booking process. This, in turn, led to increased customer satisfaction and loyalty.
Personalised Engagement
Armed with the knowledge of what resonated with their audience, the cinema chain introduced personalised engagement strategies. They could tailor promotions, offers, and recommendations to individual preferences, creating a more personalised and engaging experience for their customers.
Competitive Edge
By staying ahead of evolving customer preferences and addressing pain points promptly, the cinema chain maintained a competitive edge in the market. They could adapt to changing trends and emerging technologies with agility, ensuring their continued relevance.
Data-Driven Decision Making
The insights from Indeemo empowered the cinema chain to make data-driven decisions across their organisation. Marketing, product development, and customer service teams all benefited from the rich and authentic insights, enabling them to align their strategies with customer needs effectively.
Key Benefits of Indeemo
Mobile Screen Recording
Indeemo's mobile screen recording capability was a game-changer. It allowed the cinema chain to see precisely how users navigated their mobile app during the booking process. They could identify pain points, such as confusing interfaces or slow load times, and address them promptly.
Video Insights
Video brought a dynamic and authentic dimension to the research. Participants' facial expressions, verbal feedback, and on-the-spot reactions were invaluable. Video made it possible to gauge not just what participants did but also how they felt, offering a deeper level of understanding that traditional surveys or questionnaires could not provide.
Journey Mapping
Indeemo's journey mapping capability allowed the cinema chain to visualise the entire customer experience. They could trace the steps users took, from exploring movie options to purchasing tickets, and even documenting their on-site experience. This comprehensive view helped the cinema chain identify pain points, moments of delight, and areas for improvement throughout the entire customer journey.
Conclusion
In collaboration with Indeemo, this major cinema chain transcended traditional market research boundaries and embraced the power of video-based research. The impact was profound, as they not only understood their customers on a deeper level but also leveraged these insights to enhance the user experience, meet customer needs, and gain a competitive edge. Indeemo's mobile screen recording capability, video insights, and journey mapping capability played a pivotal role in this transformation, empowering the cinema chain to inspire innovation, educate their organisation, and ultimately chart a successful course in the ever-evolving entertainment industry.
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