Madame Tussauds makes visitor feedback come to life
July 2007
Madame Tussauds, London’s most famous tourist attraction, has made visitor feedback come to life with the help of Snap’s Mobile Interviewing software. With models of celebrity figures such as Brad Pitt, Kylie Minogue and Prince Charles each taking four months to complete, the implementation of Snap software was thankfully a lot quicker! The transition from the traditional paper and clipboard interviewing to mobile went smoothly and the attraction now uses PDAs to consult their visitors on a regular basis. Dominic Wong, Madame Tussauds’ Consumer Insight and Research Manager explains, “Snap is such a simple and easy-to-use software system, it shaves so much time off questionnaire design, inputting and analysis.”
Madame Tussauds prides itself on offering their customers a truly ground-breaking and interactive experience. As a result, they wanted to bring their visitor feedback up to date to keep in line with this ethos. Their original face to face interviewing method was time consuming and expensive, as data entry had to be outsourced. Snap was recommended as an alternative and cost effective solution and after evaluation of other products on the market, came out top. Dominic particularly appreciated the personal demonstration and consultation that Snap offered and the fact that it was so easy to install.
With visitors coming from far and wide to see Madame Tussauds’ glamorous showbiz figures, Dominic chose a mobile interviewing device to complement this image. By using PDAs, he thinks that it is now much sexier and the interviewing team find it easier to sell the concept. Exit surveys, as well as a nationality survey are now conducted via PDA every 4th day to identify and profile their visitors, along with ad-hoc surveys such as consultation on the joint ticket with British Airways London Eye, the Gift shop’s range of gifts and who we should make next.
Fast Turnaround
The main benefit has been how quick they can now turnaround a project. When Bollywood returned to the attraction in April in the form of a new figure – Shah Rukh Khan, Snap’s Mobile Interviewing features were put into action to monitor the mix of guests visiting the attraction. This project generated instant results and was used in a report to Madame Tussaud's prospective owners Merlin Entertainment Group as part of the acquisition process. Dominic concludes “Implementation is very quick, so turnaround is extremely favourable, all the while maintaining a very professional finish. The analysis tool is also very strong and the range of features has everything I need, plus a lot more!”
Snap’s Mobile Interviewing software makes it easy to design surveys and collect feedback where it happens, via mobile devices such as PDAs, Tablets, Laptop PCs, Windows CE Palmtop computers, Kiosk and Mobile Phones. Click here for product information.
For information on Madame Tussauds visit www.madame-tussauds.co.uk.