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Serco Leisure uses CrowdControlHQ for social media risk and compliance management

30 January 2015 | 10:45 am

Serco utilise CrowdControlHQ to manage social media risk & compliance - Wet'n'WildDownload the full case study here »

Social media delivers business benefits and unprecedented visitor numbers

CrowdControlHQ today announced that Serco Leisure is using the company’s social media risk management and compliance platform as a customer engagement and brand management tool. Since installing CrowdControlHQ, Serco Leisure which operates over 60 leisure facilities on behalf of community leisure trusts and local authorities across the UK, has built a secure social media framework that complies with UK law and has totally transformed the organisation’s approach to marketing. The solution has realised a series of demonstrable business benefits with one contract pre-selling 50% of its membership through online and social media channels prior to opening. At a second location a re-launch campaign to 69,000 fans and followers resulted in unprecedented visitor attendance on its opening day.

Approximately 70 staff, managers and marketing professionals at Serco Leisure use the British developed platform to engage with customers at a local level. CrowdControlHQ is also used centrally to monitor and manage social media activity plus mitigate risk while complying with UK law.

Chris Puszczynski-Phelps, Digital Media Manager at Serco Leisure said, “Social media is critical to the leisure industry and we knew from the outset that the social space was vital to our future success. We selected CrowdControlHQ because the company shared our dynamism and could provide the right technology to underpin an effective social media marketing strategy. CrowdControlHQ beat the competition hands down by demonstrating industry know-how and offering technical innovation in one, simple to use package.”

Serco Leisure has always embraced the latest technology trends to keep one step ahead of the competition. It was the UK’s first leisure operator to offer a mobile bookings App and now over 50% of the company’s web traffic is generated through mobile devices. As one of the first leisure organisations to appoint a dedicated digital media manager, Serco Leisure invested in CrowdControlHQ to respond rapidly to the increasing number of social enquiries and to create a highly proactive customer service and strategic social media marketing function.

Chris Puszczynski-Phelps added, “By far the biggest benefit derived from deploying CrowdControlHQ is its profound impact on our marketing efforts. Rather than relying on our customers to visit our website or look out for us in traditional print media or advertising campaigns, we can instantly target service users with timely, carefully tailored messages that make a real difference to the customer experience. For example when the new Bangor Aurora Aquatic & Leisure complex opened last summer in Northern Ireland the £38 million international facility was able to effectively pre-sell its membership even before its doors opened. More significantly half of those were sales made through online and social channels, a truly amazing achievement.”

Wet ‘n’ Wild Waterpark in North Shields, Tyne & Wear is another success story. Serco’s marketing department promoted its re-launch, reaching an audience of 69,000 fans and followers. The result was unprecedented attendance on the first day it re-opened. Using CrowdControlHQ Serco Leisure could then keep in touch with visitors in real-time, advising them of waiting times or recommending a later visit thereby helping to manage customer expectations and minimise queues whilst releasing significant time savings to the overall business.

James Leavesley, CEO of CrowdControlHQ said, “Forward-thinking organisations like Serco Leisure recognise the power of social media to deliver tremendous impact across marketing and customer service functions. CrowdControlHQ is the leading technology of its kind in the UK and customers rely on it to provide a highly personalised and interactive service that boosts customer satisfaction, brand loyalty and revenues, while managing social media risk and compliance.”