Surveys are a powerful tool for understanding what your cinema loyalty program members value most. By asking the right questions, you can improve customer satisfaction, boost attendance, and refine the overall moviegoing experience. Here’s a quick breakdown of how to use surveys effectively:
- Keep it Simple: Short, clear surveys ensure higher completion rates and better data.
- Ask Specific Questions: Focus on concrete aspects like ticketing, concessions, and movie schedules.
- Mix Question Types: Use rating scales for measurable data and open-ended questions for deeper insights.
- Distribute Smartly: Use apps, websites, emails, and post-movie prompts to reach members at the right time.
- Offer Rewards: Incentives like loyalty points or discounts can encourage participation.
- Act on Feedback: Use survey results to fix common issues, improve rewards, and personalize offers.
For example, Bergen Kino improved customer satisfaction by acting on survey insights, enhancing their mobile experience, and addressing pain points. By following these steps, you can create a loyalty program that keeps moviegoers coming back.
How to Design Surveys That Get Results
Creating surveys that loyalty program members are eager to complete requires thoughtful design. To gather insights that truly make a difference, surveys need to be clear, concise, and engaging. Here’s how to make that happen.
Keep Surveys Short and Simple
Long surveys often lead to fatigue, incomplete responses, and unreliable data. Instead of overwhelming respondents, break a lengthy survey into smaller, focused ones. This way, you can still gather all the feedback you need without losing engagement.
Use straightforward, easy-to-understand language. Avoid technical jargon or overly complicated phrasing. For instance, instead of asking, "How would you evaluate the effectiveness of our promotional communications?" try something simpler like, "How helpful are the movie recommendations we send you?" Clear, relatable questions lead to better responses.
Before launching your survey, test it with a small group. This "pilot run" helps identify confusing questions and ensures the survey is the right length. It’s a great way to fine-tune both the content and the overall flow of the experience.
Use Different Question Types
A mix of question formats can yield both measurable data and in-depth insights. Multiple-choice and rating scale questions are great for collecting data that’s easy to analyze, while open-ended questions provide context and deeper understanding.
Start with simpler formats like rating scales or multiple-choice to keep participants engaged. For example, asking, "How satisfied are you with our mobile app's ticket purchasing process?" on a 1–5 scale gives you measurable data to track over time. Follow this with an open-ended question like, "What could improve your ticket-buying experience most?" to gather more detailed feedback.
Rating scale questions are particularly useful for assessing key aspects of the moviegoing experience, such as ticket purchasing, concessions, or navigating your app. Save open-ended questions for areas where detailed feedback is especially valuable, and limit them to one or two per survey to avoid overwhelming respondents.
Focus Questions on Cinema Experiences
To make your survey results actionable, align your questions with specific moments in the moviegoer journey. Focus on concrete aspects of the cinema experience that you can directly improve.
For digital interactions, ask about how members use your app or website. Questions could cover the ease of browsing showtimes, discovering new releases, or navigating your platforms. For example, "How easy was it to find showtimes for the movie you saw last weekend?"
Timing and preference questions can help refine programming and promotional efforts. Research shows that 32% of moviegoers prefer weekend matinees, while 25% favor evening shows. Use this type of data to craft questions like, "What time of day do you usually prefer to see a movie?" or "Do you typically attend alone, or with others?"
Loyalty program–specific questions should explore how well your rewards system meets member needs. Ask about their satisfaction with current rewards, the ease of redeeming points, and what kinds of offers would encourage them to visit more often. Since targeted promotions and loyalty programs have been shown to increase monthly attendance by 12%, these insights can directly inform your strategy.
Lastly, focus on recent and specific experiences rather than vague generalities. For example, instead of asking, "Do you like our theater?" go for something like, "How would you rate the cleanliness of Theater 3 during your visit last Tuesday?" This level of detail ensures feedback is tied to actionable areas while the experience is still fresh in the respondent's mind.
How to Distribute Surveys for Maximum Response
Getting loyalty members to respond to surveys isn’t just about reaching them - it’s about using the right channels and timing to encourage participation. Once you’ve nailed down a strong survey design, focusing on smart distribution methods ensures you get meaningful feedback. A great way to start? Seamlessly integrate surveys into your existing digital platforms.
Use Cinema Mobile Apps and Websites
Mobile apps and websites are perfect for capturing feedback because they reach people when they’re already engaged. These platforms provide natural opportunities to gather input without feeling intrusive.
Take Filmgrail’s cinema apps and websites, for example. They’ve proven to be four times more effective in engaging moviegoers compared to standard ticketing platforms. With 9 out of 10 users creating unique profiles, you get a clear view of their journey, making it easier to send the right surveys to the right people.
To boost participation, embed surveys at moments that feel intuitive. For instance, right after someone buys tickets through your app, you can include a quick survey about their booking experience. Similarly, when users browse upcoming releases on your website, asking about their movie preferences can feel like a natural part of the process.
Push notifications are another powerful tool. Unlike generic emails, app notifications can target users based on their recent activity. For example, sending a survey notification to members who attended a Saturday matinee can help you gather timely feedback while the experience is still fresh.
Send Surveys Through Multiple Channels
Using a mix of channels not only broadens your reach but also helps prevent survey fatigue for your members.
- Email invitations are great for more detailed surveys, like quarterly satisfaction checks or feedback on new loyalty program features. Personalizing the subject line and explaining how their input will improve their cinema experience can encourage more responses.
- Post-movie prompts work well for capturing immediate reactions. QR codes on receipts or signs near theater exits make it easy for members to share their thoughts right after the movie. Feedback collected within 24 hours tends to be more detailed and accurate.
- In-app notifications are ideal for short, targeted surveys about recent interactions, such as redeeming loyalty points. Their immediacy creates a strong connection between the experience and the feedback request.
To make this multi-channel approach effective, use loyalty data to coordinate your efforts and avoid sending duplicate survey requests to the same members.
Offer Rewards for Survey Completion
Incentives can make a big difference in response rates. Even small rewards show that you value your members’ time and input.
- Loyalty points are an easy and effective option since they tie directly into your rewards program. Offering something like 50 points for completing a five-minute survey keeps members engaged and motivated.
- Discount codes provide instant value and encourage return visits. For example, a $2 discount on concessions not only rewards participation but also drives future purchases.
Make sure the process for redeeming rewards is simple - this keeps members happy and willing to engage with future surveys.
How to Analyze Survey Data for Useful Insights
To make your loyalty program more effective, it’s essential to organize survey data in a way that reveals actionable patterns. Below, we’ll explore how to segment this data and identify specific areas for improvement.
Break Down Results by Customer Groups
Segmenting your survey data by customer groups can uncover meaningful differences in their experiences and expectations.
Start by analyzing visit frequency, as this often highlights the most noticeable contrasts in feedback. Frequent visitors may have different priorities compared to occasional moviegoers, and understanding these differences can help you tailor loyalty rewards and enhance their overall experience.
Age is another key factor to consider. Different generations often have distinct preferences for movie times and formats. For example, younger members might gravitate toward evening showings and premium formats like IMAX, while older members may prefer matinees and standard screenings. By identifying these trends, you can create targeted offers - such as bonus points for off-peak visits or discounts on matinee tickets - that appeal to specific age groups.
Spending habits also provide valuable insights. Customers who primarily buy tickets may have different needs compared to those who frequently purchase concessions. If survey responses show that high-spending members are dissatisfied with concession quality while ticket-only buyers are generally content, you’ll know where to focus your efforts to improve satisfaction.
With detailed user profiles from your cinema's app or website - used by 90% of members - you can easily categorize survey responses based on behaviors and preferences. These profiles track each member’s moviegoing journey, enabling you to analyze trends within specific groups and identify precise improvement opportunities.
Find What's Working and What Needs Work
Once the data is segmented, the next step is to identify patterns that highlight strengths and weaknesses. This involves diving into both the numbers and the context behind them.
Start by comparing ratings to spot areas for improvement. For instance, if members rate theater comfort highly but give low marks for concession speed, you’ve pinpointed a clear issue to address. Similarly, if loyalty program benefits score well but the redemption process lags behind, the problem likely lies in how members access those rewards.
Timing preferences in survey data can also guide promotional strategies. For example, research shows that 32% of moviegoers prefer weekend matinees, while only 21% favor weekday evenings. If your survey reflects similar trends, you could create loyalty bonuses to encourage visits during slower periods, helping balance attendance and add value for members.
Written feedback is another critical piece of the puzzle. While numerical ratings provide a broad overview, open-ended responses often reveal specific issues. For example, if 40% of members express dissatisfaction with concessions, written comments might clarify whether the problem is pricing, speed, quality, or variety. If multiple respondents mention "long concession lines" or "overpriced popcorn", you have clear, actionable issues to tackle.
To make sense of written feedback, group comments by theme and note how frequently each issue is mentioned. For instance, if 40% of respondents highlight long concession lines but only 15% mention seating concerns, prioritize improvements in concession staffing or processes. This ensures you’re addressing problems that affect the majority rather than isolated complaints.
Combining quantitative data with qualitative feedback provides a fuller picture. For example, if loyalty rewards receive average ratings, written comments might suggest members want more personalized offers based on their movie preferences. This combination of data not only shows the scale of the problem but also hints at potential solutions.
Finally, real-time tracking systems allow you to spot emerging issues before they escalate. If survey themes shift - such as an increase in mentions of cleanliness concerns or app navigation problems - you can address these issues promptly instead of waiting for the next survey cycle.
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How to Turn Survey Results into Better Loyalty
Once you've dug into your survey data and uncovered key insights, the next step is turning those findings into actions that truly enhance member satisfaction and loyalty. Successful cinemas don’t just gather feedback - they act on it thoughtfully and make sure their members know about the changes. By refining rewards, improving experiences, and clearly communicating updates, you can create a loyalty program that resonates.
Improve Member Rewards and Offers
The best rewards are the ones that feel personal. Use your survey results to fine-tune offers based on what members actually want.
For example, if frequent visitors express interest in exclusive perks, you could introduce VIP preview nights for new releases. On the other hand, families may appreciate weekend matinee packages that bundle discounted tickets with concession deals. Survey data can help you pinpoint these preferences, giving you the insight needed to design offers that hit the mark.
Don’t stop there - combine survey results with data from your app or website. With 90% of users creating profiles, you have a goldmine of information about their moviegoing habits. If 32% of members prefer weekend matinees, why not roll out bonus point promotions for Saturday and Sunday afternoons? And instead of sending generic push notifications, use survey insights to make them personal. For instance, if a member mentioned they’d visit more often with better snack deals, an exclusive concession offer could be just the nudge they need.
These personalized strategies work. Cinemas that embrace data-driven campaigns see engagement rates soar - up to four times higher than standard promotions.
Fix Customer Experience Problems
Survey data doesn’t just highlight what’s working - it also shows where things are falling short. Use this feedback to tackle common pain points and improve the overall experience.
One major area to address is concession service. If members complain about long lines or slow service, consider introducing mobile ordering and express lanes for loyalty members. Letting members skip the line by ordering snacks ahead of time can turn a frustrating experience into a seamless one.
Another common issue is the ticketing process. If your survey highlights problems with confusing checkout steps or website usability, streamlining these processes can make a big difference. A smoother digital checkout means happier customers and more time for your staff to focus on in-theater service.
Don’t overlook theater conditions, either. If members mention uncomfortable seating or poor sound quality, investing in upgrades like better chairs or enhanced audio systems can show you’re serious about their comfort. Even small changes - like improved restroom lighting or better temperature control - can make a noticeable impact.
Timing matters, too. Real-time feedback, gathered through app prompts or post-visit emails, helps you address issues as they arise instead of waiting for the next big survey. This proactive approach keeps members happy and prevents problems from escalating.
| Survey Finding | Action Taken | Outcome |
|---|---|---|
| Long concession lines | Mobile ordering and express lanes | Increased concession sales and satisfaction |
| Complicated ticketing | Streamlined digital checkout process | Higher digital ticket sales and member retention |
| Uncomfortable seating | Theater renovations with new seats | Improved comfort ratings and visit frequency |
Tell Members About Changes You Made
Once you’ve made improvements, it’s crucial to let your members know. Showing that you’ve acted on their feedback builds trust and encourages future engagement.
Use emails, push notifications, and in-app messages to spread the word. A simple message like, “You asked for faster concessions - now enjoy mobile ordering!” makes it clear their voices were heard.
In-theater signage is another effective tool. Place signs near upgraded areas to remind members that their feedback led to real changes. For example, a sign by the new express concession lane can reinforce the message that their opinions matter.
Follow up with members to gauge the impact of your changes. A quick survey like, “How do you like our new mobile ordering system?” shows that improvement is an ongoing process, not a one-time effort.
To take it a step further, use tools like Filmgrail’s analytics to combine survey insights with real-time data. This allows you to automate personalized updates and rewards, keeping your communication relevant and engaging.
As Daniel Eikeland, Sales & Service Manager at Bergen Kino, puts it:
"Filmgrail has played a determining role in helping us grow our mobile presence and providing an outstanding moviegoing experience beyond the big screen".
His experience highlights how responsive changes can create lasting loyalty. Regular updates about new features and improvements keep the conversation going and show members you’re committed to making their moviegoing experience better than ever.
Conclusion: Building Stronger Cinema Loyalty with Surveys
Surveys can elevate your cinema's loyalty program from a basic points system to a personalized experience that genuinely connects with your audience. The key lies in acting on clear, actionable insights from the feedback you gather.
With half of moviegoers rarely visiting theaters and only a third attending once a month, there's a clear opportunity to boost engagement by addressing what members value most. Whether it’s better rewards, enhanced experiences, or operational improvements, understanding these priorities can help you design loyalty programs that inspire repeat visits.
Technology plays a crucial role in making this process seamless. Filmgrail’s digital tools simplify survey distribution through mobile apps, websites, and targeted push notifications. Considering that 90% of users create profiles on cinema apps, you already have a direct line to your most engaged members. This digital approach allows you to collect feedback efficiently and implement meaningful changes.
But gathering feedback isn’t enough - communicating the changes you make is just as important. When members see their input leading to real improvements, it builds trust and encourages ongoing participation. This creates a positive cycle where moviegoers feel valued, share more feedback, and grow more loyal to your brand.
To measure success, focus on metrics like member retention, visit frequency, reward redemption rates, and customer satisfaction scores. These indicators show whether your survey-driven changes are making an impact and help guide continuous improvements to your loyalty program.
The cinema industry may be changing, but one thing stays the same: moviegoers want their voices heard. By using survey insights effectively, you can create lasting loyalty that keeps audiences coming back long after the credits roll.
FAQs
What are the best practices for creating surveys to boost cinema loyalty?
Creating surveys that genuinely boost cinema loyalty starts with asking clear, concise, and relevant questions. The goal? To uncover what your customers like, how satisfied they are, and how you can improve your loyalty program. A well-crafted survey strikes the right balance by including both open-ended questions (for detailed feedback) and multiple-choice options (for easy-to-analyze data).
Keep it brief - stick to fewer than 10 questions - to respect your customers' time. Sweeten the deal by offering incentives like loyalty points or discounts to encourage participation. Once responses roll in, dive into the data to spot trends and actionable insights. Use this feedback to make meaningful changes, showing your customers that their opinions matter. This approach not only improves your program but also deepens their loyalty to your cinema.
What are the most effective ways to distribute surveys to cinema loyalty program members and boost response rates?
To get more responses from your cinema loyalty program members, focus on timing, ease, and a personal touch. Timing is everything - send surveys shortly after members interact with your program, like redeeming rewards or watching a movie. This way, their experience is still fresh, and they’re more likely to share their thoughts.
Make it easy for them by using channels they already prefer, such as email, your cinema's app, or even SMS. Keep the survey brief - no more than 2-3 minutes to complete. Offering a little incentive, like loyalty points or a small discount, can also nudge them to participate.
Adding a personal touch can make a big difference. Address members by name and ask questions that relate to their recent activities or preferences. This not only shows that you value their input but also encourages more thoughtful and relevant responses.
How can I share survey-driven improvements with loyalty members to boost satisfaction and encourage engagement?
To communicate changes inspired by survey feedback effectively, start by being open about the process. Share the main takeaways from the survey and explain how the feedback shaped your decisions. For instance, call out specific updates or new features that directly respond to member input.
Reach your loyalty members through various channels like email, in-app notifications, or social media. Keep your messaging clear, upbeat, and centered on their experience. Highlight how the changes make things better for them. A simple message like, "Thanks to your feedback, we've added exciting new rewards to our loyalty program!" can go a long way in showing gratitude and encouraging ongoing engagement.
