Best Practices and up to the minute news on Customer Experience Management and Service Excellence
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Best Practices and up to the minute news on Customer Experience Management and Service Excellence
The promise of a luxury movie experience can be tantalizing. But when you don’t receive the high-end service you’re paying for, it’s disappointing, to say the least – especially when movie theaters need our business now more than ever.
The pandemic shook the cinema industry to its core. Although attendance has risen since 2020, movie attendance is on the decline. Market research from The Numbers, which has been tracking entertainment trends for a quarter century, reports that the number of movie tickets sold this year dropped by nearly 57 million from last year.
This does not sound like an industry that should be taking its quality of service lightly, yet the lack of attention paid to cleanliness, interactions, and projection operation is leaving a sour taste in guests’ mouths – including my own.
We hadn’t been to a movie theater in a very long time, so my husband and I recently drove 45 minutes to a popular cinema chain that boasts a top-of-the-line, chef-curated menu facilitated by “ninja servers” who grant your dining wishes right from your seat. Most cinemas don’t offer this, hence the hour-long drive to this top movie-watching destination.
Unfortunately, we never got to meet our server because we were forgotten about during our entire 3-hour visit.
When we first arrived, my husband and I settled into our two-seat pod, excited about the prospect of ordering drinks and food from the comfort of our plush seats. The ticket prices reflected this unique experience, so our expectations were high. We nestled in, but after 15 minutes, no one came to take our order.
We were the only guests in the entire theater. At one point, a maintenance worker came in with music blasting, looking like he was ready to close up the theater. When he saw us, he looked surprised and backed his cart out.
I pressed the call button as the previews were wrapping up, but alas, no one showed.
Another disappointment started the feature presentation: the projection didn’t match the screen, and the actors’ heads were cut off by at least two feet. We stuck it out the rest of the film, not wanting to miss any of the action, and then made our way to the lobby to speak with a team member after the credits finished rolling.
The vast lobby and fancy bar area were completely empty. It took five long minutes for someone to emerge (an eternity in an unmanned public area).
When a staff member finally appeared, and we explained what had happened, her facial expression suggested that our complaints were not a priority. “Why didn’t you come out during the film?” she asked as if it was our responsibility to sacrifice our viewing experience for the sake of her lack of awareness.
My husband asked to speak with a manager, to which she replied, “You’re speaking to her.” Uh-oh.
I noticed the general manager’s business cards displayed on a nearby counter and grabbed one, figuring I should let someone know who might care. We started to walk out, and that’s when the tone shifted.
Suddenly, we were offered a refund! This supposed supervisor begrudgingly wrote down her name on our refund receipt. “I’ll take care of you next time,” she said, but I knew that there wouldn’t be a next time for us.
What was most surprising about the whole experience was the lack of effort, especially at a time when movie theaters should be doing everything they can to attract and satisfy guests.
When a business advertises a special product or service, such as this particular chain’s promise of exceptional one-on-one interactions, it needs to deliver on that promise. Charging guests extra to cover the added expense of time, effort, and quality only makes sense when guests actually receive those things during their visit.
Our evening at a popular “luxury” movie theater quickly devolved into a frustrating ordeal, but I hope it can now serve as a cautionary tale for other theaters.
This experience highlights several critical customer service missteps that cinema chains must learn from. Here are some recommendations for cinema owners and managers to avoid the pitfalls that we encountered.
The foundation of stellar service lies in well-trained staff who are empowered to address customer concerns. When customers signal for assistance, staff should be attentive and responsive. Regular training sessions on customer engagement, problem-solving, and product knowledge can help staff feel confident in their roles. A lack of enthusiasm might also signal an unhappy employee, so managers should check in with their staff regularly and address any internal concerns.
The condition of our seating area left much to be desired. Sticky floors and walls suggest a lack of regular maintenance, which can be off-putting for guests. Implementing a routine cleaning schedule that includes spot checks before each screening would help ensure a pleasant environment (and avoid the stale odor that some theaters develop). Cleanliness is a reflection of care and respect for guests. Sticking to an effective, efficient cleaning routine also protects the health of guests and employees.
For a cinema that prides itself on providing a luxury experience, attention to detail in presentation is vital. After all, guests can now watch movies (even new releases) from the comfort of their own homes – one of the biggest pulls to come out to a theater is getting to see cinema magic on the big screen! Projection quality should be monitored to prevent issues like misalignment or cropping. Regular equipment checks ensure that the film is shown as intended, preserving the integrity of the filmmakers’ work and enhancing the viewer experience.
Cinema chains should ensure that management is readily available to address concerns as they arise. Having a designated manager present during peak hours can help mitigate issues before they escalate. Managers should adopt an empathetic approach by acknowledging the guests’ experiences rather than deflecting blame. In our case, the initial response we received from the supervisor – the suggestion that correcting problems was our responsibility – was the most off-putting part of the evening.
After addressing a complaint, managers should follow up. A simple email or phone call to guests who have experienced issues can go a long way in restoring trust. It shows that your business values guest feedback and is committed to improvement. Clear communication about what guests can expect is essential. If a cinema offers a unique experience, such as in-seat service, it should deliver on that promise. Setting realistic expectations helps prevent disappointment. If delays are anticipated, staff should communicate this upfront rather than leaving guests in the dark.
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