Wiltshire Council
With a strong commitment to enhancing customer experience and strengthening community loyalty, Wiltshire Council has embedded Active Insight’s NPS platform at the heart of its leisure strategy, and the results speak for themselves.
Wiltshire Council manages a network of 20 leisure facilities across the county, many of which serve close-knit rural communities where the centres act as vital social hubs. With a strong commitment to enhancing customer experience and strengthening community loyalty, Wiltshire Council has embedded Active Insight’s NPS platform at the heart of its leisure strategy, and the results speak for themselves.
Summary
Measuring What Matters, Where It Matters
Every one of Wiltshire Council’s leisure facilities now uses Active Insight’s NPS platform to measure and improve both swimming lesson experiences and the overall membership journey across the estate.
“We use NPS data to drive improvement and consistency across the customer experience”
Alex Muse, Business Development Manager, Wiltshire Council Leisure Services
This focused use of NPS data has helped the team better understand the needs and expectations of customers, allowing for more targeted interventions that directly enhance service quality.
Data That Drives Change
Through real-time insights, Wiltshire Council has successfully implemented new systems and processes that have significantly improved service delivery. Whether it’s refining the welcome experience, enhancing sales tours, or elevating the quality of swimming lessons, NPS data has become the foundation for ongoing improvement.
Current NPS scores reflect this progress:
- +32 NPS for Swimming Lessons
- +37 NPS across the wider leisure business
These figures consistently outperform national averages, reinforcing the team’s commitment to putting the customer at the centre of everything they do.
The Results
Embedding NPS into Culture
The partnership with Active Insight has gone far beyond just data collection, it has been transformative for Wiltshire Council’s internal culture.
“Over the last 2 years we’ve had a number of customer service training tranches that have really made an impact into the mindset of our team. NPS is now embedded into every process of our business.”
Alex Muse
The training sessions, delivered in partnership with Active Insight, have improved the quality of interactions, boosted first impressions, and raised the standard of sales tours, all helping to foster a culture of excellent customer service.
“We identified best practice areas we weren’t delivering to the best of our capability, and after implementing changes, we’ve seen significant improvements to our experience and scores.”
Alex Muse
A True Partnership
The relationship between Wiltshire Council and Active Insight is a clear example of how effective partnerships can drive real change.
“The Active Insight team have integrated themselves into our team phenomenally well. We see them as part of our team, not as an external partner.”
Alex Muse
Looking Ahead: Expanding Insight with Recovery Focus
Following the success of the NPS programme, Wiltshire Council is now preparing to expand its insight capabilities by trialling Active Insight’s Recovery Focus tool at four of their sites over the coming weeks. The team is keen to explore how this can further enhance the service journey by capturing, responding to, and recovering any dips in experience in real time.
“We’re looking forward to seeing the impact this can make to our customer experience and retention rates.”
Alex Muse
Conclusion: From Data to Delivery
Wiltshire Council’s partnership with Active Insight has not only elevated customer experience but helped establish a culture rooted in feedback, consistency and continuous improvement. Through focused NPS implementation, hands-on training, and a trusted relationship, Wiltshire Council continues to set a high standard for leisure service delivery with real impact on the communities they serve.
Our Services
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