Circadian Trust
Having created a culture where “the gift of feedback” has become a critical mantra to their approach, utilising the Feedback Focus, NPS, and Recovery Focus platforms has created a data rich environment for managing the business day to day and strategic level.
Circadian Trust, a social enterprise and independent charity, operates five leisure centres in close partnership with South Gloucestershire Council. With a mission to enhance community wellbeing, the Trust has always placed customer experience at the core of its offering, and for the past 10 years Active Insight has been a key partner in delivering that vision.
Having created a culture where “the gift of feedback” has become a critical mantra to their approach, utilising the Feedback Focus, NPS, and Recovery Focus platforms has created a data rich environment for managing the business day to day and strategic level.
Summary
From Reactive to Proactive: A Cultural Shift
Renowned for a data led approach, like much of the industry, Circadian Trust found it difficult to manage customer feedback beyond the volume of complaints handled. This approach lacked measurable outcomes, and a clear feedback loop. Today, things couldn’t be more different!
Embedding Feedback Focus, NPS, and Recovery Focus into the fabric of day to day operations, Circadian Trust now operates a fully managed, tangible, and data-driven customer experience strategy. Feedback is no longer a response to dissatisfaction but a continuous loop of learning, adapting, and improving.
“The suite of Active Insight platforms has enabled us to track high and low performance areas day by day, hour by hour, to really help us map out our customer experience and implement real-time changes to improve service levels.”
Ben Beasley, Commercial Director, Circadian Trust
Real-Time Data, Real-World Impact
At every level of the organisation, from senior leaders to centre managers, the Active Insight platforms provide the visibility and insight needed to take swift, meaningful action. Centre teams use the tools daily to monitor, manage and enhance the customer experience, with all insights feeding directly into Circadian Trust’s Service Improvement Plan.
“We are able to accurately quantify service level experiences. The volume of data that we have at our fingertips in real time really helps us keep our finger on the pulse of the business.”
Ben Beasley
This shift to evidence-based decision-making has empowered the Trust to stop guessing and start delivering precisely what customers want. All our decision making is informed by real-time data captured across the full customer journey.
“The suite of Active Insight platforms really is the golden thread that ties together our customer service experiences. Turning strategy into action.”
Ben Beasley
The Results
A Culture Built on Feedback
For Circadian Trust, feedback is more than a tool, it’s a cultural cornerstone. The organisation champions the mindset that “feedback is a gift”, using every comment, compliment or complaint as an opportunity to learn, grow and improve. A structured cycle of NPS surveys ensures that each customer is proactively asked for their feedback once every three months, alongside a number of touchpoints in centre and online to ask for impromptu feedback to capture real time experiences in all areas of the centre.
The Trust’s commitment to continuous improvement, supported by Active Insight’s platforms, is paying off, and the data proves it.
Exceeding National Benchmarks
A recent Moving Communities study showed Circadian Trust outperforming the national average across several key customer satisfaction indicators:
- Customer Satisfaction: Circadian Trust 89% | National Average 79%
- Net Promoter Score (NPS): Circadian +46 | National Average +28
- Staff Friendliness: Circadian 93% | National Average 87%
- Cleanliness: Circadian 80% | National Average 66%
These results are a direct reflection of a feedback-first approach, driven by timely insight and a deep commitment to service excellence.
Conclusion: Feedback Front and Centre
Through a decade-long partnership with Active Insight, Circadian Trust has evolved from a reactive customer service model to a proactive, insight-led culture of excellence. With clear processes, powerful data, and a commitment to turning feedback into action, they’ve built a service experience that reflects the needs and values of the communities they serve.
Our Services
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