Case Study: Parques Reunidos builds a customer-centric culture with Lumoa

Parques Reunidos - Customer Case Study

Parques Reunidos, a major global leisure park operator, faced the immense challenge of analyzing vast quantities of disorganized customer feedback from its 60 parks across 14 countries. The feedback, which came from multiple sources and languages, was too fragmented to effectively segment and utilize for rapid decision-making. Their Head of Customer Experience, Gerardo Laino, needed a tool that could quickly provide accurate insights to improve the guest experience, especially given the short operating seasons of many parks.

The company implemented Lumoa, an AI-powered customer feedback analysis platform. The solution provided rapid, real-time insights that enabled Parques Reunidos to make swift, data-driven improvements, such as addressing staff shortages post-pandemic. The use of Lumoa expanded from a few users to over 200 regular users company-wide, fostering a customer-centric culture. This led to more ownership over customer experience, a decrease in complaints, and an increase in sales, proving the quantifiable value of acting on customer feedback.

Parques Reunidos

Gerardo Laino

Head of Customer Experience