Case Study: Merlin Entertainments achieves centralized review monitoring and actionable customer insights with ReviewTrackers

Merlin Entertainments - Customer Case Study

Merlin Entertainments, the operator of family attractions including Madame Tussauds, SEA LIFE Aquariums, LEGOLAND Discovery Centers and The Dungeons, managed 21 U.S. locations and was tracking reviews manually. One person per site collected mainly TripAdvisor reviews into spreadsheets, a time-consuming process that limited scope, left few stakeholders with visibility, and failed to generate actionable insights about the guest experience.

In December 2013 Merlin implemented ReviewTrackers to centralize reviews across sites (TripAdvisor, Google, Yelp, Facebook, and more), provide a multi-user dashboard, and deliver custom alerts and summaries. The platform consolidated 83,500+ reviews, produced a 4.2-star Reputation Score, saved an estimated two hours per attraction per week (~5% of work time), improved response speed and collaboration, and delivered positive ROI.

Merlin Entertainments

Patrick Connor

Director of Marketing and Sales for North America