This case study highlights the collaboration between Built For Good Technology and terptree, focusing on their shared goal of creating an inclusive cinema experience for D/deaf audiences through closed captioning. Understanding the importance of a seamless customer journey, Built For Good engaged terptree just prior to launching their innovative closed captioning system.

With terptree’s expert guidance and strategic recommendations, Built For Good was able to enhance their customer communication, ensuring that both cinema staff and patrons felt informed and supported. This introduction sets the stage for exploring how targeted expertise can lead to significant improvements in customer experiences within the cinema industry.

Would you tell me who you work for and your role please?
My name is Tabitha Allum, Chief Operating Officer for Built For Good Technology Ltd.

How did you discover terptree?

I had known about terptree for a long time, but we were recommended to get in touch via James Connor at the UK Cinema Association.

What were your requirements when you first engaged with us?

Our company was in the process of getting our closed captioning system for cinema ready for sale and we wanted some assistance in the creation of the
ideal customer journey.

What function has terptree performed for your organisation?

terptree listened to what we needed and came up with a proposal which included reviewing our existing documentation and making extensive suggestions for our website FAQs which would mean that cinema audiences wanting to use closed captioning would be able to find all the information that they needed in one place.

What benefits has this brought?

We have been able to use the information to support our clients – cinemas – offer the service in a way which recognises the importance of a positive customer experience. We know that it’s not just about the customer’s experience of the smart glasses, but it’s also about how welcome they felt at the cinema and whether there were staff members there who were able to assist them and answer any queries.

We are able to do some of this in advance from our website, but most of it will happen in a cinema setting where there often can be a high turnover of staff members.

During recent operational trials in three cinemas, as a result of the support offered to us by terptree, feedback showed that:

• 96% of customers felt that the staff member they dealt with knew enough about the glasses to help them
• 70% of customers felt that the cinema staff member they dealt with demonstrated clear communication skills

How was the process?

The process of working with terptree was very straightforward. We were able to organise a face-to-face meeting and follow-up by Zoom and the documentation was provided to us on schedule.

What did you learn from the process?

It was a useful process for us to start thinking about our company’s relationship with WatchWord’s actual customers as they will experience closed captioning in a cinema rather than at an event organised by our company. We took on board a lot of Victoria’s suggestions and have just organised our first webinar for prospective clients which was one of her proposals.

What is your advice to others who might be considering engaging with terptree?

I think that other companies would get huge benefit from terptree’s expertise and that, regardless of the specific project, it’s helpful to spend time focusing on serving the needs of D/deaf customers.

Would you recommend terptree and why?

We would have no hesitation in recommending that other companies think about working with terptree as the process was simple, low maintenance and gave us exactly what we needed.