Client Success Story - Chester Zoo

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Client Success Story - Chester Zoo

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Chester Zoo's Story

Chester Zoo is the most visited zoo in the UK and a conservation and education charity committed to preventing extinction.

There are over 1000 people hard at work at Chester Zoo, keeping this wonderful complicated place going. Caring for animals, running conservation projects and giving their guests an inspirational day out!


Insight into the customer experience - It was important for Chester Zoo to gain a deeper level of understanding on how their customers experienced the zoo and its facilities, and sought to collect visitor feedback, which would allow them to analyse performance, benchmark and to make improvements as necessary.

Exceeding standards - Having a sufficient volume of quality feedback data would allow Chester Zoo to ensure that they were achieving, and wherever possible, exceeding standards. This was very important for Chester Zoo in order to start developing a culture of continuous improvement.


  • Guest Feedback Site: a customer feedback survey was designed and implemented for Chester Zoo in order to gather detailed feedback about customers and their experiences.
  • Review Management: this module was implemented to provide a platform for Chester Zoo to measure and manage their online reputation from one central place.
  • Mystery Guest Audits: a programme was put in place to give Chester Zoo insight into how their steps of service and brand standards are being carried out across their food outlets, to identify areas where there is room for improvement.


Through having a large volume of high-quality data on customer insights, Chester Zoo now have the ability to monitor the impact of and inform future changes, and have noticed several tangible improvements to the business since implementing HGEM solutions.

There are several key areas highlighted to us through the Hub that we have started to work with, in order to take our high standards to another level. It also lets us immediately see if there are any issues that we may not be immediately aware of, allowing us to assess and address it as quickly as possible.

I also have to say that the support that Grace has given us has been amazing.

- Gareth Simpson | Head of Operations
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