ProblemKidBurg Group is the largest children’s entertainment operator in Russia. As with any market-leader, it continually strives to improve the products and service it offers. In 2019, that process means mining, monitoring and measuring data from customers, to gain insight into user experiences and preferences. It is a core focus for marketing departments, and the very business model for online tracking tools like Google Analytics.
However, as many of the company’s activities existed offline, capturing accurate and informative data upon which to base future decisions was difficult. An additional problem came by virtue of the fact that KidBurg’s main consumers were children between the ages of 2 and 14. Capturing data was difficult; capturing accurate data even more so.
The company had amassed more than 5 million users of its various education-via-entertainment products and services and realised that this was a huge untapped resource in terms of the information and feedback it could gain. The lack of information logging also impeded its ability to interact with customers.
It realised that the best way to benefit from this ‘lost’ customer insight would be to develop a stronger, more complimentary online element. It launched a mobile app with an online game to mirror some of the life lessons it was providing to youngsters in its offline activities.
The mobile app featured a registration requirement, a deliberate move to ensure that data could be captured and stored in a structured and standardized way.
Since 2009, KidBurg Group has been developing unique projects to teach children about their future social and professional lives. These projects have included an interactive museum-theatre, a museum of ‘entertaining science’ and a ‘city of professions’ all aimed at the younger generations and seeking to equip them with the skills that will prepare them for adulthood.
While some children ‘know’ that they want to be a doctor or a teacher from an early age, for many young adults, the first time they think meaningfully about working life is when they interact with a career’s advisor in their mid-to-late teenage years. KidBurg’s solutions ensure that children are exposed to the realities of working life much earlier on, providing ‘taster’ experiences which enhance preparedness and inform decision-making processes.
“Everyone knows how difficult it is for a child to choose a profession! The sooner you bring your child to our interactive museum, the better their choice will be. Our platforms ensure your children will be completely immersed in the world of adult life with money, laws and a career ladder.”
Through exhibitions, interactive training programs and other educational events, KidBurg uses gamification to develop social and inter-personal skills. Its ‘Children’s Interactive Center’ is dedicated to cultivating six core skills that will provide a platform for success in adulthood: mastery, creativity, collaboration, communication, judgment and confidence.
“With each visit, children become more and more independent and self-confident.”
During events and training courses, the provider-customer relationship has always functioned smoothly. The impetus was now on increasing customer interaction outside of these physical visits and other touchpoints.
The size of the customer base and level of brand loyalty made a feedback mechanism vital, both for continued company growth and for continued customer satisfaction. Considering that communication is one of the six core skills that KidBurg seeks to arm the professionals of the future with, it was also keen to practice what it preached in this area.
Since the launch of the mobile platform and greater investment in online tools to bolster the offline learning experience, the benefits have been clear for both the company and its customers. Youngsters play educational games and now benefit from a simplified registration process for offline activities due to the mobile app portal holding all of the key information. There is also a more direct line of communication available between provider and user, as well as the additional safety element of parents being able to access and monitor their children’s activities through oversight of the new online portal.
With 18 sites in 9 Russian cities, KidBurg continues to lead the way in gamifying education for Russian children. Now, with the aid of data-driven insight into customer needs, preferences and expectations, it has transformed its decision-making process and capabilities, relying now on hard data to supplement the positive anecdotal feedback it has always received.