At insight6, we believe world-class attractions deserve world-class customer experiences. Discover how we’re partnering with Longleat and Cheddar Gorge & Caves to strengthen every guest interaction and empower teams to deliver unforgettable visits – every time.
In this case:
The Challenge
Our Approach
CX Solutions
Results
Creating Magical Experiences Through CX
Longleat and Cheddar Gorge: Project Overview
Where unforgettable adventures meet world-class guest experience.
At Longleat and Cheddar Gorge & Caves, delivering exceptional days out isn’t just about animals or awe-inspiring caves – it’s about how every guest feels from start to finish. That’s why they’ve partnered with insight6 since 2019 to embed the Customer Experience (CX) at the heart of their operations, across every touchpoint and team.
With hundreds of thousands of guests a year and an unwavering commitment to excellence, the team knew that success depends on more than standout attractions. It depends on service, presentation, and personal connection.
About Longleat and Cheddar Gorge
Longleat is a pioneering family attraction set in a stunning English estate with a stately home, known for launching the UK’s first drive-through Safari Park outside of Africa. With everything from big cats to a boat ride and a hedge maze, plus history and heritage spanning centuries, it offers an immersive day out for all ages.
Cheddar Gorge & Caves, one of Britain’s most spectacular natural landmarks, combines adventure and education with its dramatic cliffs, prehistoric caves, and interactive experiences. Visitors explore ancient geology, climb cliff-top walks, and uncover the secrets of Britain’s oldest complete skeleton.
Together, these iconic attractions deliver memorable, multi-sensory experiences – brought to life through expert storytelling, exceptional service, and a passion for discovery.
The Challenge
Maintaining world-class service in a fast-paced, high-footfall environment.
In the leisure and tourism sector, the customer experience can make – or break – reputation and revenue. Longleat and Cheddar Gorge & Caves recognise the need to consistently understand, measure and improve how guests experience their brand in real time.
With multiple attractions, accommodation, tours and touchpoints to manage, the leadership team asked: How do we ensure excellence at scale? That’s where insight6 came in.
“At Longleat, delivering an exceptional guest experience is at the heart of everything we do. Working with Insight6 has been instrumental in helping us maintain and continually improve the high standards of customer service expected across our park.”
— Scott Ashman, Head of Operations
Our Approach
Empowering teams to improve – from the car park to the caves.
Using touchpoint-specific reviews, training and feedback, the attractions gained a 360º view of the customer journey. What made the biggest difference?
- Focusing on consistency – how every guest is welcomed, served and supported.
- Building a feedback-first culture – using our instant insight platform to gather feedback and drive positive customer reviews.
- Using reviews as a learning asset – not just a score, but a springboard
The approach enabled Longleat and Cheddar Gorge to align teams, highlight wins, and take focused action where it matters most.
“The collaboration with insight6 has provided us with valuable insights into our customer journey, helping us to identify areas for enhancement while reinforcing the strengths that make Longleat and Cheddar Gorge unique.”
— Scott Ashman, Head of Operations
CX Solutions
Bringing CX data to life across attractions, teams and training.
Led by local CX specialist Lucy Knight, insight6 delivered a full-service CX solution, including:
- Ongoing mystery shopping (CX Reviews) across Safari Park, accommodation, VIP tours and Cheddar Gorge
- Real-time guest feedback via instant insight
- Tailored CX training and development based on data
- Practical, action-focused reports that are now part of leadership meetings
“Their professional yet approachable team (Richard and Lucy) has taken the time to understand the uniqueness of our business, ensuring that the recommendations and support they provide are relevant and actionable. insight6’s expert guidance, practical tools, and tailored support have empowered our teams to deliver even more consistent, empathetic, and memorable interactions with our guests.”
— Scott Ashman, Head of Operations
Project Outcomes
Both sites actively monitor guest sentiment, share insights with their teams, and have embedded feedback loops into daily operations. This shift has empowered team members to take ownership of the experience they deliver – every guest, every day. The impact? Measurable, sustainable growth.
- Customer experience scores improved by 6%
- Customer service performance up by 7%
- Presentation scores up 7%
- Sales skills increased by 36%
Scott Ashman Head of Operations, Longleat
- Longleat: 10,000+ Tripadvisor reviews with 4.4/5 rating
- Cheddar Gorge: 4,000+ reviews with 4.1/5 rating
“The insight6 team really understands our business. Their support is not only expert, but practical and personal. This partnership helps us go beyond expectations and deliver magical moments, time and again.”
— Scott Ashman, Head of Operations
Recognised for CX Excellence
Longleat and Cheddar Gorge & Caves have been awarded the insight6 CX Excellence Mark, recognising its commitment to world-class customer experiences and the focus on continuous improvement.
Learn more about the CX Excellence Recognition Scheme and how to apply today.
Ready to transform your guest experience?
From feedback platforms to team training, insight6 provides the tools, coaching and CX expertise to help leisure businesses like yours thrive. Book a chat with your local specialist or request a free demo of our instant insight platform. Contact us today
insight6’s end-to-end customer experience (CX) solutions have earned us a reputation as the partner of choice for many forward-thinking companies. Our network of local specialists provides on-the-ground support. Don’t let an inadequate customer experience ruin your reputation or impact your success. Get in touch today to schedule a no-obligation chat with your local CX specialist or a free demo of our total feedback solution—instant insight.