What Go Ape wanted was a flexible research tool that would contact each and every customer the day after their visit and collect business critical feedback, immediately and accurately. Having their own in-house expertise in market research and internet-based technology, they rapidly identified Sigmer Technologies and their Boomerang Online Survey Software as the best fit for their needs.

Tara Merison, Marketing Manager at Sigmer Technologies said: "Go Ape didn't want a traditional, one-off survey agency telling them things that they already knew. They already had a lot of experience of running adventure courses and needed a way to constantly build on that  knowledge base."

Marcus Falconer, Marketing Manager at Go Ape, explained: "We chose Sigmer because they were prepared to listen to us and accept our advice and feedback. They used that information to create a new version of Boomerang, so we really felt part of the development process."

"Boomerang online survey software lets us manage and maintain everything ourselves. It is extremely intuitive so you require very little, if any, support. There is a small element of product training for people setting up Boomerang questionnaires, but maintenance is virtually zero and the overall cost of ownership is minimal. Real-time feedback of customer's responses and continuously updated statistical information, allowing benchmarks to be monitored, is a major winner for the business."

After 3 months of controlled trials, Go Ape were processing Boomerang customer questionnaires every day, with business critical feedback flowing into their East-Anglian base. Falconer said: "Our first live survey was outstanding - a 50% response rate. The results obtained via Boomerang have more than matched our expectations and we now see Boomerang as an integral part of Go Ape business development."

Go Ape use the information gathered by Boomerang to feed back into the business, and to help identify areas for possible improvement. The information has also helped them to identify their successes, such as a continuous customer satisfaction rate of over 90%.