Recommendations

Overall, AMC Theatres has spent years refining its operations and testing strategies to enhance efficiency and deliver high-quality movie-going experiences. As a leader in the cinema industry, AMC is often viewed as a standard for competitors aiming to match its innovations and services. Given this position, recommendations for AMC’s operational strategies are focused on further enhancing its strengths. Our group has considered and reviewed the following challenges and came up with these potential recommendations for improvement :

Digital Marketing & Customer Engagement- (Maiyel M Joseph)

To begin, we recommend that AMC Theatre increase its digital presence. Improving its online presence is crucial in today's digital world. We recommend investing in targeted digital marketing strategies such as social media campaigns, SEO optimization, and online customer reviews. This would help attract more customers and build a more robust online community, creating stronger connections with existing clients and increasing brand awareness.

Additionally, improving SEO optimization on AMC's website is essential. This includes keyword strategies, mobile optimization, and faster load times to ensure higher visibility on search engines. Encouraging positive online reviews on platforms like Google and Yelp will build trust and credibility, influencing potential customers' decisions.

Finally, creating an online community through exclusive promotions, early ticket access, and loyalty rewards will strengthen customer loyalty and enhance brand engagement. By integrating these strategies, AMC can strengthen its digital presence, increase customer satisfaction, and improve brand awareness.

Customer Service/Support- (Damien)

Despite its decades of success, AMC has struggled with customer service, which has been its Achilles heel. In cases of problems arising at a theater, AMC does not offer a dedicated customer service hotline. Instead, employees and managers are instructed to distribute customer service cards directing guests to AMC's Twitter or Facebook pages AMC HELPS for issue resolution. This approach often frustrates customers who need immediate assistance, as crucial details can be lost in translation. Relaying information between social media representatives and theater staff is slow and inconsistent, sometimes resulting in incomplete communication, unresolved issues, and dissatisfied guests. Furthermore, this fragmented approach can create information silos, where critical details about the situation remain isolated within specific parts of the organization preventing a seamless resolution and further intensifying customer frustration. 

We recommend that AMC address this issue by investing in a Customer Relationship Management (CRM) system. A CRM is a comprehensive solution comprising applications, a database, and essential processes designed to manage all customer interactions. AMC can efficiently handle guest complaints and adopt a more customer-focused approach by implementing a CRM system. Additionally, establishing a dedicated customer service hotline integrated with the CRM system would enhance the customer experience. With consumer data easily accessible through the CRM, customer service representatives could provide more efficient and personalized support, ensuring a smoother and more satisfactory resolution process for guests.

Efficient POS Systems- (Jeniah L)

The point-of-sale (POS) system is designed to efficiently manage a high volume of transactions while securely storing critical business and customer data. However, there may be apparent lag or delayed reaction times in the system at busy times, like the release of highly anticipated films. The system may tend to freeze or delay because of software glitches, outdated systems, or low hardware. It may also be caused by system overload or slow internet speeds.

This problem can be resolved by switching to quicker, cloud-integrated POS systems that use cutting-edge infrastructure and real-time processing power, this problem can be resolved. Thanks to this investment, the system would function more smoothly during demand spikes, which would also increase scalability to meet future expansion and changing client demands. 

Economic Issues- (Jamani Link-Pledger)

Although AMC has remained one of the top theaters around the globe, this company faces many economic issues due to inflation.  Prices went up making the well known theatre questionable as a stakeholder and shareholder. Not only do consumers attend the theatre's less due to inflation, many at home entertainment like netflix, hulu etc, but the amount to maintain this company has skyrocketed due to minimizing blockbuster movies because of the entertainment industry’s strike. Operating cost to maintain the theatre only gets higher as customers have become accustomed to staying at home entertainment. 

Some recommendations would be to diverse revenue streams, this allows consumers to feel welcome and explore new options. Some recommendations would be holding sports events, concerts, and third party collabs to attract more consumers and improve crm. Investing in Enhancing customer experience plays a main role in customer engagement and relationships. Investing in this area allows a trusting relationship with the consumers inside and outside the theatre. Better streamline operations improves seat inventory control in real time to reduce overbooking and raise customer satisfaction. Push amc app, as well as,  the amc stubs membership to make a long lasting relationship with consumers. Collabs with dolby and imax can also spread the theatre’s productivity and maintain its reputation.