TurningPointe Posted by Simfoni May 29th, 2017

Turning Pointe, the leading peripatetic dance school in Middle East.


Turning Pointe has been operational in the Middle East for over 20 years and has grown to be the largest dance school, offering ballet, tap, modern and a variety of other genres to children across the region. Enjoying a clientele of over 2,000 students at any one time, Turning Pointe has worked with over 20,000 children in its history.

As the business has grown, it has become increasingly harder for management to maintain customer intimacy across an ever expanding customer base. Furthermore, the customer base has diversified tremendously and identifying customer segments and developing products and services that address the needs of each segment specifically has become much harder to do.


  • Identification of sales augmentation initiatives.
  • Better customer service response due to segmentation approach.
  • Prioritization of operational improvement initiatives.
  • Improved commerciality across management and staff.

“I never knew working with data could be so much fun!

As founder and Managing Director of my business, I always had a good sense for how things are run, who my important customers are and what drives customer behaviour. Seeing this turned into data was both exhilarating and frightening. A lot of the data was confirmation of what I already knew, but the Simfoni team had a way of presenting it in a way that made it more meaningful and can now be measured and improved upon. Some of their insights were very surprising; in fact they have caused me several sleepness nights, but in an exciting way – I now see so many more paths to how I can continue to grow my business both in terms of adding new customers, generating more income from existing customers and reducing customer churn.

My management team were also more invigorated through the process and enjoyed seeing how they can play a part in taking the business to the next level.”

Donna Dempsey
Owner, Turning Pointe


Turning Pointe engaged Simfoni Customer Analytics to help process a wealth of data that had been amassed over the years to understand better the patterns and usage behaviours of its customers. The initial aim was to identify customer segments based on spend characteristics, socio-demographics, and purchase patterns to enable teachers and management to better address the needs of the diverse base of customers. Thereafter, the requirement was to put solutions into place that best addressed the opportunities to maximize sales from existing customers as well as improve customer retention.

The Simfoni Analytics team collected a huge swathe of unstructured sales data relating to student, type of activity, expenditure over time and processed this information to create a single source of truth regarding the consumption patterns of all the customers. This information was then processed through the Virtuosi Analytics platform and presented back to management for review. The visualization of this data made it easier for management to both understand the underlying themes around customer behaviour as well as establish some key metrics to guide future operational improvement.

A series of workshops were then held, using Simfoni’s Stratify app, which allowed management and teachers to identify opportunities for business improvement in a way that could easily be prioritized according to the business impact and ease of implementation.


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