Your park’s prosperity depends on delivering an exceptional customer experience to guests. It’s the key to creating high satisfaction rates, bringing people back through the turnstiles and generating those glowing reviews that bring in new customers — you know, the ones that can get your attraction to #1 on TripAdvisor.
That said, how happy are your guests? Don’t know?
That’s probably because you’re not tracking guest satisfaction. Or you are, but you’re not doing it right. Your finger isn’t on the pulse.
Why is this so important? Parks benefit financially from knowing how satisfied their customers are. 84% of organizations working to improve CX report an increase in revenue. Dissatisfied customers not only take their business elsewhere, but worse, they act as detractors and dissuade others from visiting.
Without tracking, you’ll be blind to the actionable steps that can increase guest satisfaction. If you don’t monitor guest satisfaction, how will you know how to improve it?
The good news is, you only need to ask your guests two simple questions to get everything you need:
With answers to those questions, you’ll have everything you need to understand the current situation, know what action to take and monitor the results.
We hate to break it to you — but your guests aren’t interested in filling out lengthy surveys online or on paper. We’d wager they’d rather drop their ice cream cone in sand and eat it. This is evident in the fact that most surveys resort to a prize draw in order to motivate visitors to complete them.
The point is you’re going to turn guests away from submitting feedback if you use the big survey format. Not only that, you’re going to have to organise the responses and figure out how to act on the results, which becomes more involved with the more questions you ask.
There is absolutely a place for longer surveys, but their poor response rates and lack of clarity means they’re not ideal for getting a constant stream of daily feedback from guests, and that’s what you want to do to keep your finger on the pulse. Keep it simple!
This is something so many parks are guilty of. What are we talking about? We’re talking about leaving things out of surveys that have affected the customer experience but aren’t obviously in your control.
Here are a couple of examples:
You do have control over the seemingly uncontrollable, so make sure you ask these questions to get a clearer picture as to why your customers are unhappy.
Your attraction's mobile app is the perfect medium for collecting a constant stream of visitor feedback.
With the Attractions.io platform you can:
Not only that but by understanding who's happy and who's not, you can tailor other app communications accordingly — something we'll cover more in an upcoming article.
The guest experience is paramount in today's competitive landscape, with more things than ever competing for our leisure time. It's essential that you keep your finger on the pulse, tracking guest satisfaction and understanding why guests aren't happy on a daily basis.
With this information at your disposal, you can take the action you need to make improvements, and quickly see the results of your efforts.