Why a Guest-Facing App Isn't Just a Tool for Your Marketing Department

Guest facing mobile apps are great marketing tools for visitor attractions, but don't overlook the many benefits for other departments too.

Think about the main reason why you might want to invest in a mobile app for your attraction. 

We would wager that "marketing" is one of the first few things that come to mind. Indeed, from our experience, most of the projects we’re approached about originate from the marketing department.

We think that’s great. Guest-facing apps are, indeed, superb marketing tools for attractions. However, it’s all too easy to forget that apps can support more than just the marketing team’s objectives at your attraction. 

Apps Are Great for Marketing, But...

Marketing is where the benefits of creating an app for your guests typically start. From helping you and your team make better business decisions to saving money, apps can do a lot more for your brand, and your bottom line, than you think. 

Ultimately, getting a mobile app for your attraction should be approached as a complete digital transformation strategy, designed to unite disparate processes, systems and departmental goals under an end-to-end solution that delivers a combined value far greater than the sum of its parts.

How can a humble app do this? Because it's the only channel that's able to span the entire guest journey, before, during and post visit, and add value at every touchpoint for both guests and operators. Your guests get a one-stop-shop digital concierge that removes friction and helps them make the most of their day. Your team get a connected digital solution that enables you to understand and influence guest behaviour, while they're on site with you. This can highlight new opportunties to generate revenue and improve operations as well as generating positive brand association.

Let's take a look at some of the other key benefits of guest-facing apps:

  • Apps enable real-time communication with guests while they’re on site with you
  • Apps support social distancing and help guests feel safe
  • Apps remove common friction points and enhance the guest experience
  • Apps help operations teams make data-driven decisions
  • Apps enable attractions to get ahead of consumer trends such as; personalisation, cashless payments and going paperless
  • An app support guest services teams by making next-gen customer service a reality

You can read more about each of these benefits in our blog: The 5 most under-estimated benefits of mobile apps for visitor attractions

Why a Holistic Approach Makes True Digital Transformation Possible

Unlocking the full value an app can offer is not straightforward. More often than not, it's because the scope of the project has been limited to solving a particular need or goal.

In other cases, businesses want digital transformation but don’t really know what it means and can risk slipping into the "trough of disillusionment." 

That can happen when digital transformation initiatives are seen as just one department’s project. When this kind of siloing happens, resources and roll-outs get restricted, and disillusionment sinks in. 

An app can help you avoid this situation when approached as a whole company project. The benefits of having an app for your attraction or theme park don't just end in one area of your organisation's business. Operations, customer service, finance, marketing — every department can benefit from a well-designed guest-facing app.

Where to Get Started

There is no doubt that a well-planned app can help meet key departmental KPIs such as guest satisfaction, revenue generation, operational excellence and more. However, an app is not a magic bullet. Indeed, a poorly planned app can be a complete waste of your time and money. 

Fortunately, we know a thing or two about getting an excellent app project off the ground. To find out more, you can download our guide on how to launch an app here.

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