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New Brunswick Tourism and Parks Product Development Launch

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The Customer is Changing - So Must We. A keynote address delivered 29 April 2009 for New Brunswick Tourism and Parks (Canada) to launch their new product strategy for the province.

The Customer is Changing - So Must We. A keynote address delivered 29 April 2009 for New Brunswick Tourism and Parks (Canada) to launch their new product strategy for the province.

Published in: Travel, Business

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  • 1. The Customer is Changing So Must We! nancy.arsenault@royalroads.ca 29 April 2009 www.royalroads.ca/tourism nancy.arsenault@royalroads.ca 29 April 2009 We are living in unprecedented times The average Canadian Internet user has  seven online accounts; 53% polled said  it was time‐consuming to log in to all  their accounts, manage message traffic  and keep profiles up to date.    nancy.arsenault@royalroads.ca 29 April 2009 1
  • 2. We are Living in Unprecedented Times Formidable challenges or undeniable opportunity? People respond differently; companies respond differently. nancy.arsenault@royalroads.ca 29 April 2009 The sky is falling, the sky is falling! nancy.arsenault@royalroads.ca 29 April 2009 2
  • 3. Don’t worry, it will all be fine soon! nancy.arsenault@royalroads.ca 29 April 2009 Balance nancy.arsenault@royalroads.ca 29 April 2009 3
  • 4. The reality is though … adapt or perish Our biggest limitation is what we have done before, our greatest opportunity is , g pp y what we don’t know. J.C. Scott nancy.arsenault@royalroads.ca 29 April 2009 Some Car Dealers are Struggling, others not! nancy.arsenault@royalroads.ca 29 April 2009 4
  • 5. The Book Publishing Industry is Adapting Pack along a little reading material for your vacation Or, download them all into a portable electronic book – light, portable, adjustable font! nancy.arsenault@royalroads.ca 29 April 2009 Grocery Stores Are Adjusting! nancy.arsenault@royalroads.ca 29 April 2009 5
  • 6. Telecommunications are in the fast lane nancy.arsenault@royalroads.ca 29 April 2009 1954 Are you keeping up with the times? AreFrom: Boardingpass@westjet.com [mailto:Boardingpass@westjet.com] you relevant? Is your business still relevant? To: Nancy Arsenault of it or only some? All Sent: Tuesday, April 22, 2008 8:23 PM How Subject: are you changing to meet tomorrow’s WS FLT/VOL# 798 Toronto customer? DO NOT PRINT YOUR e BP. e-BP 2005 N'imprimez pas votre carte d'embarquement electronique. Are GATE/PORTE asking visitors to ‘buy a paper ticket’ you still 40 ARSENAULT/NANCY, PNR XHF1EB, FLT/VOL WS 798 SEQ#018, 23Apr, when theyDEP Toronto @usePM, ARV/ARR Halifax @ 8:03 iPhone? @ 4:30 PM, want to 5:00 their Blackberry, PM, SEAT/SIEGE 2008 15A nancy.arsenault@royalroads.ca 29 April 2009 6
  • 7. Opportunity and Success is all around us! Burgerville Winning Over Young Customers With healthy, higher priced food Medical Tourism: Emerging Phenomenon in Health Care Industry Many patients are traveling great distances to obtain quality care at lower costs nancy.arsenault@royalroads.ca 29 April 2009 And Opportunity and Success is all around you! AIR MILES ® REWARD PROGRAM INNOVATOR OF THE YEAR AWARD (2005) Olivier Soapery, Ste-Anne-de-Kent, NB PARKS CANADA SUSTAINABLE TOURISM AWARD The Bay of Fundy Tourism Partnership (2006) Formed by Tourism New Brunswick and NS Department of Tourism, Culture and Heritage BUSINESS DEVELOPMENT BANK OF CANADA Aquila Tours q NEW BUSINESS OF THE YEAR AWARD (2006) London-Wul Fibre Arts, Lakeburn, NB 10+Awards and Counting! VIA RAIL CANADA VOLUNTEER OF THE YEAR AWARD (2008 Finalist) Margret & Axel Begner, Opera Bistro, Saint John, NB The People’s Choice Charity Feast, Multiple Food Bank Events nancy.arsenault@royalroads.ca 29 April 2009 7
  • 8. And there is more! Shediac Lobster Fest World Travel & Tourism Council ABA Top 100 Events Town of Bouctouche Finalist in the Destination Category 2008 TIAC Awards for Tourism Excellence Town of Bouctouche: Sustainable Tourism 2008 New Brunswick Tourism Excellence & Innovation Awards Susan Butler, Miramichi Folksong Festival: Minister’s Award for Tourism Excellence Club Wind and Kite Inc.: Excellence & Innovation in Tourism Product Development St. John River Valley Association: Excellence & Innovation in Marketing Town of Bouctouche: Excellence & Innovation in Tourism Partnerships 2008 TIAC Awards for Tourism Excellence Ann & Dennison Tate – Cape Enrage: Volunteer of the Year Le Pays de la Sagouine: Best Cultural Attraction West Jet 2008 up! Magazine Value Award nancy.arsenault@royalroads.ca 29 April 2009 How is your business changing? Are you responding to the times? How has yournancy.arsenault@royalroads.ca customer changed? 29 April 2009 8
  • 9. It’s about If you want to be: Shifting Paradigms! • Ahead of the edge • Leading the competition • Recognized! You can’t be: • Complacent • Doing exactly what others are doing • Thinking like everyone else This winter ice scene was filmed outdoors in August 2005, Victoria BC. nancy.arsenault@royalroads.ca 29 April 2009 Clasp your hands! nancy.arsenault@royalroads.ca 29 April 2009 9
  • 10. The House of Change Context Renewal “Passports required “I will shift my market focus for the US/Canada; and create new value travel & gas prices” propositions” Confusion Denial “The “Th USA marketk “They can’t be serious, will come back” this isn’t good.” Adapted from the Capilano University tourism students in the 2009 Case Competition nancy.arsenault@royalroads.ca 29 April 2009 is changing in ways we “Society have never before experienced!” Institutional Age Digital Age Agrarian “Second Wave” ‘Third Wave’ “First Wave” First Wave Age of y g your Customer? Age of Staff? Volunteers? Board? 19th 21th Century 20th Century Century 1900 1950 2000 2020 nancy.arsenault@royalroads.ca 29 April 2009 Source: NEO Power by Ross Honeywill and Verity Byth (Australia) 10
  • 11. Facebook Use http://blog.nielsen.com/nielsenwire/nielsen-news/social-networking-new-global-footprint/ nancy.arsenault@royalroads.ca 29 April 2009 Family Time in the 21st Century! Recognize this? Wired in a shared social space; pursuing individual and collective interests Hearing Aid ( g g population) (Aging p p ) How are you connecting with your visiting audience? New Social • Is this your Reality: market? 3 computers, • Are you 3 personal Do you have something inviting for these folks? connected to activities, while their realities planning a or asking vacation, Have you f ll assessed all your priority H fully d ll ii them to adjust watching TV to yours? and enjoying audiences? time together Facebook, homework, TV, MSN, On-line game (Multi-task generation) nancy.arsenault@royalroads.ca 29 April 2009 11
  • 12. “ A tourism product is what you buy. A tourism experience is what you remember.” (Canadian Tourism Commission Experience Toolkit (2008) nancy.arsenault@royalroads.ca 29 April 2009 “The customer experience will be the next business tsunami.” Shaw & Ivens (2005) • We are living in a commoditized economy • Products, prices, people, and technology are so ,p ,p p , gy W similar H • To differentiate, we must develop and sell ‘meaningful things’ that travelers will remember, Y along with the activities in special places ? • Embracing ‘experiences’ requires a fundamentally different mindset It is a strategic mindset. organizational shift “The customer experience is the next competitive battleground.” nancy.arsenault@royalroads.ca 29 April 2009 12
  • 13. Grab Some Ice, Close your Eyes and Set Sail nancy.arsenault@royalroads.ca 29 April 2009 The 2007 Royal BC Museum Titanic Exhibit A Resounding Success! • 451,120 visitors, 451 120 visitors 1/3 said this was the reason to visit Victoria • $30M economic impact • Fabulous exhibit but the passenger manifest and the ‘ticket’ … were the ticket, to a terrific guest experience. • I received my boarding pass and entered …I saw, I sampled, I tried on, I touched, then … Discovered my fate on April 15th, 1912. nancy.arsenault@royalroads.ca 29 April 2009 13
  • 14. The Power of Stories Stories are very powerful and are very compelling instruments that enable people to get information across and provide a learning experience experience. Stories make a subject much more exciting and can be used to describe or create an experience. Our Experience Library is a story in itself and each of our o r areas con e s its o n stor to conveys own story create a learning environment for our customer. Wayne Pearson, City Librarian, Cerritos Library, California http://www.ci.cerritos.ca.us/library/library.html nancy.arsenault@royalroads.ca 29 April 2009 What is experiential travel? Travel that engage travelers in a series of memorable events, revealed over time, that are inherently personal, engage the senses, and make a connection on an emotional, physical, physical spiritual or intellectual level level. nancy.arsenault@royalroads.ca 29 April 2009 14
  • 15. Know your customer! What do they value? nancy.arsenault@royalroads.ca 29 April 2009 The Multi Generational Challenge • Matures (1928 – 1945) • Front End Baby Boomers (1946 – 1954) • Tail End Baby Boomers (1955 – 1964) y ( ) • Generation X (1965 – 1979) • Generation Y (1980 – 1990) • “Why” Generation (1991+) Customers, Employers, Employees nancy.arsenault@royalroads.ca 29 April 2009 15
  • 16. You May Not be Your Customer! The Customer The Staff World War II Cohort World War II Cohort (1928 ‐ 1945) (1928 ‐ 1945) Early  Baby  Boomers Early  Baby  Boomers (1946 ‐ 1954) (1946 ‐ 1954) Late Baby Boomers Late Baby Boomers (1955 ‐ 1964) (1955 ‐ 1964) Generation X (1965 ‐ Generation X (1965 ‐ 1979) 1979) Generation Y (1980 ‐ Generation Y (1980 ‐ 1994 1994 0 20 40 60 80 100 120 0 5 10 15 20 25 30 35 40 45 50 Try this at work!! nancy.arsenault@royalroads.ca 29 April 2009 An alternate look at the customer … beyond demographics, market segments … it’s about who is spending on what! NEO’s – The New Economic Order • Read, earn, spend, travel and expect more • Propensity and capacity to spend, dominate the top end of spending • Pay a premium for peak experiences • Social influencers (Word of mouth and mouse) • Self-recognition, imaginative self-definition • Reinventing the world as traditionalists know it This is the high-yield traveler! Source: NEO Power by Ross Honeywill and Verity Byth (Australia) nancy.arsenault@royalroads.ca 29 April 2009 16
  • 17. Neo’s want experiences that align with their values; they are not age specific! • Love experiences • Authenticity • Intelligent • The path less traveled • Personal freedom is important • Want to hear the stories • Make informed choices • Love food with everything • Individuality • Wired, love the internet www.neogroup.net nancy.arsenault@royalroads.ca 29 April 2009 Traditionalists on the other hand • Consumption triggered by a deal (need, transaction, deal) • Lower spending, lower discretionary choice behavior • Technologically and socially conservative • Accept institutions, traditional rules of politics, religion and business • Work hard to make a difference (as opposed to influence) • Surrounded by traditional brands • Defined by their job, enjoy being employed nancy.arsenault@royalroads.ca 29 April 2009 17
  • 18. … from moments to memories … Results! Stage in the End of the Beginning of the visitor experience visitor experience visitor experience • Memorable experiences Share Select Sl t Discover & Di stories, ti Want to Search, • visit, stay Memories Attraction Enjoy photos travel Inquire, longer, spend more, revisit • word of mouth … and Get on the Market, Influence Welcome Relevant Thank, celebrate, , , • word of df radar d promote, t interaction reconnect mouse! Begin the customer Complete the Stage the interaction experience experience Modified from Shaw & Iven’s (2005) Moment Mapping © nancy.arsenault@royalroads.ca 29 April 2009 Marketing is No Longer Just a Function 4 P’s Ps 3 C’s 4 E’s It’s a process of engaging with customers; conversations and community are29 April 2009 essential. nancy.arsenault@royalroads.ca 18
  • 19. The New 3 P’s and 4 C’s The New Twist on the Triple Bottom line: People, Planet and Profits It’s about: Connections, Creative, Collaboration and Context • From products to co-created solutions • From promotions to communications within communities p • From price to customized value • From place to choice and convenience nancy.arsenault@royalroads.ca 29 April 2009 The Envelope Please nancy.arsenault@royalroads.ca 29 April 2009 19
  • 20. Keys for Success! Metepenagiag Heritage Park • Educate • Vision, passion, belief • Calculate • Dare to be different • Motivate • Manage talent • Differentiate • Trust • Celebrate • Care • Evaluate • ACT! C A M Focus on what you do best, partner for the rest nancy.arsenault@royalroads.ca 29 April 2009 Personalization Trends Shorter booking The times customer Niche markets has Paradigms The Experience changed … Economy Workplace Values Tectonic Sustainability Have you? Shifts Internet nancy.arsenault@royalroads.ca 29 April 2009 20
  • 21. Thank you! E-copies of the presentation: nancy.arsenault@royalroads.ca www.hatleypark.ca www.royalroads.ca/tourism Hatley Castle, Victoria BC, Canada, campus of Royal Roads University nancy.arsenault@royalroads.ca 29 April 2009 21