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Touch Points to improve the
Tourism Experience

Max A.E. Rossberg, Deputy Chairman
Archipelago NP © ANP Archives

Expectations versus Reality
ECOtourist expect something different than a
mass tourist. But ...
Archipelago NP © ANP Archives

Customer satisfaction
Customer satisfaction =
what customer expects to get – what customer ...
Archipelago NP © ANP Archives

Customer sacrifice
Customer sacrifice =
what customer wants precisely– what customer settle...
Customer
Service Gaps
Archipelago NP © ANP Archives
Touchpoints
Archipelago NP © ANP Archives

Measuring customer satisfaction
Touch point:
moment of interaction between guest & service/...
Examples of Touchpoints
Archipelago NP © ANP Archives
Archipelago NP © ANP Archives

Collecting Information
Traditional Techniques included:
•Questionnaire
•Interview
•Customer...
Archipelago NP © ANP Archives

Collecting Information
New Techniques included:
•Mobile
•Real time during experience
•Multi...
mySERVICEFELLOW
Archipelago NP © ANP Archives
Archipelago NP © ANP Archives

Datacapturing
Guest captures experience with an APP (iPhone
or Android) in real time with s...
Datacapturing
Archipelago NP © ANP Archives
Archipelago NP © ANP Archives

Analysis
• Follow Guest journeys geographically on a map
• Identify
cluster
of
positive
or
...
Analysis
Archipelago NP © ANP Archives
Analysis
Archipelago NP © ANP Archives
Archipelago NP © ANP Archives

Example Rhön: 22 touchpoints in 3
hours
An individuals experience
Archipelago NP © ANP Archives
Archipelago NP © ANP Archives

Negative touchpoints
We thought the Guide was in English?

The sheep dogs are kept in wire
...
Archipelago NP © ANP Archives
The European Wilderness Society
works to identify, designates, manages
and promotes Europe’s wilderness, the
continent’s m...
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Touchpoints para mejorar la experiencia del viajero

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Ponencia de D. Max Rossberg, director de Die Medienwerkstatt (Austria), especialista en turismo sostenible en áreas protegidas, sobre "Touchpoints para mejorar la experiencia del viajero" en el 5.º Congreso Internacional de Turismo Rural de Navarra :: http://www.congresoturismorural.es

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Touchpoints para mejorar la experiencia del viajero

  1. 1. Touch Points to improve the Tourism Experience Max A.E. Rossberg, Deputy Chairman
  2. 2. Archipelago NP © ANP Archives Expectations versus Reality ECOtourist expect something different than a mass tourist. But what does he/she expect? How do we know if we met their expectation? The leading wilderness protection organisation in Europe. The leading wilderness protection organisation in Europe.
  3. 3. Archipelago NP © ANP Archives Customer satisfaction Customer satisfaction = what customer expects to get – what customer perceives he/she got.
  4. 4. Archipelago NP © ANP Archives Customer sacrifice Customer sacrifice = what customer wants precisely– what customer settles for
  5. 5. Customer Service Gaps Archipelago NP © ANP Archives
  6. 6. Touchpoints
  7. 7. Archipelago NP © ANP Archives Measuring customer satisfaction Touch point: moment of interaction between guest & service/product Evidence: proof of interaction between guest and service Guest Journey: chronological sequence of touch points
  8. 8. Examples of Touchpoints Archipelago NP © ANP Archives
  9. 9. Archipelago NP © ANP Archives Collecting Information Traditional Techniques included: •Questionnaire •Interview •Customer feedback at reception
  10. 10. Archipelago NP © ANP Archives Collecting Information New Techniques included: •Mobile •Real time during experience •Multimedia •Honest without bias •Tourist is direct source
  11. 11. mySERVICEFELLOW Archipelago NP © ANP Archives
  12. 12. Archipelago NP © ANP Archives Datacapturing Guest captures experience with an APP (iPhone or Android) in real time with smilies, info, voice and Photo •Mobile •Real time during experience •Multimedia •Honest without bias •Tourist is direct source
  13. 13. Datacapturing Archipelago NP © ANP Archives
  14. 14. Archipelago NP © ANP Archives Analysis • Follow Guest journeys geographically on a map • Identify cluster of positive or negative experiences • Follow an individual experience • Identify critical touchpoints • Analyse and derive potential for touchpoint improvement
  15. 15. Analysis Archipelago NP © ANP Archives
  16. 16. Analysis Archipelago NP © ANP Archives
  17. 17. Archipelago NP © ANP Archives Example Rhön: 22 touchpoints in 3 hours
  18. 18. An individuals experience Archipelago NP © ANP Archives
  19. 19. Archipelago NP © ANP Archives Negative touchpoints We thought the Guide was in English? The sheep dogs are kept in wire kennels!
  20. 20. Archipelago NP © ANP Archives
  21. 21. The European Wilderness Society works to identify, designates, manages and promotes Europe’s wilderness, the continent’s most undisturbed areas of nature www.wilderness-society.org

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