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The Visitor Experience: They're Here. Now What?
- 1. They’re Heeere. Now What? The Value of a Customer Experience Plan
- 4. Social, Social and More Social
- 6. Good work! They chose your place to visit
- 8. What you do next makes all the difference in the world… to your business to your destination
- 10. Why? When people recall experiences, 70-80% of the time they talk about interactions with their fellow human beings
- 11. WORD OF MOUTH 92% of consumers worldwide trust recommendations from family and friends over any other form of advertising or marketing
- 12. WOM + Hospitality = $$$$ $44 million in revenue $495 million – add’l purchases $825 million – churn reduction
- 14. Culture of Customer Service and Engagement is not by accident
- 16. 3 Considerations 1. Does it serve the visitor? 2. Does it serve a sense of place? 3. Is it sustainable?
- 17. #1
- 18. #2
- 19. #3 Educate and empower in the art of engagement and ambassadorship
- 20. #4 Thank them Ask for feedback Invite them back
- 21. #5 Engage with your CVB/DMO
- 22. BUT, I’m too busy BUT, it’s expensive BUT, there’s no excuse
- 23. Read These Books
Editor's Notes
- Over the last decade, there has been a massive change in the way destinations and businesses attract potential visitors.
- Over the last decade, there has been a massive change in the way destinations and businesses attract potential visitors. Print, search, websites and email are main drivers and sources of travel and visitor information.
- YouTube, Facebook, Pinterest, Twitter, Google+ are top information sharing sites.
- Restaurants are the most searched industry by consumers through mobile and browsers95% of Seattle region travelers have smartphones (Stowell).
- You’ve done all the right marketing efforts and the visitors arrive in Olympia/Tumwater/Lacey.
- With the explosion of online and social marketing, budgets and attention have focused on getting visitors to the destination. But a less than good or great experience can undo much of the work you’ve done to get visitors to your destination.
- What are you doing to engage your visitors and customers while they’re on site? Why is it so important?
- “Negativity bias” We receive and process negative information more quickly and thoroughly, and remember and respond to that information more swiftly and consistently, than positive information.
- Word of Mouth Marketing Association statistics. It’s the most powerful form of marketing in the world.
- Word of mouth translates to big time revenue, according to Forrester Research survey of hospitality companies.Forrester North American Technographics Customer Experience Online Survey, Q4, 2011
- Dublin B&B experience – storytelling of an extraordinary customer experience
- The IrishCustomer Experience was not by accident. Develop a culture. It makes or breaks your success
- Plenty of plans:Marketing,Operations,Budget,Facility – now Customer Engagement is most important.Not just in tourism, but in technology, healthcare, manufacturing, etc.
- Three main criteria in a customer experience plan.
- Think like UnderCover BossStop thinking like an accountant and start thinking like a customer engagement specialist – become worthy of guests and visitorsStop and consider your employee turnover rate – American Hotel and Lodging Educational Institute – average turnover is 100% and often as high as 300%Employees are the front line of the guest experience – if there is constant turnover, you can’t create a consistent experienceLook at how your property and your employees – do you make guests feel welcome and wantedDo you have a welcome, come on in sign? Or Open -Shut? Do you list your store hours? Why not?Listen to your guests and your employees - are there pain points you can solve, something extra to create a memorable experienceAre you getting complaints from guests about the towels, or are they asking for directions, or “best restaurants”Are your employees telling you that they have – or don’t have – what they need to create a great guest experience
- You and your fellow tourism businesses are in this TOGETHER.Get to know your neighbors and your town.What’s in walking distance of your business?When a guest asks “what is there to do here?” be prepared to answerVisit restaurants, museums, shops, bars and make a list of recommendations –Do a quarterly meetup with other businesses and take turns getting to know what they offer – share ideas
- Do you ever watch Undercover Boss? You and your employees are the face of the destination. What impression are you making with each and every guest?
- Seems like a no-brainer, right? Very common FAIL.Invite them back with an offer or a suggested time of year for weather or events.Customer experience is never a one time thing – it’s a constant cycle of implementation and reviewAsk for feedback in the form of a survey, post on TripAdvisor.Ask questions that matter to the experience – did our employees answer your questions, respond quickly to requests, etc. Not – was your room clean?
- Ask for their help and participation in creating a customer experience. Help them too – let them know about special offers, share photos, etc. Working with your CVB is a two-way street. Share your successes and failures, bring ideas and suggestions.
- Recession. Budget. I already do a lot.It doesn’t take a lot of money or time.You’ll have plenty of time on your hands if you don’t make the customer experience the core of your business.