Survey of customer satisfaction in the Polish tourism industry
Is the customer satisfied with visiting your attraction? What did he like and what elements did he pay attention to? The answers to these questions play an extremely important role in the functioning of the company, especially in the tourism industry. Based on them, you can not only improve the operation of the object and its staff, but also clarify the target groups and their interests. Learn how to conduct a customer satisfaction survey in tourism.
Tourism in Poland. Is it worth measuring customer satisfaction?
The main purpose of the operation of a tourist attraction is to provide visitors with positive emotions, so measuring customer satisfaction must be a mandatory item on the list of owners of objects. If you think that this is unnecessary tasks and will not bring real profit for your company - we have 4 arguments for you:
- Acquiring a new customer is in 5-25 times more expensive than maintaining the current one.
- Increase customer retention by as little as 5% increase profits by 25%.
- Dissatisfied customers 3 times more likely to share a negative experience online and offline.
- More than 50% of people change a brand because of a bad experience with it.
The numbers don't lie! To ensure a higher level of customer satisfaction, you don't have to guess and assume — ask them for their opinion and get their suggestions.
When developing the Droplabs system, we create a large part of the functionality based on customer suggestions, and after their implementation we collect feedback in order to best refine the tool to the needs of users.
Methods of studying customer satisfaction in a tourist attraction
As we have already established above, the customer satisfaction survey in the attraction should be carried out regularly. However, it must not be forgotten that it is to be carried out inexorably, so as not to obtain the opposite effect to the assumed one. So how to study customer satisfaction in tourism? Below are some examples of methods that may work for your facility.
Internet monitoring — mentions of your attraction on the web and social media
We decided to start with a method that does not require direct involvement of your customers — this is network monitoring. In our time, people are happy to share their impressions, opinions and suggestions on the network, especially on social media. According to research, 91% of 18-34 year olds trust online reviews to the same level as personal recommendations.
Apart from the mentions on social media, it is definitely worth following the comments of customers on portals such as TripAdvisor, where their experiences are largely shared by tourists, not locals. Placing a review within an international service increases trust in it.
Manual network monitoring is a time-consuming occupation, and it can even be said that it is not human-capable. In this situation, new technologies in tourism come to the rescue, which are used to automate many processes related to customer service, sales and marketing. At this point, it is definitely worth mentioning Brand24, a Polish tool for comprehensive network monitoring in terms of public mentions of the brand. Tools of this type collect and analyze the results to give you the most comprehensive picture of the situation and mood of users about your business.
Also read: How to get customer recommendations and feedback?
Newsletters — sending a customer satisfaction survey by email
Sending tourism-related surveys, including customer satisfaction surveys by email, allows you to personalize the analysis and gives you more control over the survey than in other cases. Surveys can serve as a powerful remarketing tool. After visiting a client at a tourist attraction, talk to him, find out what impressions accompanied him, find out his suggestions. These types of interactions not only serve as proof of your commitment in the eyes of a new or regular customer, but also a source of important information for you as an attraction owner. Analyze visitor responses and grow with them!
Study of the level of customer satisfaction from the level of the website
A tourist attraction website has several important functions, such as:
- business card of the object,
- place for information about the offer, news and discounts,
- intermediary of the sales process,
- marketing tool,
- customer service.
Full control over the form and content of the website allows flexibility in the actions listed above. This also applies to the customer satisfaction survey. Within the framework of the site, studies can be carried out in many ways, and they do not have to be only about the experience of the visit to the facility, as well as the functioning of the elements available online. How to conduct a survey of the level of satisfaction on a website?
- A push or pop-up message, which is a pop-up window inviting you to participate in a survey.
- Question about the general impression of the site or service — depending on the answer chosen, different content may be displayed.
- Was this material useful? Questions like this work well on a blog or in a knowledge base. With them, you can adjust the style and scope of the content published on the site on an ongoing basis.
Customer satisfaction survey directly at the facility
A more traditional version of the customer satisfaction survey is a survey available in paper form or displayed electronically directly at the tourist attraction. For example, a survey is sent by the hotel staff to the customer with a request to fill in at the time of the transaction summary and the printing of the ticket. You can also prepare survey posts throughout the resort so that visitors can approach and share their impressions and insights at any time.
How to prepare an effective survey that will not scare the client?
Remember that for research of any kind, scale is important. The more responses you are able to get from your customers, the better they will mirror the situation at the tourist attraction. How to create a good survey?
- Respect the time of customers and remember that according to research, people abandon completing surveys that last more than 5 minutes. That is why it is worth choosing the most important issues and limit yourself to 10-20 questions that interest you the most.
- Ask questions to target groups — in the case of mass customer satisfaction survey activities, there is no need to collect data from everyone filling out the survey, but basic information is nevertheless necessary, such as age, place of residence (postal code), whether it is a regular customer. For attractions whose target group is families with children or children themselves, it is also worth adding a question about whether the filler visits/visits the facility with children and what age they are.