A survey by customer experience experts Sidona Group has revealed that 59% of consumers do not think the UK will be ready to deliver a world class visitor experience in the lead up to, and during, the 2012 games. Furthermore, the survey showed that London has been beaten by the South West (SW) when it comes to delivering exceptional visitor experiences (London just 20%,…
A survey by customer experience experts Sidona Group has revealed that 59% of consumers do not think the UK will be ready to deliver a world class visitor experience in the lead up to, and during, the 2012 games. Furthermore, the survey showed that London has been beaten by the South West (SW) when it comes to delivering exceptional visitor experiences (London just 20%, the SW 57%).
Sidona’s poll, which was carried out as part of National Customer Service Week (3-9 October), focused on the perception of customer experience amongst visitors to the SW, specifically testing out how hotels, restaurants and attractions stacked up against expectations today, in order to assess how we might fare in summer 2012. The news is not good and a clear need for enhanced staff training has also been identified by the survey.
“We are obviously not quite there yet when it comes to making sure front line leisure and tourism businesses deliver the sort of experience our visitors expect,” comments Anne Blackburn, customer experience director Sidona Group. “With Visit Britain estimating that tourism outside London is set to benefit by £0.62 billion as a result of the Olympics, it is critical that we get the experience right if we are to benefit long term.
“Our survey shows that getting products and processes right is just a small part of the picture. With over 50% of an experience coming from the emotions staff evoke when interacting with visitors, and this could be negative – frustrated, neglected, disappointed – or positive – valued, cared for, pleased – it is vital the experience generates the positive emotions that leave lasting memories visitors will treasure and, most importantly, share.”
How are hospitality businesses doing?
Consumers were surveyed on their perceptions of the visitor experience delivered by restaurants, hotels and attractions with answers ranging from ‘not acceptable’ to ‘outstanding’. A proportion of those surveyed thought they received an ‘outstanding’ customer experience: 2% for hotels; 5% for restaurants and 10% for attractions. Furthermore, over 50% of respondents felt all three groups delivered ‘very good’ customer experiences (restaurants 51%, hotels 43%, and attractions 50%).
However a significant proportion of consumers felt their customer experience was just ‘acceptable’ (39% in restaurants, 27% in hotels and 31% in attractions) and this puts businesses in the ‘danger zone’ when it comes to delivering a ‘world class experience’.
“Being ‘acceptable’ is simply ‘not acceptable’ if leisure and tourism businesses are going to present their best face during the Olympics,” continues Anne. “Consumers expect much more from the places they visit, and we have a ‘once in a lifetime’ opportunity to capture tourism hearts and minds, whether foreign or domestic visitors, in summer 2012.
“Hospitality businesses have to focus on delivering exceptional experiences, and those who do will see real returns. Research from InfoQuest (conducted in 2010) shows that a customer who has had a great experience will result in 2.6 times more revenue than one who is ‘satisfied’ and an astonishing 17 times more revenue than one who is ‘somewhat dissatisfied’.”
Skills Gap
Sidona also polled consumers on the areas hospitality businesses need to improve upon in order to deliver better customer experiences.
The overwhelming response was to enhance customer management skills, with 57% of responses based on various aspects of customer interactions with staff. Staff skills far outstrip other areas such as streamlining process (like queue management) or upgrading product (21% and 16% respectively).
“To make the leap from good to excellent, all staff must be shown how to make better emotional connections with customers and to understand why this is important,” finishes Anne Blackburn. “This is advanced training, which understands that frontline staff, who are often low paid and temporary, are a vital piece of the picture and often the only interaction between a visitor and a brand.
“Leisure businesses must focus more on the delivery of visitor experience and managing visitor expectations if they are going to win the war for customers. Our survey shows just how important a great experience is, it brings in more revenue, it turns guests into ambassadors and it focuses on long term success. Up-skilling staff is one part of the picture, but it is just a part.
“Businesses must start to question how and what they are delivering to their customers and if they are going to benefit from summer 2012 they need to do so now.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
