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How to ensure your visitors' centre listens to its customers

Monday August 11, 2014

If you run a visitor centre, tourist attraction, stadium tours or footbal stadium tours then this is a must read. A quick and simple way to increase footfall, increase spending and repeat visitors to your business using a real life example of one of our clients: 

Overview
 A drinks company opened a visitor centre to enhance and develop their competitive advantages by educating potential customers in an experiential environment about thier brand and products.

The Problem
Running a visitor centre is a very different proposition to running a drinks company or pub chain. While the management knew the ingredients for a good pint of beer, their top selling crisps or pub experience, they had no way of knowing what people thought about their new visitor centre. 

Visitor numbers were lower than desired so management wanted to know how they could improve the experience to encourage more visitors and/or repeat visits.

The Solution 
The visitor centre is located in a city centre so by using SurveyMe’s geo-location feature they ‘pinned’ a public survey that could be accessed by anyone with the app in the city centre e.g. while shopping, eating in restaurants and cafes.

Visitors on the tour were also encouraged by the guide to download the SurveyMe app, give feedback and get a reward to enjoy in the food area after the tour. For those without a smart device the tour guide handed them a mini-tablet with the survey pre-loaded at the end of the tour.

The Results and Benefits
Offering a reward meant that virtually everyone stayed to claim their reward (a free soft drink) and bought at least one other drink thereby increasing the visitor centre revenue.

Because the feedback was real-time anything minor that needed improvement (for the next tour on the same day) could be done.

What the feedback showed management was that the tour was received very well once visitors were there. However, people were not likely to visit more than once in a year and so their biggest challenge is finding more people to visit and make recommend it or to put on special events to bring people back to the centre more often.

The ‘public’ survey acted a virtual advertising board for people who were not aware of the visitor centre. Plus being able to offer rewards meant that those people were offered an incentive to return with discounts and special offers they could use locally that otherwise would have been missed.

Tags: Business, Business Advice, Customer Experience, Mobile Survey, survey, Survey App, Tourist Attraction, Visitor Centre,

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