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Do you know what your customers really want?
Do you know what your customers really want? How often do we really listen?
So you're thinking, that's easy we know what they want through our exit surveys. Hold on though. Research shows that only 4% of your customers bother to tell you what aggravates them. And while exit surveys are invaluable it's not the only method of 'listening' to your customers.
Here are 5 tips that might help you 'listen' to your customers better.
- Set up a system that looks for 'hidden dissastisfiers'. What are these? They're those little things that are annoying to your customers that they don't complain about. Something that aggravates them. How do you get to know what they are? Watch how your customers use the space in your attraction. Talk to them. You'll be surprised what they'll tell you if you seem interested in what they have to say.
- When changing out an exhibit, do you always consult a group of customers before complete design and installation to see what their reaction is? You may think it's the greatest thing since sliced bread. Did your customers feel that way too? Be honest now! More than likely, they'll have suggestions that you hadn't thought of.
- Ask your front line staff the number one reason they feel customers don't come in after approaching them. Front line staff usually overhear comments the customer makes, the family conversations about 'should we go in or not'. Since they are the initial 'window' to your business they are usually the first 'in the know' about your customers. When was the last time you asked for their input?
- Exit surveys are great but do you act on them? Many attractions do exit surveys that end up being filed in a draw. Don't let that happen. Make sure you use the information and then tell your customers that you acted on their request.
- For those of you who have a residential 'day tripper' market as opposed to just tourists, have you thought about a customer advisory board? This can be an invaluable source of information. Just make sure you use your target market.
Got any questions on listening strategies? Email your questions and we promise to get back to you.