| Principles
of exceptional visitor services In
these days of fast-changing technology and consumer gadgetry,
it is easy
to forget the fundamentals of marketing and visitor
services. Lynn Scrivener gives her 10 basic principles regarding
best practice that don’t change over time:
1.
Service, service, service. This is the most important factor
in any visit
to any visitor attraction, hotel or destination. In
fact it applies to any area of service industry. In tourism market
research, the most frequently quoted influence on visitor decision
is that of feedback from friends and relatives. Good service will
affect a visit much more effectively than any aspect of actual
product. Do not pursue “form over substance.” Train,
motivate and communicate with all your staff – reception
staff, cleaning staff, security, shop, volunteers – they
are all visitor facing and they all should be able to answer questions,
greet visitors - they can all make or break a visit, and your future
reputation.
2.
Seeing your venue with visitors’ eyes
When was the last time you did an actual tour of your business
and viewed it through the eyes of your visitors and clients?
For example, regularly check signage (update/tidy/renew), clutter
at entrance (delivery boxes that people forget are there), litter,
uniforms and general presentation of your staff, out of hours
telephone answer message – is it up to date?
And
when was the last time you did a virtual tour on your website?
By 2008,
almost 60% of all households in US, W Europe and developed
Asian countries will have PCs and more than half will be broadband
internet connected. Accuracy and efficient presentation on the
website reflects well on your business so regularly check that
the details on your site are up to date, for example dates of ‘latest’ press
releases, staff details, opening times, prices.
3. Check your imagery. The visual identity of your business, for
example logo, type styles, etc, must be presented consistently
by everyone involved. If you don’t have guidelines, then
prepare them, even if they consist only of simple rules that apply
to your logotype and the colours you use. And tourism is a ‘people
business’ so use images of people in your presentation and
promotional materials and ensure that the photography you use reflects
the type of people you attract now, and those you want to attract
in the future.
4.
Marketing communications - sell the benefits. Remember to communicate
the
benefits not just the features of your attraction or venue
in your presentation and promotional materials. In other words
don’t simply describe what you actually have but also explain
what that will actually do for the visitor.
5.
Use FREE or low cost methods of promotion. You don’t
always have to consider the cost of promoting your business and
whether you can afford it. Here are a few examples of free or low
cost methods: regularly issue press listings and photo-sheets about
your attraction or venue; arrange free listings on tourism websites;
issue information sheets and photo-sheets to guidebook publishers;
agree reciprocal leaflet swops with other similar venues; offer
competition prizes to newspapers, radio or tourism websites; arrange
familiarisation visits – for example,local TIC staff, local
authority contacts, business contacts, key journalists, Blue Badge
guides, tour bus company or river boat staff, taxi drivers, local
retailers, local hotel staff.
6. Obtain visitor or client/guest feedback
Take maximum opportunity for visitor feedback. Not only is it
a very low cost way of obtaining immediate market research but
it also demonstrates how much you care about delivery of service
standards. Here are a few low cost methods: comments cards; a
visitor book; personal telephone follow up after an event or
function; web-based feedback.
7.
Know your visitor profile. Before you plan and execute any
communication programme, improve its effectiveness by clearly identifying
who you are communicating to and what they are like. For example,
what are the ages of your visitors/guests, do they come in pairs,
on their own or in a group, where do they come from, what languages
might they speak, how frequently do they visit, how did they hear
about you? You could undertake a simple visitor questionnaire yourself
or consider an external researcher for the task.
8.
Know your target markets. Once you know more about the profile
of your
current visitors or clients, you can better decide who
you want to attract in future – more of the same or a different
type of target? For example, you might segment your market by:
demographics - families, couples, singles and in various age brackets;
frequency of visit; travelling distance and place of residence;
special interests
9. Consider repeat visitors/guests. Take every opportunity to
persuade you clients or guests to come again, and again. Examples
might include: annual/season tickets; membership schemes; postal
or e-mailing lists; Christmas cards; repeat visit/return special
offers.
10.
Gain independent endorsement. There is no better way to demonstrate
your high standards of service delivery and customer satisfaction
than by external endorsement. You might add client testimonials
to your website and promotional materials or join the VAQAS independent
audit scheme.
Lynn
Scrivener is a Marketing and Business Development Consultant
of many years' experience, specialising in the area of leisure
and tourism.
To contact Lynn at LSM call 020 8579 5381 or email: lynscriv@btclick.com
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