View of the visitors
“What did you think of your visit? We would love to hear your feedback!”
Very recognizable for anyone who has ever stayed in a hotel, visited a theater or been to a museum. Many companies and institutions now know how important having (good) online scores and reviews is in marketing and attracting visitors. However, questioning visitors is not only important for a high (online) rating, but also for improving the content, experience, hospitality and internal organization.
What does it mean, how do you apply it and what good examples are there for questioning visitors?
Completing a questionnaire or writing a review takes quite some time for the visitor and often contains valuable information. In fact, all these completed surveys or reviews constitute free data! Precisely for that reason, it is important to properly organize the collection of this data and process it structurally in business operations. By using this data:
- you deepen your knowledge about visitors, for example which type of visitor comes and fits in with the content;
- a kind of logbook is created of points for improvement, for example with regard to hospitality or maintenance;
- you gain insight into trends over longer periods, such as the development of your total score or visitors' wishes.
Research in reviews
To get started, you can analyze data from existing review sites, such as Google, Tripadvisor and Facebook. It is easy to see what the scores are and to select based on them, for example the 1 or 2 star ratings. It often also states when the visitor visited and in what company. By structurally extracting data from this, you can identify and address issues in a timely manner. For example, the reviews of an art cinema state: "Visit the art cinema regularly. What has struck me in recent months is that the employees/volunteers are more concerned with themselves, their colleagues or their PC." If this is the case for a longer period of time, this can be taken up with the front office manager. This can also provide insight into content: "Uninteresting content. No common thread. Only one very beautiful work.", according to one of the reviews of a museum.
Interesting interviews
When analyzing surveys and reviews from existing visitors, this naturally concerns reviews from visitors who have already visited. However, if there is a desire to connect other target groups to the theater, museum or amusement park, it is necessary to ask questions specifically to that target group. For example, a study at Museum the Oranjehotel focused on young people from Germany, asking why they visited the museum, what they thought of it and what could be improved. This provided very special and interesting insights, for example that the authentic stories appeal to them most.
Questionnaire or questions in person
If you want to collect new data based on your own questions, there are all kinds of ways in which you can ask these questions. The easiest way is a digital questionnaire that visitors can complete by receiving a link afterwards or via a QR code. A digital questionnaire in particular is not only very flexible (you can set routes based on the answers given), but also all data is immediately received digitally, easy to analyze. A paper questionnaire is of course also possible. The big advantage of this is that visitors complete this a little faster if the hostess asks for it and the visitor has time after the visit. It also feels more anonymous. The disadvantage, of course, is having to copy the data into the database.
A digital or paper questionnaire is useful for collecting a lot of data to which an unambiguous answer is possible. Sometimes it is desirable to obtain more background information, for which the use of interviews works well. For example, during the new 24H Hanze event in the Hanze year, conversations were held on the street with visitors to delve deeper into what they liked and did not like about the event.
Implemanting information
It is an open door, but it is crucial that the data that is collected is actually used. Sounds logical, but does not always happen. To ensure that you make optimal use of the data, it is good to build this up. First of all, the data collection, for example by starting with the data from existing reviews and then deploying a digital questionnaire. The questionnaire can also be distributed step by step, by including it in the email that visitors receive afterwards, then by distributing it on location with a QR code and perhaps later by actively distributing it via the hostess/volunteers.
In addition to data collection, application in business operations really adds value. For example, you can analyze the data monthly and then identify the strengths and areas for improvement and discuss them with the different teams. For example, a zoo could start working on routes and signage: "By chance we suddenly saw a sign for an indoor enclosure for giraffes. Unclear routes." And a wellness complex could look at how reception can be automated: "Upon arrival, there was a long line at the entrance. It's fine to wait a while, but after almost an hour of standing in the cold, your patience will be tested. " It is also important to include positive feedback, because this motivates the team to continue to do well and strengthens its distinctive character: "Very nice arrangement for a children's party!". If periodic analysis and feedback of the data is well planned, you could work towards more frequent data analysis and adjustment. The really large chains of attractions, wellness or accommodation accommodations make adjustments on a daily basis!
Worthless or worthy
Visitors are increasingly giving their opinions, whether solicited or unsolicited. Not every feedback is equally valuable. There are always visitors who need to vent their frustration or try to get compensation or a discount afterwards. Moreover, it is good to also take into account the visitor's background, because the Dutch, for example, hardly will give you a 9 or a 10, so an average of an 8 is already very high! And don't forget: the feedback from the target group is more important than someone who doesn't actually fit in with the leisure facility at all. So it is always good to consider which feedback you value and spend time on most.
Also interested in better collecting and applying guest feedback? Contact Leisure Link!