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Improving the Experience
Audit your Experience. An integral part of improving your visitors’ experience with your product or service is to understand it.
Surveys do nothing to improve anything about your business. What you do with the results might.
To make investing in surveys more useful:
* Treat them as a learning exercise rather than an exam. You are asking your customers to teach you about the quality of your business rather then seeking their praise and approval.
* Take a past, present and future goal-setting perspective (in the past we were like that, right now our performance is this, and for our next survey we want to improve in these areas).
* Link your surveys to decision-making. Use them to test out development ideas you are considering (eg “would you have made use of a spa if we had one in the hotel?").
* Use your surveys as a training and performance guide for staff. They should provide evidence to help guide improvements in service levels, changes in expected behaviour, areas to focus on. And good results also provide a powerful source of motivation.
* Use surveys as a way of independently assessing the quality of your business partners. It is one thing for your business to provide good service, but if the companies that provide complimentary services are letting down the overall experience, then you will suffer.
Finally, as patterns of customer likes and dislikes emerge from your feedback results, it is important to decide which experience improvements you are going to make. You probably can’t do everything, so we suggest that you prioritise according to ease, cost, benefits to customer and benefits to your business. In that order.
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