A seamless guest experience gives the consumer a reason to come back over and over. The opportunity to increase your transactions and increase your market share is right in front of you. Seize it with the mindset as described by Vivian (played by Julia Roberts in the movie Pretty Woman), “Baby, I am gonna treat you so nice, you're never gonna wanna let me go.” The five proven steps to guest experience enhancement are:
Step 1: Define Your Guest Experience Vision
Analyze your current guest experience vision to use as a benchmark.
Step 2: Observe Your Guests
Examine your brand’s guest experience vision by observing guests to see where the brand stands on each element.
Step 3: Guest Feedback
What are the experience elements
What are the decision points
Revisit decision (what were the main drivers of the revisit decision)
What are the break points – where are they most vulnerable
Step 4: Competitive Observation
Spend time in each competitor’s store to understand and identify the guest experience from a customer’s perspective.
Step 5: Guest Experience Enhancement
Develop your brand’s strategy to measure and manage each of the guest experience elements. The guest experience enhancement will connect you with your customers and help you be the best-in class for guest experience in your category.
Partner with nations leading research suppliers to provide you access to state of the art research methodologies.
Partner with nations leading research suppliers to provide you access to state of the art research methodologies.
While marketing may over-promise and set their vision of the guest experience too high for operations to keep up with, operations may not have the needed time, materials, or training to fulfill on these promises. Marperations is a unified measure of success for both Marketing and Operations teams using practical applications of the guest experience enhancement research.
