INSIGHTS INTO ACTION
ing truly helpful feedback with a free or discounted pass for the guest to come back and see the changes for them - selves. Think of how many times you’ve comped a pass for a bad customer—in- stead, comp a pass for the customer that will be your next brand hero. Social media engagement. Speaking of seeing it for themselves, engaging with customers who share feedback on social media is another aspect of your mar- keting strategy. Social media platforms offer a direct line of communication between your park and your guests. Respond to feedback—both posi - tive and negative—on platforms like Facebook, Instagram, and X (formerly Twitter). Positive interaction from you can turn casual followers into loyal customers: The person leaving the com - ment will feel valued, and the public, who shops by reviews, will appreciate your transparency and see that your organization values its customers.
spoke, we listened” in your marketing messages can be very effective.
you are already falling behind.
For example, a marketing email to your database with photos of recently in - stalled sunshades could say: “We heard from several guests that there weren’t enough shady areas on the property, which was especially impactful on hot, sunny days. They were right, so we recently installed these new sunshades in key areas, which will provide everyone with a respite from the sun and hopeful - ly make your day here more enjoyable!” By showcasing your responsiveness and commitment to guest satisfaction, you can build trust and loyalty among both existing and potential customers.
CUSTOMER FEEDBACK AND MARKETING
Customer feedback is not just a tool for improving your operations; it’s also a powerful asset in your marketing arsenal. Positive feedback and testimo - nials can be showcased in your market - ing campaigns to build credibility and attract new guests. Whether it’s a glowing review on your website, a testimonial featured in an advertisement, or positive comments shared on social media, real guest expe - riences can be incredibly persuasive. In fact, research shows more than 90 per - cent of consumers say online reviews will affect shopping choices. A side note on positive reviews and use- ful feedback: Closing the loop with the customer via email or responding to the review directly is a great way to validate the guest’s feedback. Consider reward -
ESSENTIAL FOR GROWTH
In the end, your guests are going to provide you with feedback no matter what. Make it easy for them to do so, take it seriously, and act upon it if and when you need to. It’s not just a good practice, it is essential for the success and growth of any operation.
You spoke, we listened. Finally, as men - tioned earlier, including the idea of “you
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