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Touchpoints para mejorar la experiencia del viajero
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Transcript of Touchpoints para mejorar la experiencia del viajero
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Touch Points to improve the Tourism Experience
Max A.E. Rossberg, Deputy Chairman
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Expectations versus Reality
ECOtourist expect something different than a mass tourist. But what does he/she expect? How do we know if we met their expectation?
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The leading wilderness protection organisation in Europe.The leading wilderness protection organisation in Europe.
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Customer satisfactionCustomer satisfaction =
what customer expects to get – what customer perceives he/she got.
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Customer sacrificeCustomer sacrifice =
what customer wants precisely– what customer settles for
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Customer Service Gaps
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Touchpoints
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Measuring customer satisfactionTouch point: moment of interaction between guest & service/productEvidence: proof of interaction between guest and serviceGuest Journey: chronological sequence of touch points
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Examples of Touchpoints
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Collecting InformationTraditional Techniques included:•Questionnaire•Interview•Customer feedback at reception
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Collecting InformationNew Techniques included:•Mobile•Real time during experience•Multimedia•Honest without bias•Tourist is direct source
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mySERVICEFELLOW
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Datacapturing
Guest captures experience with an APP (iPhone or Android) in real time with smilies, info, voice and Photo•Mobile•Real time during experience•Multimedia•Honest without bias•Tourist is direct source
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Datacapturing
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Analysis
• Follow Guest journeys geographically on a map• Identify cluster of positive or negative
experiences• Follow an individual experience• Identify critical touchpoints• Analyse and derive potential for touchpoint
improvement
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Analysis
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Analysis
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Example Rhön: 22 touchpoints in 3 hours
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An individuals experience
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Negative touchpointsWe thought the Guide was in English? The sheep dogs are kept in wire
kennels!
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The European Wilderness Society works to identify, designates, manages and promotes Europe’s wilderness, the continent’s most undisturbed areas of nature
www.wilderness-society.org