The power of feedback

The customer journey starts at home, so it is important to keep track of what visitors are saying about their experience, explains new Associate Supplier, software developer and app innovator Convious.

94% of the customer journey starts with research and 36% of people actively look up reviews before they make a visit to a destination. That is not a huge surprise – reviews are important! They have become an integral part of the customer buying journey as they strongly influence our purchasing decisions. We even trust online reviews as if they were a personal recommendation from a family member or friend. Online research is how most tourists find and decide on activities, and reviews provide the critical information driving conversion along with price.

Every attraction or museum should be analysing their feedback regularly, not only to ensure a good reputation, but to gain valuable insights into what their customers are saying about their experience. This information can then be used to make changes to the business where it needs it most.

Reducing manual workloads 

When they opened a second destination in Barcelona, Moco Museum wanted to move from a manual feedback process to an automated one. By using the integrated Convious Sentiment Engine, the museum can now:

• Take advantage of advanced AI to collect feedback, analyse the feedback based on sentiment and turn this information into actionable insights
• Reduce manual workloads by automating their processes
• Get a better overview of their online reviews
• Get detailed insight into feelings around key parts of the customer journey.

Moco Museum can now see exactly what its customers are saying about their visitor experience and use their feedback to devise solutions.

Curate the best visitor experience

Before using an e-reputation management tool, Moco museum needed to scour the internet for hours for customer feedback, cleansing the data into a more organised spreadsheet and keeping an eye out for key trends. By using automated management tools, museums can:

• Easily deploy software and roll it out
• Have insights to customer feedback in all languages, with data-driven AI analysis.

Joep Metz, Omni-channel ticketing and sales marketeer, Moco Museum explains. “Using automation, we can be proactive as opposed to reactive to feedback. We look for key trends in the data and discuss the best ways to improve. We use this approach when looking at our competitors’ ratings. Having these insights lets us see exactly where we stand amongst other museums. It is a great motivation to strive for better.”

Museums can stand out against their competitors by understanding what makes their experience different. The best way to understand that is to start surveying your customers for their feedback.

You can encourage more visitors to leave feedback by:

• Encouraging them to review their experience during their visit
• Create a call-to–action on your website
• Send a post-visit email asking for their feedback on their experience
• Explain how a review helps the business
• Add an easy call-to-action on a visitor newsletter.

Obtaining and analysing feedback gives Moco Museum a wider view of what their visitors really think about their visitor journey and allows them to enhance their customer journey. Using Convious E-reputation management tool gives Moco Museum the ability to track their own and their competitors GEI score (Guest Experience Index). The GEI score is calculated based on the reliability of reviews, recorded sentiment, and the numerical scores – all made up of the totality of all online reviews from various sources.

Click here to find out more about the Moco Museum success story>>