touchpoints para mejorar la experiencia del viajero

Touch Points to improve the Tourism Experience

Max A.E. Rossberg, Deputy Chairman

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.

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

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