touchpoints para mejorar la experiencia del viajero
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Ponencia de D. Max Rossberg, director de Die Medienwerkstatt (Austria), especialista en turismo sostenible en áreas protegidas, sobre "Touchpoints para mejorar la experiencia del viajero" en el 5.º Congreso Internacional de Turismo Rural de Navarra :: http://www.congresoturismorural.esTRANSCRIPT
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!
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