Are You Listening? Using Tech to Elevate Guest Feedback in Attractions

Overview:

In this episode of Live with Sondra, Gatemaster CEO Sondra Shannon and Jamie Flaherty, VP of Business Development & Marketing at NetServ Applications, explore the impact of technology on guest experience in attractions. Their session, titled Are You Listening? Using Tech to Elevate Guest Feedback in Attractions, offers insights into using tools like sentiment analysis and facial recognition to enhance guest satisfaction and streamline operations.

5 Insights from This Live:

• Harnessing the Power of Guest Feedback
  Jamie emphasized the value of monitoring feedback across channels to capture guest sentiment, noting that feedback is a universal resource that isn’t limited to just the attractions industry.
• The Role of Sentiment Analysis
  Jamie highlighted the transformative potential of sentiment analysis in understanding the emotional tone behind reviews. This insight allows businesses to prioritize improvements that will make a tangible impact on the guest experience.
• Planning is Key for Feedback Management
  By advocating for a structured approach, Jamie encouraged attractions to create a dedicated plan and assign resources to manage guest feedback, ensuring that issues are proactively addressed before they escalate.
• Real-Time Feedback Loops
  Real-time feedback enables attractions to respond to guest concerns promptly, helping to elevate the guest experience and avoid negative online reviews.
• Mentorship and Networking in Attractions
  Jamie and Sondra shared how networking and mentorship in the attractions industry foster collaboration and innovation, emphasizing how industry events play a critical role in building these connections.

5 Notable Quotes from This Live:

• “The best way to take advantage of the IAAPA show floor is to go meet people. The Hall of Famers there are just as willing to shake your hand and have a conversation as anyone else.”
  Jamie’s reflection on the openness of the attractions community highlights the unique culture of the industry.
• “Sentiment analysis helps us see that not all one-star ratings are actually one-star experiences… it’s about understanding what people are truly saying and how they got to the rating.”
  Jamie underscored the importance of nuanced data analysis, helping attractions distinguish between minor issues and larger operational challenges.
• “If I go to an attraction once, great, I had a blast. Would I do it again? That’s the big question.”
  Jamie’s passion for personalization highlights its role in encouraging repeat visits and building memorable guest experiences.
• “The things that aren’t tracked, they stay hidden until they explode.”
  Jamie cautioned attraction operators about the risks of ignoring feedback, emphasizing the need for consistent monitoring to prevent small issues from escalating.
• “When was the last time you bought something over a couple hundred dollars on Amazon and didn’t click on the reviews?”
  Jamie’s relatable example drove home the importance of reviews in decision-making, encouraging attractions to treat feedback as a crucial element of guest engagement.
  

Jamie’s Technology Preferences and Vision for the Industry:

Jamie advocates for embracing diverse technologies tailored to attractions’ unique needs. He explains how innovations like virtual queuing, facial recognition, and personalized interactive experiences not only streamline operations but also add excitement for guests. Mobile apps are evolving to provide guests with interactive maps, food ordering, and even augmented reality experiences that elevate guest engagement and satisfaction.

Sondra’s Perspective on Mentorship and Growth:

Sondra reflects on her own journey with mentors, recognizing their role in celebrating successes and providing invaluable guidance during challenging times. She notes the power of reciprocal learning, where both mentors and mentees benefit from each other’s perspectives. In her words, mentorship helps expand what we believe is possible, inspiring industry professionals to embrace growth and aim higher.

Enhancing Guest Experience through Technology:

This live discussion emphasized the importance of adopting guest-centric technology that meets guests’ evolving expectations. Jamie and Sondra explored how attractions can surprise and delight visitors with seamless tech integration, from wait time displays to mobile food ordering. By listening to guest feedback, attractions can shape memorable experiences that guests are excited to share.

Creating a Culture Focused on Lasting Memories:

Jamie shared insights on fostering a guest-centric culture, where understanding and responding to guest feedback is a priority. This culture not only enhances the guest experience but also builds brand loyalty. “Centralizing data for quick analysis,” Jamie explains, “enables attraction operators to make real-time improvements based on actual guest feedback, enhancing the entire visit.”

Connecting with Sondra and Jamie:

To keep the conversation going and dive deeper into how technology can elevate guest feedback, connect with Sondra and Jamie on LinkedIn!