The Art of Elevating Guest Experience

Capturing and understanding Guest Experience (GX) is one of my qualitative research specialties. Guest feedback provides direct insights into what customers appreciate and what areas need improvement for a better experience.

Flexing these insights is crucial for brands and companies to continuously improve, elevate their offerings, and create exceptional experiences to exceed guests’ expectations. It’s important to research guests’ experiences, their mindsets and considerations throughout the GX journey – from awareness to post-purchase (and repurchase) stages!

Guest Experience refers to understanding customers’ overall impression and satisfaction from their initial interactions to the final farewell. While a bulk of the experience happens on-property, some important moments occur before and after this visit. This can also pertain to understanding feedback from existing or future offerings, such as concept/prototype form.

It is crucial to understand guest experiences and expectations in industries like hospitality, retail, and entertainment, as they directly influence customer loyalty, brand reputation, and revenue.

• In the hospitality industry, for example, guest experience encompasses everything from the ease of booking a room to the quality of service provided during the stay.

• For retail stores and restaurants, it includes the appeal of the ambiance and atmosphere, the helpfulness of hosts, and the convenience of the checkout process.

• In the entertainment sector, guest experience can be enhanced through seamless ticket purchasing, fun/engaging attractions, a wide variety of merchandise and concessions, and clean, comfortable venues.

The trick lies in tailoring guests’ experiences, making them feel special and valued for taking the time to engage/participate, as well as increasing the frequency of their encounters, in reasonable ways.

A positive guest experience can turn a one-time visitor into a repeat customer and a brand advocate, while a negative experience can lead to lapsed/lost business or damaging reviews.

It’s also important not to lose sight of competitors and their offerings; customers have numerous options, and a single negative experience can drive them to a competitor.

By focusing on GX and digging into the "whys" behind key performance indicators (KPIs), businesses can create memorable and enjoyable interactions that foster long-term relationships and drive success in this competitive market.

Actively listening to guests through qualitative research approaches allows businesses of all sizes to identify specific pain points and preferences to resolve new issues or ongoing challenges. Research can also suggest ways to customize or trim services to better meet or exceed customers’ expectations. Businesses of all sizes can be armed with insights and recommendations from qualitative research to help create a more personalized and satisfying experience for each guest.

Moreover, enhancing guest experiences can lead to higher revenue and profitability. When guests feel valued and have a seamless, enjoyable experience, they are more likely to spend more on additional services and products.

• For example, in the hospitality industry, a guest who has a positive experience at a hotel is more likely to dine at the hotel's restaurant or participate in other paid activities/upgrades.

• In retail sectors, a satisfied customer is more likely to make additional purchases and return for future shopping needs.

Enchanted Research offers a variety of new and traditional qualitative research methods to capture guests' authentic behaviors, reactions, and detailed feedback at every stage, to paint a clear picture of guests' experiences. Observational studies and interviews are highly effective for understanding GX, as we can provide deep, qualitative insights into these experiences that other methods might miss.

• These studies include structured or semi-structured sessions to uncover nuanced, unexpected issues that guests might not articulate in surveys or feedback forms.

• We can also use this information to build out customer profiles or user personas of your targeted markets.

If you set out on a qualitative GX journey, what can you expect to receive from Enchanted Research? Imagine receiving a set of thoughtfully crafted deliverables, presented with compelling, expressive videos and strategic recommendations that tie back to what your customers are experiencing... and what they think could be better!

By investing in guest experience, which includes conducting a program of qualitative research studies, businesses like yours can differentiate from competitors, build a glowing brand reputation, and ultimately drive growth and success.