Alton Towers Resort, operated by Merlin Entertainments, is a theme park, water park, and hotel complex. The theme park operates major attractions and roller coaster rides, with an adjoining water park and themed hotels. Their goal is to create unique, memorable and rewarding experiences for millions of visitors.
Understanding customers through research
Using SmartSurvey software, the Alton Towers team administer a range of surveys across the theme park, predominantly for research purposes, to gather customer insight. The data gathered enables them to:
- Fuel future decision-making
- Benchmark performance
- Provide responsive customer service
“Often as a group, we set up project teams for larger assignments such as our annual Scarefest and the launch of new attractions. One of the main objectives during seasonal events is gathering instant feedback from customers to understand what aspects they enjoyed or would like to see improved.”
Head of Product Excellence, Alton Towers
The challenges they faced
The project teams constantly need to obtain data and information from visitors about their experience, which can be done through multiple channels including:
- Direct customer feedback at events
- Surveys sent following a visit to their attractions or resorts
- Face-to-face research using tablets on site
Visitors that stay at resorts receive automated follow-up emails directly, using the resort’s CRM system. The email contains a survey link, allowing the team to gather feedback specifically about the resort visited.
Gathering data directly from customers gives visitors the opportunity to provide first-hand feedback. From the replies, the team develops insight into what worked well and what needs improving.
Guests at the hotels are regularly surveyed to gain feedback. The team uses the guest contact list to follow up automatically with Customer Satisfaction Surveys, to ensure they are meeting the standards required for their attractions.
Benefits of customisable surveys
The project teams analyse all the data gathered, and reports are shared with leadership teams and across the organisation. As well as conducting research that examines levels of service and different products, the team is also looking into using surveys and forms for competitions, offers, and additional data capture.
With SmartSurvey, they are able to run quick research projects by creating a survey and distributing it to respondents easily and effectively. They can post shorter surveys on their social media accounts and conduct face-to-face research around the attractions, with staff using a hand-held tablet.
All surveys sent out are fully customised to meet brand guidelines and use the resort’s own bespoke branded domain. Customising surveys keeps the brand consistent, showing ownership and building trust amongst customers.
The results
Using the data gathered from customers, project teams can build reports that:
- Record and track progress
- Benchmark against previous performance indicators
- Measure against projected targets
“Since we have been using SmartSurvey, I would not look elsewhere for any other provider. Being able to customise all our surveys and links with our branding gives us a feeling of ownership and instils trust and security with our customers.
The SmartSurvey team provide a really good service, they are attentive and always there to help no matter what the issue is. Support tickets are dealt with promptly and I always find someone in support is instantly on hand to assist me or my colleagues.”
Wayne Burton, Head of Product Excellence and Customer Insight
Employees: 201 - 500 · Website: altontowers.com
