Working with the industry to develop a quality visitor experience is not the responsibility of Tourism New Zealand however if the industry is not delivering this level of experience Tourism New Zealand will not be maximising its marketing investment according to Chris Bell Managing Director of Customer Experiences a company specialising in the development of quality customer experiences and the creator of CED a unique on-line customer experience development program www.customerexperiences.co.nz
Working with individual businesses to develop their unique visitor experience is not the responsibility of RTOs However if businesses within a region are not delivering this level of consistent visitor experience RTOs will not be fully capitalising on their marketing investment.
Industry training organisations currently do not have the knowledge and expertise that would allow them to successfully work with individual businesses to develop their visitor experience. ITOs were set up and are measured on their ability to train front-line people around the areas of customer service and sales not to work with business owners and managers on the development of individual visitor experiences
Not addressing the wider skill development of a businesses visitor experience is the reason ITOs are not delivering the service levels across the industry that are required in today’s highly competitive market.
Industry associations should be driving a united approach to developing a visitor experience strategy for their members but once again they don’t have the knowledge or expertise and sees this as the responsibility of the ITOs.
The result is an industry that understands that to prosper in a highly competitive market it must be consistently delivering a high quality visitor experience across each and every visitor touch point but right now has no idea how to do it.
The frustrating bit is that the industry has all that it needs to be able to deliver this goal but for some unknown reason is not willing to listen.
The result is we are increasingly seen as a beautiful destination; however for most a long and expensive flight away.
Visitors are also more aware of our inability to consistently deliver on service expectations and increasingly experiences that were unique to this country can now be had within other destinations at a greatly reduced cost.
The future success of both individual businesses and the tourism industry will be directly aligned with the consistency and quality of the visitor experience they deliver. Right now the industry in this country has an opportunity and a choice to either continue to be reactive with outdated strategies or to look towards the future with certainty.
Chris Bell is the Managing Director of Customer Experiences, a company committed to building successful businesses through the development of high quality customer experiences and co-founder of cemNZ www.customerexperience.co.nz firstname.lastname@example.org www.customerexperiences.co.nz 027 2792360