Tracking customer experience
The YHA New Zealand hostel network uses get smart to monitor and continuously improve the quality of its customers' experience. get smart integrates seamlessly with YHA's CRM system and personalised survey invitations are triggered as guests check out. Mobile-responsive survey forms and a range of language options make the survey easy for customers to complete.
Advanced logic enables the survey to adapt to each customer, using known information and responses given. For example, survey questions change based on location and type of hostel, and whether a hostel is the first or last used on each customer's current trip.
Survey results are available to hostel managers in real-time and email alerts trigger follow-up on any customer experience issues as these arise. Hostels managers receive individual reports and can track and compare the performance of their hostel against similar hostels and the network as a whole.
On-site visitor survey
Te Papa Tongarewa uses the get smart mobile app for its on-site visitor survey. Every day, staff approach a randomly-selected sample of visitors to Te Papa and these visitors are asked to complete a survey in their language of choice. Ten language options are available, all professionally translated to ensure that the data captured is of the highest quality.
People who aren't able to complete the survey during their visit are given the option of completing it later. A name and email address are captured and a personalised survey invitation is sent by email.
This dual approach has significantly increased both the size and representativeness of Te Papa's survey sample. The multilingual option has also improved data quality, with a high proportion of visitors completing the survey in a language other than English.
Industry benchmarking programme
A leading tourism industry association, the Backpacker Youth & Adventure Tourism Association (BYATA), runs a benchmarking programme for its members using the getsmart platform.
Participating members include a wide range of tourism businesses in New Zealand – big and small. These organisations submit data on key measures every month, such as sales activity and visitors' countries of origin. They can then confidentially track their performance, over time and relative to the rest of their sector.
Each member receives monthly and quarterly reports showing how they're performing, compared to the sector as a whole and their particular sub-sector. They can use this information to identify their strengths and address any weaknesses.
BYATA has an overview of the aggregate data – benchmarks and trends for the sector as a whole (but not individual organisations' confidential data). This valuable information helps the association guide and support its members to greater success.
getsmart is used by manufacturers to create a direct line of communication with customers in export markets.
Customers access feedback forms via QR codes and web links printed on packaging and other product collateral, all in their own language. This feedback gives exporters valuable insights on the profile, needs, attitudes and behaviour of their customers. It also helps clarify important differences between customers in targeted export markets.
Direct response tools can also be used to build customer databases for future marketing activity and for promoting referral programmes. An automated prize draw or incentive programme can be used to encourage response, and to thank customers for their feedback.
getsmart’s direct response forms and mobile app are also used to capture feedback at trade shows, consumer expos and other events. All forms can be presented in a range of languages.