Customer feedback via social media
Session Chair: Duncan Campbell, New Business Strategy Director, Merlin Entertainments Developments
The session will address the importance to operators of social media written customer feedback via sites such as Trip-Advisor etc. How it should be approached and how attractions, including museums, should ‘read’ it. How this feedback could be used (practically) to improve and strengthen attractions. In addition, word of mouth (positive endorsement by customers) has always been important, however the internet and social media has made it a crucial factor for success. It is inescapable – as owners & operators of attractions, we no longer control negative comment – previously it was limited to talking to friends or maybe a letter to a newspaper – now it can be twittered live from the attraction. There is also an opportunity to generate, harness and make productive use of positive comment.