In the past, guest experience has been primarily used as a tool to detect and fix problems such as cleanliness, issues with staff, or food quality. This operational approach creates a consistent experience, but consistency does not always equal loyalty.
To create that loyalty, brands must move beyond the traditional operational and experiential approach to guest feedback, and treat each interaction with guests as part of a targeted approach to larger, longer-lasting relationships. Organizations that recognize the need to compete within this new environment experience lower customer churn, an increase in loyalty, and ultimately outperform the competition.
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