A world leader in experiential destination resorts, Intrawest owns and operates ten North American mountain resorts including Whistler Blackcomb and a beach resort in Florida.
As Intrawest rolls out new products and offerings, including season passes and other customer loyalty programs, the company continually takes the pulse of its customer preferences and experiences. In the past, Intrawest used a decentralized approach to monitor the customer experience. Since each resort used its own set of questions and methodology, the company couldn't analyze and compare results across the business.
A centralized approach
Intrawest considered a number of solutions to centralize its customer feedback process and gain enterprise-wide insight. After a rigorous analysis and testing stage, Intrawest selected Confirmit for a number of reasons, including:
- Scalability: While some surveys go to a targeted group, others are in effect a census. In its end-of-ski-season surveys Intrawest solicits input from over 50,000 recent visitors. Intrawest can create its surveys without worrying about distribution size, as Confirmit can handle any volume without compromising user experience.
- An end-to-end solution: The Confirmit platform's functionality enables Intrawest to use a single system to gain insight for product development, customer experience monitoring, and marketing.
- Ease-of-use: The Intrawest Research Group must be able to quickly deploy surveys, sometimes repurposing or tweaking existing ones. The ability to reuse programming, simply dragging and dropping between surveys, allows the company to easily tailor a standard survey for any resort, leaving more time for strategy development and response analysis.
Creating success through feedback
Intrawest's ability to build the 'voice of the customer' into all marketing and product activities allows Intrawest to continue their success, despite challenging economic times. Since switching to a centralized system Intrawest increased its feedback volume by threefold. Additionally, many of their surveys are quite complex, with advanced routing, randomization, and dynamic variables. This programming ultimately offers their respondents more relevant customized surveys, with questions based on the respondent's previous responses and demographic profile.
Intrawest strives to create positive customer experiences, both on-site and in all customer touch points, including feedback requests. Their feedback program ensures that they understand their customers and use their input to take informed action. Intrawest uses the program to test products and offerings as well as to tweak and improve marketing messages. In 2008, Intrawest's Whistler Blackcomb Resort used the platform to gauge how well local skiers understood the benefits of the new Peak 2 Peak gondola. Based on initial feedback, the resort modified its key regional messages to ensure a successful launch.
Thanks to a centralized platform, senior management can now easily analyze feedback across all resorts, rather than the piecemeal system of the past. Intrawest monitors each resort's successes and shares best practices across the enterprise to further improve the customer experience, which helps us keep customers coming back.
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