The document discusses improving the tourism experience through understanding customer expectations and measuring satisfaction at key touchpoints of interaction. It describes how customer satisfaction is calculated based on expectations versus reality and sacrifices made. New techniques for collecting real-time customer information and feedback are highlighted, including using mobile apps to capture multimedia data on customer journeys and identifying positive and negative touchpoints for improvement. An example from Rhön, Germany shows 22 touchpoints mapped over a 3 hour period.

1. Touch Points to improve the
Tourism Experience
Max A.E. Rossberg, Deputy Chairman

2. Archipelago NP © ANP Archives
Expectations versus Reality
ECOtourist expect something different than a
mass tourist. But what does he/she expect? How
do we know if we met their expectation?
The leading wilderness protection organisation in Europe.
The leading wilderness protection organisation in Europe.

3. Archipelago NP © ANP Archives
Customer satisfaction
Customer satisfaction =
what customer expects to get – what customer perceives
he/she got.

4. Archipelago NP © ANP Archives
Customer sacrifice
Customer sacrifice =
what customer wants precisely– what customer settles for

5. Customer
Service Gaps
Archipelago NP © ANP Archives

6. Touchpoints

7. Archipelago NP © ANP Archives
Measuring customer satisfaction
Touch point:
moment of interaction between guest & service/product
Evidence:
proof of interaction between guest and service
Guest Journey:
chronological sequence of touch points

8. Examples of Touchpoints
Archipelago NP © ANP Archives

9. Archipelago NP © ANP Archives
Collecting Information
Traditional Techniques included:
•Questionnaire
•Interview
•Customer feedback at reception

10. Archipelago NP © ANP Archives
Collecting Information
New Techniques included:
•Mobile
•Real time during experience
•Multimedia
•Honest without bias
•Tourist is direct source

11. mySERVICEFELLOW
Archipelago NP © ANP Archives

12. Archipelago NP © ANP Archives
Datacapturing
Guest captures experience with an APP (iPhone
or Android) in real time with smilies, info, voice
and Photo
•Mobile
•Real time during experience
•Multimedia
•Honest without bias
•Tourist is direct source

13. Datacapturing
Archipelago NP © ANP Archives

14. Archipelago NP © ANP Archives
Analysis
• Follow Guest journeys geographically on a map
• Identify
cluster
of
positive
or
negative
experiences
• Follow an individual experience
• Identify critical touchpoints
• Analyse and derive potential for touchpoint
improvement

15. Analysis
Archipelago NP © ANP Archives

16. Analysis
Archipelago NP © ANP Archives

17. Archipelago NP © ANP Archives
Example Rhön: 22 touchpoints in 3
hours

18. An individuals experience
Archipelago NP © ANP Archives

19. Archipelago NP © ANP Archives
Negative touchpoints
We thought the Guide was in English?
The sheep dogs are kept in wire
kennels!

20. Archipelago NP © ANP Archives

21. The European Wilderness Society
works to identify, designates, manages
and promotes Europe’s wilderness, the
continent’s most undisturbed areas of
nature
www.wilderness-society.org