customer experience parks canada

7/25/2019 Customer Experience Parks Canada

1/17

1

It Is About theVisitor

Visitor ExperienceParks Canada

Greg Danchuk

Parks Canada, Visitor Experience BranchTravel Manitoba Conference April 15, 2008


2/17

2

Where Parks Canada Wants to Be

Canadians will see NationalParks and National HistoricSites as places.

Where visitors can exploreon their own terms what ismeans to be Canadian

and create there, their ownmeaningful experiences andmemories.


3/17

3

Enhanced Focus on Relevance

Relevance is essential for long term sustainability

Relevance creates support and interest in discovering more

Memorable experiences result in relevance

Sustainability Relevance- Ecological - Visitors- Cultural - Supporters- Economic


4/17

4

Lonely Planet Its All AboutConnection

About discovering more authentic travel opportunities

Ones that will challenge, change and inspire us

And its about making connections in a sustainable way. So

that the same opportunities will be there for the future


5/17

5

Personal Connections to Place


6/17

6

Characteristics of Visitor Experiences

Personally realized

Participatory and engaging Based on preferences and expectations

Built on quality services but more

Revealed over duration of visit

Perception of interest being met

Memorable Strong sensory interaction

Transforming

Contact with someone knowledgeable

Often enjoyable

Recalled and shared with others

Shared outcome

Between the attraction provider and the visitor


7/17

7

Defining Emotional & Physical Aspects

Physical

Built on tangibles

Information

Programs & services

Staff

Facilities

Real / authenticresources

Safe and clean

Standards of quality Visitor commitment of

time and money

Emotional

Engages all the senses

Personalized and

individually realized An escape from the

ordinary

Connection with staff

Sense of personal

growth andaccomplishment

Memorable


8/17

8

An Enhanced Client Relationship

Increasingly relevant and

responsive to visitors

Facilitating opportunities that resonate

Step into visitors shoes

Reflect on their perspectives

Make the visitor the central focus with

a renewed service offer

Personal, authentic, and sustainable

Communicated, available, desired

Started from the perspective of a visitor


9/17

9

To:

Setting the stage forthe visitor to createtheir personal

experiences andmemories.

From:Offering quality services to the visitor


10/17

10

Rethink, Renovate, Renew

Our assets Our facilities Our programs


11/17

11

Rethinking Our Approach- Taking The Visitors Perspective

Primary Considerations Visitor needs, expectations, motivations, desires

Understanding the Visitor Research Research Research

Marketing Approach People, Product, Price, Promotion, Place


12/17

12

Key to Success

Matching

Visitor Values andInterests with

Opportunities toConnect

Creating Opportunitiesfor Meaningful

Experiences


13/17

13

Values Opportunity Matching

One Explorer Type at a Time

Understand Explorer Values / Interests

Identify Responsive Opportunities

Identify Facilitation Requirements

Not the Traditional Product / Market match

Visitor Values / Experience Opportunity

Responsive and Relevant

Personal History Explorer

Rejuvenator

Authentic Experiencer

Cultural Explorer

Virtual Traveler

Gentle Explorer

Cultural History Buff

Free Spirit

No-Hassle Traveler


14/17

14

EQ Demonstration Program 2007

Four locations over a six week period:

Manitoba:

Riding Mountain National Park,

Lower Fort Garry National Historic Site

Nova Scotia

Alexander Graham Bell National Historic Site

Fortress of Louisbourg National Historic Site

Once EQ type is revealed, visitors are

offered a menu of opportunities andadvised about the best way to explore

and discover the national park or national

historic site


15/17

15


Visitor thoughts:

It made something weve done before much moreenjoyable.

Excellent program right on my style, lots of good

ideas up my alley!

Ill recommend Explorer Quotient to everyone I know!

The Explorer Quotient was accurate we already

enjoyed many of the attractions that we were

directed to. New ones were also brought to our

attention, which we look forward to exploring.

Our thoughts:

Staff able to dream beyond traditional boundaries

Fulfilling visitor expectations is moving Parks Canada toward the achievement of

its Visitor Experience concept


16/17

16


Thirteen locations Market destination clusters (ex. westernNewfoundland, Montreal, Cape Breton)

Full operating season June through September Expanding methods of having visitors know their EQ

Staff in role of Visitor Experience Advisor

More specific communications of experienceopportunities


17/17

17

It Is About the Visitor

Understand themRespect their needs, expectations, motivations

Provide them opportunities

Products, programs, services

They will create their experiences

They will connect

customer experience parks canada

Documents