SUN VALLEY RESORTCASE STUDY FOR QUALTRICS RESEARCH SUITE

“Our customer insights used to be very anecdotal, but with Qualtrics we can identify our customers’ wants, needs, and expectations. We’re now able to actually know — not guess.” — Michael Fitzpatrick, Marketing Manager

Sun Valley, ID

www.sunvalley.com

Sun Valley Resort is a premiere getaway destination for all seasons, attracting more than 400,000 skier visits every winter and almost 200,000 summer visitors.

©2015 Qualtrics

sophisticated research made simple

Challenges• Flexibility and functionality of previous vendor was severely limited• Anecdotal data made it di�cult to optimize marketing spend• Decision makers forced to operate on outdated customer feedback every week

Solution• Sun Valley distributes one primary survey per season to determine NPS by

breaking down the resort into individual areas (hotels, dining, retail, etc.) and using skip logic to customize survey to each guest’s resort experience

• For example, if a guest dines at a particular restaurant, the resort can get an NPS for that speci�c establishment in addition to an NPS of the overall resort

• Sun Valley can also edit or insert survey questions on the �y, which wasn’t possible before Qualtrics

• With Qualtrics, Sun Valley can better customize surveys for more useful and actionable data, enabling the marketing manager to focus marketing spend on the right channels and locations

• Real-time customer data, enabling faster decisions in weekly meetings• Management also receives a daily digest on customer feedback, enabling them

to respond quickly if action needs to be taken

Results• Response rate for seasonal surveys has improved by 6%• NPS has improved 22.7%• By identifying areas of opportunity, Sun Valley is able to better target

marketing dollars• Improved turnaround time for customer feedback by 2-3 weeks• Sun Valley management team has the ability to make better, data-driven

decisions based on the voice of its customers

qualtrics.com sales@qualtrics.com1-800-340-9194