by Anne Lauth, Convious
In today’s fast-paced and digitally driven world, providing an exceptional guest journey is no longer just a nice to have. It has become a crucial differentiator for visitor attractions.
Understanding and addressing the various frictions that visitors encounter throughout their interactions is key to creating a seamless and memorable journey. By embracing innovative technologies like dynamic pricing, automation, and personalisation, attractions can take their guest journey to new heights, leaving a lasting impression on their visitors.
What do we mean by a frictionless guest journey?
Friction, in the context of the visitor experience, refers to any obstacle or challenge that hinders the smooth flow of interactions between a customer and an attraction. It manifests in emotional, interaction, and cognitive forms.
- Emotional friction occurs when visitors experience negative emotions due to confusion or a lack of personalisation. By empathising with visitors’ needs, attractions can minimize emotional friction, leading to enhanced guest satisfaction throughout their journey.
- Interaction friction arises from confusing or non-intuitive interfaces, leading to frustration and abandonment. Optimising user interfaces and simplifying processes can reduce interaction friction. This makes it easier for visitors to engage with products and services.
- Cognitive friction, on the other hand, occurs when interfaces demand excessive mental effort to complete tasks. Streamlining processes and providing clear guidance help alleviate cognitive friction and improve the overall user experience.
A frictionless guest journey offers numerous advantages for attractions. It leads to increased customer satisfaction, fostering customer loyalty, driving higher conversion rates, and building a positive brand reputation. These benefits contribute to long-term business success and growth. This is why, addressing friction points is crucial for attractions.
Platforms like Convious allow visitor attractions to analyse visitor journey data to make informed decisions, offer personalised experiences based on visitor preferences, and optimise pricing and booking in real-time using AI technology.
Data-driven insights empower attractions to understand their audience better. This allows them to continuously improve the guest experience over the whole journey; before, during, and after their visit.
Attraction can offer a seamless online purchasing and ticketing experience, with only a few simple steps to complete the booking. Which reduces the cart abandonment rate by half!
Dynamic pricing
Embracing innovation and leveraging technologies like dynamic pricing, a game-changing innovation in the visitor journey, offers a myriad of benefits that elevate the overall guest experience.
Attractions can dynamically adjust prices based on various factors such as weather, demand, availability, and visitor profiles. This adaptive pricing strategy not only optimises revenue but also enhances the level of convenience and flexibility for visitors. With dynamic pricing, guests are presented with a range of choices, allowing them to select the most suitable options that align with their preferences and budget.
The result is not just convenience, but a powerful tool to cultivate customer relationships, establish a competitive edge, and achieve long-term success in the attractions industry.
Convious is the proud sponsor of the blooloop Innovation Awards Guest Journey Category
