FreemanGroup Measurement Solutions

Visitor Satisfaction

Capturing a person's feeling about their experience as a customer at the time the service has been delivered still provides the richest form of feedback.

There are two reasons for this:

The first is the memory is fresh, the detail accurate and the experience has not faded into the memory.
The second reason is the element of Active Sampling. Active (or intercept) sampling means asking someone for their opinion not just relying on them to volunteer it. This avoids the inaccuracies that inevitably come from any measurement system based on self-selection. Self-selection systems tend to be biased towards capturing the opinions of those people who, in the main, have had a less than satisfactory customer experience. They are, thus, not representative of the experience of the total population. Active sampling however captures the total customer experience, right through the spectrum; from highly satisfied to highly dissatisfied.

As we say "Opinions sought tend to be more representative of the truth than opinions volunteered. And opinions sought at the time the service is experienced are the freshest and most accurate of all."

Touch Technology Fast. Easy. Convenient.

Today's fast-paced market environment is in need of customer insights on the spot.
Touch screen technology aided survey research is recognized as the fastest and most direct data collection methodology on the market today.
Touch screen surveys excel with their directness and ease of use.
You can capture data that is fresh, unbiased, and right where your target respondents visit, relax, work or participate.
That data is compiled in a real-time, so you can use it now.
Scientific studies have shown that the reliability of self-administered survey research is equal to or even higher than the reliability of face-to-face interviews.

Here's How CSTSCREEN Works

Opinion is captured by guests/visitors/passengers registering their opinion on a touch screen monitor.
In the case of an airport (or similar) at a suitable 'chokepoint' (or checkpoint) where potential participants can be approached and requested to record their opinions .In the case of a hotel this normally occurs when the departing guests are paying their bill.
To initiate the process an attendant/staff member simply requests the guests/visitors/passengers to complete a touch screen survey.
The survey can be completed in any language; can incorporate branching and piping, feature illustrations, video or audio.
The surveys are designed to be fast to complete so they do not interfere with the movement process. Normally they will be completed in approximately one minute.
Survey results are uploaded automatically at pre-determined times (usually once a week) and are available to be viewed online through CST International's password protected reporting portal, minutes later. The process is in fact fully automatic but we suggest that time be allowed for the completion of routine integrity checks.
Surveys can be altered remotely with the addition of new questions or indeed new surveys, simply and inexpensively.

Attractions of the CSTSCREEN System

Enhanced Integrity (i) because the guests/visitors/passengers' opinions are captured electronically it is not possible for other individuals to interfere with the results by (for example) removing or altering low scores. While our experience tells us that this is a relatively rare phenomenon the fact that it is effectively impossible add further comfort and assurance.

Enhanced Integrity (ii) should a member of staff attempt to manipulate the system by entering false scores an audit trail can be consulted to determine if the opinions entered match the times that the specified guests actually checked out. While our experience tells us that this too is a relatively rare phenomenon the fact that it is also effectively impossible adds further comfort and assurance.

Language Options the survey can be designed to allow participants select a particular language in which to complete the survey. They simply click on the appropriate icon and the selected language loads automatically.

Dynamic Response means designing the survey in such a way as to allow it to respond to different answers. This is done by branching and piping. Branching is based on the Respondent's Selection, depending on the answers provided the next set of questions is dynamically presented. In the case of piping again, based on the Respondent's Selection (Select N of N), a set of questions are queued in and presented one after the other.

Immediacy of Reporting Data can be disseminated immediately thus avoiding the lag time that can be a feature of paper based systems.

CSTSCREEN Reporting

Quantitative Reporting via the worldwide web with so many benefits.

SECURITY/CONFIDENTIALITY - CST International's on-line reporting assigns each user a list of encrypted codes that will only allow access to specific information. Codes can be assigned to allow various levels of Managers to review their own satisfaction tracking reports and no others.

CST International's on-line reporting database has been operational for seven years and currently holds up to date and historical reports on guest satisfaction tracking for clients across Europe, Middle East, Asia - Pacific and Africa.

QUESTION DATABASE - Questions that address your specific information needs.

Sample of destination type information extracted from the data collected:

Top 5 reasons visitors choose the destination (will be selected from a list);
Visitor satisfaction with those chosen reasons;
Reasons for dissatisfaction with chosen reasons, if any;
Changes to those top 5 reasons at departure;
Rate satisfaction with service by 20 sector (public & private);
Visitor Intent to Recommend Destination;
Visitor perception of Price/Value of Destination;
Visitor willingness to Return to Destination;
Visitor's Overall Satisfaction with Destination (EXPECTATION - EXPERIENCE = SATISFACTION)

Reporting Cycles

Traditional paper based systems generally report on a monthly or quarterly basis due to accumulating the surveys.

CSTSCREEN Guest Satisfaction Tracking System reporting can be done on a DAILY, WEEKLY, or on MONTHLY basis.

CSTSCREEN Satisfaction Tracking Report is made up of four sections

1. Profile Report/Demographic - presents background information on the type of passengers/visitors/guests that completed surveys during the previous week/month.

The above information can be segmented based on visitor:

Age
Gender
Nationality
Length of stay
Number of visits
Activity experienced
Single, married, children
Type of visit ( Business, Pleasure, Cruise Ship)
Accommodation type

2. Detail Rating Sheet - presents passengers/visitor/guest responses by question on a scale of satisfaction with five response options. All Questions included in the survey are listed in the Rating Report.

The report details the actual number of respondents who answered the question, percentages of respondents by level of satisfaction along the scale.

The final score is the "Average Score" which is a weighted average across all levels of satisfaction on your scale. The more response you get with the 4 and 5 boxes ticked the higher your average score will be and conversely the more responses you receive on the 1,2 and 3 points of your scale the lower your average score will be. The average score is primarily used to track overall satisfaction on a monthly basis in your trend reports. It is also used in the calculation of the various indexes.

3. Trending - Trend graphs are also produced for each question asked in the survey tracking the performance of the facility or location over the preceding months.

4. Golden Questions - They are called "Golden" for one simple reason, they provide data of real value.

The four proposed "golden questions" are:

Value received for price paid
Overall satisfaction
Intent to Recommend to a friend or business associate
Intent to Return

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