3. Make sure to send a survey post-tour.
Your customer survey doesn’t have to be fancy, and not everyone will fill it out, but I think every company should be sending out a post-tour survey with AT LEAST the NPS score (How likely are you to recommend this tour to a friend 1-10?) and a few other questions (not too long!) about the guide’s quality and the tour (whether it met expectations).
Whether or not you send personal thank-you emails from the guides (see my post-tour email template here), I think an extra ‘automated’ email from the company with the link to the review site plus this survey is an appropriate way to measure customer satisfaction.
4. Take your own tours.
It baffles me how rarely managers hop on tours.
It is the easiest way to get data straight from your customers.
All I have to do on any tour is tell a guest that I’m ‘evaluating’ the guide/experience and for the rest of the trip they’re giving me ALL their feedback (whether it’s helpful or not).
It’s so easy to casually chat with guests to find out where they came from, what other activities they booked, why they chose this particular tour, and, of course, what they think of the tour compared to others they’ve gone on. It all comes up easily in conversation.
It’s also the only way you’re going to see the tour in action.
Tours evolve naturally, and I always recommend hopping on at least once a season to make sure it’s not diverting from the brand.
Please don’t rely on your 5-star reviews to tell you how good your tours are, customers really have very little idea of what makes a good tour…
Your standards should be higher than your customers.
As a bonus, you can also evaluate your guide (hint- I usually tell the guides that I’m gathering customer data even if I AM evaluating them so that they aren’t as self-conscious).