Background and aims
Hanmer Springs thermal pools has proven a popular destination for those seeking rest and recreation for over 150 years. The Hanmer Springs Thermal Pools and Spa marketing team aims to understand the attitudes and preferences of its visitors and regularly surveys pool guests as part of a dedicated strategy to provide a top-class customer experience.
Our role
Global Research has been engaged for a number of years to administer the face-to-face surveying. Our staff have intercepted many a pool visitor as they leave the facility, and we really enjoy this job as it usually involves chatting with relaxed and happy folk who have just spent hours soaking in the pools. Our role in this process is simply to offer pool visitors the opportunity to complete a survey on their way out, and to ask them if they enjoyed their visit.
Design and method
The survey encompasses a range of questions about pool customers’ preferences for activities, how they heard about the resort, where they’re from, what they’re doing in Hanmer, and their overall assessment of the facility. Over time, the survey went from a carboard leaflet on a clipboard to a suite of iPads – which capture the data instantaneously and makes analysis a much faster process.
Result
Although the client keeps the survey results for their own use, we can report that the pools complex turns out hundreds of happy customers from all around New Zealand and the world, and we are happy to partner with a beloved pioneer of the hot springs scene to help them better understand their customers.
Outcome
Hanmer Springs Thermal Pools and Spa uses the research findings to refine their marketing materials as well as to assess how their previous marketing campaigns have worked. Being quality focussed, they genuinely want to know where things can improve, and their commitment to data-driven decision making makes us their ideal partners in customer surveying.
Photo by Nick Sarvari on Unsplash