Measure the success of a Brand Image Program
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Transcript of Measure the success of a Brand Image Program
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Measure the success of a Brand Image Program
Survey of guests visiting Latvia
Mike Johnson, Riga
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Food for the Mind
Provocative thinking
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
A clear vision that clearly places in the minds of our visitors
what Latvia is all about
We need
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Does this – do it?
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
We needMore than just a pretty
research document prepared by some
“experts” in their office
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
to be a simple mental image of what Latvia
is all about
It needs
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
to reflect what they will actually
experience
It needs
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
What is Latvia’s Product ?
• Compared to other countries
• Art Nouveau
• Old buildings
• History
• Pure nature
• Lovely parks
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
To understandWhat is Latvia’s product
• What are we really selling ?
• Why is it different ?
• What are features and benefits ?
We need
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Which would you buy and why?
• Coke or Pepsi
• Compare to other European destinations
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
A clear vision that is understood by all
persons that will come in contact with our
visitors
We need
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
What is the “big picture” goal ?
• Make more sales to existing visitors
• Make more sales to new visitors
• Save money on expenses
• Become more productive (do more with less)
• Make more profit
• Provide better paying jobs for our employees
• Increase our budgets for doing more programs
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Old Money
• Local commerce• Buying & selling
goods and services• Value Added Tax is
charged and hopefully collected
• Money stays in Latvia• Budgets stay the same
size
• Visitors come to Latvia• Visitors buy goods,
services, rooms, food and, and, and …
• More money stays in Latvia
• Value added taxes are collected
• Budgets may get larger
vs New money
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
How do we do all that ?
• Make our visitors feel welcome!• Listen to what they want to have?• Provide them with what they want• Do it on a consistent basis - each visit the
same or better• Thank them when they leave• “Delight them” so they will tell their friends
and they come back as well
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Simply make the effort to ask them ?
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
a measuring program to know first hand
what people are perceiving
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Perception is reality
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
The Survey – why do it?
• We all know Riga is a wonderful city. The question is ? What do our visitors think? What will they tell their friends and family when they get back home?
• We don’t go back to cafes we don’t like and if Riga did not “WOW” our visitors, they won’t tell their friends ....
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Yes, but …..
Would anyone really say something negative
about Latvia ?
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
What do you think ?
• Nobody smiles – no eye contact – did not feel welcome
• Customer service inconsistent
• Service too slow
• Wait / beg to get “bill”
Riga shop clerkAgree ?
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Newspaper article 21 October 2003
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Riga, on the other hand, where the next night’s show took place, felt like a hassle right away, and never stopped feeling like one. Vanek, back on his old stomping grounds, had an extra bounce in his step, but I felt jostled and harried, and never more than a few feet away from getting run over by something. …..Riga felt too big and all wrong, a huge city with chaotic traffic to match, and all of it jammed right between us and those parts of the city to which we needed to get. There was lots to do and see, but I didn’t feel like doing or seeing much of it.
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Perception – is reality
They will tell their friends and as they are closer to the
situation, the friends will tend to believe the story as true
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
i think there should be a briefing from the government tourism office to the police department how to treat the tourist to avoid any kind of unnecessary rude act. After all, Riga is supposed to be a fast growing, civilized ancient capital marching towards modernization, not a police state from the dark age.
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Other recent headlinesA Baltic Striptease?As Latvia joins Europe, corruption becomes an issueBy Frank BrownNEWSWEEK INTERNATIONALNov. 3
The city’s (Ventspils) streets may be clean—but its politics clearly are not. When it comes to corruption, Latvians view themselves as having a more corrupt government than the people of either Lithuania or Estonia, the Baltic neighbors also set to join the EU and NATO next year. In this year’s Corruption Perceptions Index, compiled by Transparency International in Berlin, Latvia ranks between Jamaica and Colombia at No. 57. Lithuania comes in at 41, while Estonia gets 33, with their northern neighbor, Finland, grabbing the No. 1 spot as the least corrupt of 133 countries surveyed.
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Other recent headlinesLithuania leads, Latvia lags in Baltic EU entry preparations
www.eubusiness.com -- 5 November 2003
Of the three Baltic states in line to join the European Union next year, Lithuania emerged in an annual EU scorecard Wednesday as the leading pupil and Latvia as the dunce, with Estonia in the middle.
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
• A clear vision that is understood by all persons that will come in contact with our visitors
• Training to assist our service providers to interact with our guests to create an
“delightful customer experience”
more please
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey process
Ask questions
Training & Implement changes
1
23
4Circle of your &
our future!
Analyze visitor
comments
Make a plan
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Visitor Assessment Survey Questions• How did you arrive in
Riga?• Rate quality of that
journey?• How did you travel to
your accommodation?• Rate that trip?• Where did you stay in
Riga• Rate quality of
accommodation• What was nature of visit
to Riga?
• How long did you stay?• Expectations of visit?• Where they met?• Quality of tourist
Information?• Would you recommend Riga?• Overall rating of customer
service you experienced?• Where did you eat in Riga?• Specific recommendation for
improvement
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
I loved Riga
Wow !
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
But !If only those few
things would have been better
I would have spent more money there
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Why is it so hard ?• The concept is simple – is the customer
satisfied? • Is it possible the customer might think differently
than you?• Come on now ask yourself, could it really be
better? What does the customer think?• Who is paying for the goods, service, meal, etc?• The customer is – not you – so let them have it
their way!
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Why is it so hard – Just ask ?
• If that makes sense, then why not ask?• If you never ask, you will never know?• So ask the tough probing question • Afraid of the answer? Go ahead and ask!• So now you have asked & they they tell you
what they think.• Is it possible that maybe they have a valid
point and it could be better?
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Its WIN – WIN – WIN ?• Do you think you can easily make it better like the
customer asked?• Some things – many things don't cost a lot of time
or money to change – right?• So if it doesn’t take much time or cost much
money, why not change?• If it was changed and the majority of the
customers were more happy, perhaps they would spend more money – right?
• So it’s a WIN – WIN – WIN situation for all!
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Responses by Country ?
• Portugal• Canada• Check Republic• Estonia• Spain• France• Italy• Lithuania• Denmark• Belgium• Switzerland• Japan• Norway• Russia• Sweden• Holland
• Finland 5
• Germany 7
• USA 7
• UK 15
• No Response 10
1 to 3 responses
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Number of Room-Days Stayed in Riga?
• 80% less than 8 days
• 60% less than 6 days
• 30% less than 4 days
0
5
10
15
20
25
1 3 5 7 9 11 NR
Days
80%
30%
60%
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results ?
• I could have walked all over Riga it was wonderful!• Staff of Hotels are very kind – many comments• Good local beer• Impressed with Riga airport except bathrooms smelled• Lovely buildings• Buses on time• LIDO staff – Staburags very unfriendly different than other
LIDO locations• Very lovely parks – our complements to the mayor, but;
where are the good public toilets?
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results ?• Road police asking for bribes
• Need more rooms with handicap (wheelchair) access
• No one to help at airport after midnight. Police were very nice and arranged taxi
• Better sheets and blankets. Blankets too narrow for 2 persons
• Better security and police on streets that speak English
• Riga is a very expensive city
• Very noisy outside of hotel window in Old City late at night
• Need street and road direction signs that can be read from car
Elizabetes Iela
Elizabetes
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results ?• Overcharging by taxis from bus station – meter off• 5% will not recommend Riga -- “himmmm!”• Museums closed some days – shops closed sign says open• Food too salty - food served too cold• Customer service inconsistent• More English language menus• More information on museums in all languages• Tourist information hard to find• Hotel walls too thin – even new deluxe hotels
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results Old Riga Tourist Office?
• Tourist office staff not friendly & helpful• Need more information available in English and
other languages• Information provided was basically too simple. Need
much more information• Bus tour was too long and half was not interesting• Need more information on hotel reservations
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results Riga Airport Tourist Office?
• Ground floor tourist office closed much of the time• No information available on hotel reservation• Information on bus to city center very limited• Bus stop signage needs much improvement• English language skills very limited• Staff not experienced so not very helpful
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results Bus Station Tourist Office?
• No information available on hotel reservation• English language skills very limited• Staff not experienced so not very helpful• Need better quality information not just black &
white copies
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results Train Station Tourist Office?
• No tourist information available• Information desk just for OREGO shopping center
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Survey results - Tourist Information?
• Around the Old City and some city center area there are metal racks with Riga 800 signs on them. Most are damaged and not attractive.
• Racks are empty of any information
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
What next ?• Establish working committee with members
from hotels, cafes, shops, tourist offices and City.
• Brainstorm and develop specific action steps• Build relationships with hotels, shops, cafes
and restaurants about importance of collecting customer survey data and improvement process
• Work with administration of tourism schools to influence their program and to provide guest lectures based in industry reality
• Be ready to survey again for December holiday season
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
What next ?
• Look for new products and ways to encourage people to stay longer in Riga and in Latvia
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Some specifics ?
• Hold working task group meetings in September• Develop seminar for hotel, shops and restaurants
staff on basics of customer service.• Special seminar for mid and another for upper level
management• Work with taxi companies that serve the bus station
to charge by the meter• Build relationship with city sign department• Implement survey collection points at airport and
ferry departure points
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Some specifics ?
• Schedule meetings with tourism school administrators to invite them to the working task group meetings
• Volunteer to be guest lecturers at the tourism schools. Make this presentation at the schools
• Hold a meetings with a cross section of shop, café and restaurant owners.
• Work through Hotel Association and key hotel directors to build understanding with hotel staff
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
A clear vision that clearly places in the minds of our visitors
what Latvia is all about
We need
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
And, we needMore than just a pretty
research document prepared by some
“experts” in their office
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
A clear vision that is understood by all
persons that will come in contact with our
visitors
We need
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Yes we can !
Latvia
Riga
Latvija
Rīga
Mēs to varam !
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
Paldies !
Thank you
Copyright © 2003, Michael Arthur Johnson – Riga Latvia – Revision F, 14 November 2003
[email protected]/brandimage/
www.latviaphoto.com/rigasurvey/