Importance of Enhancing Guest Experience

    Customer satisfaction is critical to sustainable business growth. Past studies have proved that most of the customers will be willing to pay for better customer experience (Pizam, 2010). It is for this reason that most business organizations will strive to enhance the guest experience for the sustained growth of their businesses. Profit maximization is the absolute goals of most organizations, and it is imperative to understand that profit maximization is directly correlated to the enhanced guest experience (Jones, 2008). Enhancing guest experience in major organizations has been realized by offering value-added services to their customers.

Improving customer satisfaction at Wild Play will be an important step towards developing a sustainable business growth. Aerial adventure industry is a very competitive industry due to the few barrier and restrictions to entry in this business. Wild Play has stiff direct competition from companies such as Tree GO, Treetop Trekking and Go Ape (Pizam, 2010). The company also faces indirect competition from other businesses and organizations that offer similar services. Through enhanced customer satisfaction, the company will be able to have a competitive edge over its competitors.

Aerial adventure park industry is a new industry where Wild Play has been operational for only 15 years. It is prudent for the organization to understand consumers are not brand loyalty but are willing to pay for the experience rather than for the company offering the services (Pine & Gilmore, 2011). Enhancing guest experience will, therefore, be essential to increasing customers brand loyalty. It is paramount to understand that consumers are always willing to pay for a superior experience. Brand loyalty will be a step towards sustained organizational growth. Enhanced customer experience also plays a significant role in the reduction of customer churn and enhancing customer’s repurchase intentions and loyalty.

Guest experience is seen as a significant point of differentiation. Aerial adventure industry is highly undifferentiated and very competitive. In instances where there is stiff competition for customers, enhancing guest experience is seen as a key differentiator. Wild Play must, therefore, ensure that their clients have an exceptional experience to take market leadership (Pizam, 2010). Products offered in this industry are so much alike, and it is, therefore, advisable for the organization to take swift actions towards differentiated customer experience for improved business performance. Corporate bodies who offer excellent customer experiences create environments where satisfaction is high, and consumer advocates are plenty.

Wild Play is operating in an industry where brand awareness does not have the power of buyers. It is, therefore, essential to understanding that guest experience will be instrumental in spreading the news regarding the quality services offered by the company. The word of mouth by satisfied customers will help the organization save in marketing expenses (Tesone, 2010). Customers will always speak of their experience and thus plays a significant role in promoting the company.  Business reputation will be determined by the rate of customer satisfaction and value added services that customers get from the company.

Enhancing guest experience will also help Wild Play in retaining its customers. Business enterprises must understand that it is always cheaper to retain customers than acquiring new ones. Customer retention is highly dependent on enhanced customer experience. Special experience is as a result of unique products and value added services to the guests. The industry is very competitive, and Wild Play must enhance the customer experience to retain already existing customers (Williams &Uysal, 2009). Improved customer experience will also help in attracting customers from the competing firms thus making the organization realize a desired market position in the industry. Customer attraction and retention are critical to sustainable growth and development of the company.

In essence, guest experience offers mean for competition, customer loyalty and increased confidence between the customers and the business enterprises. Enhanced customer experience at Wild Play will also be essential to increasing customer lifetime value (Fowler, 2010). The level of revenue in an organization is highly dependent on customer satisfaction level. Enhancing customer experience at this company will lead to increased profits.

How Will Wild Play Company Enhanced Customer Experience through Value-Added Services

Wild Play must practice enhanced the guest experience through value-added services to have a competitive edge over its competitors. The guest services team at the company may incorporate food services at their business. The increasing demand for a balanced diet in the hospitality sector makes it necessary to have food services at Wild Play. It will be paramount for the company to have food trucks stand that will offer guests an opportunity to be served with organic food and natural food items. This pleasant customer experience will be vital for the company to achieve a competitive edge over its competitors. Most of other firms such as Treetop Trekking and Go Ape do not offer such services.  Guests enjoying Mother Nature will also need something to eat and refreshments. Providing food services will not only provide a unique experience to customers but will also be a source of revenue for the company (Weber, 2012). Overall growth and profit maximization at Wild Play will be achieved as a result of value-added services.

References

Fowler, S. (2010). Lesourdsville Lake amusement park. Chicago, IL: Arcadia Pub., Inc

Jones, P. (2008). Handbook of hospitality operations and IT. Oxford, UK: Butterworth Heinemann.

Lorentzen, A., Topsø Larsen, K., &Schrøder, L. (2015).Spatial Dynamics in the Experience Economy. Hoboken: Taylor and Francis.

Mitnick, K., Simon, W., & Wozniak, S. (2011). The Art of Deception. New York, NY: John Wiley & Sons.

Pine, B., & Gilmore, J. (2011).The experience economy. Boston, Mass.: Harvard Business Review Press.

Pizam, A. (2010). International encyclopedia of hospitality management. London [u.a.]: Routledge.

Tesone, D. (2010). Principles of management for the hospitality industry. Amsterdam: Elsevier/Butterworth-Heinemann.

Tresidder, R., & Hirst, C. (2012). Marketing in food, hospitality, tourism and events. Oxford: Goodfellow

Weber, D. (2012). The food truck handbook. Hoboken, N.J.: Wiley..

Williams, J., &Uysal, M. (2009).Current issues and development in hospitality and tourism satisfaction. Binghamton, NY, USA: Haworth Hospitality Press.

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