In 2009, Hugh Inwood, Director at The Research Box was approached by the British Holiday & Home Parks Association (BH&HPA) to develop an automated means of collecting customer satisfaction data. BH&HPA is an organisation representing the interests of the British holiday parks industry. Membership is made up of the owners and managers of park home estates, touring and tenting parks, caravan holiday home parks, chalet parks and self-catering accommodation.
The Association wanted to develop a single visitor satisfaction survey that could be used by all its holiday park members to research their customers. The aim of the survey was to provide Parks with organised customer feedback, enabling them to benchmark their performance against other Parks and to improve their own levels of customer service. Although the results are confidential to the Parks themselves, BH&HPA can use the information to promote best practice in the industry.
Snap’s software projects group set up a system to host and collect responses from a single survey – but one that is personalised to the individual circumstances at each of over 2,000 holiday parks.
Each Park has its own unique web link to their version of the survey questionnaire. Customers are invited to fill out the survey on-line, or to complete a paper version that the Park then manually enters onto the system. To date, more than 4,000 customers have completed the survey and the system is capable of collecting more than 100,000 survey responses a year.
If any unfavourable comments are received, they are emailed directly (triggered alerts) to the relevant Park the minute they are recorded, to enable that Park to take appropriate action.
Each month, personalised survey reports are automatically produced and emailed direct to each Park and stored online for future viewing. The 2,000+ reports contain Park-specific analyses in the form of narrative, supported by summary tables, charts and lists of comments. They include benchmark comparisons between that Park’s performance and other similar Parks, and that Park’s performance for the current month versus the equivalent period last year.
The accumulated response data from all Parks and for all periods is also available for analysis by The Research Box on behalf of BH&HPA. These analyses are used to identify industry trends and to act as supporting material for business or political case building.