Marketing
Customer satisfaction and loyalty: The key to theme park success
Ultimately, every aspect of the theme park experience should be designed to maximize customer satisfaction. From creating engaging attractions to extending the experience through retail opportunities and restaurants, theme parks should strive to immerse guests in the experience at every step.
June 6, 2024
The theme park business is about creating a magical, memorable experience for guests. If guests don't leave feeling satisfied with their experience, they are unlikely to return — much less brag about it to their friends and spread positive word of mouth. In a business where competition is high and consumers have an increasing number and variety of choices, theme parks that hope to stand out must emphasize the customer experience in every aspect of their operations.
The concepts of customer satisfaction and the customer experience are closely related. If a theme park gives customers a good experience, they will walk away satisfied, which informs theme parks about what is and isn't working in the customer experience. When a theme park can build an incredible customer experience, it creates brand loyalty, bringing families back to the park time and time again to enjoy new experiences and make new memories.
Customer satisfaction in themed entertainment
The most obvious way to understand customer satisfaction in a theme park setting is to ask them directly. Most people who have visited a theme park have probably been stopped by someone with a clipboard or tablet on their way out of the park to be asked "a few quick questions about their visit," while others might receive an email asking them to complete an online survey. These are excellent ways to collect consumer feedback that can be used to improve the guest experience.
Those in the themed entertainment industry must understand the constantly shifting nature of consumer preference. In theme parks, there is often pressure on designers to be "cutting-edge," using the latest technologies to create attractions and other immersive experiences. However, sometimes, leading with an emphasis on technology over tried-and-true storytelling strategies can cause an experience to immediately feel dated and reduce both its longevity and value in the long term.
To create experiences that engage guests for years to come, theme parks must emphasize enjoyability. After all, theme park-goers are spending their hard-earned money for two main reasons: to make memories and have fun. If a theme park experience fails to offer one of these fundamental qualities, guests will walk away feeling frustrated or unimpressed and unlikely to return as repeat customers.
Creating a positive customer experience in the themed entertainment space
One key aspect of the guest experience in a theme park is the theming and immersion of the experience. The keystone of immersion in themed entertainment is attractions. Rides and shows should make guests feel like they are stepping into the world of the theme park or its land — whether it is based on an IP or an original concept.
Still, this feeling of immersion should extend beyond the attraction itself. From the gift shops, which can include immersive environments, to restaurants offering themed food and beverage items, guests should feel completely engaged in the world of the themed entertainment experience.
Indeed, theme park guests are looking for a cohesive experience from the moment they step through the park's gates to the moment they leave to go home. This is why many theme parks are structured around "lands" — groupings of attractions, stores, and restaurants all centered around a common concept or theme — it allows designers and engineers to work together to create the most immersive experience possible.
Remind employees that the service they provide to guests also plays a pivotal role in the guest experience. Of course, all interactions an employee has with guests should be cordial and enthusiastic, but employees can take these interactions to the next level through role-playing. In many theme parks, employees play a theatrical-style "role" in the guest experience that is in sync with the land or attraction they work in. This can help further immerse visitors into the experience the park has to offer and create a consistently fresh human connection with the environment.
Additionally, it is important to remember the role that presentation plays in the customer experience. Specific details like trash cans, ride vehicles, and queue decorations might seem small, but these elements can draw guests out of the story experience if done poorly.
Cleanliness is another detail that might be overlooked. For example, if a queue is littered with trash, it could ruin the guest's perception of the entire park
Ultimately, every aspect of the theme park experience should be designed to maximize customer satisfaction. From creating engaging attractions to extending the experience through retail opportunities and restaurants, theme parks should strive to immerse guests in the experience at every step. Informing new designs with a customer-centric approach is the best way for theme parks to ensure guests have the best experience possible.
