At the weekend I was lucky enough to get tickets to an event in the ‘London Prepares Series’ in the run up to the 2012 Olympics. It was goalball, a Paralympic game where visually impaired contestants are blindfolded (to ensure a level playing field) and play with a ball that has bells in it. I really enjoyed it and had a good time.
However I was appalled at the poor signage. We got lost almost immediately after getting off the train as the signs to the Olympic park petered out at a crucial junction. Luckily someone from the site just happened to be walking by in a fluorescent jacket so we were able to ask for directions.
What’s more, there were no forms asking for feedback. So London may be preparing for the Olympics in terms of their staffing and hosting abilities, but how will they know whether they’re achieving their desired visitor experience? It’s the sort of oversight that can make all the difference between an enjoyable and successful visit and one that is frustrating and disappointing. Especially if you’ve paid a large amount of money for a ticket.
So whatever you are marketing, whether it’s a live event, a product or a service, make sure you think through the customer journey thoroughly. Put yourself in your customers’ shoes and do a test run if you can. At the very least make sure you ask for feedback, good or bad. And of course always be sure to request a glowing testimonial.
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