2017 EAS

He Said, She Said: Using Customer Feedback Systems to Improve Profit and Repeat Business

Understanding customer needs, expectations, and perceptions can be critical to improved performance and profit

Date    Tuesday, 6 October 2015                               
Time    15:30 - 16:50                                                         


Session Description

This seminar will explore ways in which valuable guest feedback can be collected and collated and how that links to improvements in an attraction resulting in improved turnover and profit. The seminar will examine both theoretical models of guest engagement and practical examples of guest feedback system at existing attractions.

Carlton Gajadhar explores tourist attraction engagement and a concept he dubs ‘Inter-services’.

Mark Brewster, CEO at Explori, consultants to the conference and event market, explains how attractions can use visitor feedback research to understand how to drive customer loyalty, advocacy and value for money - the 3 pillars of organically increasing revenues and profits.

And finally, Rebecca Claydon, Head of Customer Services at The View from The Shard, the tallest building in the European Union, discusses how the attraction collates feedback from guests, what is done with the feedback collected, the growing impact of Social Media in guest engagement and the correlation between staff satisfaction, improved service delivery, increased guest satisfaction and the desire to revisit, recommend to others and ultimately the bottom line. 

This session will be moderated by Sandy Clark, Operations Director The Shard.


Carlton Gajadhar
Carlton Gajadhar, Independent Customer Experience Professional, Freelancer Consultant

Carlton has over 16 years of experience within the tourist attraction and foreign travel industries, which has facilitated a deep understanding of people and their needs in this challenging environment. 
Working with a number of high profile organisations has given him great insights on how to use companies’ resources in exchange of increasing customer experience and staff engagement.
He has previously conducted research on customer experience engagement within tourist attractions. Carlton explores tourist attractions pre-trip engagement and a concept he dubs 'inter-services', which has been academically published and will be a key focus of his talk. 
Mark Brewster
Mark Brewster, CEO at Explori 

Mark is CEO and founder of visitor satisfaction research specialists, Explori.
 In this role, he works closely with organisations who know the perception of guests is key to their success. From attractions like London’s The View from the Shard to numerous and large scale exhibitions and events, Mark and his team help professionals around the world use feedback to understand how to drive customer loyalty and refine their visitor experience.
Rebecca Claydon
Rebecca Claydon, Head of Customer Services, The View from The Shard

Rebecca’s eclectic career went from promoting loyalty cards for luxury hotels in UK, to establishing a Reward & Recognition scheme for a Housing Association in London, “the Origin Group”.
This was the first of its kind and the initiative was responsible for increasing customer and employee satisfaction. She then became Head of fundraising for “Look Ahead” supporting 8,000 people across the country. 
Rebecca moved on to Festival Director for the Earls Court festival hosting 46 events on a shoestring budget, before her path took her back to the Travel & Tourism industry she thoroughly enjoyed studying. She‘s the Head of Customer Services at The View from The Shard, London's highest viewing platform at the top of Western Europe's tallest building, the only place to take in over 1,000 years of the capital's history all at once.
Sandy Clark

Sandy Clark, Operations Director The Shard (Moderator)

Sandy is the Operations Director of The Shard in London, the viewing gallery in the European Union’s tallest building, since it opened in 2013. Sandy has worked in the Attractions industry since 1988, when he first joined Chessington World of Adventures just outside of London. From there he went to the Tower Bridge Experience in 1993, where he was the Exhibition Manager, in charge of all the operational aspects of the tourism offer at the Bridge, until 2001. Then he became Head of Visitor Services at the Natural History Museum, for 10 years, where visitors numbers increased from 1.8 million to 4.8 million per year. Sandy is also a trustee of the Museum of Carpet in Kidderminster.

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