The top FECs use great design in their logo, main image or video on the home page, and headline to shape a positive initial experience. As many of you know, it's the attention to detail that separates a good experience from a great one.
2. They guide guests through the sales process.
Your website is your best sales rep. However, there is a huge difference between a used car salesman who pushes products and an inbound sales professional who is helpful and builds lasting relationships.
While traditional marketing and sales is transactional where the goal is to get new customers, inbound marketing sales is relational and the goal is to create evangelists.
The world-class FECs offer helpful resources in the form of blog posts that speaks to a specific buyer persona. They also demonstrate the use of customer journey mapping in recognizing the fact that some people aren't ready to buy.
3. They empathize with guests and help them get the job done.
According to the jobs-to-be-done theory, your guests make purchasing decisions to get a "job" done. Booking parties for their kids is a perfect example.
While many owners of FECs don't allow their guests to book online due to changes in their internal processes, the top FECs show they have a deep understanding of the guest's job and offer them to book parties online.
4. They use data and analytics to continuously improve the guest experience.
It's easy to rest on your laurels when you're on top. Just because you won a Stanley Cup one year doesn't mean you stop working out and spend the rest of the year celebrating.
There's always going to be new competition who is hungrier and more determined than you. That's why the high performing organizations keep getting better.
In my conversations with customers who work at the world's top FECs, they are very data-driven and make informed decisions to optimize the guest experience. As a result, they're always learning and improving like teams who consistently win championships.
It's your turn.
Now that you have IAAPA's criteria for selecting finalists and winners of the World's Top FEC, you can step up your game to improve your guest experience.