As an owner or operator of a family entertainment center, how would you describe a typical experience at your facility?
With the intense amount of competition these days, if your answer is anything short of stellar, you have some improvements to make, and quickly! Exceeding customer expectations is what a great guest experience is all about!
Following are 5 things you can do to start exceeding customer expectations at your family entertainment center:
When it comes to exceeding customer expectations, it isn’t always a one-way street!
To successfully run a family entertainment center, you need to have set guidelines and rules that your guests are expected to follow while they’re inside your facility. This is not only for everyone’s safety (especially on attractions), but also so that every group of unrelated guests in your FEC at the same time can have a positive, memorable experience.
Many times, your website is the first impression customers will have of your family entertainment center, and may be the deciding factor of whether they choose to visit or not.
What does your homepage look like? Does it look old and out of date? Is it new and easy to navigate? Make sure the user experience on your website is reflective of the experience a customer can expect when they visit your FEC.
Make sure your rules and guidelines can easily be found on your website. Potential guests will want to know if there are certain things they can or can not do/wear before making the trip. Be sure to display these rules and guidelines around all public entrances/exits and break areas of your facility as well.
No one likes bad surprises. Letting your guests know what you expect of them before they visit your FEC goes a long way when trying to exceed customer expectations.
At one time or another, someone has likely told you to not be so redundant. However, there couldn’t be worse advice when it comes to answering commonly asked questions from your customers.
How much are your party packages?
What is included in each one?
How long does a party last?
Do I have to bring in my own cake or can I order that from you?
Are you going to clean before our party starts?
Do I have to wear specific attire?
Questions like these are endless and are some of the key deciding factors of whether someone will decide to book a party with you or not.
If potential party bookers can’t easily find the answers to their queries, it will quickly lead to not only a failure to meet customer needs, you’ll be delivering a poor guest experience, too.
Answer customer questions as often as you can, on as many platforms as possible.
Utilize both your website and the social media platforms your family entertainment center is active on to communicate the answers to the questions you hear most often.
List them out as part of an FAQ (Frequently Asked Questions) section on your website. Consider creating a Q&A graphic you can share on your social media accounts! Go live on Facebook and answer new questions that arise. Give them a behind the scenes look at exactly how that party will go and just how much fun everyone will have.
Another great way to exceed customer expectations at your FEC is to designate a specific staff member for each shift who is in charge of making sure customer expectations are met and who leads the effort in providing an amazing guest experience.
Have them consistently available to greet your customers as they arrive, point them in the direction they're looking to go, or provide them with a special escort to their private party room.
Consider providing this staff member with an easily identifiable
t-shirt, vest, or name badge that identifies them as someone guests can look for when they have questions or need assistance.
As time goes on, make sure this particular staff member checks in periodically with as many guests as possible to ensure their needs are being met. If any issue arises, prioritize remedying the situation right away. Perfection isn’t always possible, but quick action to find solutions to a problem is an important aspect of exceeding customer expectations.
Whether you have the opportunity to address it with the guest in-person right when it happens, or if you’re just finding out about it via a negative review on social media, be honest and admit fault when the situation calls for it. Do your best to apologize and
Don’t try to remove or cover up negative online reviews, either. Exceeding customer expectations isn’t always about getting everything right the first time—it’s also about how you respond to unexpected or less than ideal situations!
Many people, especially online, expect business to cover up anything that might paint them in a negative light. You’ll exceed customer expectations just by showing your humility and honesty!
Reply to these negative reviews with a message thanking them for their feedback, and communicate to them that the issue will be addressed and improved for next time. If possible, offer them an incentive such as a free admission coupon to make a return visit.
Always have a customer feedback area in your facility where guests can submit words of praise or improvement suggestions. You could also consider sending a survey via email periodically throughout the year.
Reading and responding to feedback (especially when it’s negative) will only help you to exceed customer expectations if you use it
When customers feel like their feedback matters, they feel important and appreciate that you listen to them in order to make your FEC a more enjoyable place to be.
Hold regular staff meetings to discuss customer interactions and the importance of meeting customer needs. Take time during each meeting to talk about what actions can be taken to exceed customer expectations even further going forward.
Your patrons are what makes your business! If you’re not working to improve the guest experience and exceed their expectations so they become return customers, what are you doing it for?!
Exceeding customer expectations isn’t always easy—it takes hard work, dedication, and a commitment to continuous improvement.
Take these 5 tips and use them to stand out from your competitors as a family entertainment center that prioritizes meeting customer needs and providing an amazing guest experience.
If you’re looking for more insight on how your FEC can take more of a customer-centric approach, download your complimentary copy of our resource, Serving Customers - Why It Matters & How a Service-First Approach Will Keep Customers Coming Back.