32. 1 Keep swimming – take aways
Basic expectations = hygiene factors. Perform poorly
on these and you suffer.
Performance payoffs = standard factors. The more you
do, the more guests appreciate it.
Excitement generators = wow factors. This is what will
make you memorable.
Over time, all factors deteriorate as they become
commonplace. You have to keep raising the bar.
56. 2 Does this hurt? – take aways
Understand the emotional journey of your guests
Map emotional highs and lows
Improve the lows
Times of stress and discontent are the perfect
opportunity to generate excitement
88. 3 You don’t need an app! – take aways
Plan a digital strategy
Do your research
Set up conversion goals in Google Analytics
Map the user journey
Find out what digital tools can improve the experience
at each touchpoint
A/B test your content, messaging and design