Becoming Europe’s best and biggest. This is the ambitious mission of EuroParcs, a holiday park developer that sells holiday homes to private individuals and corporate investors. In addition, EuroParcs also rents out holiday homes to individuals and businesses. To reinforce this ambition, EuroParcs wants to learn from its guests how they experience the facilities and service at the holiday parks. Amplixs’ innovative research methods support EuroParcs in further optimising the guest experience.
Targeted in-depth questions for maximum output
The surveys we conducted for the holiday park chain Droomparken until mid-2020 were implemented for all holiday parks after the chain was taken over by EuroParcs. During the same period, we launched a new research method in close cooperation with Daniëlle Pul-Spring in’t Veld, Quality & Improvement Coordinator at EuroParcs. The surveys are now phrased in such a way that we gain even more information from guests on a specific subject where, previously, we were unable to get any insight into why a guest had given us a bad rating if they didn’t add any additional explanation.
The new method allows us to ask more in-depth questions about specific aspects to better understand the given rating on different levels. Besides that, guests can still add comments, which often provide us with valuable feedback. EuroParc visitors who are very dissatisfied with their stay are contacted immediately, without them having to complete the rest of the survey. This kind of personal conversation gives EuroParcs the opportunity to arrive at a more direct solution. This survey method has now been rolled out to 55 parks and new parks are automatically connected to the Amplixs Survey Manager.
“The survey method is aimed at gaining even more information from guests on a specific subject”
Daniëlle Pul-Spring in ‘t Veld – Quality & Improvement Coordinator EuroParcs
The reports are accessible to all parks and almost all park employees. The results are also emailed and can be filtered to show, for example, just hospitality or cleaning. Park managers also include the results in monthly business scores. By distributing the reports throughout the organisation as actively as possible, it becomes much more likely that targeted action will be taken when the organisation fails in the guest experience. The great advantage of this survey method is that EuroParc’s front office staff can address issues instantly based on being aware of the most negative results.
Matching scores to core values
At the moment, most of the actions that are taken arise from the comments that guests add to the survey. EuroParcs instructs its park teams to filter these texts carefully, so they can focus their actions on the specific issues and, thus, realise change and impact. Guests also receive a short questionnaire when they arrive, asking them if there is anything else they may want or need. The replies are automatically forwarded to the reception staff so they can act on them as quickly as possible The overall scores from the results are somewhat less important. The trend lines showing certain scores are, of course, important for the Board of Directors to understand why some parks score better than others. On top of that, EuroParcs works hard to establish KPIs that allow for tighter future monitoring of the operations in the different parks based on scores.
“All survey answers that lead to a certain score are linked to core values and a promise”
Daniëlle Pul-Spring in ‘t Veld – Quality & Improvement Coordinator EuroParcs
Something we already do, and which is typical of this research method, is that we check more frequently if certain scores are in line with EuroParcs’ core values. ‘Surprise and amaze’ are core values that EuroParcs tries to reflect in its survey wherever possible. A good example is testing EuroParcs’ unique event programme. EuroParcs organises big events during which satisfaction is measured through a QR code. The result for 2023 was a 9.1 rating. That’s absolutely wonderful!
Would you like to know more about our approach? Check out our 360-degree approach and download the brochure.