SUN VALLEY RESORT CASE STUDY FOR QUALTRICS RESEARCH SUITE “Our customer insights used to be very anecdotal, but with Qualtrics we can identify our customers’ wants, needs, and expectations. We’re now able to actually know — not guess.” — Michael Fitzpatrick, Marketing Manager Sun Valley, ID www.sunvalley.com Sun Valley Resort is a premiere getaway destination for all seasons, attracting more than 400,000 skier visits every winter and almost 200,000 summer visitors. ©2015 Qualtrics sophisticated research made simple Challenges • Flexibility and functionality of previous vendor was severely limited • Anecdotal data made it difficult to optimize marketing spend • Decision makers forced to operate on outdated customer feedback every week Solution • Sun Valley distributes one primary survey per season to determine NPS by breaking down the resort into individual areas (hotels, dining, retail, etc.) and using skip logic to customize survey to each guest’s resort experience • For example, if a guest dines at a particular restaurant, the resort can get an NPS for that specific establishment in addition to an NPS of the overall resort • Sun Valley can also edit or insert survey questions on the fly, which wasn’t possible before Qualtrics • With Qualtrics, Sun Valley can better customize surveys for more useful and actionable data, enabling the marketing manager to focus marketing spend on the right channels and locations • Real-time customer data, enabling faster decisions in weekly meetings • Management also receives a daily digest on customer feedback, enabling them to respond quickly if action needs to be taken Results • Response rate for seasonal surveys has improved by 6% • NPS has improved 22.7% • By identifying areas of opportunity, Sun Valley is able to better target marketing dollars • Improved turnaround time for customer feedback by 2-3 weeks • Sun Valley management team has the ability to make better, data-driven decisions based on the voice of its customers qualtrics.com [email protected] 1-800-340-9194
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SUN VALLEY RESORTCASE STUDY FOR QUALTRICS RESEARCH SUITE
“Our customer insights used to be very anecdotal, but with Qualtrics we can identify our customers’ wants, needs, and expectations. We’re now able to actually know — not guess.” — Michael Fitzpatrick, Marketing Manager
Sun Valley, ID
www.sunvalley.com
Sun Valley Resort is a premiere getaway destination for all seasons, attracting more than 400,000 skier visits every winter and almost 200,000 summer visitors.
©2015 Qualtrics
sophisticated research made simple
Challenges• Flexibility and functionality of previous vendor was severely limited• Anecdotal data made it di�cult to optimize marketing spend• Decision makers forced to operate on outdated customer feedback every week
Solution• Sun Valley distributes one primary survey per season to determine NPS by
breaking down the resort into individual areas (hotels, dining, retail, etc.) and using skip logic to customize survey to each guest’s resort experience
• For example, if a guest dines at a particular restaurant, the resort can get an NPS for that speci�c establishment in addition to an NPS of the overall resort
• Sun Valley can also edit or insert survey questions on the �y, which wasn’t possible before Qualtrics
• With Qualtrics, Sun Valley can better customize surveys for more useful and actionable data, enabling the marketing manager to focus marketing spend on the right channels and locations
• Real-time customer data, enabling faster decisions in weekly meetings• Management also receives a daily digest on customer feedback, enabling them
to respond quickly if action needs to be taken
Results• Response rate for seasonal surveys has improved by 6%• NPS has improved 22.7%• By identifying areas of opportunity, Sun Valley is able to better target
marketing dollars• Improved turnaround time for customer feedback by 2-3 weeks• Sun Valley management team has the ability to make better, data-driven
decisions based on the voice of its customers
qualtrics.com [email protected]
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