Abstract
This report offers an analysis of the Roar and Snore Experience, Taronga Zoo. Using firsthand interactions at Roar and Snore together with concepts and theories founded in customer experience, this report provides an analysis of the overall experience. In identifying the different activities associated with Roar and Snore, positive and negative aspects to the experience are discussed along with a range of recommendations aimed at increasing the overall service level and providing a consistent message and theme. The results presented as part of this report are based on observational data collected as part of the author’s stays as guests at Roar and Snore. At no point was the identity of the authors advised to staff, nor was the purpose of the observations discussed. Discretion was maintained in the collection of evidence throughout the stay. As part of the observational data collected the authors also observed the movements and conversations of other guests and staff associated with Roar and Snore. Secondary research was also undertaken through the review of feedback and reviews offered about Roar and Snore through internet sites such as Tripadvisor and blogs. It is acknowledged that the Roar and Snore experience offered by Taronga embraces many of the concepts outlined in providing a customer experience from the exclusive harbourside accommodation through to animal encounters. A review of online feedback and high occupancy rates is an indication of the popularity of the Roar and Snore and its ability to attract local and international guests, and provides for families through to adult only nights. The apparent popularity of the Roar and Snore program indicates the stunning views and novelty of staying onsite at the zoo appears to overshadow any shortfalls in the experience. This leaves guests with a feel good experience that allows for a bucket list item to be ticked, rather than providing a superior customer experience which will be talked about for many years to come. This report will outline ways in which a superior customer experience may be achieved and balanced with the delivery of a consistent conservation message. While there is scope for more scripting of communications for staff, building discretionary spend on memorabilia, improvements to aspects of food and beverage offerings and more behind the scenes activities, many of these improvements can come from adopting best practice from other industries such as hotel and restaurants. The Roar and Snore program extends the zoo beyond traditional zoo activities and as such benchmarking activities against other sectors, and providing training inspired from outside the realms of zookeeping will assist staff to deliver a superior customer experience. Across the whole Roar and Snore experience the key element that needs to be addressed is the concept of time and the timing of activities in order to allow guests to maximise their stay at Taronga Zoo. An extended program would allow guests to spend more time enjoying the stunning harbour views, animal encounters and food and beverage offerings. Allowing overlap of the Roar and Snore guest activities with the opening times of the zoo would also allow these activities to showcase the exclusivity of Roar and Snore to potential future guests who may be visiting the zoo. Overall, Roar and Snore offers a sound customer experience which with some improvement and consistency of theme could be developed into an amazing customer experience which guests will talk to friends about for years to come.
Original language | English |
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Place of Publication | Penrith, N.S.W. |
Publisher | University of Western Sydney |
Number of pages | 43 |
Publication status | Published - 2015 |
Keywords
- Taronga Zoo
- marketing
- customer services
- product management