Last week I spent some time at my favorite ski and snowboard resort in Park City, The Canyons. Even though I was there for some much needed R&R and to clear my mind before the water polo season began, it was extremely difficult for me to completely remove my marketing hat. Not that Canyons had anything to do with it, it's just how I roll wherever I go.
The goal of customer experience marketing should be that your customers have no idea it is even happening, and that they want more of it. A lot like how online content marketing works. Canyons does this beautifully.
If you have never been to the canyons before, there are two things you need to know. 1) You are missing out, and 2) It's huge!
Where I noticed The Canyons knowingly (or unknowingly) doing customer experience marketing.
- At the top of the most popular lifts there was a customer experience employee helping people read the trail maps to find the best way down for what they wanted to do.
- At 10:30 AM every morning, Canyons does a FREE resort tour. I did not participate in this, but as I observed it in action I know I was missing out. My buddy, who was there for his first time, was bummed we did not take it.
- Comfortable patio chairs at the bottom of long runs to relax in and loosen up your boots. Of course, these chairs were strategically placed near options to buy food.
- Free hot chocolate. WOW! I did not see this earlier this season, so I don't think its a regular thing, but on this particular day they were handing out coupons for free hot chocolate. They got this brown bagger into smell the soups and pizza (Yes, I caved and bought a piece of pepperoni.)
- Heated chair lift. Not on the most popular lift, but on the lift that would alleviate the most congestion. Smart thinking people!
What does all this customer experience marketing do?
- They made visitors feel comfortable and not overwhelmed by it's massive size. This makes it easy to come back a 2nd time.
- They made it a no-brainer to hang out where they sell food.
In summary, the result of marketing to people who had already bought is that customer come back for more and spend more dollars while they are there. What business does not want that? The best part is, people want to me marketed to this way. We soak it up and ask for more.