Mystery shops for theme parks may seem like an odd use of mystery shopping resources and customer feedback. After all, most people have a great time at the theme parks, and will usually only complain when there’s something to complain about.
Or will they? Many times, people will keep the small complaints to themselves. But, when they add up, the small complaints turn into a mountain of a reason that a family will never return.
Whether it’s the magic of Disney, the thrill of Six Flags or the excitement of any of the great independent theme parks throughout the US (like Holiday World in Santa Claus, Indiana, just west of us here in Louisville), when consumers visit theme parks, they typically spend a lot of money in exchange for memories to last them a lifetime.
For this reason, theme parks need to ensure that they exceed their visitors’ expectations, even on — maybe especially on — the small things. One of the most effective ways for theme parks to ensure they are delivering excellent customer service and offering a memorable guest experience is by conducting frequent mystery shops.
So what takes place during mystery shops at an amusement park? Before the mystery shop event takes place, the shopping agency will meet with the theme park’s marketing or management team to create a list of criteria for evaluation. This may include anything from the park’s customer service, overall environment, or even feedback on the rides and attractions.
During the mystery shops, professional secret shoppers will visit the theme park and evaluate the pre-determined criteria. The mystery shopper will take note of environment, cleanliness, attractions, and the level of customer service offered.
They may even wear discreet video equipment or take photographs in order to provide a more detailed report. Upon completion of the mystery shops, the shoppers will complete a detailed survey regarding their entire experience at the theme park.
Mystery shops are a wise investment in guest satisfaction and retention for theme parks of all sizes. When conducted through a reputable mystery shopping agency, it is a process that will provide invaluable feedback that can help theme parks improve upon their customer experience management program. And, when it comes to theme parks, this means a more magical, memorable experience for each and every guest.
The Mystery Shopping Experience 