A.4.   Customer satisfaction is measured and corrective action taken where appropriate.

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The customer is the central focus of the tourism experience. Their satisfaction should be eagerly sought in order to foment continued travel to a destination through return visits and word of mouth communication.  Additionally, the customer provides a unique vantage point on the company’s operations that the management and business employees may not be able to provide. The company tools used to monitor customers’ satisfaction with internal operations, relations with the community and other stakeholders, and the effectiveness of sustainable programs enable the company to make improvements on a regular basis.

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Potential Indicators

•    Average Customer Satisfaction rating:
              (Total of all Customer Satisfaction rating scores / Total number of surveys completed)                  

•    Corrective action plan exists (yes/no)

•    Number or type of complaints received as percent of total guests

•    Percent of complaints received that have been resolved

•    Percent of guests who would recommend the activity/accommodation to others