CMO

BIG4 Easts Beach CX Wi-Fi win

A wireless internet upgrade gave the holiday park the ability to provider better internet coverage and gain valuable customer usage analytics

BIG4 Easts Beach Holiday Park, struggling to meet guests’ growing internet demands, opted to upgrade its Wi-Fi and tap the analytics to analyse guests’ online behaviour to better meet their needs. 

The holiday park, located on the beachfront of Kiama, a small coastal town south of Sydney, is a popular family holiday spot and wanted to upgrade to a higher quality internet service and Wi-Fi access throughout the park. As the existing service had been a lower quality residential-grade service, it couldn’t be accessed everywhere, and had slower streaming speeds. It wanted to allow guests to access the Wi-Fi wherever throughout the park.

BIG4 Easts Beach Holiday Park director, Jennifer Drummond, told CMO it’s in the early stages of rolling out analytics and after the implementation, the next phase is about putting the analytics to use. The analytics will give access to demographics data such as age, gender, language and location, along with behavioural information such as frequency of visits to sites, amenities used or preferred, time of the day, dwell times and conversion rates.

It will also enable the park to collect presence analytics to provide a live view of the customer traffic within the venue and preference analytics based on whether the customer logs on through social media credentials or using a customised splash page. And beyond the data collection, it will enable valuable customer satisfaction insights to be gather.

“The platform has the capability to gather customer feedback by conducting various surveys and asking customers to rate, for example, amenities or events at the venue based on net promotor scores (NPS),” said Drummond.

In terms of managing privacy, Drummond said guest experience data is protected in line with Australian data security and privacy laws, and is also GDPR compliant. The network is provided by Vertel, in combination with Purple for the analytics, which links into CCTV cameras around the park, for service and robust security. 

And in the current pandemic, the location data can be used for ensuring compliance with government regulations around COVID-19. “The platform can also be used to enhance communications with customers by providing relevant information using personalised demographic data providing a better overall customer experience,” she said.

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