2020 Guest Experience Survey Results

View this video commentary about our guest survey results from Guest Services Director, Jonathan Bellingham.

Survey Says…

When we decided to open June 28, 2020, we knew your immediate feedback would be critical in helping us navigate this unchartered territory of minimizing safety risks while maintaining the traditional Capon experience. This made the responses to our guest experience survey more important than ever before.  And the response was amazing!  Not only did 41% of those who received our post stay email fill out the survey (which exceeds industry standards), but 82% left written comments.  The fact that so many folks took the time to share their input tells us just how important Capon is to so many of you, and how invested you are in Capon’s future.

During our weekly management guest services meetings, we would review the survey data from the previous week and read every single comment.  Looking at the feedback in real-time allowed us to immediately make tweaks to improve the experience.  We listened to your feedback about safety such as needing more COVID related signage, more verbal reminders about mask use, and safer processes for things even as specific as how folks should pick up their BINGO cards!  We listened to your feedback about WIFI problems and contacted our provider to improve connectivity issues.  We addressed specific maintenance issues like running toilets, clogged drains, missing window screens, and doors that were hard to close.  In addition, longer term and bigger concerns were catalogued so that our management team and board of directors can use the input for planning and decision making during the off-season.

Here are some of the high level results:

1) The “gold standard” question:  “Would you recommend Capon to a friend?”
Businesses use this question to measure customer experience and business growth potential.  If you are looking to be ranked among the top businesses you need a net promoter score above 50 (Starbucks represents the corporate gold standard at 77).  In 2019, your ratings for this question gave us the unheard of score of 86!  Considering the unpreceded challenges and modifications we needed to make to maintain safety in 2020, we prepared ourselves for a decline in score this year.  Amazingly enough, we are so proud to report that we reached that same score of 86 again in 2020!  Admittedly, our score was lower at the beginning of the season when we were finding our way.  Our final score of 86 is a direct result of your survey feedback that enabled us to get better as we went along.

2) Individual category scores:
The top scoring areas included: grounds, feeling welcome, waitstaff friendliness, likelihood to recommend Capon to a friend, spa and safety/security. The most improved areas included pillows and grounds (in 2020, every guest room received brand new pillows).  While food and dining declined the most, most of the lower scores went to guest room related categories.  We hear you– mattresses are still in need of attention so they are at the top of the list to be addressed in 2021.

3) Safety related scores:
An impressive 96% of guest said they felt safe at Capon, with 90% saying they would recommend Capon to someone with COVID concerns.  We consider this to be the greatest success story of our 2020 season!

The Guest Council

In addition to the survey, our Guest Council (GC) members provided valuable feedback as they served as eyes and ears on the ground during their stay.  In 2020, most of them were able to come, some more than once!  Not only were they able to provide their own insights, but they served as a channel for others to share thoughts and concerns about their current Capon experience.  After their stay, GC members wrote up a report in a shared google doc that reflected input based on: overall impressions, reactions to new things, COVID related feedback and suggestions for the future.  These reports were shared both in the weekly management sessions and to the board of directors.

Much of the information was presented from the viewpoint of our long time, regular guests.  The GC told us about how the current year enhancements (new front porch and steps, pool awning and fire pit) were received.  We also gained insights into how new processes like the welcome packets and the recreational equipment check-in systems worked.  And as usual, one of the biggest conversation pieces was about food and the dining experience- what people liked and didn’t like.

Thanks for all your feedback, encouragement and support which made the 2020 season the best it could be under the circumstances.  As we plan out 2021 over the next couple of months, stay tuned for emails highlighting some of those enhancements you let us know were necessary to both keep everyone safe and to maintain the magic of Capon.