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With over 13 million guests visiting their theme parks every year, Paramount Parks needed a better way to engage those visitors for feedback on their visits. The solution? Paramount began using online surveys for instant customer feedback.

After extensive research, Paramount decided to let visitors play a more active feedback role by using online surveys to tell the managers what they liked, what they thought could be improved, and what they wanted to make their experience at the park even better.

In a single year, Paramount netted over 10,000 survey responses measuring guests' satisfaction with dining, shopping, games, and rides. By listening to their customers, Paramount made smart moves when it came to new rides and entertainment and continued to expand. In 2006, Paramount Parks was sold to Cedar Fair in 2006 for 1.24 billion.

With millions of customers each year, Paramount officials found it almost impossible to develop individual relationships with guests. A one-way barrage of advertising on television and the internet wasn't helping Paramount hear insightful commentary from its customers.

Online surveys were found to be much more effective than the one-on- one interviews that Paramount had previously conducted because they allowed customers to be honest and not self-conscious about speaking in front of a Paramount employee.

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More than any other industry, service firms need excellent customer satisfaction to survive. By running online surveys, firms can instantly track and measure customer reactions to changes in price, structure, or employees. Moreover, the instant feedback and results from web surveys give businesses the chance to react quickly and efficiently to changing consumer preferences.

As Paramount discovered, interviewing clients one-on-one isn't as effective as engaging them with online surveys they can take in the privacy of their own home.

The results gave Paramount a good idea about what consumers wanted from their theme parks. By surveying clients about new ride ideas and park layouts, Paramount allowed their customers to actively decide what new rides and exhibits would be put in place-making Paramount's job easier and customers happier.


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