CUSTOMERS.COM® RESEARCH FROM THE PATRICIA SEYBOLD GROUP
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 Planning
a Theme Park Vacation around a Birthday
How Easy (or Difficult) Is
It to Accomplish on the Parks’ Web Sites?
By Ronni T. Marshak, Sr. VP and Sr. Consultant, June 25, 2009
NETTING
IT OUT
Mike
and his family want to take a
family vacation that overlaps
with his son’s seventh
birthday. This test drive looks
at Mike’s scenario, with
its Moments of Truth and metrics.
As he checks out how well DisneyWorld,
Six Flags, and Colonial Williamsburg
can accommodate his needs.
After
time on each site, Mike chose
Six Flags (despite its chapter
11 protection status) as the
destination of choice for the
following reasons:
•Clear
navigation through the site
•Transparent
pricing and complete details
on all aspects of the vacation
•The
ability to pre-order almost everything
directly from the site
•How
easy it was to plan and order
the vacation and birthday party
details
This
test drive is actually a pretty
basic vacation scenario with
the caveat of a sub-scenario
of planning a birthday party
at the venue during the vacation.
Although this scenario looks
at the specifics of birthday
planning, you can extrapolate
for planning any specific activity.
And the lessons that can be learned
from Mike’s experiences
on the sites are relevant to
any Web site design.
OUR
TEST DRIVE SCENARIO
Celebrating
Bobby’s Seventh Birthday
at a Fun Remote Location
Mike
and Carla want to do something
special for their son Bobby’s
seventh birthday. In a family
of five children, Bobby, the
second from the youngest and
the quietest, often got overlooked
in favor of his more boisterous
and demanding siblings: Maureen,
15; Katie, 12; Sam, 9; and Molly,
3. This is a good year for the
entire family to travel to some
fun destination for the birthday
celebration—Mike has accumulated
enough frequent flyer miles to
pay for most of the airline tickets,
and travel prices are particularly
attractive at the moment. Besides,
Bobby has never been on an airplane,
and the trip would be a nice
bonus adventure for him.
This
report continues...
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