Building Anticipation on the Customer Journey

Published on October 9, 2018

It’s Angelina’s turn today to update our blog:

I had such low expectations when searching around for a Christmas ‘Lapland experience’ this Spring. You’ll know why, if you’ve seen the news headlines about lame Father Christmas experiences.

But on discovering LaplandUK I sensed this was an operator which could potentially make me fall in love with Christmas all over again. The layout, graphics, language of the web site suggested this was a proper operator that had taken the time to invest in its customer experience.

As I browsed the site and the many reviews, the one that sold Lapland UK to me stated: “It’s not often that you come across an experience that takes your breath away, never mind an event that you’ve been to before, but LaplandUK did just that.”

I had completely forgotten about the booking I made that …. until last week.

The postman delivered a package and inside a beautiful giftbox was not only the tickets but an itinerary with all the information we needed for the day – signed by the owners of the business.

The icing on the cake was the letter that Father Christmas had enclosed. Closed with a wax seal (with initials FC on it) it was addressed to my daughter . I had to resist the temptation to open it!

We’re told that the Customer Journey for any event should start from the point of discovery and continue – and build – from pre-event build-up through to post-event follow-up (and hopefilly the next booking).

So far, Lapland UK has proved to be one of my favourite ticket-buying experiences – perhaps in part because my expectations were so much lower but also because the organisers have gone above and beyond printing nice-looking tickets. They understandthat they are selling a product to a parent but for the child this is a once-in-a-lifetime experience. Even I am now excited about our day at LaplandUK. And I never thought I would be saying that!

But as they say ‘the proof is in the (Christmas) pudding’ so I’ll be back with my review of our day with Father Christmas in December. Expectations have been well and truly raised…

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