Discover How Surveys Can Revolutionize Your Customer Experience

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Customer experience is one of the key factors determining a business’s success. Satisfied customers not only return but also recommend your brand to others, helping to build a positive reputation and drive growth. But how do you know if your company is meeting customer expectations? The answer lies in customer experience surveys.

The Importance of Surveys in Customer Experience

Customer satisfaction and experience surveys provide valuable insights into what consumers really think about your products, services, and customer support. By collecting and analyzing this data, your company can:

  • Identify strengths: Discover which aspects of your service are most valued by customers.
  • Fix issues: Detect problems in customer service, product quality, or any other touchpoint in the customer journey.
  • Anticipate needs: Understanding customer expectations allows your company to offer solutions before issues arise.
  • Make strategic decisions: Base your actions on concrete data, optimizing resources and ensuring continuous improvements.

How to Conduct Customer Experience Surveys

Define your objectives. Before conducting a survey, clearly determine what you want to learn. This could be overall satisfaction, perception of a specific service, or the shopping experience.

Choose the right format. Use online surveys, interviews, post-purchase forms, or even direct email evaluations.

Ask strategic questions. Opt for direct and objective questions such as "What can we improve?" or "How would you rate our service?".

Gathering data is just the first step. The key is in applying the insights gained.

Turn Feedback into Action

BARE International has over 38 years of experience providing data-driven insights to help businesses enhance their customer experience. With our customized solutions, you can identify trends, resolve issues, and elevate service quality.

Request a FREE quote for your research project. Request A Quote

Invest in customer experience and strengthen your business.

 

At BARE International, we pride ourselves on helping businesses decode these customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve. 

Want to learn more about what drives customer loyalty in the airport lounge and financial industries? Reach out to us today to explore how our tailored research can take your CX strategy to new heights. 

Tell us about your business and what keeps you up at night. We can help. 

How Airport Lounges Enhance Customer Loyalty: Insights for Financial Brands

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Airports are often bustling hubs of activity, a mix of excitement, stress, and long layovers. In this chaos, airport lounges have emerged as havens of comfort, convenience, and exclusivity. For financial companies, this allure represents not just an opportunity to attract and retain high-value customers but also a gateway to better understanding consumer behavior in a highly competitive space.

At BARE International, we have conducted extensive market research in the airport lounge and financial services industries, revealing key factors that drive this successful partnership. This relationship serves as a notable case study in customer experience (CX) and loyalty.

What Makes Airport Lounges Irresistible?

Exclusive Comfort

Lounges offer travelers a break from crowded terminals, providing amenities such as plush seating, free Wi-Fi, and gourmet snacks. The ability to shower, relax, or work before a flight transforms the mundane airport wait into a premium experience.

Lounges like the Turkish Airlines Business Lounge in Istanbul Airport elevate the travel experience with thoughtful amenities. Travelers can enjoy traditional Turkish dishes, relax with roving masseurs, or engage in leisure activities such as a golf simulator. One traveler aptly described the lounge as "not just a lounge — it’s a destination".

Convenience and Value

Complimentary food, beverages, and sometimes spa services or meeting rooms enhance convenience and reduce stress. For business travelers, lounges often double as productive workspaces, ensuring no time is wasted.

For instance, the Delta One Lounge at JFK offers premium three-course meals and ample space designed for focus and productivity, transforming layovers into opportunities for efficiency. Meanwhile, the Vienna Lounge in Vienna Airport blends global convenience with local charm, featuring art nouveau designs and a Viennese café that offer travelers a serene retreat before takeoff.

The Status Symbol

Lounge access is synonymous with exclusivity.

A 2023 study by Collinson found that 59% of travelers feel airport lounges significantly enhance their travel experience, highlighting their aspirational value.

Whether through elite frequent-flyer programs or premium credit cards, being part of this “club” reinforces the consumer’s perception of their own status and purchasing power.

How Financial Companies Leverage Lounge Access

Airport lounges have become a cornerstone of premium credit card benefits, with major players like American Express, Chase, and Capital One designing entire strategies around lounge access. Here’s why this works so well:

Enhancing Loyalty

Offering exclusive access helps financial companies retain high-value customers who are frequent travelers. This drives repeat usage and builds an emotional connection between the customer and the brand.

For example, the American Express Centurion Lounge in São Paulo demonstrates how financial companies position themselves as lifestyle enablers by curating luxury experiences that meet high customer expectations.

Elevating Brand Perception

Partnerships with lounge networks or the creation of exclusive spaces, like Amex Centurion Lounges, position financial brands as premium lifestyle enablers. This aspirational branding attracts affluent consumers and fosters trust.

Driving Engagement

Lounge benefits often encourage customers to use branded cards for travel-related expenses, increasing spending while boosting reward point accrual and redemption. These lounges also act as global brand touchpoints, ensuring a consistent and premium presence across international markets.

Research indicates that Amex cardholders using lounge benefits spend 20% more annually on travel than those who do not.

Global Visibility

Lounges in international airports serve as brand touchpoints for customers worldwide, reinforcing a company's presence on a global scale.

The CX Impact: What Research Tells Us

From our work with airport lounges and financial companies, we've learned that understanding the customer journey is critical. Here’s how market research drives better decision-making in this space:

Identifying Pain Points

Feedback from travelers highlights areas where lounges can improve—whether it’s wait times, food variety, or technology access. For instance, lounges like the Priority Pass Lounge in Dublin Airport address practical needs with quick coffee access and free snacks, creating a positive impression even during brief visits. Financial companies can use these insights to refine their offerings and maximize value.

Measuring Emotional Engagement

Experiences in lounges evoke strong emotions, from stress relief to satisfaction. By measuring emotional responses, brands can better tailor their marketing and loyalty programs to resonate with their customers. The Vienna Lounge’s art-inspired decor and runway views evoke calm and exclusivity, ensuring that customers associate these positive emotions with the brand.

Customizing the Experience

Personalization also plays a pivotal role. Data-driven insights enable lounges and their financial partners to tailor experiences to specific demographics. Family-friendly amenities or business-focused services cater to varying customer profiles, driving repeat visits and deeper brand affinity.

Understanding Competitor Landscape

Competitive benchmarking ensures that both lounges and financial companies stay ahead by continually innovating their services.

Why Travelers Pick One Lounge Over Another

Travelers choose lounges based on factors such as design, convenience, and alignment with personal preferences. For example, Delta’s JFK lounge incorporates biometric entry to streamline access, catering to tech-savvy professionals.

Similarly, Capital One’s Denver lounge highlights regional identity with curated local cuisine, while the Vienna Lounge draws travelers seeking a refined and culturally immersive experience with its elegant ambiance and localized art.

These tailored offerings ensure that lounges meet diverse traveler needs, whether the priority is productivity, relaxation, or indulgence.

The Journey Ahead

As airport lounges continue to evolve, incorporating cutting-edge technology, sustainability practices, and hyper-personalized services, financial companies have the chance to redefine what loyalty and customer experience mean. By investing in deeper market research, brands can unlock opportunities to create stronger connections with their customers and differentiate themselves in an increasingly crowded field.

 

At BARE International, we pride ourselves on helping businesses decode these customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve.

Want to learn more about what drives customer loyalty in the airport lounge and financial industries? Reach out to us today to explore how our tailored research can take your CX strategy to new heights.

Tell us about your business and what keeps you up at night. We can help.

Entertain Me: AI’s Role in the Hospitality Industry’s Evolution

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Once upon a time, the hospitality industry primarily focused on providing a place to sleep and a meal to start the day. Today, hotels have evolved into dynamic environments where the distinction between hospitality and entertainment is increasingly blurred. 

Travelers seek genuine guest experiences that engage their senses and stimulate their creativity. This change has become increasingly in-demand - and expected - with the integration of artificial intelligence. 

Themes

Imagine checking into a themed hotel that feels like stepping into a movie set—whether it’s a retro 80s vibe or a luxurious medieval castle, there’s something for everyone. The Moxy Hotels, a brand by Marriott, exemplifies this playful spirit with their vibrant decor and lively communal spaces, encouraging guests to mingle and create memories. 

Using AI, these hotels can analyze guest preferences to create experiences that resonate perfectly and personally to their guests. Who knew a getaway could feel like a personalized Hollywood blockbuster? 

Entertainment

Forget about the days of dull hotel lounges; today’s hospitality venues pulse with life, featuring everything from local bands to Broadway-style performances. 

The Hard Rock Hotel chain takes this to heart, offering live music events and rock-themed experiences that turn a simple meal into an unforgettable experience. 

AI steps in here too, optimizing show schedules to ensure the best acts play when the most guests are around. 

Dining

The rise of celebrity chefs has turned hotel restaurants into culinary hotspots, where every meal feels like a Michelin-starred experience. The Nobu Hotels, boasting partnerships with the world-renowned Nobu restaurant, offer guests the chance to indulge in exquisite cuisine crafted by celebrity chefs. 

Themed dining events and interactive cooking classes offer guests enjoyable meals that appeal to their tastes. 

AI assists chefs in keeping up with trends, developing menus that meet current food trends and dietary needs, ensuring a wide range of preferences are accommodated for any guest. 

Health & Wellness

Health retreats are now all the rage, where guests can indulge in yoga sessions followed by spa treatments that make you feel like royalty. The Canyon Ranch resorts exemplify this trend, offering wellness programs that incorporate fitness, nutrition, and relaxation. 

AI can personalize these wellness journeys, offering tailored plans that help guests unwind and recharge based on their individual needs. 

In the world of hospitality, every stay is an opportunity for excellence and every meal is an occasion to savor. Here, AI serves as a valuable tool, while humans are the skilled professionals who utilize it. Together, they create a well-coordinated experience that combines technology and personal service, ensuring memorable moments for guests.  

Tell us about your business and what keeps you up at night. We can help. 

BARE Cares: 5 Ways to Fight Breast Cancer

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‘Want to join the fight against breast cancer?’ BARE shares an article by Stacy Simon for the American Cancer Society on Five Ways to Fight Breast Cancer.

‘Here are 5 ways to do a lot of good with a little – or a lot – of your time, your skills, and your voice.

1. Volunteer your time

The American Cancer Society offers many programs that focus on the physical, social, and emotional needs of people facing breast cancer.

  • Reach To Recovery® – If you have survived breast cancer, you can train to become a Reach To Recovery® volunteer who provides education and emotional support to other women – and men – facing a breast cancer diagnosis.
  • Look Good Feel Better® – This free, community-based service teaches patients beauty techniques to help restore their appearance and self-image during chemotherapy and radiation treatments. The program is a collaboration among the American Cancer Society, the Personal Care Products Council, and the Professional Beauty Association/National Cosmetology Association.
  • Road To Recovery® – Volunteer drivers in this program help cancer patients get to and from treatments. Last year, the American Cancer Society matched thousands of patients with volunteer drivers who donated their time and use of their cars.

2. Take part in research

As a breast cancer patient, you can seek out a clinical trial or sign up to be part of a research project that could help those diagnosed with breast cancer in the future. People who have never had cancer can help, too. For example, the American Cancer Society has conducted multiple studies over the past several decades that examine cancer causes, prevention, and survivorship issues in large groups of people. The latest of these is Cancer Prevention Study-3. By sharing information about their lifestyle and health status, participants in these studies give scientists the data they need to battle cancer at the world-wide level.

3. Make your voice heard

Many battles in the fight against breast cancer happen in your local legislature as well as in Washington, DC. The American Cancer Society’s advocacy organization, the American Cancer Society Cancer Action Network (ACS CAN), can help you become informed about cancer issues and exercise your rights as a citizen to support the causes you feel passionate about. For example, you can sign a petition to support the federal program that helps ensure all women have access to lifesaving mammograms.

4. Participate in Making Strides Against Breast Cancer

The American Cancer Society’s Making Strides Against Breast Cancer event raises millions of dollars every year to fund breast cancer research and provide information, services, and access to mammograms for women who need them. You can help by walking in a Making Strides event and raising donations, sponsoring another Making Strides walker, or volunteering your time and talent at an event. Nationwide, nearly 300 walks occur each year to honor breast cancer survivors, raise awareness, and raise money.

5. Take charge of your health

Although there’s no sure-fire way to prevent breast cancer, certain lifestyle habits are linked to a lower risk of it developing or returning.

  • Be physically active. Evidence is growing that regular physical activity helps reduce your breast cancer risk. It also helps keep your weight under control, which may also lower your risk.
  • Eat a healthy diet. Studies link a diet rich in vegetables, fruits, poultry, fish, and low-fat dairy products to a reduced breast cancer risk. A healthy diet also helps you stay at a healthy weight.
  • If you drink alcohol, limit how much you drink. Research has shown that women who have 2 or more alcoholic drinks daily have a higher risk of breast cancer than women who drink only 1 drink a day or not at all.’

Read the full article at the source here

BARE International: Family-Owned, Global Support

BARE International is a proud member of WBENC and supporter of the fight against cancer, and the fight for more birthdays and anniversaries. We celebrate the victories and provide support within and outside of our BARE family. We believe that community is strength and, together, we will stand up to cancer and continue to fight until we win. For more ways to fight, please visit www.cancer.org.

WHAT IS THE SECRET INGREDIENT TO HAPPY CUSTOMERS?

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The number one goal for businesses is to keep their customers happy. We don’t think any differently, and we’re ready to share the secret ingredient on what makes our client partners – our customers – happy. But what is this secret?

In addition to quality and professionalism, the true secret ingredient is the people. Our colleagues and the relationships between them are what makes BARE special. Our innovation methods, project management strategies, and collaborative methods have worked for more than 35 years because we think and work together as one team.

Many different cultures, nationalities, and personalities make up our global team. Group dynamics, cooperation, and inspiration help us to successful projects. We don’t back down from a challenge because we know we have support; someone has the answer, or we work together towards a solution.

In addition to online meetings, we invest in face-to-face meetings for teams across the globe to meet and collaborate. We battle “Zoom Fatigue” with select in person meetings for big projects and future strategic planning.

Last month, Business Development BARE colleagues from four different offices – representing a dozen different countries – flew to our Budapest office to and plan together.

“I love any opportunity to get the team together to strategize and share best practices around a physical table,” shares Global Vice President, Jason Bare.

“There’s a value in people getting together to share experiences – both frustrations and successes – that you can’t get from a video call.”

The BARE team participated in meetings and team building activities, ending the days with dinners and team bonding. They were able to advise each other, sharing opinions and perspectives from different experiences, a practice that has allowed BARE to grow internationally.

Your business challenges are unique. Our diverse team of colleagues is how we’re able to discover unique solutions! The BARE team is constantly evolving, with new ideas born out of experiences and different perspectives, guaranteeing success that we share with our client partners.

Author: Kíra Szabó – Budapest Office – Europe

FOOD FOR THOUGHT THIS VALENTINE’S DAY

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Customer service is an integral part of running a successful restaurant. It doesn’t matter how fabulous your new restaurant looks or how delicious the food is, if the service isn’t good, customers are not likely to return.

 

Valentine’s Day is reportedly the second-busiest day for restaurants in America, (behind Mother’s Day), as a restaurant owner, it is imperative that you tackle customer service from many different aspects.

HOW DO YOU DELIVER EXCELLENT CUSTOMER SERVICE AT YOUR RESTAURANT?

For a restaurant experience to be great, both the product and the service must score. A failure in either department often leads to a substandard experience. The server is incredible but the food is dry and stale. Bad experience. The food is amazing but the server simply can’t be bothered to refill your drink for the entire meal. Bad experience.

Too many restaurants fail on at least one level consistently. From restaurant cleanliness to brand management, running a restaurant necessitates a holistic experience that hits the customers on more than one level. That’s where BARE International comes in.

From fast food to gourmet fine dining establishments, BARE customer feedback programs, like our mystery guest visits can identify the key drivers at your establishment that are encouraging customer satisfaction and revisit intent. A customized formula of mystery calling and shopping, in-store and online audits, e-mailing, and mystery leads reveals how well your employees were trained and brand standards are executed.

FINAL COURSE (OF ACTION)

Restaurant customer service has many layers, and it is easy for leaders to get sidetracked by the operational details and to forget the fundamental service focus that is necessary for long term success. By leveraging BARE’s deep understanding of the restaurant industry this Valentine’s month, you can finally streamline operations, increase integrity, and improve the quality of customer service.

Let BARE International help your establishment leave a good taste in customer’s mouths, contact us to start the conversation today.

CASE STUDY RESTAURANT CUSTOMER SURVEYS.

By partnering with BARE, this national restaurant company was able to gather valuable information regarding exactly what its customers found important, and then channeled that feedback into the quantitative measurement of service and brand standards.

Download the case study here.