Professional Documents
Culture Documents
Case Study #4: Kiwi Experience: 1. How Does KE Maintain A Continual Customer Focus?
Case Study #4: Kiwi Experience: 1. How Does KE Maintain A Continual Customer Focus?
BUS 369-02
KE maintain a continual customer because their services are flexible and expression. Their
customers could get on or off the bus where they wanted, which their customers don't need to
worry about the time to start their trip. Their reservation system helps a lot to enhance their
long-term relationship with customers, which this system can tell KE where their customers are,
where they got off the bus and for how long. This enables customer flows to be managed
effectively and ensures that the buses are as full as possible. What's more, KE offers daily
departures for about four months of the year (January–April) and four to five times a week
throughout the rest of the year which brings much convenience to their customer and makes
The culture of New Zealand plays an important role in the success of KE because they want to
be the best in the backpacker market and try to satisfy those people who want to see the real
New Zealand and explore this beautiful country and the country's natural wonders. As we
know, New Zealand hosted a total of 2.5 million international visitors in 2011 and this is
expected to grow it 3.1 million by 2016. These data show that tourism in New Zealand has
try to give their customer a good traveling experience, a chance to meet other people, getting
value for money, and getting involved in the New Zealand and culture. Being the first in the
marketplace let them gained a lead in understanding what their target market wants and how
3. Brainstorm on how other service companies might get customers to pay a more active role
Cruise experience can get customers to play a more active role. The activities in the cruise have
effective interaction with their customer. For example, on the board, there have been many
scenes and photographers to take photo for passengers. This activity is free so it attracts a lot of
people to adhere to. Another activity they have on board is the dancing show at night. After
customers watched the performance of dancers, the host was leading customers to the lobby
and they dancing together. What’s more, the host was randomly picked customers to have a
dance battle with others, and the winner can get a free drink.
external site.)). What strengths do you think the website has? What improvements would
you suggest?
The strengths that the Kiwi Experience website have is the attractive front page which they
highlight their promotions and deals to catch people's attention. Moreover, except having the
links for booking their service, their website also has few pages about discovering New Zealand,
it helps travelers to have a better understanding of where to go and what to do before they
start their trip. The suggestions that I would give them are to have a better font design for the
front page because right now they are just using colorful text background which makes it look
not professional. What's more, I suggest they have online chat options for that customer who
has questions when they booking online and for the people who prefer to contact online.
5. Describe two promotional tools that KE uses. Are they effective? Why or why not?
One of the promotional tools that they use is advertising oversea. Kiwi Experience is trying to
target the travelers all over the world before they come to New Zealand. Advertising oversea is
effective since they have really good word-of-month, many people said they kept hearing from
Kiwi Experience before and during their trip. There is research that showing Kiwi Experience has
about 75% of customers have heard of KE before they enter New Zealand and around 27% of
travelers buy ticket oversea. Another promotional tool they use is letting “street fighters”
spread the word to the city, for example, railway terminals, bus stations, and backpacker
hostels. This is effective because backpackers as their target market usually go to these places