How to build a guest experience dashboard

Carla Vianna
Carla Vianna
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How to build a guest experience dashboard

How satisfied are your guests with their recent visit? 

Will they return? 

And how likely are they to recommend your attraction to their friends and family?

A guest experience dashboard can give your attraction access to how your guests are feeling in real-time. By tracking key guest experience metrics in a single platform, you’ll gain high-level insight into how your guests are interacting with your brand at every step of their journey.

In this post, we’ll share how you can create your own guest experience dashboard — and all the ways it can help you better meet guests’ expectations.

What is a guest experience dashboard?

4 benefits for building a guest experience dashboard

How do you gauge customer experience?

What metrics should you track on your dashboard?

What is a guest experience dashboard? 

A guest experience dashboard is a platform that helps businesses visualize customer data like website analytics, NPS survey feedback, and transactional information.

This allows you to get a bird’s eye view of your most important metrics within a few seconds of viewing the dashboard.  

This can be especially useful for attractions, which can gain valuable insight into guest satisfaction by observing how they’re interacting with your brand.

4 benefits for building a guest experience dashboard 

Having a well-rounded understanding of your guest experience can benefit your company in more ways than one.

1. Makes customer data easy to understand

For many businesses, the fact that a customer experience dashboard consolidates customer data in an easy-to-read platform is a major benefit in and of itself.

With a dashboard, your staff won’t need to manually sift through dozens of online reviews or social media comments to learn how your customers are feeling. Instead, they’ll be presented with a collection of this data in a single platform.

And the data will be organized and presented in a way that’s easy to interpret.

For example, the responses to your post-visit customer survey might be shown in one column, while recent online reviews are shown in another. From this, you can get a good sense of how recent customers are feeling about their visit.

2. Provides a high-level view of customer experience

Your business is likely interpreting each email, social media comment, or feedback survey on its own, without necessarily making a meaningful connection between them.

Yet attractions that can look at their guest data collectively are more likely to spot trends and bottlenecks.

A dashboard makes that possible. It combines all of the necessary data into one single platform, giving you a high-level view of how your customers are interacting with your company.

This can save your team a lot of time. Your staff will no longer have to manually locate and organize customer feedback.

A dashboard keeps tabs on this data in a single location, freeing your team to focus on more important aspects of your business.

3. Identifies crucial areas of improvement

A dashboard makes it easier for your attraction to pinpoint areas that require attention.

Your customers’ feedback will tell you what’s making your guests happy and where there’s room for improvement.

You’ll also be able to identify bottlenecks that may be impacting your customer services, such as long wait times on the phone or a slow website.

4. Can help your attraction increase revenue

When you have a solid understanding of how your guests feel about their interactions with your brand, you know how to better meet their expectations.

This becomes a win-win situation because when you meet guest expectations, they’re more likely to become loyal fans of your attraction. In fact, 92% of companies that improve customer experience report an increase in customer loyalty, and 84% report an increase in revenue.

Guest loyalty drives return visits and word-of-mouth marketing, which, in turn, brings in more ticket sales.

How do you gauge customer experience?

Net Promoter Score (NPS) is a key performance indicator used to measure the overall quality of your guest experience.

You can find your NPS by sending guests a survey that asks how likely they are to recommend your company to others on a scale of 1 to 10. Those that answer with a 9 or 10 are considered “promoters,” or your most loyal fans.

To find your NPS score, you’d subtract the percentage of guests that answered with a 6 or lower from the percentage of those that answered with a 9 or 10.

The higher your score, the more loyal your guests are. Customer loyalty directly correlates with customer satisfaction, which is why NPS is a good metric to track on a customer experience dashboard.

A dashboard will make it easy to track changes in your NPS score over time. If it begins to decrease, then you’ll know that there’s something negatively impacting your guest experience. You can then follow up with individual guests to better understand what they’re unhappy about.

You can also measure customer satisfaction at different points in your customer journey. 

A Customer Satisfaction survey can be used to measure specific interactions with your company, such as after a phone call with your booking team. 

These surveys can be used to examine each touchpoint your guests go through before, during, and after their visit to better understand how they’re feeling at these key moments. Your dashboard can keep track of the feedback from these surveys, giving you a chance to monitor satisfaction levels across key areas of your business.

What metrics should you track on your dashboard?

You might be tempted to track several metrics once you get your hands on a guest experience dashboard — but it’s important to focus on the ones most relevant to your business.

Most companies measure two to three metrics like NPS to track loyalty and CSAT to monitor customer satisfaction over time.

The most popular key performance indicators (KPIs) to track are:

  • Net Promoter Score: A survey used to gauge customer loyalty.
  • Customer Satisfaction Score: A measure of customer satisfaction with a particular interaction or overall experience.
  • Customer Effort Score: A metric that illustrates how much effort a guest has to put into getting an issue resolved or a request fulfilled.
  • Sales: Tracks the number of tickets sold over a period of time. 
  • Social media mentions: Find out how often your company is being mentioned on social media in a positive or negative way.
  • A number of new guest reviews (by channel): Guest feedback helps motivate future visitors to make a booking. Growing positive reviews is a good sign for your company.


Whatever metric you choose to track, a customer experience dashboard will benefit your company in a number of ways.

It’ll make your customer data easy to understand and provide your company with a high-level view of guest satisfaction.

These are necessary metrics to understand to increase ticket sales and generate more revenue.


Writer Carla Vianna

Carla Vianna

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