building experiences workbook_module2

8/2/2019 Building Experiences Workbook_Module2

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Table of Contents

4 Best Customer Profile Worksheet

5 Identifying Experiences that Make Sense for Your Business Worksheet

6 Experience Blueprint Worksheet

7 Other CTC Resources



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Best Customer Profile Worksheet

Based on your business’ unique selling points and the global EQ types described in the EQ Worksheets,

create the following profile for the type of customer around which you may build an experience offer. Write in

the name of your target EQ type here___________________________

Demographics Values Travel Behaviours

What is the age range of yourcustomer?

Social Values What motivates this customer totravel? (E.g., love of travel, exploringother cultures and places, going to afestival or sporting event, family get-togethers, etc.)

What type of job does your customerhave?

How does the customer like to travel?(E.g., group tours, self-touring by car,in family groups or in couples, etc.)

What is your customer’s educationalbackground? Would he or she havecompleted secondary, post-secondaryor post-graduate education?

Travel Values What types of activities does thecustomer like to engage in while onvacation? (list the top 3-4)

Would you describe the customer’sestimated household income as high,average or low?



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Identifying Experiences that Make Sense for Your Business

Worksheet

What is your top EQ type (bestcustomer)?

List the core products/services thatyour business offers

Identify one of these products orservices to be enhanced, creating amore robust experience that:

1. engages your best customer’ssenses,

2. connects him or her to people &places, and

3. fulfills his or her need for escape,thrill, exploration, and/orimmersion?

List the types of experiences this EQtype is looking for



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Experience Blueprint Worksheet

Theme How will the guest beengaged? (Think authentic.Use as many senses as

possible)

Will there be an element ofsurprise?

What memorabilia will theguest return home with?

EQ target type

Is this a single experience orseveral sequenced together?

Where will it take place?

How would you like the guest to describe the experience?Feel free to fill in this section with words and/or pictures.

What other businesses will itinvolve?

What transportation will beneeded?

What is the optimal group

size?

Do you need any specialequipment?



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Other CTC Resources

1. CTC Toolkits and Brand Canada Library:

Access them online at http://en-corporate.canada.travel/resources-

industry/toolkits

2. CTC YouTube Channel

3. CTC Flickr Channel

4. CTC Media Centre

Access it online at http://en-corporate.canada.travel/media-kit

5. CTC Market Research

Access it online at http://en-corporate.canada.travel/research

6. EQ Authorized Trainers

Kathryn Tector, Senior User Experience Consultant902 225 [email protected]: Web, CRM, usability, marketing

Mary Mahon Jones, PresidentMahon Jones & Associates [email protected]: Training, facilitation, product development, marketing,industry development,visitor experience development, strategic planning

Jane Osler, PrincipalP J Osler & Associates 604-512-1197

[email protected]: Training, facilitation, marketing, productdevelopment, visitor experience development, strategicplanning

Kim Whytock, PrincipalKim Whytock & Associates [email protected]

Services: Training, facilitation, marketing, productdevelopment, visitor experience development, strategic planning

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