EQ Up Close: Case Study Series - New Brunswick
Challenges
The biggest challenges that TNB faced in implementing EQ that industry saw it as a 'program' rather than a research tool and the time it takes for change to occur
through each layer of the supply chain, whether direct or indirect. Simplifying the language around EQ for operators and referencing it as a tool rather than a program
has helped alleviate confusion. As Emilie Comeau-Sinclair explained, "It's constant, you constantly have to bring it [EQ] back on the table". Time and shared continued
successes will only help the full integration of EQ within New Brunswick, specifically as operators see other operators improve their business.
TNB's Travel Trade and Travel Media departments have struggled with identifying best practices on how best to leverage EQ insights beyond alignment of content and
messaging. However, by the second year using EQ, these units were taking advantage of the Department's improved, targeted content and images.
SIRE DIA
New Brunswick Department of Tourism and Parks
Shediac Bay Cruises, New Brunswick
"What we have come to realize is that we are using [EQ] without
realizing it because everything [content] now is all tagged and
written to EQ types."
--Melanie Britton, Manager, Trade Sales
From an industry perspective, Linda Gaston states,
"it is difficult to stay on top of [EQ], especially in the peak of the season.
You have to make sure that your staff is on top of it. Most travellers are
not interested in answering the survey to find out their EQ type, so we
have to dig a different way to get a sense of their traveller type."
Training staff to understand the EQ types helps identify and engage appropriately with customers.
Focus is now less on asking travellers to answer the EQ quiz and more on taking the EQ
knowledge and applying it.
Results
Kim Matthews says that decisions about what TNB does and doesn't do are much easier now that they are focused on specific EQ types. Throughout the Department
decisions are made based on a common view of customers and what experiences New Brunswick has to offer to its guests.
EQ has provided a common language with tourism partners such as the CTC and ACTP, and internally within the Department. "We are more aligned and streamlined,"
states Melanie Britton. It has improved relations with industry and industry associations as it is clear that TNB is leveraging EQ across all activities and programs,
resulting in a constant and consistent message from the Department.
TNB has put significant effort into evolving its messaging to best align with its primary EQ types. A case in point is the consumer website
(www.tourismnewbrunswick.ca). Relaunched in 2012, the entire site has been developed and rewritten based on New Brunswick's target EQ types. Three months after
the launch of the new website, product and booking enquiries via web traffic were up 6.5%.
© 2012 Canadian Tourism Commission
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