GES AS THE TOOL FOR RADICAL IMPROVEMENT OF MARKETING RESULTS
Success of any company is connected with a constant growth of sales and customers’ effective demand. It is important for the company to expand its customer base, the number of users or subscribers continually, and to create the environment when an influx of new customers exceeds the number of consumers gone. This raises the problem of clients’ loyalty which is seen as one of the main marketing goals. According to Harvard researchers, increasing the frequency of guests’ visits can raise company’s revenue from 25% to 125%. What can be done when demand falls? What are the factors affecting it? How to retain clients and to attract new ones? How to understand restaurant problems and to assess customer satisfaction level? The Guest Experience Survey indicator answers these questions, and we consider GES as the tool that can radically improve marketing results