The survey of nearly 1,000 respondents commissioned by SCA Hygiene Products’ global hospitality hygiene brand Tork reveals décor in a venue to be the most important factor for consumers outside of food, service and price.
Should the quality and aesthetic appeal of a washroom fall below expectations, 56% of consumers would share their experience and opinion with friends and family, found the survey, whereas only 36% of consumers would speak with the manager on duty at the time, with 7% voicing their dissatisfaction on e-mail or through social media.
The little things that may not be front-of-mind for operators came through strongly. When respondents were asked what they consider the most important aspects of a well-designed washroom, ‘attention to detail such as coat hooks on doors’ ranked the most important factor.
“If you have a look at your washroom now, what do you see?” asked SCA Hygiene Products’ UK & Ireland Communications Manager Jamie Wright, “How sharp is its design? What impression are you giving your customers? These results show that a customer’s perception of an operator is not just about the food, drink, price or service they receive, their thoughts are heavily influenced by every detail including the design of your washroom.
“Hospitality operators should look at all components of their washroom to create a flawless impression. It’s easy to see the washroom in a venue as a functional room but it’s so much more to the consumer; design should never be an afterthought as this will go a long way to enhance customer experience and ensure they return.”