The Goal
Connecting Customer Experience to Real Business Outcomes
Reflections Holidays, like many organizations, had long collected customer feedback through Net Promoter Score (NPS) surveys but struggled to link this data to concrete business results.
While NPS provided a general sense of customer sentiment, the leadership team was keen to go beyond anecdotal evidence and fully understand how improving NPS could drive real financial outcomes—such as increased revenue, guest retention, and customer loyalty.
They wanted to empower their teams to make data-driven decisions that would elevate customer experience while simultaneously contributing to the business's bottom line.
The Challenge
A Disconnect Between Feedback and Business Decisions
Before partnering with Kapiche, Reflections faced a typical challenge: while NPS scores and feedback were being collected, the data was underutilized, leading to decisions based more on assumptions than evidence. Decisions were typically influenced by park managers' direct observations, such as complaints about road quality. As Matt described, the park managers tended to focus on issues they themselves encountered regularly, like driving over potholes, while missing what truly impacted guests' overall experience.
NPS had not been connected to commercial outcomes, making it difficult to justify investments in customer experience initiatives. The challenge for Reflections was twofold: to use the data they had effectively and to demonstrate the financial impact of NPS improvements.
The Solution
Data-Driven Insights from Kapiche’s Analytics
Recognizing the need for a more strategic approach, Reflections partnered with Kapiche to transform how they viewed and used their customer feedback.
Kapiche’s feedback analytics platform helped Reflections analyze five years’ worth of NPS and booking data, unlocking actionable insights that reshaped their approach to customer experience. The breakthrough came when Kapiche quantified the impact of a single-point improvement in NPS: a boost worth an additional $307,000 in revenue.
One of the pivotal moments in the transformation process occurred when Kapiche’s analysis revealed that common assumptions about guest satisfaction—such as the importance of road quality—were not supported by the data. Instead, relatively minor and cost-effective improvements, like ensuring clean bathrooms and providing additional kitchen utensils in cabins, had a significantly higher impact on NPS and, consequently, on revenue.
As Matt explained:
`Our CEO said, ‘So you’re telling me I can spend half a million dollars fixing a road at one park or spend a couple thousand across the whole network on kitchen utensils and drive better impact?’ That was game-changing for us.
The Result
Strategic Investments That Drive Both CX and Revenue
The partnership with Kapiche led to a dramatic shift in how Reflections approached customer experience. Instead of relying on intuition or sporadic feedback from park managers, decisions were now grounded in comprehensive data analysis.
With the newfound understanding that improving seemingly small aspects of the guest experience could lead to significant financial benefits, Reflections was able to realign its priorities. They reprioritized projects, like road repairs, and instead focused on more impactful investments, such as upgrading amenity blocks—a decision that resulted in a major increase in NPS at several parks.
The data-driven approach empowered the entire organization to take ownership of customer experience improvements. NPS became a key metric discussed at weekly meetings and company-wide conferences, with park managers recognized for their efforts to boost scores. One standout example came when a park with newly upgraded bathroom facilities saw its NPS rise by 20 points, outpacing every other park in the network.
Matt reflected on the cultural shift:
It really contextualized a lot of the bitsy information that people would hear from individual guests. Now our staff can say, ‘I’ve heard this, but I know from the data that this thing matters much more.’
In addition to operational changes, Reflections also used Kapiche’s insights to make informed, strategic decisions about where to allocate resources. This shift not only improved NPS but also increased guest loyalty and, ultimately, business performance. By demonstrating the direct link between NPS improvements and revenue growth, Reflections transformed its VoC program from a passive feedback collection system into a powerful driver of business growth.
The Promised Land
From Assumptions to Insights
The transformation at Reflections Holidays highlights the critical role that data analytics can play in customer experience programs. By partnering with Kapiche, Reflections was able to shift from making decisions based on assumptions to using clear, actionable insights that connected NPS with real financial outcomes.
This case illustrates the power of using advanced feedback analytics to drive both customer satisfaction and business success. Reflections now have a scalable, data-driven approach to CX, allowing them to continuously improve the guest experience and maximize ROI from their CX initiatives.
“Kapiche has provided us with the tools and insights to make smarter, more strategic investments in customer satisfaction, driving real business growth as a result.”
