HOW DOES YOUR GARDEN GROW?
DAVID A. RAWSTHORN, Swanage Railway head of sales and marketing, offers a light-hearted perspective on improving the customer experience.
Each year we welcome over 200,000 passengers to the Swanage Railway. That doesn’t include the countless thousands of casual visitors to our stations who wander on to our stations to visit our shop, buy a snack and use the loo.
We assiduously look at our TripAdvisor Reviews giving a metaphorical high five to every positive review. Occasionally we receive a less-than positive review, which we read with disbelieving shake of the head, and we try to figure out why the reviewer didn’t thoroughly enjoy The Swanage Experience as so many others have. And in the face of overwhelmingly positive reviews, it’s easy to dismiss the odd negative comment.
And therein lies the challenge. How do we, as heritage railways, achieve the correct balance of recognising and appreciating what we do well while not being dismissive of the negative, and allowing complacency to take root?
I would recommend a trip to your local garden centre. I am sure there is at least one within a short distance of your railway or home.
Yes, I did say garden centre. But how is that relevant?
Garden centres are big business. They are welcoming increasing numbers of visitors – the very sort of people who come to your preserved railway. They usually have excellent cafés and shops, and well-trained staff who are pleased to see you – not to mention the flowers and plants.
The chances are you will leave with a much lighter wallet, as well as many hours of planting ahead of you. So, go and enjoy.
HOW DO WE, AS HERITAGE RAILWAYS, RECOGNISE WHAT WE DO WELL WHILE NOT ALLOWING COMPLACENCY TO TAKE ROOT?
Having visited once, you wait a week then go for a second visit equipped with a notebook and a pen – and if you forget, the garden centre shop can probably sell you those, too.
Just a few ideas for things to consider and note: the car park is usually free to use and wellmaintained. Unambiguous clear signage directs you to the flowers, plants, garden furniture, shop, café or restaurant – and the toilets! The wide range of shop stock has something to appeal to everyone, and all budgets. The café displays an excellent menu, offering everything from hot beverages to luncheons or afternoon tea. Note, too, how many garden centres offer locally grown or reared produce.
Looking for a big budget purchase? A summer house perhaps? There will be a range to choose from and helpful staff to give you guidance and advice. If, after all that, you actually wish to buy some begonias or roses, there will be someone willing to ask you what type of soil you have and whether the garden is north or south-facing.
For the second week in a row you will leave with a somewhat lighter wallet and probably a partner marvelling that, for the second week in a row, you haven’t been to a railway!
Now it’s time for the homework… and I don’t mean planting out the begonias.
Read your notes from your visit to the garden centre.
Take a sheet of A4 paper and draw a line down the middle. Head the left column ‘Garden Centre’ and rewrite your notes into some sort of organised list, starting with your arrival at the centre, and finishing with your departure.
Head the right-hand column ‘The Railway’ in preparation.
TIME TO REFLECT
Now for the difficult bit. Stand in front of the mirror and ask yourself: “How many ways can I wear a pair of pants?” Now imagine you are an architect and ask yourself the same question. Now imagine you are Bill Gates… How about a pilot or newsreader, always asking yourself the same question? What have you come up with?
This may seem incredibly silly, but it has a serious purpose. This is a technique called ‘psychological halloweenism’ and requires the adoption of a more creative different persona. Now you have a new ‘temporary’ persona, visit the railway with your new mindset. With your new persona, it will be your first visit but this time you can take notes recording your visit. After you have finished your visit return home and rewrite your notes into the righthand column of your comparison sheet. Sadly, it is now time to say goodbye to your adopted persona.
Now the hard work begins. If you have truly managed to see your railway through new, though temporary, eyes you will have a fair comparison of the garden centre with the railway. I suspect there will be one or two surprises as you appreciate the similarities, but also see the standout differences.
What actions you take are for you to decide but one thing I can guarantee: next year your begonias will be beautiful.