When Fiona Boyer joined NZSki in 2019, customer feedback was being collected the hard way. Manual, full in-field surveys conducted daily on iPads from mid-afternoon around the restaurants. Volumes were low, insights were shallow and reports ended up buried in Excel files rather than driving key decisions. Something had to change.
“We knew we needed higher response volumes, more automation and meaningful insights that could drive real change,” says Fiona.
Finding the right partner
After exploring options, NZSki partnered with Angus & Associates whose deep understanding of the tourism sector, paired with the flexibility of the Get Smart platform, made it the clear choice.
From the start, the focus was operational improvement rather than marketing metrics. With over 1,300 staff including 450 snowsports instructors who spend 5–6 hours a day with guests from beginners to high-performance athletes, NZSki needed data that truly reflected the on-mountain guest experience.
“We relied on Angus & Associates’ expertise to keep the survey design focused on the outcomes we needed. There were a lot of opinions internally, but we could lean on their experience and Get Smart’s adaptability.”
Insights that drive action
Today, survey automation and smart design features like stand-down periods to avoid over-surveying repeat guests and age filters for 18+ audiences, ensure feedback is both robust and relevant. Over time, NZSki has fine-tuned survey design to optimise response and reach.
Every day, Ski Area Managers and the Senior Leadership Team review their own feedback reports. From Fiona’s perspective, this daily discipline is essential.
“Daily review is required unless you’re taking a back seat on applying the insights. Our Ski Area Managers can now respond to any negative feedback the next day and that really impresses customers.”
Custom reporting means insights reach the right people, at the right frequency, whether mountain-specific or cross-mountain summaries.
The data doesn’t just shape guest experience, it drives strategic decisions. When customer feedback repeatedly highlighted congestion on the Mt Hutt and The Remarkables access road and access to parking, it prompted a big change in thinking and board-level support. The result? The introduction of carpool priority days and for Mt Hutt, regular shuttle services from Christchurch easing congestion and advancing NZSki’s carbon neutral goals.
Another insight around base building/café congestion has led to planning for significant capital investment to improve infrastructure, with direct evidence from guests helping build the business cases.
From feedback to world-class experience
At NZSki, the team is the product. Insights now inform scheduling design to match customer needs and identify where service quality can be lifted. Feedback has also guided system and IT investments, including the rollout of 12 self-service kiosks (one at Queenstown airport), processing tens of thousands of passes and creating a smooth, “surprise and delight” experience for guests.
“Customer experience is a strategic priority at NZSki, it’s central to everything we do,” says Fiona. “Data and insights live and breathe in our business. They’re part of our daily conversations, we miss them when the season ends.”
Partnership that works
Through it all, NZSki credits the ongoing collaboration with Angus & Associates and the flexibility of Get Smart as critical to success.
“We know our business, but we’re not the survey masters. Having experts we can lean on keeps us focused and confident in the data we use to make decisions.”
Fiona Boyer
General Manager
NZSki
