How Abel Tasman Kayaks is using customer insights to nail first impressions and attract global visitors
With a highly transient customer base and an environment impacted by seasonal and weather-related changes, this kayak tour company needed a reliable way to capture timely, detailed feedback to refine their experiences and optimise attraction marketing efforts internationally.
What they did
Clients automatically receive a Get Smart powered survey link 24 hours after their tour. This approach captures honest, reflective feedback in a private setting—offering a clearer, more objective view than public reviews. Insights are reviewed in operational meetings, where patterns help prioritise improvements. Feedback has also enabled the team to better understand customer origin, especially to inform the targeting of international markets like North America and Germany.
Impact
The structured and formalised approach to feedback has become central to both operational and marketing strategies. The business gains a clearer, more objective view of the customer experience—insights that may have otherwise gone unnoticed. This has led to more targeted marketing, better seasonal planning, and a consistently improved guest experience.
“I think Get Smart is a great product. We get lots of gems out of the information to improve the Abel Tasman Kayaks experience.”
Maria Fillary
Marketing Manager
Abel Tasman Kayaks
