When customer-satisfaction research found that the public saw Alton Towers as a theme park with hotels rather than as a resort, the business came up with a staff-training programme that would teach its employees what the brand stood for - fantastical escapism. The training was delivered in two ways. First, the company added a branding section to its induction programme for new and returning employees. Second, it designed a fantastical-escapism workshop for the whole business. This offered employees a detailed look at Alton Towers Resort's brand positioning, and encouraged them to engage with the business as a whole and to take more pride in their roles in the company.
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