Customer experience is everything
Aðalheiður Ósk Guðmundsdóttir is a seasoned professional when it comes to the tourism industry. She has worked in the sector since 2008 and has simultaneously completed a master's degree in innovation and business development.
Aðalheiður says it is incredibly important to listen to and understand the experiences of customers and staff. Her master's thesis was about the participation of frontline staff and customers in innovation and improvements within companies. This topic is her passion. She says that managers need to create a channel for the voices of this group within their companies.
Aðalheiður has recently taken on the position of CEO of Vök Baths, which are natural hot springs located on the banks of Lake Urriðavatn near Egilsstaðir. She says she is looking forward to tackling the new and exciting challenges that come with the job and wants to focus on increasing the share of tourists in East Iceland in cooperation with all tourism service providers in the area. About 25% of foreign tourists visit East Iceland, she says, pointing out that the opportunities are immense. Vök Baths is remarkable in many ways; the geothermal water that comes from boreholes in Lake Urriðavatn is so pure that it has been certified as drinkable, a certification no other geothermal water in the country has received. She is certain that East Iceland has considerable potential and can attract many more tourists with its diverse services and experiences.
Aðalheiður is extremely results-driven. She looks forward to working with the locals and wants to use metrics to measure success. Above all, she wants to talk to the guests, hear about their experiences, and show them interest. The tourism industry needs to work together, she says; we don't all need to reinvent the wheel. We always need to think of ourselves as a strong brand and nurture the experience of all our guests.
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