Customer/ Visitor Experience basically encompasses connection your visitor has with your organization from the signs on the street to the moments in the galleries. CX overarches both onsite and offsite; physical and digital. Experience is, therefore, a huge concept. As with all large concepts, considering constituent aspects.

Touchpoints:

The concrete elements that express the experience to customers/ visitors are a good place to start. These elements are where the ideas of the experience come to fruition, where theory becomes action. Here are some examples:

  • Discovery:
    • Word of Mouth
    • Social Media
    • Online
  • Research:
    • Social Media
    • Online
    • Front of Line Staff
  • Initiation:
    • Parking
    • Entrance
    • Front of Line Staff
    • Point of Sale
  • Consumption:
    • Galleries
    • Labels
    • Educators
    • Interactives
  • Review:
    • Word of Mouth
    • Social Media
    • Online

Reactions:

The touchpoints should spark reactions in visitors. These reactions aren’t just procedural. For example, a common museum touchpoint is a map that should help people get to places, at a bare minimum. But, the map should also communicate¬†welcome and ease. People should feel comfortable.

Museums often focus on the procedural element to the touchpoints and therefore miss the mark with reactions. An effort needs to be placed on understanding that touchpoints evoke attitudinal (not just behavioral) reactions. Without careful consideration, those touchpoints will strike the wrong chord.

Actions:

Thinking big picture is a good improve the alignment of the touchpoints and the reactions. Start with the action you hope to evoke. So, for the map, for example, you are communicating welcome. You want people to feel ready and able. Certainly, you want them to get to each of the galleries. They won’t even want to get to your collection if they feel overwhelmed or turned off from the map.

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