The Most Reliable Way To Increase Visitor Satisfaction To Cultural Organizations (Fast Fact Video)

It’s probably not what you think.

It isn’t a brand new wing or fancy new exhibit. Today’s KYOB Fast Facts video explains why providing a certain kind of interaction with frontline staff may well be a visitor-serving organization’s most impactful and reliable investment.

 

Words to know to be in-the-know:

 

Personal facilitated experience (PFE):

A one-to-one or one-to few-interaction between a staff member and visitors. This may include wayfinding aid, a cart experience, or any kind of personal attention paid to an individual, couple, or small family onsite. This does not include shows or group tours. Instead, PFEs are more personalized experiences. The thing that sets PFEs apart from other interactions between visitors and frontline staff (shows, tours, etc.) is that personal facilitated experiences provide personalization by way of personal attention. 

 

A look at the data

Here’s a closer look at the data from the video. Though this particular data is from one IMPACTS client that serves as an example, we are finding these types of interactions to be successful in increasing admission value, entertainment value, education value, and employee courtesy perceptions across the board.

IMPACTS- PFE admission value

IMPACTS- PFE entertainment experience

PFE educational experience

IMPACTS- PFE employee courtesy

In fact, PFEs are so successful in increasing visitor satisfaction that they can be used to elevate satisfaction perceptions by daypart. This may be particularly helpful if your organization is undergoing construction, setting up an event before closing, has an exhibit or program down, or has something else taking place that may otherwise negatively impact visitor perceptions.

PFE satisfaction by daypart

No matter how you cut it, deploying engaging frontline staff is a smart investment for increasing satisfaction and other visitor perception metrics. Let’s start the conversation here before we talk about blockbuster exhibits, expensive programs/exhibits, and draw out a plan for a new wing of the building.

 

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Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, IMPACTS Data, Nonprofit Marketing, Trends 2 Comments

About the author

Colleen Dilenschneider

MPA. Chief Market Engagement Officer at IMPACTS Research & Development. Nonprofit marketer, Generation Y museum, zoo & aquarium writer/speaker, web engagement geek, data nerd, marathoner, nomad, herbivore

2 Responses to The Most Reliable Way To Increase Visitor Satisfaction To Cultural Organizations (Fast Fact Video)

  1. Conny Graft, Research and Evaluation

    hank you for this video and statistics. This is something that museums who do evaluation studies should already know.

    In addition, what is important to remember is the correlation between employee satisfaction and visitor satisfaction.

    Museums need to invest more heavily in their hiring practices, professional development and most importantly, personal interactions with their staff if they want to increase affirmative PFE.

    In my work I am often approached by frontline staff who tell me they do not feel valued or respected by their supervisors or executive directors.

    When doing evaluation I recommend interviewing staff including parking attendants, security guards, grounds keepers etc… to measure the degree to which they feel valued. I can often predict visitor satisfaction after measuring employee satisfaction.

     
  2. Stefanie Mabadi

    Wonderful data – we just did an in-depth study on our front-line gallery staff. This data supports and broadens our findings. THANK YOU!

     

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