Audience Insights: Organizations Overlook the Most Important Clues

Clues for increased satisfaction and visitation are often right under the noses of cultural organizations. I frequently hear executive leaders Read more

Do Expansions Increase Long-Term Attendance? (DATA)

Sometimes it feels like nearly every cultural organization is taking on a major expansion project. But do these projects Read more

Over 60% of Recent Visitors Attended Cultural Organizations As Children (DATA)

You may have guessed it was true – but here’s why this statistic matters. The idea that those who visit Read more

Cultural Organizations: It Is Time To Get Real About Failures

Hey cultural organizations! Do you know what we don’t do often enough? Talk about our failures. It’s a huge, Read more

How Annual Timeframes Hurt Cultural Organizations

Some cultural executives still aim for short-term attendance spikes at the expense of long-term financial solvency – and they Read more

Special Exhibits vs. Permanent Collections (DATA)

Special exhibits don’t do what many cultural organizations think that they do. If fact, they often do the opposite. Read more

best thing about a visit

Data Reveals The Worst Thing About Visiting Cultural Organizations

The primary dissatisfier among visitors to both exhibit AND performance-based cultural organizations is something we can fix.

What is the worst thing about a visit to a cultural organization? That’s the topic of today’s Know Your Own Bone Fast Facts video. The data is in and there’s a clear leader…by a long shot.

Increasing visitation to cultural organizations comes down to mastering the relationship between two things: reputation and satisfaction. While both of these feed into one another and have a somewhat dependent relationship, reputation is primarily established offsite while satisfaction is established onsite within the walls of your organization. Here’s more on the visitor engagement cycle, if you want to take a deeper dive. For cultural organizations, higher satisfaction rates result in a better reputation, more visitation, a greater intent to revisit, and an increased likelihood to support an organization. Making sure that visitors have a satisfying experience onsite is critical. We’ve quantified the weighted aspects that contribute to onsite satisfaction, but a big part of providing a satisfying experience is, well…not providing a dissatisfying experience.

So, what’s the most dissatisfying thing about a visit to a cultural organization? In order to get to the bottom of this question, we consulted the National Awareness, Attitudes and Usage Study. I wanted to look into exhibit-based and performance-based cultural organization types separately. After all, “broken exhibits” (a category that I’ve seen show up in data before, and a thing that several individual clients have been concerned about in the past) is not likely to be a major dissatisfier for, say, an evening at the ballet. The data shown below was collected by a process called a lexical analysis. That is, we didn’t ask folks to “rank” predetermined responses. We asked them open-ended queries about the most dissatisfying aspects of a visit, and then – in a nutshell – used fancy computers to group responses together by weighted value based on frequency of mention and strength of conviction. You can read more about the NAAU study here. The bottom line: respondents populated these answers on their own. These are what they decided were the most dissatisfying aspects of a visit.

 

Let us look at exhibit-based visitor-serving organizations first.

This includes various museums, science centers, botanic gardens, zoos, aquariums, and other types of visitor-serving entities that have ongoing hours of operation and display collections. When folks reported an overall satisfaction value below 60, we asked them which factors contributed to their having a less-than-satisfactory experience. Take a look:

Customer service issues – including rude staff, volunteers, and guards – are by far the most dissatisfying things about a visit. This chart indicates rankings as index values – a way of quantifying proportionality between considerations. With an index value of a whopping 173.6, customer service issues are a huge opportunity. (In consultant speak, the word “opportunity” is a euphemism for “issue” –  if you want to try out some consultant speak at your next staff meeting.) In fact, “customer service issues” is the only response with an index value over 100 at all, indicating that this is an important opportunity to tackle. Trailing a long way behind customer service issues are cleanliness issues, inconvenient hours of operation, closed off exhibits, broken exhibits, and parking issues, to name the big ones. Rude staff (index value 173.6) is over twice as dissatisfying as having whole exhibits closed off or shut down (82.1). Yikes! Rude staff is 4.34x more dissatisfying than admission cost for exhibit-based visitor-serving organizations.

 

What about performance-based visitor-serving organizations?

This includes theaters, symphonies, orchestras, ballets, and other performance-based entities. While there are more items with index values above 100 for performance-based organizations than for exhibit-based organizations, there remains a clear leader:

Interesting, right?! Customer service issues – such as rude staff, and including volunteers and ushers – is still the top dissatisfier! Rude patrons are the runner-up for this subset of organizations. As it turns out, rude people really are the worst on all fronts. The “rude guests” finding may be frustrating for performance-based organizations, as this is a high index value for an aspect of the experience upon which the organization may generally have little control. It raises an interesting question (for which I don’t yet have a data-informed answer): If an organization prioritizes staff friendliness, might it affect the “vibe” of the experience enough to encourage patrons to be friendly and polite as well? In other words, do organization representatives exhibiting less-than-friendly behavior (a notably bigger issue) contribute to an atmosphere that excuses patrons for also being less-than-friendly?

 

Positive, face-to-face interactions between representatives and visitors are critical for cultural organization success.

While rude staff are the most dissatisfying thing about a visit to a cultural organization, positive interactions with staff have the greatest influence on increasing satisfaction. Encouraging meaningful interaction between people is one of the strongest superpowers of visitor-serving organizations. When we consider what folks report to be the best thing about a visit to a cultural organization, it’s not surprising that the worst thing might be the very opposite. When we misunderstand the important role that our staff, volunteers, and folks on the floor play in contributing to this superpower, we risk visitor satisfaction and, perhaps in turn, our long-term solvency.

The data point toward an opportunity for both appropriately training and valuing frontline staff. Guards, for instance, need not be trained to be grim folks whose job it is to reprimand, but rather to engage and aid in missions to inspire and educate audiences. Similarly, volunteers need not be considered “extras” to the visitation experience. They are our very drivers of satisfaction – and our frontline champions of shared experiences.

On that note, now is probably a good time to go hug your favorite, friendly volunteer or member of the floor staff. They deserve it.

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

 

Posted on by Colleen Dilenschneider in Community Engagement, Fast Facts Video, Financial Solvency, IMPACTS Data, Myth Busting, Trends 2 Comments

The Value of Shared Experiences Within Cultural Organizations (DATA)

The value of shared experiences at cultural organizations - KNOW YOUR OWN BONE

Exhibit and program content is important, but visitors who have the best experience aren’t the ones that come for the content.

At cultural organizations (museums, performing arts organizations, aquariums, botanic gardens, historic sites, zoos, etc.), we tend to really value our content experts – and for good reason! Without great content, what stories could we tell? How could we educate and inspire visitors? Certainly, the “what” of visiting a cultural organization is important (the program, the exhibit, the performance), but organizations often overlook the fact that who people are “with” is often more important.

Sometimes we get so wrapped up in the nuance of our content that we forget why people visit us and why they most value us: Cultural organizations are facilitators of shared experiences.

I have previously documented the best attributes of a visit to a cultural organization, and sharing time with family and friends massively trumps anything exhibit or content related. Here’s a look at this important data. As you can see, spending time with friends and family is more than twice as important as the content of the exhibit, program, or performance. This data comes from the National Awareness, Attitudes, and Usage Study of over 98,000 US adults.

IMPACTS - The best thing about a visit to a cultural organization

WITH > WHAT – and it’s not even close. This finding is a big deal and it turns the way that internal experts think on its head. According to our visitors, the best thing that we do is connect them to one another. At cultural organizations, interacting with people matters. Take a look at “interacting with staff/volunteers/performers.” It’s (comparatively) trailing “seeing/interacting with exhibits/performance.” Connecting with people onsite is important – and deploying engaging frontline staff may be the most straightforward and reliable way to increase visitor satisfaction.

This finding brings up an interesting question: Do people feel differently about the visitor experience based upon what they believe to be the best part of the experience?  And, what – if anything – does this portend in terms of optimizing the visitor experience?

Below, we’ve organized the data based upon folks’ “best” visit attribute. For instance, all of the people who think that time with friends and family is the best part of the experience are in one column, everyone who said it was the exhibits or performance are in another, etc. Below are the findings for overall satisfaction, value for cost of admission, and intent to re-visit. For the sake of easy reading and summarization, I’ll call the folks who report “time with friends and family” and/or “interacting with staff/volunteers/performers” as WITH visitors – because to them, WITH>WHAT.  Here’s the value of shared experiences to cultural organizations. 

 

1) WITH visitors report the most visitor satisfaction

IMPACTS - overall satisfaction by best thing

In fact, both types of WITH visitors (“Time with family and friends” and “interacting with staff/volunteers/performers”) are most satisfied with their experiences.

As a conceptual tip (that helps for the sake of comparison): Consider “Day off work/school.” For these folks, the best thing about a visit to a cultural organization isn’t unique to a cultural organization. Rather, it’s simply that they have the day off. This group is still obviously a very important group to watch. After all, schedule is the top motivator for visitation to a cultural organization.

 

 

2) WITH visitors report the greatest bang for their buck when it comes to paying admission

IMPACTS - Value for cost by best attribute of visit

Visitors who find time with family and friends to be the best thing about a visit report the highest value for cost perceptions. This means that they think that paying admission to get in your door was most worth the money. One reason why value for cost perceptions are important because they help inform optimal admission prices.

This finding is important because it tackles a potential, negative internal reaction from some in the industry: the concern that “time with friends and family” could happen anywhere. Certainly, it could. But what this data suggests is that there may be something particularly special about sharing experiences with family and friends within visitor-serving organizations – and it makes our admission prices all the more worth it to have those experiences in these environments.

 

3) WITH visitors are more likely to visit again within one year

 IMPACTS - intent to revisit based on best attribute of visit

Check this out! Not only are WITH visitors most likely to re-visit within one year, but they are significantly more likely to do so!

Visitors who identified sharing time with family and friends as the best attribute of a visit to a cultural organization reported both significantly higher levels of satisfaction and value for cost perceptions than did those reporting content (e.g. exhibits, performances) as the best attribute of a visit to a cultural organization.  Moreover, persons who reported sharing time with family and friends as the best attribute of a visit also indicated a 25.5% greater likelihood of re-visiting the organization within one year when compared to persons who cited exhibits as the best attribute of their visit!

(Don’t be too discouraged about the low values of “learning something new” folks. We know that our education missions don’t play the hugest role in motivating visitation and they play only a small role in visitor satisfaction, but they play an important role in justifying visitation after the visit is over. Here’s that data.)

 

These data reaffirm the role of cultural organizations as facilitators of social interaction. More than connecting people to content, cultural organizations connect people to people.  Given this information, it may seem odd that so many resources are focused on the content aspect of an experience (think exhibits and galleries and theaters) and seemingly less energy on the aspects of an experience that support social interchange. (What if we valued our floor staff as much as we value our exhibits teams?!) We need our content. Our content allows us to tell the stories that make people want to come through our doors to be inspired. We know that content is important. I don’t know that all cultural organizations are aware that being facilitators of shared experiences is even more important to visitors. At cultural organizations, our content becomes the bridge that connects people to one another.

I’ve seen this news (the fact that WITH is so much more important than WHAT) create anger within cultural organizations. In the face of this information, I’ve seen leaders say that one phrase that effective, successful leaders never say: That this doesn’t apply to them and there’s nothing for them to learn from this overwhelmingly unassailable data.  This reaction is a mistake.   In our digital age, we want folks to be engaged and make real connections – to our stories and to one another! In that sense, this data is incredibly uplifting. This data does challenge our ivory towers. Indeed, we are educators and inspirers…. but we are also facilitators of connection and community – and THAT is what our audiences love about us most. 

 

Like this post? Don’t forget to check out my Fast Fact videos on my YouTube channel. Here are a few related posts from Know Your Own Bone that you might also enjoy:

 

Interested in getting blog posts, tips, and some silly social media geekery periodically delivered in your Facebook newsfeed? Like my Facebook page. Or for more regular sharing of nonprofit marketing information, follow me on Twitter.

Posted on by Colleen Dilenschneider in Community Engagement, IMPACTS Data, Myth Busting, Sector Evolution, Trends 2 Comments