In this episode, Amy invites listeners to see their museum through the eyes of its visitors, from the moment someone first hears about the museum to the moment they decide whether they’ll ever come back. She breaks down the difference between a visitor journey (the path people take before, during, and after a visit) and the visitor experience (how that path feels), and explains why museum teams need to understand both to grow attendance and create relationships with visitors so they will want to come back and bring a friend.

Links from the Episode:

1. Want to talk about your museum’s visitor journey? Book a Call.
2. Museum Digital Assessment

More Free Resources for Museums:

1. Getting Visitors Through Your Museum’s Doors: Building Connection in a Noisy World ebook
2. Museum Planning Calendar
3. Museum Metrics Template

About the host:

Amy Kehs is a brand strategist and communications expert for museums. She has owned Kehs Communications since 2000 and has worked for the most renowned and well-loved museums in Washington, D.C. Her goal is to ensure that museums thrive into the next century and she hopes people will come to love museums as much as she does. Her proven process sets up proactive communication habits for museums, cultivating relationships with visitors who will want to return and bring a friend. Want to talk more? Click this link to book a call.

when was the last time you really looked at your museum through

2

00:00:05,456 --> 00:00:08,456

your visitor's eyes from the moment

they think of you to the moment

3

00:00:08,456 --> 00:00:09,986

they decide if they'll come back.

4

00:00:10,299 --> 00:00:12,100

That's what we're talking about today.

5

00:00:12,430 --> 00:00:13,750

Let's get started.

6

00:00:20,450 --> 00:00:23,540

Hello and welcome to the

Love My Museum podcast.

7

00:00:23,990 --> 00:00:27,710

I'm your host, Amy Kehs

and I love museums.

8

00:00:28,010 --> 00:00:32,119

I'm also a brand strategist and

communications expert for museums, and

9

00:00:32,119 --> 00:00:34,400

I am so glad that you're here Today.

10

00:00:34,760 --> 00:00:38,900

We are going to talk about

something really important and do

11

00:00:38,900 --> 00:00:40,580

a little bit of a deep dive on it.

12

00:00:41,390 --> 00:00:46,460

I want you to think about the last time

you had an incredible day out somewhere.

13

00:00:47,025 --> 00:00:48,435

Maybe it was a museum.

14

00:00:48,585 --> 00:00:53,055

It could have been a theme park

or a garden, or even just a

15

00:00:53,055 --> 00:00:55,155

really well run coffee shop.

16

00:00:55,695 --> 00:00:58,395

From the moment you decided

to go to the moment you got

17

00:00:58,395 --> 00:01:00,495

home, it probably felt easy.

18

00:01:01,065 --> 00:01:02,385

Things made sense.

19

00:01:02,775 --> 00:01:05,985

You knew what their hours were,

you knew where to park, you knew

20

00:01:05,985 --> 00:01:08,535

where to go, what to do next.

21

00:01:08,745 --> 00:01:10,305

The people were kind.

22

00:01:11,660 --> 00:01:14,270

And you left thinking that was great.

23

00:01:14,420 --> 00:01:18,590

I would totally go back and I should

tell my friends about this place.

24

00:01:19,520 --> 00:01:24,260

Now compare that to a day where

everything felt harder than it had to be.

25

00:01:24,950 --> 00:01:27,500

You couldn't figure out where to park.

26

00:01:28,160 --> 00:01:32,210

You got there and they didn't

open for another half hour.

27

00:01:33,229 --> 00:01:38,180

Even though you checked before you left,

you weren't sure which door to use.

28

00:01:39,005 --> 00:01:43,775

The website said one thing, but

the signs said another inside.

29

00:01:43,775 --> 00:01:45,935

You couldn't tell where to start.

30

00:01:46,565 --> 00:01:50,884

There was nothing horrible, but there was

just enough friction that you thought,

31

00:01:51,185 --> 00:01:52,890

eh, I don't need to come back here.

32

00:01:54,155 --> 00:01:58,535

Those two days probably had

the same basic ingredients.

33

00:01:58,955 --> 00:02:01,925

Getting there, being there and leaving.

34

00:02:02,345 --> 00:02:05,104

But they added up to two

really different stories.

35

00:02:05,675 --> 00:02:10,384

That's what we're going to talk about

today, your visitor journey and why it

36

00:02:10,384 --> 00:02:15,665

matters so much for getting people in your

doors and just as importantly, getting

37

00:02:15,665 --> 00:02:17,615

them to come back and bring a friend.

38

00:02:18,725 --> 00:02:22,565

I know for the last few episodes we've

been talking about the Love My Museum

39

00:02:22,565 --> 00:02:30,095

Method, which is my three part external

communication strategy for museums.

40

00:02:31,385 --> 00:02:38,704

The three parts are brand messaging, your

visitor experience, and media relations.

41

00:02:40,655 --> 00:02:45,305

And we've touched a little bit

about each of these, uh, quite a

42

00:02:45,305 --> 00:02:50,885

few times, but today we are going to

talk about that visitor experience.

43

00:02:52,190 --> 00:02:55,820

Why it matters so much for getting

people in your doors and just

44

00:02:55,820 --> 00:02:58,880

as importantly, getting them to

come back and bring a friend.

45

00:02:59,420 --> 00:03:03,440

This is going to be a little more

detailed, a little more advanced.

46

00:03:03,709 --> 00:03:08,390

So if you've listened to earlier

episodes about visitor experience today,

47

00:03:08,390 --> 00:03:09,769

we're going to go a little bit deeper.

48

00:03:10,770 --> 00:03:15,570

So let's start by separating two

ideas that often get mushed together.

49

00:03:16,170 --> 00:03:19,260

Visitor journey and visitor experience.

50

00:03:19,620 --> 00:03:22,829

Now, when I say visitor

journey, I am talking about.

51

00:03:23,805 --> 00:03:27,285

The path that a visitor

takes with your museum.

52

00:03:27,945 --> 00:03:31,965

It's the sequence of stages

and steps that they go through.

53

00:03:32,415 --> 00:03:37,043

I separate this into three parts

before the visit, during the

54

00:03:37,043 --> 00:03:39,594

visit, and then after the visit.

55

00:03:40,644 --> 00:03:46,134

So their journey might start with

hearing about you from a friend,

56

00:03:46,524 --> 00:03:50,124

seeing a post on Instagram, Googling.

57

00:03:50,353 --> 00:03:52,724

Things to do with kids this weekend.

58

00:03:53,353 --> 00:03:56,954

Maybe they, they are

landing on your website.

59

00:03:56,954 --> 00:04:01,214

They're looking at your

hours, your admission prices.

60

00:04:01,994 --> 00:04:04,574

They're deciding whether

it's worth the drive.

61

00:04:05,114 --> 00:04:09,374

They're trying to figure out do

they need to buy tickets, figure out

62

00:04:09,374 --> 00:04:12,974

parking, planning snacks, or lunch.

63

00:04:14,353 --> 00:04:18,254

And then once they get there that during

the visit part of the journey kicks in.

64

00:04:19,284 --> 00:04:25,884

Arriving and finding the entrance,

navigating your lobby, your ticket desk.

65

00:04:26,334 --> 00:04:27,654

What if it's raining?

66

00:04:27,684 --> 00:04:29,214

Do you have a coat check?

67

00:04:30,234 --> 00:04:35,454

What if someone is in a wheelchair

or it's a family with a stroller?

68

00:04:36,084 --> 00:04:37,614

Is it handicap accessible?

69

00:04:37,614 --> 00:04:37,854

Possible?

70

00:04:39,174 --> 00:04:40,884

And then getting oriented?

71

00:04:41,274 --> 00:04:42,624

Where do we start?

72

00:04:44,004 --> 00:04:49,824

Moving through the exhibits, taking

breaks, using the restroom, maybe

73

00:04:49,824 --> 00:04:55,314

the cafe or a gift shop, and then

finally exiting and heading home.

74

00:04:56,754 --> 00:05:02,064

And then that after the visit part

of the journey starts talking about

75

00:05:02,064 --> 00:05:07,314

the visit on the ride home, sharing

photos on social media, getting a

76

00:05:07,314 --> 00:05:09,174

follow up email from your museum.

77

00:05:09,969 --> 00:05:17,409

Maybe leaving a Google Review or a review

on TripAdvisor, maybe, or maybe not

78

00:05:17,799 --> 00:05:21,729

deciding to come back and bring a friend.

79

00:05:22,539 --> 00:05:26,919

All of those steps from the very

first moment they think maybe we

80

00:05:26,919 --> 00:05:31,779

should go to the moment they decide,

oh yes, I would definitely come back.

81

00:05:32,409 --> 00:05:34,539

Are part of that visitor journey.

82

00:05:36,084 --> 00:05:42,504

Now the visitor experience is the

emotional and the mental layer that

83

00:05:42,504 --> 00:05:45,444

sits up on top of that journey.

84

00:05:46,224 --> 00:05:48,834

It's how that path feels.

85

00:05:49,104 --> 00:05:53,784

So at each step of the journey, the

visitor's thinking and feeling something,

86

00:05:53,784 --> 00:05:56,034

it might be, oh, I'm really curious.

87

00:05:56,094 --> 00:05:57,444

Oh, I'm super excited.

88

00:05:58,219 --> 00:06:02,629

Oh, I feel really overwhelmed

and I don't know where to start.

89

00:06:03,289 --> 00:06:04,849

Oh, I'm really confused.

90

00:06:04,909 --> 00:06:07,399

Do I go in the side door

or in this front door?

91

00:06:08,874 --> 00:06:09,894

Relieved.

92

00:06:10,104 --> 00:06:11,334

Oh, thank goodness.

93

00:06:11,334 --> 00:06:12,594

They allow strollers.

94

00:06:12,714 --> 00:06:13,944

I wasn't sure.

95

00:06:14,814 --> 00:06:15,834

Welcomed.

96

00:06:16,104 --> 00:06:21,324

Oh, that person at the front was

so nice or maybe a little annoyed.

97

00:06:22,224 --> 00:06:26,934

The same journey step can create

a very different experience

98

00:06:27,234 --> 00:06:28,974

depending on how it's designed.

99

00:06:29,394 --> 00:06:32,124

Two people can walk the very same.

100

00:06:32,224 --> 00:06:38,524

Path that very same journey, but have

very different emotional experiences.

101

00:06:38,944 --> 00:06:43,744

So a simple example, the journey

step is buy tickets online.

102

00:06:44,433 --> 00:06:45,604

That's just the path.

103

00:06:45,964 --> 00:06:49,504

But the experience might be,

oh my gosh, that was so easy.

104

00:06:49,504 --> 00:06:51,874

This museum is super organized.

105

00:06:53,079 --> 00:06:55,689

Or why is this so confusing?

106

00:06:55,808 --> 00:06:58,659

I don't know what time slot to choose.

107

00:06:58,959 --> 00:07:00,579

The prices aren't clear.

108

00:07:00,939 --> 00:07:02,949

I'm starting to regret this already.

109

00:07:03,009 --> 00:07:04,239

Maybe we just won't go.

110

00:07:04,299 --> 00:07:05,349

Maybe we'll just skip it.

111

00:07:06,459 --> 00:07:08,079

The journey is what happens.

112

00:07:08,229 --> 00:07:10,089

The experience is how it feels.

113

00:07:11,254 --> 00:07:15,454

And here's where it gets

a little more advanced.

114

00:07:16,534 --> 00:07:19,744

You don't have just one visitor journey.

115

00:07:20,104 --> 00:07:21,754

You probably have several.

116

00:07:22,114 --> 00:07:27,154

You might have a local member

who visits three times a year.

117

00:07:27,724 --> 00:07:31,834

You may have a teacher

trying to book a field trip.

118

00:07:32,704 --> 00:07:36,274

Uh, you may have parents with

young children who are looking for

119

00:07:36,274 --> 00:07:38,764

something to do on a rainy Saturday.

120

00:07:39,984 --> 00:07:46,554

It could be out of town tourists who may

only ever come once, but they are still

121

00:07:46,554 --> 00:07:53,334

going to take that information back to

their hometown and tell friends who are

122

00:07:53,334 --> 00:07:56,784

planning a visit to your destination.

123

00:07:58,884 --> 00:08:05,094

You might have a college student coming

to a night event with friends, the

124

00:08:05,094 --> 00:08:11,454

visitor who needs accessible roots

with clear signage or extra support.

125

00:08:11,724 --> 00:08:15,834

Each of these people moves through

slightly different journeys,

126

00:08:15,834 --> 00:08:20,304

and each one has different

expectations and pain points.

127

00:08:20,634 --> 00:08:23,784

So when we talk about your

visitor journey, we're really

128

00:08:23,784 --> 00:08:26,754

talking about a set of journeys.

129

00:08:27,144 --> 00:08:32,304

And today, your goal is to

just start noticing them.

130

00:08:32,654 --> 00:08:36,463

Now, why should we bother

mapping all of this out?

131

00:08:37,424 --> 00:08:43,034

Museums are busy, resources are tight,

and it can sound like just one more

132

00:08:43,183 --> 00:08:48,764

abstract strategy project that's

going to go into a digital folder,

133

00:08:49,034 --> 00:08:50,804

never to see the light of day again.

134

00:08:51,959 --> 00:08:53,069

But here's the truth.

135

00:08:53,159 --> 00:09:01,259

Your visitors are not just

giving you money, a ticket sale.

136

00:09:02,039 --> 00:09:06,389

They're giving you their most

precious resource, their time.

137

00:09:08,039 --> 00:09:14,249

And if you can turn that one

time visitor into a lifelong

138

00:09:14,249 --> 00:09:18,659

fan, they will be your champions.

139

00:09:20,624 --> 00:09:23,984

They're comparing you, whether

consciously or not to every other way.

140

00:09:23,984 --> 00:09:28,184

They could spend their free afternoon,

they could stay at home, they could

141

00:09:28,184 --> 00:09:32,234

watch a movie, they could take

the kids to the playground, they

142

00:09:32,234 --> 00:09:33,974

could go to another attraction.

143

00:09:35,744 --> 00:09:43,424

If any part of the journey feels too

confusing or too tiring or too risky.

144

00:09:45,224 --> 00:09:46,724

What if the kids are bored?

145

00:09:47,204 --> 00:09:49,214

What if it's not worth the ticket price?

146

00:09:49,514 --> 00:09:51,374

They're likely to choose something else.

147

00:09:52,034 --> 00:09:59,864

Mapping the journey forces you to zoom

out and look at the full story from

148

00:09:59,864 --> 00:10:05,084

the visitor's point of view, not just

your exhibits, not just your marketing.

149

00:10:05,609 --> 00:10:06,419

Everything.

150

00:10:07,319 --> 00:10:11,699

And when you map the journey, you start

to see places where people can get stuck

151

00:10:11,729 --> 00:10:14,639

or confused before they ever arrive.

152

00:10:15,779 --> 00:10:20,109

Steps that feel intimidating,

little moments that might.

153

00:10:21,264 --> 00:10:27,439

Either build trust and excitement

or the opposite, chip it away.

154

00:10:28,254 --> 00:10:35,844

Sometimes the issues are exactly

at the seams between departments.

155

00:10:36,354 --> 00:10:39,384

The website says one thing,

but the front of house says

156

00:10:39,384 --> 00:10:42,624

another marketing is promising.

157

00:10:42,624 --> 00:10:48,534

One type of experience that operations

either doesn't even know about or

158

00:10:48,534 --> 00:10:50,454

they can't consistently deliver.

159

00:10:52,014 --> 00:10:56,844

Education might be designing amazing

programs, but visitors can't find

160

00:10:56,844 --> 00:11:02,664

them on the calendar, on the website,

when you see the journey, you realize,

161

00:11:03,144 --> 00:11:07,889

oh, visitors don't experience our.

162

00:11:08,011 --> 00:11:15,571

Org chart, they experience one

continuous story and we have to ensure

163

00:11:15,571 --> 00:11:22,591

we have to fill in those gaps so that

it is that one visitor experience.

164

00:11:22,591 --> 00:11:22,621

I.

165

00:11:22,786 --> 00:11:27,256

So that all of the bits and pieces that

the different departments are responsible

166

00:11:27,256 --> 00:11:31,936

for actually fit together into a puzzle.

167

00:11:33,165 --> 00:11:37,366

That's where that internal

communications piece comes in, and

168

00:11:37,366 --> 00:11:42,556

that story deeply influences whether

they have a good time and they wanna

169

00:11:42,556 --> 00:11:47,981

come back, So let's talk about that

visitor journey map and actually.

170

00:11:48,086 --> 00:11:50,036

What it might look like in practice.

171

00:11:50,136 --> 00:11:53,766

You don't need any fancy

software to start doing this.

172

00:11:53,976 --> 00:11:57,996

A whiteboard, sticky notes

are just a piece of paper

173

00:12:00,331 --> 00:12:04,381

So first we'll start with

these three bigger phases.

174

00:12:04,891 --> 00:12:10,141

Before the visit, during the visit, after

the visit, and with each phase, you're

175

00:12:10,141 --> 00:12:15,091

going to map out what is the visitor

doing, how are they interacting with you?

176

00:12:15,181 --> 00:12:18,181

what might they be feeling or needing.

177

00:12:18,901 --> 00:12:23,661

So let's walk through those phases

So before the visit, this starts,

178

00:12:23,661 --> 00:12:26,961

the moment the idea of your museum

has popped into somebody's mind.

179

00:12:27,711 --> 00:12:32,841

You, you might list steps like they

hear about you from a friend, or

180

00:12:32,841 --> 00:12:34,881

they see a post on social media.

181

00:12:35,571 --> 00:12:38,661

they click on your website

or a Google listing.

182

00:12:39,231 --> 00:12:42,621

They're coming to your website

to check hours and prices and

183

00:12:42,621 --> 00:12:44,181

parking and accessibility.

184

00:12:44,481 --> 00:12:48,981

Maybe they're going to your Facebook

page to look for that information.

185

00:12:50,451 --> 00:12:54,201

They decide whether it works for

their family, their schedule, their.

186

00:12:54,696 --> 00:12:55,476

Budget.

187

00:12:56,196 --> 00:12:58,736

They're looking to see do we need tickets?

188

00:12:58,976 --> 00:13:00,206

Are the tickets free?

189

00:13:01,286 --> 00:13:06,896

Is there anything else that we

need to reserve or buy tickets for?

190

00:13:06,896 --> 00:13:07,976

Before we come?

191

00:13:08,996 --> 00:13:13,556

At each of those steps,

ask, how easy is this?

192

00:13:13,646 --> 00:13:15,326

What might they be feeling?

193

00:13:15,476 --> 00:13:16,976

Where might they hesitate?

194

00:13:18,506 --> 00:13:22,646

So the second part, the second

phase is the, during the visit,

195

00:13:22,976 --> 00:13:25,976

and this begins as they physically

196

00:13:26,066 --> 00:13:32,096

are trying to get to your building

or your venue steps might include,

197

00:13:32,966 --> 00:13:36,626

is there a clear sign on the highway?

198

00:13:37,266 --> 00:13:39,576

how did they find parking or.

199

00:13:40,941 --> 00:13:46,911

Using public transportation, what's

the nearest transit stop and how

200

00:13:46,911 --> 00:13:51,201

do I get there after I get off

the bus, the train, the subway?

201

00:13:52,221 --> 00:13:53,811

How do I find the entrance?

202

00:13:54,501 --> 00:13:55,701

Is there security?

203

00:13:55,911 --> 00:13:57,471

Are there things I'm not allowed to bring?

204

00:13:57,847 --> 00:14:01,594

What are the most common

questions that visitors ask?

205

00:14:01,852 --> 00:14:03,917

And How can you make that easier?

206

00:14:04,136 --> 00:14:06,416

How do people move through your exhibits?

207

00:14:06,656 --> 00:14:09,836

How do they attend your programs?

208

00:14:10,766 --> 00:14:15,056

What does it look like if

people need to take a break?

209

00:14:15,416 --> 00:14:16,526

Is there a bench?

210

00:14:17,396 --> 00:14:18,836

What are the restrooms like?

211

00:14:19,076 --> 00:14:20,396

Do you have a cafe?

212

00:14:21,851 --> 00:14:23,051

Is there seating?

213

00:14:24,251 --> 00:14:25,631

Do you have a gift shop?

214

00:14:25,903 --> 00:14:29,494

Are they allowed to exit and

go across the street to a cafe?

215

00:14:29,974 --> 00:14:32,749

Can they come back if

they've bought a ticket?

216

00:14:33,019 --> 00:14:35,689

again for each step, what are they doing?

217

00:14:35,719 --> 00:14:40,249

What do they see, hear, feel,

what might be confusing?

218

00:14:40,939 --> 00:14:44,299

What might cause stress or frustration?

219

00:14:45,649 --> 00:14:51,289

And then the third phase is after

the visit, we often forget this part,

220

00:14:51,949 --> 00:14:55,609

But it is huge for getting people

to come back to your museum.

221

00:14:57,379 --> 00:15:03,319

And some of the ways that we set

this up could be in the previous

222

00:15:03,349 --> 00:15:06,079

phase, so steps might include.

223

00:15:06,258 --> 00:15:10,737

Asking them to get on your

email list before they leave.

224

00:15:10,942 --> 00:15:16,582

What are things that you can give them

to encourage collecting that information

225

00:15:16,732 --> 00:15:19,132

How do you deliver a membership offer?

226

00:15:19,282 --> 00:15:25,652

How do you begin asking for feedback

if you've listened to this podcast

227

00:15:25,652 --> 00:15:30,662

for a while and you've already mapped

out your visitor journey, here's

228

00:15:30,722 --> 00:15:32,492

how you can go a little bit deeper.

229

00:15:32,762 --> 00:15:36,662

Pick the personas that we talked about

at the beginning, the specific types of

230

00:15:36,662 --> 00:15:40,502

visitors, and map out their journeys.

231

00:15:40,607 --> 00:15:48,617

Some examples might be an overwhelmed

parent who has two kids under 10 and they

232

00:15:48,887 --> 00:15:50,987

come to your museum on a rainy Saturday.

233

00:15:52,527 --> 00:15:56,062

it could be an out of town

tourist What are the highlights?

234

00:15:56,062 --> 00:15:57,652

What are the things that they should see?

235

00:15:57,702 --> 00:16:01,542

Maybe It's a, a teacher

bringing a group of 30 students.

236

00:16:02,607 --> 00:16:05,937

If you map out the journey for each

of these, you'll see different pain

237

00:16:05,937 --> 00:16:08,367

points and different opportunities.

238

00:16:09,297 --> 00:16:14,157

And then second, you can map out

multiple channels on the same journey.

239

00:16:14,457 --> 00:16:16,112

So at.

240

00:16:17,532 --> 00:16:19,002

Different points.

241

00:16:19,212 --> 00:16:23,592

The visitor might be looking for

information in different places, so

242

00:16:23,592 --> 00:16:29,532

a visitor might go to your website

to plan their visit, but they also

243

00:16:29,532 --> 00:16:32,322

might check out your Facebook page.

244

00:16:34,512 --> 00:16:38,712

They might be clicking on a

third party ticketing site.

245

00:16:40,062 --> 00:16:42,432

They might be checking a Google listing.

246

00:16:42,672 --> 00:16:45,942

They might be reading a

review on another platform.

247

00:16:46,692 --> 00:16:49,992

How do you get them to one spot?

248

00:16:50,232 --> 00:16:54,942

Or how do you share the same

information in in each channel?

249

00:16:56,382 --> 00:17:02,537

That's all part of the same journey,

so make sure that your information.

250

00:17:03,582 --> 00:17:09,791

Your messaging is consistent and

repeatable in all of those places.

251

00:17:11,291 --> 00:17:17,742

The third thing you can do if you

wanna kind of level up this, this, uh,

252

00:17:17,742 --> 00:17:20,712

assignment, is to add some real data.

253

00:17:20,862 --> 00:17:24,732

Once you've sketched the journey,

look at what you already knew.

254

00:17:25,737 --> 00:17:30,087

Like I said, what are the most common

questions people ask your front desk.

255

00:17:30,207 --> 00:17:36,447

So I know one of my kids volunteers

at a front desk at a museum and

256

00:17:36,567 --> 00:17:39,657

probably 50 times a day he's

asked where the bathrooms are.

257

00:17:40,077 --> 00:17:42,867

Maybe you need better signage

for where your bathrooms are.

258

00:17:44,907 --> 00:17:49,407

Probably the other 50 times a

day he's asked, this is my first

259

00:17:49,407 --> 00:17:51,777

time here, I only have an hour.

260

00:17:52,407 --> 00:17:53,697

What are the highlights?

261

00:17:53,898 --> 00:17:55,128

What should I go see?

262

00:17:55,341 --> 00:18:02,691

You also might want to think about

where do complaints tend to cluster?

263

00:18:04,551 --> 00:18:09,141

Looking at feedback, hopefully

you're collecting feedback or

264

00:18:09,141 --> 00:18:13,461

looking at analyzing Google

reviews or things on TripAdvisor.

265

00:18:14,661 --> 00:18:16,641

Where are people frustrated?

266

00:18:17,286 --> 00:18:20,886

Don't look at that

frustration as a bad thing.

267

00:18:21,366 --> 00:18:26,706

Use it as somebody trying to help

you improve your visitor experience.

268

00:18:27,309 --> 00:18:31,659

Do you have website analytics showing

which pages people are bouncing from?

269

00:18:32,169 --> 00:18:34,269

What are visitors saying in reviews?

270

00:18:34,269 --> 00:18:35,799

Positive and negative.

271

00:18:36,069 --> 00:18:37,629

So layer those onto your map.

272

00:18:37,629 --> 00:18:43,089

You might realize, wow, our pre-visit

stage is where we are losing

273

00:18:43,089 --> 00:18:48,669

people, or most of our frustration

is happening when people arrive.

274

00:18:48,819 --> 00:18:53,139

And then finally connect the

journey to decision making.

275

00:18:54,129 --> 00:18:56,979

The point of mapping isn't

just to have a pretty diagram,

276

00:18:56,979 --> 00:18:58,629

it's to make better choices.

277

00:18:58,629 --> 00:19:01,899

So ask yourself, ask your team what?

278

00:19:02,439 --> 00:19:07,029

Moments matter the most for

whether someone recommends us.

279

00:19:07,119 --> 00:19:13,209

Where can we have a small improvement

that will make a bigger impact?

280

00:19:13,269 --> 00:19:19,889

And if we can only fix three things this

year, which three of these things on this

281

00:19:19,889 --> 00:19:22,589

map would change the experience the most?

282

00:19:23,639 --> 00:19:28,179

And that's where journey mapping becomes

strategic instead of theoretical.

283

00:19:30,139 --> 00:19:36,769

That journey map and that to-do list

is a working document that everybody

284

00:19:36,769 --> 00:19:43,939

should be working on together because we

do not want to have departmental silos.

285

00:19:45,364 --> 00:19:50,194

Everyone is working towards the same goal,

which is to get visitors in your doors.

286

00:19:51,454 --> 00:19:53,674

So let's do a quick recap.

287

00:19:53,824 --> 00:19:57,844

The visitor journey is the path

that people take with your museum

288

00:19:58,354 --> 00:20:00,724

before, during, and after the visit.

289

00:20:01,414 --> 00:20:07,864

The visitor experience is how that

journey feels, and you have multiple

290

00:20:07,864 --> 00:20:10,294

journeys for different kinds of visitors.

291

00:20:11,434 --> 00:20:17,584

Mapping those journeys helps you see

hidden barriers, emotional highs and

292

00:20:17,584 --> 00:20:24,724

lows and opportunities to really get

people excited and really help people

293

00:20:24,724 --> 00:20:28,474

have an amazing experience so that

they come back and bring a friend.

294

00:20:28,649 --> 00:20:31,349

So your assignment should

you choose to accept it.

295

00:20:31,499 --> 00:20:35,699

A little homework until our next

episode airs if you're up for

296

00:20:35,699 --> 00:20:41,009

it, is this pick just one visitor

persona that we talked about today.

297

00:20:42,794 --> 00:20:48,764

Grab a piece of paper and draw a rough

journey from thinking about the visit

298

00:20:49,004 --> 00:20:50,984

to deciding whether to come back.

299

00:20:51,314 --> 00:20:52,364

Don't overthink it.

300

00:20:52,664 --> 00:20:56,174

Just write the steps, jot down

how they might feel at each one.

301

00:20:56,474 --> 00:21:00,434

And in the next episode, we're

going to zoom in on the touch

302

00:21:00,434 --> 00:21:02,894

points inside that visitor journey.

303

00:21:03,284 --> 00:21:03,734

The.

304

00:21:04,794 --> 00:21:09,804

Specific moments where visitors interact

with you, and I'll share some concrete

305

00:21:09,804 --> 00:21:15,534

examples of how museums can improve those

touch points in really practical ways.

306

00:21:16,284 --> 00:21:19,074

Thank you so much for

spending time with me today.

307

00:21:19,314 --> 00:21:24,654

If this episode sparked any

thoughts, any ideas, any questions,

308

00:21:25,104 --> 00:21:27,894

I would love to hear from you.

309

00:21:28,194 --> 00:21:33,054

And if you would like to book a call with

me to talk about how we can improve your.

310

00:21:33,657 --> 00:21:34,857

Visitor journey.

311

00:21:34,917 --> 00:21:36,507

The link is in the show notes.

312

00:21:36,577 --> 00:21:37,987

Thanks so much for listening.

313

00:21:38,347 --> 00:21:39,787

I'll see you next time.