Brona Moffett National Trust Touchpoint Mapping: Transforming the Visitor Experience

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Not just a Good Year ……..A Great Year Visitor Numbers – Over 900K Pay to Entry – Estimated +1million Open Space 9000 new members Visitor Experience Measurement

Not just a Good Year ……..A Great Year Visitor Numbers – Over 900K Pay to Entry – Estimated +1million Open Space 9000 new members Visitor Experience Measurement No. 1

Touchpoint Mapping Transforming the Visitor Experience

Touchpoint Mapping Transforming the Visitor Experience Or Simply Making It More Enjoyable

What is TMP ? Simply a Process

It’s all about People

What is TMP ? Simply a Process The Output ? To develop a set of behaviours for our staff and volunteers which will provide a Visitor Experience that reflects the needs and exceeds expectations of our visitors, specifically to each property

Where Are We Today? Random Experience Predictable Experience Consistent Intentional Distinctive Experience Consistent Intentional Distinctive Valuable Visitor Loyalty

What is TMP ? Simply a Process Piloted in 2009 Rolling out 2010 ….let’s look at the headlines

Touch point Mapping: Do the Walk Mix of staff & fresh eyes Walk the property as a visitor Observe and record any ideas for improvement (consider both expected and distinctive behaviours) Part 1: Identify the Key Touch-Points

Florence Court, Fermanagh Reception Touchpoint TOUCH-POINT: Reception Purpose: To provide a friendly informative welcome which makes the visitor feel individually important and informed on the benefits of membership and the information relevant to their expectation or requirements. The Visitor Feels: Individually welcomed Comfortable Informed about the benefits of membership relevant to them Confident and satisfied that they made the right choice in coming Expectant and eager to start their visit They know where they are going next

Florence Court, Fermanagh Reception Touchpoint Expected Behaviours:  We are visible to visitors, are well presented and display our name badges ־We wear the correct uniform which is clean and ironed with name badges in a visible position  We make ourselves available and open to engaging with visitors ־We smile and greet visitor; ־We appear relaxed and happy in our role ־We ask about any specific needs the customer may have including language requirements and provide solutions ־We check if they have any mobility issues ־We promote the advantages of the guide book and sell  We are knowledgeable about our property  We are fully aware of all attractions/facilities including specials that day and forthcoming events and match this information to the customers requirements  We engage with different visitors in different ways, conscious of the preferences of our visitor segments ־We highlight specific tours / activities to visitors based on an assessment of the segmentation ־We promote completion of surveys to assist in improving our offer  We are confident in recognising and greeting returners

Distinctive Behaviours: -A relaxed confident informative welcome (body language, smile, expression, real interest) -Cross selling of other Fermanagh properties based on assessment of the market segment -Ability to promote other Florence Court offers including events, special tours and education programmes based on information gleaned during interaction with the customer -The ability to ask questions which will improve the customers visit or allow cross selling without appearing “pushy / nosey” -Use of another language if possible and knowledge of other staff members or volunteers ability with other languages (and availability that day) so that customers can be pointed toward them -Willingness to respond positively to queries or complaints and take appropriate action Florence Court, Fermanagh Reception Touchpoint

Example Touch-Point Map

Touch-point Mapping: The Touch-Point Story Final Part: Share the Touch-Point Story 1. Consult all staff – secure debate 2. Regroup and prioritise Touch-points 3. Finalise the map 4. Go Live 5. Test it 4. Refresh it / Measure it / Refresh it / Measure it

So Far ? 26 sites piloted in 2009 All increased Visitor Experience measurement by at least 14%

Very Enjoyable 74% % Success ?

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