The pandemic highlights the importance of being relevant to audiences. Designing customer or visitor journeys can help with this. The Global Lead for the High-Tech Industry at Accenture suggests three steps to designing customer journeys:
1. Be customer-centric, not company-centric This means designing journeys and experiences not as a path to purchase but as a path for the customer to fulfil their purpose. I know many cultural organisations have motivations to visit and sometimes the corresponding outcomes of a visit included in their visitor surveys – these could be useful for understanding your audiences’ purpose for the visit.
2. Create flexible journeys based on need-points, not touchpoints Such journeys should not align to touchpoints according to what the organisation wants to happen, but to understand the need-points customers traverse in order to make decisions that achieve their desired outcomes.
3. Use Customer Performance Indicators (CPIs) rather than KPIs Measure how well an organisation is performing for customers at each need-point and eventually, the better an organisation performs at CPIs, the better it will perform on outcomes important to the organisation (KPIs).
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Love / Science is a new exhibition at MOTAT, the Museum of Transport and Technology. The exhibition beautifully stages some of the treasures from the collection and the stories of NZ innovators. It tells the human stories that inspired the innovations and shows the science that made it possible.
My favourite object was the Totalisator, an early 1900s calculator (or an early step towards a computer?) that looks a bit like a piano and was used at horse races – calculators never looked more beautiful. In our time of the pandemic the Iron Lung, an early ventilator from 1935, has a new relevance. And it was touching that the woman who was treated with the Heart and Lung Machine as a child was present at the exhibition opening. There are new innovations, too, from surf boards made of wool to a bamboo bike.
Having worked with MOTAT over the last couple of years (and still doing so), I particularly enjoy the exhibition as it is another milestone on the museum’s journey towards its vision and bringing its Visitor Experience Plan (see the case study) to life.
As London’s creative arts scene re-opens with the lifting of Covid restrictions, the mayor in partnership with the Alzheimer’s Society launched an initiative so that those living with dementia can make the most of the city’s cultural venues.
The charter aims to make cultural venues more welcoming and accessible for visitors with dementia through a range of dementia-friendly resources including sensory tours, inclusive performances, dedicated relaxed sessions, clear signage, designated chill out zones and staff training.
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