The happy visitorIChedworthCatering andretail spendLove of placeSigning up formembershipFree marketing –social mediaPotential volunteerRepeat visitor££ Support for our work ££Curiosity sparkedBringing friends,family, schoolEmotionalconnection, localownershipSecondaryspend
Visitor Enjoyment – the KPI• The number one priority for the Trust• What does VE stand for?• How visitors rate the overall quality of their experience• Measured at 210 properties each year through visitor survey(paper and online)• ‘How would you rate the time you’ve spent here today?’• 5 point scale: ‘disappointing’ to ‘very enjoyable’• Trust KPI = % ‘very enjoyable’ visitor surveys returned• 2012 target: 75%• 2012 actual: 62%• 2013 target: 65% nationally (regional/ property variations)• Why not measure % enjoyable + very enjoyable combined?
From 32% to 64% VE• 2011 – a challenging year for Chedworth Roman Villa…• 2012 – £3million later, fantastic new facilities!• A strong coherent story: from audio guides to site guides• Focus on service: Service Leadership pilot property• Mystery shopper in-depth visitor experience assessment (£650)• Daily huddle introduced• Operations: Duty Manager checklist and walk around– Presentation and facilities: getting the basics right– Chatting with visitors and volunteers• Cross training: a flexible staff team• Shouting about our work with schools• Staff and volunteer journey (recruitment, induction, training)• Constant improvement, monthly analysis and action planning
More than a score…how else can you findout if your visitors areenjoying themselves?
Measuring VE• The visitor survey and MI dashboard• School feedback forms• Comment cards• Trip Advisor• Facebook and Twitter comments• Repeat visit rate• Listen to visitors!• Don’t forget – it’s more than a score!
Refining VE at Chedworth• Visitors supporters advocates• Culture of feedback: confidence in giving it and asking for it• Focus on our main segments• Whole site programming: linking events with catering and retail,and national events• Touch point mapping• VE KPIs woven in to all staff objectives, and shared by all• Service training for all new starters• Growing flexibility amongst volunteer team• All HoDs report monthly and action plan for VE• More costumed interpretation• Engaging visitors in our conservation and archaeology
VE resources• Not a one-man job: everyone’s responsible!• Regional VE consultants• VSM/ property manager for MI dashboard• VE pages on the intranet• VE wiki forum• Visit high performing properties: what arethey doing that you could do?