An ambitious restoration programme had been completed at The National Trust at Stowe in Buckinghamshire. With the physical and sensual elements of the visitor experience in place, it was critical that the personal interaction matched the surroundings.
We set out on a journey to create ‘marvellous memories’ that visitors would want to tell their friends and family about…
We undertook mystery visitor experiences and analysed the customer feedback available. We explored the expectations of key customers:
What did they value?
What did a great visitor experience looked like?
What needed to change to meet those needs?
We held a half-day interactive ‘Marvellous Memories’ learning session outdoors and took teams on a ‘Live Experience Day’ in Milton Keynes. This served to open their minds to the current world of customer experience, giving them intricate understanding of the key principles. They grasped the importance of managing visitor emotions/expectations and learned how to manage challenging visitors. They created their own appropriate service behaviours, developed service improvements to enhance the visitor experience, and committed to implementing them.
We delivered a learning programme over six months and appointed ‘Customer Ambassadors’ to focus on the visitor experience across each aspect of the attraction.
We created a range of support materials designed to help embed the new visitor experience thinking, approach, skills and language. We also identified ways to measure the customer experience.
We held several problem-solving sessions designed to overcome various operational challenges, support the culture change and encourage greater knowledge-sharing.
A Client's Perspective...
“This training has had a very positive impact on our visitor experience, our visitors have commented on how friendly, approachable and professional our staff and volunteers are.” Lyn Joplin, Visitor Services Manager