Visitor verdict benchmarking visitor experience at attractions

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Visitor Verdict Benchmarking the visitor experience to improve resilience

Transcript of Visitor verdict benchmarking visitor experience at attractions

Visitor Verdict

Benchmarking the visitor

experience to improve

resilience

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The vision

‘Visitor Verdict’

is the No.1 aspirational visitor survey model for small and medium

sized visitor attractions

The best application

of insight

The most relevant

survey content

Foundation for all

visitor research

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In a nutshell

Simple, low cost, technological visitor survey service from BDRC

Continental, designed exclusively for the UK attractions market

Results anonymously benchmarked against peers

Taking best practice from market leading ALVA

Visitor Experience Benchmarking Survey

Funded by ACE until September 2015, sustainable

at low cost into future

Open to all UK visitor attractions with less than 1

million annual visitors

How can Visitor Verdict help me?

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Visitor Verdict helps attractions become more resilient

• Lend weight to funding bids

• Demonstrate to ACE, HLF, Wolfson Foundation, Esmee Fairburn etc. the acute need of your attraction and

then be able to measure effectiveness of funding

• Help to attract and retain sponsors / investors

• Help improve the Visitor Experience

• Learn from ‘best in class’

• Prioritise areas for improvement

• Identify what is delivered very well

• Guide staff training and suppliers

• Inform marketing and communications messages and strategy

• Inform admissions and other pricing decisions

• Promote raising standards across the sector by sharing best practice and

experiences

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Why do I need to benchmark my visitor survey results?

Visitor research in isolation often leaves

four unanswered questions

How am I performing compared with other

attraction similar to mine?

Are my results strong or weak and on

which visit aspects?

Which visit aspects most influence the

overall visitor experience?

Which are the most important to get right?

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Benchmarking helps to answer these questions

Benchmarking helps you prioritise your investment: money and time

“The key is not to prioritise

what's on your schedule,

but to schedule your

priorities.”

Stephen Covey

Visitor Verdict in operation

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What areas does the survey cover?

What are their motivations and needs?

Which communications channels influenced them?

Why are they here?

Age & gender

Children with them? How old?

Where do they come from?

Socio–economic status

How often do they visit you?

Who are our visitors?

Overall enjoyment, value, recommendation

Site Content:

What to do / see, interpretation, learning etc.

Emotional Impact:

Atmosphere, welcome, uniqueness etc.

Service Delivery:

Staff appearance, cleanliness, orientation etc.

What do they think of their experience?

How long do they stay?

Do they visit / purchase

in your shop or catering

facilities?

What do they do in your museum?

SUGGEST

ICON

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Works via user-friendly online system

Attractions collect visitor email addresses

Attractions upload these contacts periodically

Survey invites automatically sent out by email

The Process

Result charts automatically updated and presented via website

using benchmarks (size, type, free/paid etc.)

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We support you

Technical

Interpretation advice

On-going support

E-mail collecting practicalities and advice

Online report interpretation

Guidance pack

Getting involved

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Fees to join

Cost effective sliding scale based on

visitor volumes

Significant discounts for group entry dependent on number of sites

Price on application

*Sites subscribe to a minimum 2 year rolling contract from sign up . 33% surcharge on sites only

signing up for 1 year.

Annual visitor volumes Individual sites

< 50,000

£450 p/a

50,000 -

100,000

£750 p/a

Over 100,000

£1450 p/a

Part of wider group or network of visitor attractions

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Steps to Sign Up

Confirm participation with BDRC Continental 1

Receive e-mail invitation to complete registration online 2

Receive start-up guidance notes and login details for the online system 3

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For further information:

+44 (0) 20 7400 0382

[email protected]

Steve Mills director

Amy Randle,

research manager

+44 (0) 20 7400 0381

+44 (0) 7980 712563

[email protected]

+44 (0) 20 7400 0385

+44 (0) 7989 165 635

[email protected]

Max Clapham client services director