Creating Great Visitor Experiences: A Guide for Museum Professionals

If a museum is trying to improve visitor satisfaction, grow and diversify their audience, or engage with their community, they must focus on the experience visitors have inside the museum. Unfortunately, some people don’t visit museums because they have had a previous negative experience, or they simply don’t feel museums are for people like them. Not only do we need to win back those who we haven’t welcomed properly in the past, we need to be sure we don’t turn off any more potential visitors.

Once you’ve decided to prioritize the visitor experience, you may discover that you don’t have the tools you need to truly implement change for your visitors. An Executive Director may support the concept but doesn’t have the time or specific expertise to implement a new program. A Visitor Services Manager may have been promoted from the front line and has great customer service and coaching skills but doesn’t have experience crafting institutional change.

Creating Great Visitor Experiences: A Guide for Museum Professionals can help these museum professionals design a program that is specific to their institution. Its Table of Contents shows how the book offers a step-by-step guide to doing just that:

Chapter 1: Focus on the Visitor Experience

Chapter 2: Understanding Museum Visitors and the Impact of the Visitor Experience

Chapter 3: Learning About Your Visitors

Chapter 4: Visitor Mapping: Charting Visitor Routes Through Your Institution

Chapter 5: Start with the Basics: Making the Museum Itself Welcoming

Chapter 6: Articulating What Service Means to You

Chapter 7: Determining the Structure of Your Front-Line Team

Chapter 8: Merging Security and Service

Chapter 9: Hiring Your Dream Team

Chapter 10: Training to Develop a Dynamic Service Team

Chapter 11: Building Strong Morale and a Professional Front-Line Team

Chapter 12: Developing a Culture of Service Throughout the Museum

Use this authoritative, practical guide from the American Alliance of Museums to help your museum create great visitor experiences.