Achieving Excellence in the Visitor Experience

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Achieving Excellence in the Visitor Experience APGA 2013 Phoenix, AZ

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Extraordinary Guest Experience Paul Redman Director, Longwood Gardens

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Longwood Gardens Our vision Define greatness Excellence, innovation, welcoming everyone. Goal: An EXTRAORDINRY EXPERIENCE. Our Philosophy: Guests buy an experience not a ticket. Define what extraordinary guest experience means to us & how to measure. IMAGE HERE

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Longwood Gardens – Who is our guest? Everyone! You are a guest… When you shop in the Garden Shop or use the Terrace Restaurant, a guest can be a UPS driver dropping off packages, a K-12 group, a professor from Penn State, a performer for a Jazz Club, or a family from Washington D.C.

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Longwood Gardens – Real Impact Earned Revenue Increase ($14m to $23m) Attendance Increase (750,000 to 1.2m) Membership Increase (16,000 to 49,000) Broken Barriers Internally & Externally Greater Innovation Universal Performance Measures

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Longwood Gardens Guest Experience Model

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Longwood Gardens 4 Steps of Guest Service Deliver a genuine first impression. Engage our guests. Exceed our guest expectations. Cultivate loyalty in our guests.

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Longwood Gardens – Our Training Program 2-day workshop Full Time & Part Time Staff Volunteers Partners & On-site Vendors

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Longwood Gardens: Guest Service Training Provide the know how to deliver The Art of Engaging the Guest Deliver Genuine First Impression Engage our Guests Anticipating Guest Needs Exceeding Guest Expectations Cultivate Loyalty in our Guest Resolution is the Solution Deliver a Genuine First Impression Engage our Guests Exceed Guest Expectations Cultivate Loyalty

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Longwood Gardens – Self Educating Tools Share Point D2L/Captured Video Town Hall Meetings Daily-Line Ups Digital Daily Line Ups Publications CE Classes Travel Celebration of Victories

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Longwood Gardens – Exceed Expectations Awareness – Anticipate Need (Read the Guest; LOOK for Clues) Extra Actions Doing More the Expected You Own it Until the End

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Longwood Gardens – Measuring the Experience On-site Surveys On-line Surveys Focus Groups Facebook Blogs Guest to Staff Attendance Revenue

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Longwood Gardens – Survey Returns

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Longwood Gardens – Feedback is a Gift

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Longwood Gardens – Feedback is a Gift

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Longwood Gardens – Feedback is a Gift

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Longwood Gardens – Feedback is a Gift Monthly Detailed Reports Day/Event Guest Comment LW Response LW Action Contact Info.

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Longwood Gardens – Announcing…. Guest Experience Academy September 2013 Modeled after the Ritz Carlton’s Guest Service Program Designed especially for public garden professionals

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Enhancing the Visitor Experience: The Power of Co-Creation Kathleen Socolofsky, Assistant Vice Chancellor & Director Elaine Fingerett, Academic Coordinator UC Davis Arboretum & Public Garden

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Visitor Engagement Model Create a Continuous Customer Feedback Loop Develop Strategic Frameworks to Encourage Customer Collaboration Collaborate with Customers on the Design of the Visitor Experience

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Continuous Customer Feedback Loop Define All Customers Primary Customer: Visitors Supporting Customers: Students, Staff, Faculty & Administration UC Davis alumni Volunteers Members Donors Board Members Community Members Avid Gardeners

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Conversations with Customers Find out what outcomes are most important to them Find out how they perceive your performance on these outcomes Examine the GAP for… Patterns across customer groups Potential priorities Opportunities for innovation Share information with customers and continue the conversation Continuous Customer Feedback Loop

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Priority Outcomes Visitor comfort & safety features Beautiful gardens with a focus on regionally-appropriate horticulture A focus on visitor learning Opportunity for Innovation Translating the excellence of UC Davis and its academic programs to the public Continuous Customer Feedback Loop

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Develop Strategic Frameworks to Encourage Customer Collaboration UC Davis GATEways Physical Framework

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Develop Strategic Frameworks to Encourage Customer Collaboration Public Engagement UC Davis Arboretum & Public Garden UC Davis GATEways Programmatic Framework Integrated Framework

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Collaborate with Customers on the Design of Engaging Visitor Experiences Take another look at intrinsic motivators… Fun Curiosity Beauty What about? Autonomy & choice Spontaneity Problem-solving Moving to action Becoming a part of the social whole

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Collaborative Design: Arts in the Environment Opportunities for Innovation

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Collaborative Design: Oak Discovery Trail Opportunities for Innovation

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Collaborative Design: Wild Campus

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Collaborative Design: Wild Campus Expanding Impact

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Collaborative Design: California Rock Garden Increasing Support

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Collaborative Design: City Arts GATEway

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Collaborative Design: City Arts GATEway Long-term Organizational Sustainability

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Enhancing the Visitor Experience The Power of Co-Creation Opportunities for… Innovation Expanding Impact Increased Support (money and time/expertise) Long-term Organizational Sustainability

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The Power of Co-Creation The Ever-Expanding Universe… Campus as Public Garden Upsizing the Visitor Experience Upsizing the GATEways Project

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Increasing External Support GATEways Planning Council EXCELerate Foundation – Learning By Leading The Power of Co-Creation The Ever-Expanding Universe…

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Increasing Internal Support Significant capital investments Comprehensive UC Davis Fundraising Campaign New strategic frameworks for long-term organizational sustainability The Power of Co-Creation The Ever-Expanding Universe… Initiative Zones

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Customer Experience 2020 Chicago Botanic Garden Harriet Resnick Vice President, Visitor Experience & Business Development

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Keep Growing Strategic Plan - 2009 For our strategic plan we adopted the name Keep Growing We feel this reflects both our need to grow and mature and reflects our commitment to help those we serve grow mature, and bloom Customer Experience 2020 plan formulated – from visitor to customer

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We Are More than “Just a Pretty Place” The Garden’s work is important We have a strong foundation for the future We serve onsite, online, and at our satellite locations – millions of people each year. We are committed to delivering a sense of belonging to every person we serve, regardless of age, background, or ability.

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We will realize this dream by expanding our reach and deepening our impact. If we keep growing we will fulfill the needs of those we serve, and those who serve us. We will grow, mature, and achieve our goals if we enable those whom we serve to grow, mature, and achieve their goals. Our Dream Now Is to Grow from Being Great to Being Legendary

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HEALTH LEISURE EDUCATION CONNECTION TO NATURE CREATIVITY INSPIRATION FAMILY Our Success Depends on Fulfilling the Needs of Our Customer

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HEALTH LEISURE EDUCATION CONNECTION TO NATURE CREATIVITY INSPIRATION FAMILY Our Success Depends on Fulfilling the Needs of Our Customer

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What Do We Know About Our Customers?

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Traffic Trends - Who Is Coming To The Garden? * Includes free parking passes, reciprocal admission, schools, Private & Corporate events visitors and Ravinia parking

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Garden Attendance

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A 360 Degree View of our Customer

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Member Renewal Trends Demonstrate Very Loyal Customers 75% 70% 65%

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IMAGE HERE Insights and Implications An aging membership; 60+ segment will continue to grow More programs to cater to this audience Music Buehler Enabling Garden Senior care facilities More legacy moments to invest in future More services Paths, wheelchairs, motorized scooters Trams Café Washrooms

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Insights and Implications Need to invest in a younger target to grow the future Expand Children’s Learning Campus More Camp CBG Offering More Weekend Activities More Educational Experiences

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Develop Five-Star Standards for Customer Experience Learn from Disney, Four Seasons, Nordstrom, Harrah’s Culture of caring, nurturing, educating Translate the grand “wow” of the physical garden into a string of little “wows” at every touch point along a customer’s interaction with the Garden Develop an understanding of common purpose amongst staff Exceed customer expectations Treat every customer as a VIP Be consistent and efficient

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IMAGE HERE Efficient, Courteous Transactions On and Off Site, Hands-On and Viral Website Social Media Garden App Gatehouse Information/Membership Desks Garden Shop Garden Café Visitor Events & Programs Regenstein School of Education

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Expand and/or Alter Visitor Events & Program Offerings Tuesday Morning Music – 2011 Wonderland Express Scavenger Hunt App - 2011 Butterflies & Blooms - 2012 Easter Brunch - 2013 Antiques & Garden Fair - 2013 Style Chic Blogger Panel Alcohol-themed events: Autumn Brews, Holiday Brews, Grapevines & Wines – 2011, 2012, 2013 Orchid Show – 2014 Café Renovation - 2014 Insights Lead to Actions

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Expanded Offerings for Children and Families New Camp CBG offerings- longer sessions, older kids Weekend offering of Little Diggers Children’s Growing Garden – 2012 Kleinman Family Cove – 2012 Learning Center & Garden - planning stages Insights Lead to Actions

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Insights Need Information We need to know more about our unique member audiences so we can enhance their experience and grow loyalty and understand pricing models What are their unique needs? How do we add more value for them? What is their history, capacity for donating? What is their long term value to the Garden?

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Move from Strategy to Operations Incorporating service orientation, consistency and forward thinking business practices into everything we do Customer Service Call Center allows “one-stop” service Integration of Membership and Information Desks in the Visitor Center Across the board customer service training for all employees and partners

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Move from Strategy to Operations Integrated technologies : Ticketing Patron’s Edge and Patron’s Edge On-Line Membership and Donor Database Raiser’s Edge Financials Financial Edge RFID chip for member vehicles Tells us not only that a member has visited, but specifically who, when, and how often

Our Success Depends on Fulfilling the Needs of Our Customer:

Our Success Depends on Fulfilling the Needs of Our Customer HEALTH LEISURE EDUCATION CONNECTION TO NATURE CREATIVITY INSPIRATION FAMILY “© Copyright 2013 American Public Gardens Association.  This presentation is intended for viewing only and should not be copied or re-distributed for further use.”

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The Marketing Mindset Visibility, Evaluation & Action Sabina Carr Vice President, Marketing Atlanta Botanical Garden

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Mission Critical Public Gardens are the intersection between people and plants Plants nurtured and conserved People happy and lives transformed Marketers are “people” part of the intersection Without visitors are you truly serving mission?

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Marketers Always Ask Why Why Marketing? Keep garden and programs visible Attract key target audiences Why Evaluation? Data driven Give visitors voice Measure value of visit Improve experience Drive revenue

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Constant Feedback Loop

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Evaluation How & Why External Internal Consultant or Firm Pros Experts Objective POV Verified data Recommendations Cons Expensive Garden Staff Pros Abundant online resources Cost efficient Cons Time consuming Faulty data Subjective POV

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Evaluation Approaches Visitor Survey Exhibition Testing Study Market Study Focus Groups Ethnographic Study Imaginary Worlds: Plants Larger Than Life , 2013

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Evaluation Methods Off-site Email surveys Focus groups Phone interviews On-site Intercept surveys Secret Shoppers Ticket sales analysis Other business data Photo of ABG staff wit PDA

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Visitor Survey Email

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Atlanta Botanical Garden Marketing driven Build attendance Grow membership Strengthen brand Audience defined Who we speak to What motivates them Where are they When will they come How do we attract them

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Research & Testing Concepts

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And Test Again!

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ConsumerMarketingCase Study

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Design Bold Beautiful Bright Sense of Place Messaging “Tradition” “One Million Lights” “Walk A Winter Wonderland” Garden Lights Brand

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Garden Lights – Post Show Study

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Garden Lights Success Visitation Summary 2011 Predicted = 65,000 + 2011 Actual = 106,000 2012 Predicted = 79,000 ++ 2012 Actual = 165,000 2013 Predicted = 178,000++ 2013 Actual = TBD + Morey Group, Oct 2010 ++ Alexander Babbage, Nov. ‘11 | Apr ‘12

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Garden Lights: Who

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Garden Lights: What

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Garden Lights: Where

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Garden Lights: When

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Garden Lights: How

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Garden Lights: Final Word(s)

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Research is a journey not a destination. Plant the seed and watch it grow! Marketing Minds Agree...

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Key Messages Extraordinary service begins at the top, is an institutional commitment, and pays dividends – BIG TIME. Co-creation and collaboration with customers leads to opportunities for innovation, expanded impact, increased support, and greater long-term organizational sustainability. Success depends on fulfilling customer needs and requires changing the way gardens do business. Marketing research can be conducted in many different ways with varying levels of cost, is as effective as the data collected, and enhances the visitor experience.

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No part of this presentation may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission of the American Public Gardens Association. Copyright © 2013 by the American Public Gardens Association. All rights reserved. The American Public Gardens Association Vision: A world where public gardens are indispensable APGA 2013 Garden Evolution Conference _______________________________________________

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