Creating a Seamless Visitor Journey in the Age of Coronavirus

Creating a Seamless Visitor Journey in the Age of Coronavirus
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With the esca­la­tion and con­tin­ued risks of COVID-19, the tra­di­tion­al process of vis­it­ing muse­ums and cul­tur­al attrac­tions has trans­formed in many ways. As vis­i­tor-fac­ing sites are begin­ning to reopen, many are find­ing that they have to rethink the vis­i­tor jour­ney end-to-end in order to facil­i­tate a seam­less, con­tact­less experience.

In the pre-vis­it phase, guests may be doing sig­nif­i­cant­ly more research and prepa­ra­tion for their vis­it, even reserv­ing tick­ets and park­ing pass­es in advance to avoid onsite con­tact. Once onsite, pre­vi­ous expe­ri­ences, like touch screens inter­ac­tives, shared audio guides, and hands-on activ­i­ties, now pose high risks, and guests are seek­ing con­tact­less alter­na­tives. Post-vis­it, the need to fol­low up with vis­i­tors, solic­it feed­back, and con­vert them into mem­bers and donors is more press­ing than ever.

In think­ing through the evolv­ing vis­i­tor jour­ney in the era of Coro­n­avirus, there are a num­ber of chal­lenges and poten­tial solu­tions to con­sid­er. Here, we will explore how you can reimag­ine every phase of the vis­i­tor jour­ney to adapt to changes and set your orga­ni­za­tion up for suc­cess when re-wel­com­ing guests.

Seamless Visitor Journey Mobile

Enabling a Seam­less Pre-Vis­it Experience

Now more than ever, it’s impor­tant to con­sid­er the pre-vis­it expe­ri­ence. Prospec­tive vis­i­tors are engag­ing in exten­sive research before vis­it­ing any kind of cul­tur­al insti­tu­tion or attrac­tion. As a result, it’s impor­tant to make your safe­ty mea­sures well pub­li­cized and assure your future guests of the COVID-19 pre­cau­tions you’re taking.

Addi­tion­al­ly, there are a num­ber of ways the pre-vis­it stage can be lever­aged to cre­ate a more seam­less onsite expe­ri­ence. For exam­ple, imple­ment­ing a timed tick­et­ing sys­tem allows vis­i­tors to pur­chase their tick­ets for a spe­cif­ic time slot in advance. This can pre­vent long lines, lim­it inter­ac­tions at the admis­sions desk, and ensure a con­tact­less mode of entry.

For your mem­bers, dig­i­tal mem­ber­ship cards can be a one-stop shop to cen­tral­ize all your health and safe­ty pro­to­cols, share infor­ma­tion on reserv­ing a times­lot in advance (if nec­es­sary), and offer a per­son­al­ized, con­tact-free tool to access the muse­um. This can pre­vent close inter­ac­tions between mem­bers and staff and the exchange of phys­i­cal mem­ber­ship cards when enter­ing your site.

By mak­ing con­ve­niences avail­able to poten­tial vis­i­tors and mem­bers before they even arrive at your muse­um or attrac­tion, you can facil­i­tate a smooth and pos­i­tive first stage of the vis­i­tor journey!

Pro tip: Check out acces­so Pass­port Online Tick­et­ing and Cuse­um Dig­i­tal Mem­ber­ship to take your vis­i­tor expe­ri­ence to the next level!

Seamless Visitor Journey Woman

The Onsite Vis­i­tor Experience

Onsite, there are addi­tion­al steps you can take to cre­ate a seam­less guest expe­ri­ence. If your guests haven’t reserved their tick­ets in advance, a dynam­ic vir­tu­al queu­ing sys­tem can ensure effi­cient, easy entry, while lim­it­ing long lines and con­tact with staff and fel­low patrons as much as possible.

Pro tip: Check out acces­so LoQueue Vir­tu­al Queu­ing for more infor­ma­tion on reduc­ing admis­sions lines at your site!

Tra­di­tion­al­ly, shared audio guides and phys­i­cal maps have been dis­trib­uted to guests at cul­tur­al attrac­tions to pro­vide gen­er­al ori­en­ta­tion. Vis­i­tors may have also been able to opt for a docent guid­ed tour, or engage with inter­ac­tive mul­ti­me­dia expe­ri­ences along the way. Now, shared devices, mate­ri­als, and large group tours pose real safe­ty risks, and orga­ni­za­tions are seek­ing alter­na­tives in order to pro­vide an informed, inter­ac­tive guest expe­ri­ence. One solu­tion to this is a mobile guide, which can be accessed on each visitor’s per­son­al mobile device. With a mobile tour guide, you can cen­tral­ize health and safe­ty infor­ma­tion, offer direc­tions and wayfind­ing, and let your vis­i­tors choose from a vari­ety of tours, let­ting them cus­tomize their own experience.

Pro tip: Check out Cuseum’s Mobile Engage­ment solu­tion for more infor­ma­tion on cre­at­ing an end-to-end mobile guide.

As guests move through your site, hop­ing to browse the gift shop or stop for a snack, mobile tools can once again be indis­pens­able. With a mobile-enabled point-of-sale sys­tem and mobile food and bev­er­age order­ing, you can fur­ther reduce points of con­tact and fric­tion for your guests, enabling an onsite expe­ri­ence that’s ful­ly pow­ered by their per­son­al mobile device.

Pro tip: Check out accesso’s Mobile F&B order­ing solu­tion for more infor­ma­tion on the ben­e­fits of mobile food ordering.

Seamless Visitor Journey People Walking

Con­tin­u­ing Con­nec­tion Post-Visit

After your vis­i­tors exit your muse­um or cul­tur­al orga­ni­za­tion, there is still more oppor­tu­ni­ty for you to engage and con­nect with them. One of the most crit­i­cal com­po­nents of the vis­i­tor jour­ney is the fol­low up. If you’ve been using timed tick­et­ing or reserve-ahead time slots, there is rich oppor­tu­ni­ty to fol­low up with your vis­i­tors and mem­bers after they stop by your museums. 

A uni­fied point of sale sys­tem can help make this out­reach even stronger. By track­ing activ­i­ty across tick­et­ing, mem­ber­ship, food and retail loca­tions, you can cre­ate more uni­fied guest iden­ti­ties that empow­er you to deliv­er more per­son­al­ized fol­low-up messages.

This is a key junc­ture, where you can con­vert vis­i­tors into mem­bers, and mem­bers into donors by engag­ing them through a vari­ety of dig­i­tal chan­nels. This is also a great time to encour­age your vis­i­tors and mem­bers to bring their friends and fam­i­ly along next time. By offer­ing or remind­ing mem­bers of avail­able guest pass­es after a pos­i­tive onsite expe­ri­ence, you can lever­age this moment and encour­age your sup­port­ers to become evan­ge­lists and bring oth­ers along when they visit!

Pro tip: Check out the acces­so Sir­iusware all-in-one point of sale solu­tion for an easy way to track the guest jour­ney, and Cuseum’s Guest Pass Refer­ral solu­tion for a user-friend­ly, dig­i­tal way to evan­ge­lize your members!

In the age COVID-19, it is essen­tial to rethink the vis­i­tor jour­ney. Tra­di­tion­al­ly, the expe­ri­ence of vis­it­ing a cul­tur­al orga­ni­za­tion has had points of con­tact and fric­tion at every step; now the glob­al pan­dem­ic has been a forc­ing func­tion, encour­ag­ing us to rethink each stage of the vis­i­tor jour­ney. There are a range of tools and tech­nolo­gies avail­able to reimag­ine how guests engage — now is the time to get start­ed!

Look­ing for more infor­ma­tion? Reach out to acces­so or Cuse­um today.