Book Review: Creating Great Visitor Experiences by Stephanie Weaver, part 2

The second part of the Creating Great Visitor Experiences (here is the first) dealt with what visitors want and how to best utilize the site's staff. This post will be a little longer than usual because there are a lot of deep and tasty nuggets of wisdom and insight from this book.

Visitors come to sites for a number of reasons, including combinations of reasons. Generally they go and do something because they have a surplus of free time, but it is usually limited. The visitor chooses from their free time options based on six rewards for use of their time, according to leisure time studies:

What are these students motivated by in this image?

• Social interaction 
• Active participation 
• Comfortable surroundings 
• Challenging, new, or unusual experiences 
• Opportunities to learn 
• A sense of doing something worthwhile 

The author, Stephanie Weaver, asserts that if sites begin to understand these visitor motivations for coming to a site, your site, it will help bring in others in the target audience. Hopefully these motivations bring them back, but also attract new and repeating visitors. Look over the list and see what your site already does and how you can improve them, or add new ones.   

On the other side, sites offer four kinds of experiences to seek, meet, and hopefully exceed the six motivations of visitors mentioned above. A site can offer these kinds of experiences:

• Educational
• Entertainment
• Aesthetic
• Escapist

Four E's

Combinations of these make for a more attractive destination and can appeal to more kinds of visitors. Stephanie Weaver notes further that

visitors are looking for something meaningful, authentic, genuine, and quintessential. Some examples she gives would be allowing the "real thing" to move people, seeing real animals in their real environment, or providing products and services that people expect when they come to a place where the reputation has already preceded itself for being true to itself. 

Much of Weaver's work in this middle section is based on consumer studies, marketing, advertising strategies, and consumer psychology. While the site where you work might not be so concerned about ticketing prices and how much merchandise is sold in order to keep the doors open, they are still underscoring the idea that you want more visitors to come and must compete against other forces vying for visitor's time and attention. Essentially, one of the goals is to ask the reader how to get near the top of a travel destination itinerary, compared to being a peripheral stop further in the description.   

We want our action to change visitor behavior from their experience during their visit. The four behaviors that we want to change is:

• Frequency - How often do they visit?
• Duration - How long do they stay on site? In each part of the site?
• Engagement - What do they do when they are here?
• Off site actions -  What do they do about the site when they are not there?

The new Ryan's Interpretations logo

Branding is an essential part of the site experience. Branding was mentioned in the previous post so now is a good time to go over it in better detail. Branding is more than a logo on a letterhead; it's so much more.

Branding is a whole concept in advertising and marketing. It is the look, feel, attitude, quality,  promises, origin, and future of a place or thing to the visiting consumer. It is so penetrating that it affects the manufacturers of the products. For example, are the items for sale made in the U.S.A? Are workers being given a fair wage or are they held in wage bondage overseas? Are the employees nice and respectful, or do they have bad attitudes, show low morale, or are struggling financially? These things affect the perception of the brand. 

Or is this the new Ryan's
Interpretations logo? 

A re-branding can add life to a struggling organization. A fresh coat of paint, some new employee training, a logo revamp and/or a name change can add new life. How does the visiting public perceive the name? Does it sound stodgy and elitist? Maybe consider a new name. 

Visitors first experience branding by how the site invests in its employees. The front line of the organization at the site is the first impression to the visitor. How far do the staff go out of the way for a visitor? The further they go, the better impression, especially with the right attitude. According to Weaver, the interaction of employee and visitor makes or breaks the experience. One bad day can crash all the careful planning and preparing. 

Definitely the new Ryan's Interpretations logo
(just kidding)

So how does a site attract quality staff? Part of it is branding, but also careful selection of employees that help set the culture and tone of working there. It comes from a top down approach as well. If the brass are willing to invest in great employees knowing that it will improve visitor perception, then it is a good indicator that a office place cultural shift will take place soon. 

Weaver suggests that the inverted power hierarchy triangle approach is a great place to start; where the executives and managers serve the employees, who serve the visiting customers at the top. Listening to the front line and making action happen improves employee manager relations and empowers the staff as a whole. 

An empowered staff and a motivated visitor have the potential
to create some great visitor experiences the the conditions at
the site support it. More on that next month!

I encourage the use of empowering employees because not only does it give them additional skills and experiences, it also raises the next generation of managers, administrators, and executives that have had field and front line experience. It also has the desired effect of making a better experience for the employee because the office baloney on the sides does not affect their front lines customer service as much. Happy staff are more loyal, compliant, and engaging than demoralized, underpaid, and disposable employees.

Again, Stephanie Weaver stresses doing the exercises in Part 4 to help assess the areas of problem and areas for improvement. Do not read this book like a theoretical text that requires no practical application. Take her up on the offer to help improve the site through your application of this book and see where it can go!

Next month will be Part 3 of Creating Great Visitor Experiences and will finish the review. The need for change had been addressed, the visitors' motivations and rewards have been addressed, and the staff's training and improvement has been addressed. Part 3 will focus in on the site itself.