Book Review: Creating Great Visitor Experiences by Stephanie Weaver, part 3

This is the third and final installment of Stephanie Weaver's fantastic book, Creating Great Visitor Experiences. The third part of the book goes into great depth about the site.

Some places will not be changed to fit visitor trends - like historic buildings

The site is tricky because it will depend on at what level you are as part of the organization. If you are near the top and a decision maker as regards changing something significant, like approving a building project to improve the site, this third installment might be a good idea to get ideas and suggestions.

Implementing these practical changes in the fourth part of the book will help increase the visitor experience and probably save some money or make more. I am not sure how many of the higher level folks read this blog.

However, volunteer, entry level, or mid career professions may be able to make some well placed easy fixes or no-risk suggestions to help improve the site, with permission of their supervisor of course.

Since decision level executives will probably not read this post, it is up to the lower level readers to influence them from below. Weaver lays out an eight step process to revamp the site without having to build. They are:

1. Invitation - starts when a visitor says, "Let's do something today", and ends when they park in your lot.    
2. Welcome - the second they walk in the door and are greeted by someone.
3. Orientation - after moving away from the greeter and the visitor decides what to do next.
4. Comfort - this is found throughout the site in its design, it is how comfy the use of the site is to the visitor - mentally and physically.
5. Communication - everything in the written and spoken language which the visitor experiences.
6. Sensation - how well you engage the visitor's senses, including their senses of fun and adventure
7. Common sense - how practical everything is; working smarter, more efficiently, and logically.
8. Finale - how does a visit to the site ends and what they take with them.

While commentary on each of these points would be long winded when completed with well thought out practical how-tos in this post, the sections really do speak for themselves. To go through each step would be redundant and better handled by Weaver's book. 

However, some points are worth a closer look.

The Welcome step has to do with discovering the entrance and the greeting. The greeting is the part that can be changed faster than renovating the building entrance. The first contact is the first impression, and having a grumpy volunteer is not the good first impression. Select a front-line representative, be it a volunteer or entry level position, or someone else who has some experience in being personable and helpful.

In the Communication step, layers of redundant edits and revisions are made so that all communication - written, spoken, website, radio, sign, wayside, advertisement, or whatever are clear and concise. Communication is closely tied to the Brand and the Theme of the site.

Common Sense is such a critical step because sometimes we make up such rules, dogma, and  bureaucracy that it gets in the way of the things that matter. One example of using Common Sense would be to ask the front line or floor people. These employees, volunteers, or contract help (like in the case of security guards not employed by the organization) who walk around the site - they know what the popular exhibits are, they know how long visitors stay in the galleries, and where the messes are made - so ask them for their input. Weaver cites the situation when the city of Seattle was building a new public library; the planners included someone from the security and custodial staff at every design meeting. Common sense is also creating partnerships with like-minded organizations or businesses that mutually benefit each member of the partnership.Take a step back and evaluate if the things that are done are done for a clear and simple reason.

Taking a step back and trying to experience the site for the first time and seeing all the things that a first time visitor sees will help the site come a long way in making much needed improvements.

In short, this is an excellent book for entry level professionals to make impressive suggestions. 

Creating Great Visitor Experiences is an excellent book for mid level supervisory folks to make practical changes in the planning and implementation process. Going through the book in detail and the exercises as a executive team would be a great way to revamp on a practical level. 

For executive level folks, it is a great way to be able to improve the numbers for stakeholders while increasing the profile of the site. Increasing the site's revenue and visitation numbers might be a headache, but it is a good problem to have! It means that the changes have been successful and that the site is relevant to visitors and can increase capacity for more ambitious projects.

If you, the reader, are looking to find ways to improve your site, increase visitation, increase revenue, the profile of the site, or to shake things up, this book is worth the investment, or the time it takes to borrow a copy from the library. This is a book which should be suggested to any site.