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Created with Fabric.js 1.4.5 In the ATTRACTION phase, Museum Hotels should develop strategy in line with their mission, vision and values;evaluate social media landscape of application features and their positive, as well as, negative impacts on customers;choose appropriate channels for high effectiveness according to chosen objectives, targets and customer analysis;concentrate on the experiences they want to deliver; and define depth of engagement, key initiatives and actions. Sincecustomers search for information and engagement has changed with time, consider building new innovative channelsbesides the traditional ones as the broadcasting media, e-mail campaigns, web brochures and events. Emphasis shouldbe placed on customers expectations, how they expect to be treated, and what do they want to do and experience.The focus should be on brand identity, advertising and marketing communication. A good advice is to leave space forexploration and identification.In the ENTER phase, Museum Hotels should get to know the customers by creating customer profiles based on digitaltouch points as transaction history and customer behavior across multiple channels in order to understand more about thecustomers, their individual behaviors, as well as preferences. Personalized service and support to identified customersshould be accomplished, as well as contextualization by treating customers according to their own individual needs, not bygeneralizing interactions. Means of measuring customer experience should be defined, as well as plans for changes and tests.Interaction should be eased by removing digital mess and creating customer friendly channel strategy, customer journeyparticipation, multimedia technology, help and support.In the ENGAGEMENT phase, the focus is purely on the interaction, where customers create intimate sentiment of synergywith the brand. It is crucial the high quality standards to be maintained throughout the experience, emphasizing reliability,efficiency and flexibility. The on-going performance should be continuously monitored and measured, as well as researcheson the customer experience satisfaction to be conducted; what do the customers feel about the engagement, whether they areengaged, satisfied, excited, frustrated or confused. Security access and data protection should not be forgotten likewise.Regarding the types of engagement, customers may be enabled to upload, collect, manipulate, share and interact with theart forms saved in databases of visual, textual and audio information, in the form of objects, audiovisual materials, oralinterviews and stories, offering the possibility for online shows through a digital museum. Discussions may be encouragedthrough the participatory activities of networking, conversations with artists, forum discussions, comment threads, or blogs.Connecting through other social media as media partnerships in the form of TV series, news, interviews, radio shows maybe an interesting invitation for interaction. Co-curation is an exceptional experience opportunity for customers since this typeof interaction adds to the inclusive dimension of museum hotels as communicators, nurturing a democratic spirit whereparticipants can share their individual stories and perceptions of art and culture, and the influence on their values and beliefs,becoming active meaning creators in the exhibition narrations. Free downloadable project packs of activities are aproven strategy for customers and artists to maintain mutual dialogue.The EXIT phase should be made smooth and stress-free to diminish frustration at customers.Customer feedbacks, insights and reactions should be captured and improvements measured.The EXTENSION phase is based on anticipating customer needs and initiating direct dialogues on time. Out of the capturedcustomer insights, positive changes should be rolled out, and further tests continued for experience improvement. Customercontact plan may be defined, following the interaction. The influence of the customers on the broader audience must be takeninto consideration. In the end, results and recommendations should be implemented.Learning from experience is the best advice.
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