What does your current visitor journey roadmap look like?

If you are looking for a holistic view of your visitor’s journey from pre-visit ticket purchase to post visit personalised marketing, considering this as a potential blueprint, which phases can be realistically implemented within the context of your museum’s operations?

Online Ticket Purchase: The journey begins when a visitor decides to explore the museum’s offerings and purchases a ticket through the museum’s online ticketing platform. This ticket isn’t just a pass to the museum; it includes a unique QR code that unlocks a digital audio guide, enhancing the visitor’s experience with rich, contextual information about the exhibits.

CRM Integration: Upon this purchase, the ticketing platform seamlessly integrates with the museum’s Customer Relationship Management (CRM) system. This integration ensures that the visitor’s details are captured and stored, setting the stage for a personalised experience throughout their visit.

Arrival and Engagement: As the visitor arrives at the museum, they are greeted by a world of history, art, and culture. They interact with various exhibits, each interaction being an opportunity for the museum to understand their preferences and interests.

Behavioural Analytics: These interactions are not fleeting moments; they are meticulously recorded by sophisticated analytics software. This software tracks the visitor’s behaviours and patterns, providing valuable insights into how visitors engage with the museum’s content.

Analytics-CRM Synchronisation: The data captured by the analytics software is not left in isolation. It is fed back into the CRM system, enriching the visitor’s profile with their latest interactions and preferences.

Museum Shop Experience: The journey continues to the museum shop, where the visitor’s earlier interactions influence their shopping experience. Items that resonate with the content they engaged with are subtly highlighted, encouraging a more personalised shopping experience.

Shop-CRM Synchronisation: The museum shop is more than just a retail space; it’s an extension of the visitor’s journey. The shop’s software system records purchase details and updates the CRM, further enhancing the visitor’s profile with their shopping preferences.

Personalised Post-Visit Communication: After the visit, the museum’s email marketing software crafts personalised messages for the visitor. Drawing on the rich data from their interactions and purchases, the software sends out marketing communications that promote upcoming exhibitions tailored to the visitor’s interests.

Using a progressive web application (PWA) as a digital audioguide not only enhances the visitor’s experience but also equips the museum with a wealth of data to continually refine and personalise future interactions, ensuring that each visit is unique and memorable.

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