The brand equity and guest experience for museums rests on 3 critical factors: Exhibits (range), Activities (enjoyable), and Service. The dashboard below displays data of 3 museums of different types: art gallery, history museum, and zoo. This dataset consists of customer reviews organized in the following manner:
Brand Equity
Page 1 displays a general view of strengths and weaknesses of each operator based on visitor reviews. The key visual features net positive sentiment for every salient brand attribute in tourism.
1
Visitor Experience
Page 2 displays a ratings tracker over time, complete with visitor reviews for the best and worst of customer experiences. This can be benchmarked against particular or all competitors.
2
Operations
Page 3 displays a grid to identify the best- and worst-performing areas, based on different combinations of brand attributes. It highlights moments-of-truth and service recovery opportunities.
3
Marketing & Social Media
Page 4 displays a marketing funnel based on SEO activities, online visibility, and social media engagement, in relation to competitors. It also highlights online lead generation opportunities.
4
Lorem ipsum dolor 2
Aenean consectetur odio in condimentum tristique. Nam hendrerit urnaex.
5
Key Attributes for Museums
For Museums, both brand equity and customer experience share the following attributes:
Exhibit
• Range & assortment
• Novel or exotic
• Interactivity
• Informative or educational
• Well-designed
• Well-maintained
Activities
• Novel or exotic
• Interactivity
• Informative or educational
• Enjoyable
• Staff helful & friendly
• Staff knowledgeable
F&B
• Food choice
• Food quality
• Cleanliness
• Price or value for money
• Staff helpful & friendly
Store
• Range & assortment
• Merchandise quality
• Staff helpful & friendly
• Well-presented
Amenities & Support
• Quality of amenities
• Cleanliness of amenities
• Support staff helpful & friendly
• Hassle-free booking
• User-friendly website
