Don't let your visitor down at the door: reviewing the visitor experience

As cultural marketers we know that achieving a positive visitor experience is crucial for developing positive word of mouth, raising satisfaction levels and encouraging repeat visits. This article outlines how to ensure that your visitor’s experience lives up to expectation. It explains how the effectiveness and consistency of your building’s branding, public areas, signage and visitor welcome can make or break a visit. You'll find extensive examples from visitor experience work with Tate Britain, Tate Modern, the National Gallery and the V&A.