national railway museum marketing and customer service

8/14/2019 National Railway Museum Marketing and Customer Service

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ELCOME TOHE NATIONALAILWAYMUSEUM


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Before We Start.

Please ensure mobile phones areoff or on silent

Please dont eat or drink in the

room

Fire Evacuation Instructions

This Powerpoint will be e-mailedto school / college, please dontworry about copying downevery word


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What Are We Going ToDo?

Introduction to the Museum and the MuseumSector.

What is Marketing?

How we use Marketing at the NRM.

Make you think about Marketing!

Brief introduction to the NRM and the museumsector.

Briefly explain the role of two Museumdepartments and how they contribute toCustomer Service within the organisation.


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M u se u m s d iffe r fro m o th e rh e rita g e a n d le isu re a ttra ctio n sb ecau se th ey m u st u se an d lo ok

a fte r re a l .objects

,There are about 2 500 museums and80 million visits in the UK every

.year

Research carried out for DCMS%suggests that 43 of people visit.one museum per year

hat Are Museums?


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National Museum of Science andIndustry


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NMSI Executive & SeniorStaff


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at ona a wayMuseum

The National Railway Museum is thelargest railway museum in theworld and Englands most visitedmuseum outside London.

773,000 visitors to the NRM in 2007-

2008. Our target for 2009-2010 is818,100.

In 2007-2008 just over 4 millionpeople visited York and spent a

record 364 million. 80% of visitors to York in 2007-2008

were repeat visitors

NMSI Mi i


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NMSI MissionStatement To be the most admired museum in

the world. A source of pride to thepublic, our sponsors and staff.R M M issio n

S ta te m e n tT h e N a tio n a l R a ilw a y M u se u m h e lp sth e p u b lic u n d e rsta n d a n d e n jo y th eh isto ry a n d co n te m p o ra ry

.d e v e lo p m e n t o f th e ra ilw a ys

, We aim to inspire enlighten andeducate

The NRM collection is Britains largest single

body of historic railway material from locosto uniform buttons.


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Museums Promises

Excellent care for the National

Collections Displays and events that are

accurate, stimulating and enjoyable

High quality educational and researchfacilities

Up-to-date information about theMuseum

A prompt and helpful response toenquiries

A warm and courteous welcome A safe, clean and comfortable

Museum

Service to all parts of the community


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How is the NRM funded?

W e h ave FR E E en try d u e to th e Lab ou r

G o ve rn m e n t O p e n D o o rs p o licy w h ich.m e a n s allN a tio n a lM u se u m s are FR E E . We receive about 5 6m to run this

,museum from the Department of Culture

( ),Media and Sport DCMS to whom the NRM is. .responsible A further 1 5m is used to

provide central services like IT and.Finance

The decisions and running of the museum,go through a Board of Trustees appointed

by the Prime Minister.


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Most of our funding goes on staff salariesWe have to meet targets and generate revenue(make money)In December 2001 we went free after the New

Labour government introduced their Open Doorspolicy to remove admission charges from nationalmuseums.NMSI has the status of a non-departmental publicbody, operating within the public sector but at arms

length from its sponsor dept DCMS.The Board of Trustees of the SM is responsible forthe whole of NMSI. Advisory committees whichcomprise of trustees and specialists in the relevantsubjects have part responsibility for the NRM.Trustees number 12-20 and are appointed by the PMand are responsible to him through DCMS.Crown property.


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Other Funding -Sponsorship

In 2008-2009 we sought to raise anextra 7.7m through fundraising.

This is in addition to our grantfrom Government.

This is to help make new exhibitions,facilities and galleries and assist inthe restoration of exhibits.

We approach trusts and other grantgiving bodies. We also approachcompanies and individuals forfunding.


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Corporate Partners

We seek companies who are willingto make donations to becomeCorporate Partners.

There are various levels ofCorporate Partner - Patrons donate 20,000 per year,

Benefactors 10,000 per year,

Members 5,000 per year,Associates 2,500 per year.


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Benefits for CorporatePartners

Company name displayed onPartners board (on wall betweenthe Shop and Station Hall)

Mentioned on the NRM website andin our Annual Review publication

Discounts for Corporate Hire

Invitations to Launches and Events


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Legacy Scheme

Inviting people to contribute to theMuseum in their will.

We were the first NMSI museum tolaunch a legacy scheme, inAutumn 2008.

As with Corporate Partners, themoney will be spent on a widerange of Museum projects.


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th e r S o u rce s o fFu n d in gorporate Events Department:Revenue is generated from

Conferences

Weddings

Dinners

Parties


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What Is Marketing?Organisations aim to provide:

A Product that people want

At a Price they can afford

Available in the right PlaceWhich potential customers know

about by effective Promotion(This is known as the Marketing Mix)

Promoting the right Product, atthe right Price, in the rightPlace


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Aims of NRM Marketing

- .M a rke tin g O b je ctiv e s 2 0 0 9 2 0 1 0

Achieve a visitor target of,818 100 and support other teams in

achieving commercial revenue.targets


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a s ur ro ucUSP?

The NRM Marketing Department usethis

to Develop the above phrase as akey branding statement in allcommunication.

Focus Groups - tested brandstatementsand this was selected as more

motivating than FREE.

The Worlds Largest Railway Museum.


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Our Core Product The NRM is the custodian of the

Nations Railway collection our COREPRODUCT, the collection, does notchange very often.

We have developed and follow aCultural Plan - to attract repeat visitorsand new visitors to the museum.

We have a Unique Selling Point

We are the trustees of the nationsrailway collection

People from all over the world visit our

museum


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Our Cultural Plan

Exhibitions

Events, Debates, Activities andTours

Information and Collection Services Outreach Programme

Learning Activities

Rail Operations Loan of Collection items


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Cultural Plan Events

2008 China Festival, Mallard as thefeatured locomotive, The RailwayChildren theatre show

2009 India Festival, Duchess of

Hamilton as the featuredlocomotive, Film Festival inSeptember, The Railway Childrentheatre show

2010 Europe Festival, FlyingScotsman as the featuredlocomotive. Anniversarycelebration of Japanese Bullet

Train at NRM


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The Railway ChildrenA Case Study

A partnership between the NRMand York Theatre Royal

Performances based on the famous1906 book, subsequent TV series

and film Uniquely used one of our engines

shunted into the theatre duringthe performance

Brought 24,000 visitors in 2008and 26,000 visitors to Museum in2009

Won the White Rose award forBest Tourism Experience of the

Year in 2009


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Marketing Strategy

On-site Marketing Table Talkers /Banners

Press Adverts, e.g. The Guardian

E-Flyer in June Outdoor Campaign Buses /

Stations

Poster Mail Out

Generic Literature

Ticket Competitions

Website


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Robertson Bell Associates August Bank Holiday. Theyproduce this report

Association of Leading VisitorAttractions Easter

Mystery Shoppers throughout theyear (customer service)

Visitor Services Report quarterly

Computers at entrances tracknumbers and breakdown

All these methods allow us tobuild up an audience profile


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Depot Banner


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When Tickets Were Sold

tix sold

0

5000

10000

15000

20000

25000

30000

Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08

tix sold


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Selling Tickets

54 performances played at 84%capacity

The last 26 performances playedat 100% capacity

3,545 transactions were newbookers on the Theatre Royaldatabase

41% of ticket sales were online 1,200 bookers did not have their

postcode recognised i.e. fromoutside the UK


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Repeat Bookers

A m e a su re o f su cce ss w a s th ea m o u n t o f p e o p le w h o b o o ke d tocom e b a ck a n d see th e p la y m o re

:th a n o n ce

2 2 8 p e o p le b o o ked tw ice

5 1 p e o p le b o o ke d th re e tim e s

2 4 p e o p le b o o ked fo u r tim e s

1 p e rson b o o ke d fiv e tim e s


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Ticket Types

32% Family tickets

24% Standard tickets

19% Over 60s

18% Under 26s

7% Theatre Royal Membership


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u d ie n ce Lo ca tio n s


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Press Coverage

The show gained 1.7 million ofpress coverage

Reviews were excellent

A rare five-star award from TheGuardian reviewer


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isito rP ro file 1 5 0 V isito r su rv e y s a re ca rrie d o u t e a ch

.m o n th

T h re e tim e s a y e a r A sso cia tio n o f

(Le a d in g V isito r A ttra ctio n s S o u th o f)E n g la n d b ia s

D u rin g ye a r b y M yste ry S h o p p e rsWe attract about 3/4m visitors a yearWe are the busiest museum outside LondonWe must now increase access by ethnicminorities, families and C, D, E category visitors

,Fin d in g o u t w h o o u r V isito rs a re w h yth ey cam e an d w h at th ey th ou g h t


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Visitor Profile

Age

24 23

18 19 19 18

50 50

40 41

5054 52

44 44

17 1518 20

22

11

23

9

14 15

22 22 2122

1913 1618

11 99

1998 1999 2000 2001 2002 2003 2004 2005 2006

%

Under 35 35-54 55-64 65+


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Visitor Profile

Gender

6 666

6 6 76 6 6

4 4 4

9 7

99 999 4 6

%

Man Woman

Where Visitors Come


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Where Visitors ComeFrom

7

9

6

9

7

47 4

4

6

6

6

7

4

Yorks & Humber Other UK Outside UK

%

99-99 996- - 4 6

P t d t Vi it b


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Prompted to Visit by ...

12

11

18

14

11

24

17

39

16

13

23

43

10

15

22

3

38

7

7

15

20

45

Leaflet about York

TV/Radio Ad

Recommendation

Flying Scotsman

Been before

%

4


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How We Reach Our Audience

Press/PR (Estimated 10,000,000 TV coveragedue to Flying Scotsman campaign).

Bus-sides / Poster sites = tourist trade. Appealsto passers-by in York. York is Britains second

most popular tourist city so there are usuallyplenty of tourists about who are looking forsomething interesting to do.

Radio

Leaflet Distribution Direct Mail (limited due to cost) = to target

audience. E.g Education newsletter is DM to2000 schools within a 60 mile drive of the

Museum -

Promotional Techniques


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Advertising (Outdoor, press ads etc.)108,000

Memberships (YTB, Visit York) 14,500 Design and print (what's on, brand, internal)

65,000 Print distribution (distributing leaflets)

20,000 Press (Cuttings service, photcalls) 34,000 Exhibitions/Design

2,500

Other (travel, training, direct & e-mail) 12,000 Market Research(Ad hoc marketing research) 9,000 Feb half-term

25,000 Yorkshire Wheel (Marketing and press)

50,000 General marketing

u r S p e n d in g o nM a rke tin gC an yo u g u ess th e M use u m s M arketin g-b u d g e t fo r 2 0 0 8 2 0 0 9 ?

Promotion AIDA


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Promotion - AIDA

AIDA: acronym to describe the process of

how advertising and promotion works:

A Attention (eye catching)

I Interest (short, sharp, snappy, funelement)

D Desire (needs and expectations ofaudience)

A Action (what they have to do conta


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Yo rk T IC B a rro w in C ity C e n tre Pre ss A d v e rts to u rismp u b lica tio n s a n d n a tio n a l. .n e w sp a p e rs e g T h e T im e s

Po ste rs o n B u s S h e lte rs Yo rk a n dL e e d s

A d ve rts o n Yo rk Pa rk a n d R id eB u s e s

A d v e rts o n to ile t d o o rs Yo rkD e sig n e r O u tle t

Po ste r o n th e Y R A

Summer Campaign

P d i di il


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Poster used in Ladies toilet

P t d i G t t il t


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Poster used in Gents toilet


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Park and Ride Advert

M k t S t ti


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Market Segmentation

Look at the Leaflets which onesare aimed at families, retired peopleand people with plenty of money?

Some other groups companies aim

at -Yuppies -Young Upwardly MobileProfessionals

Dincs -Double Income No Children Woopies -Well Off Old Person Glammies - Greying Leisured

Affluent Middle Aged

The Competition


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The CompetitionIncludes

The NRM faces competition from a

variety of other attractions, so wemust make sure we stay ahead of theothers by delivering excellentCustomer Service:

Other Museums and Galleries

All Tourist Attractions

Pubs and Restaurants

Shopping Centres / Retail Parks

Theme Parks

at s ustomer


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at s ustomerService?

Customer service is an

organisation's ability to supplytheir customers' wants andneeds.

Excellent customer service is theability of an organisation toconstantly and consistentlyexceed the customer'sexpectations.

Every aspect of a business has animpact on customer service, not

just those aspects that involveface-to-face customer contact.

Vi it E i D t


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Visitor Experience Dept

There to represent the needs ofthev isito r in a ll a sp e cts o f th e M u seu m s, w o rk to a sk W h a t a b o u t th e

v isito r?

T h e y th e re fo re in flu e n ce th e w o rk o fo th e r d e p a rtm e n ts w ith in th e

.M u se u m

: ,R e sp o n sib ilitie s in clu d e A d m issio n s, ,C a r Pa rkin g C le a n in g W a ste, ,M a n a g e m e n t C u sto m e r C o m m e n ts

, ,R o a d Tra in V isito r In fo rm a tio n

.S w itch b o a rd a n d D u ty M a n a g e rs

D t M


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Duty Manager

We have a Duty Manager availableevery day, who is responsible forthe smooth running of the Front ofHouse experience.

You are now going to do an exercisesorting out an issue in the way our

Duty Manager would.

D t M E i


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Duty Manager Exercise

The main lift is reported broken. Announce on the tannoy system thatthe lift is broken.

Put up a sign to inform visitors that

the lift is broken. Call the lift repair company. Log how long the lift was broken for. Announce on the tannoy system that

the lift is fixed. Remove the signs saying that the lift

is broken.

Complaints and


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Complaints andComments

The Museum regards a complaintas:

Any expression of dissatisfaction

about the Museum and itsservices, whether madeformally or informally

Customers can complain orcomment in various ways:

By filling in our Comments form,

By Letter, By Fax, By Email, In

C l i t P li


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Complaints Policy

We encourage dissatisfiedcustomers to complain.

We aim to resolve the problemquickly and effectively.

We need to learn from the

complaint, to improve ourservice for the future.

Responsibilities &


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Responsibilities &Standards

All staff are responsible foraddressing a complaint as soonas it is made, whether it is abouttheir department or not.

Each department has a member ofstaff responsible for respondingto comments or complaints aboutthat department.

Visitors receive anacknowledgement of theircomment by letter or e-mailwithin 5 working days and fuller

answers or another holding reply

Comments Break Do n


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Comments Break-Down

ALVA Benchmarking


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ALVA Benchmarking2008/9

The NRM scored above average in:

Ease of finding your way here General cleanliness Engaging your emotions

Engaging your mind Value for money Lots to see Lots to do

Visited before Likelihood of recommending the

NRM Enjoyment

Things To Do Better


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..Things To Do Better

Get more visitors to visit the shop

Need more staff who are easier tofind

Friendliness and welcome fromstaff

Efficiency and knowledge of staff

More people to use websitebefore visiting

The Learning


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The LearningDepartment

The Learning Department enhancevisitors experience of the NRMthrough their Explainer team whogive daily talks anddemonstrations.

They also offer presentations toschools and colleges from KS1-KS4.

At holiday times other activities areoffered, such as making Jitterbugs,Object Handling and Story Telling.

Other activities are offered toaccompany special events at theMuseum, such as the India Festival


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Our Responsibilities


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Our Responsibilities Our Staff

ta ff Tra in in gFro n t o f H ou sesta ff a re

e x te n siv e lytra in e d th ro u g h a

v a rie ty o f co u rse s

in clu d in gW e lco m e H o st

,a n d W e lcom e A ll

/ .R N IB R N ID

Qualifications


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Qualifications

Some jobs require formalprofessional qualifications, likeAccountants, Librarian and theCurators of the exhibits.

Some jobs require experience -working with children, inpresentations, customer servicelike the Explainer Team.

Staff who work with children andvulnerable adults undergo CRBchecks.

Personal Skills Needed


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Personal Skills Needed

Able to Learn

Able to Communicate

Able to Deal with People

Can Remember lots of Things! Sense of Humour

Presentable (smart, personal

hygiene)

Our Responsibilities -


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Our Responsibilities Health

and Safety We want all our visitors and staff

to have a safe time at the

Museum.

We use the Health and Safetychain to make sure this

happens.


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Health andSafety Policies

ProofSigned PolicydocumentsTest Answers

WorkPlaceInspections

Signed, dated,reviewed

RiskAssessments

Signed, datedReviewed

Accident BookIncidentsNear MissesHazard Reports

All Recorded

A S f Vi it


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A Safe Visit

All managers risk assess theactivities of their staff andactivities they run

All staff complete an e-learning

Health and Safety course eachyear

Front of House staff monitor areasand liaise with cleaners and

Duty Manager Practice and Live Fire Evacuations Accident and near-miss

investigation and recording in

each department



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Our Responsibilities-Special Needs Visitors

, W e p ro v id e A cce ssib le Pa rkin g, &A cce ssib le To ile ts B a b y Fe e d in g

, ,C h a n g in g fa cilitie s Lifts a n d R a m p s

,Fre e W h e e lch a ir h ire in clu d in g.Po w e re d C h a irs

,W e a lso h a v e H e a rin g A id Lo o p s

,S o u n d G u id e s fre e fo r V isu a lly,Im p a ire d v isito rs A ssista n ce D o g s a re

,a llo w e d A cce ss sta te m e n ts ca n b e.sen t in a d v a n ce o f v isit



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Our Responsibilities-Communication

Keeping VisitorsInformed C le a r a n d a ccu ra te sig n s in a n d

.arou n d th e M use u m D a ily B rie f sh e e ts a t M u seu m

.entrances A ll Fro n t o f H o u se S ta ff a n d

vo lu n te e rs b rie fe d a b o u t e ve n ts.h a p p e n in g in th e M u se u m

U p to d a te in fo rm a tio n o n th e N R Mw e b site a b o u t w h a t is o n o ffe r e a ch

.d a y

Communication


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Communication Keeping Staff

Informed Internal Telephone System E-mail personal and global

Pagers

Intranet

Staff Newsletter Newsy Snippets

Monthly Briefings

Meetings

The Customer


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The Customer

It is said The Customer is alwaysright.

What do you think?

Is the Customer always right?

Examples


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Examples

We get roughly one complaintevery two weeks through thesummer season from peoplewho cant bring their dogs into

the Museum.

We recently had a complaint froma visitor who thought There

was too much about railwayshere.

The Customer


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The Customer

..in fact isnt always right!

We aim to satisfy all our

customers within the limits of ourvision of being the most admiredmuseum in the world.

What Did We Learn?


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What Did We Learn?

Name two benefits of good qualitycustomer service?

Why do we keep records ofcustomer service?

Why is benchmarking important?

Thank You


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Thank You

Thank you for listening.

We hope its been useful.

Any questions?

national railway museum marketing and customer service

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