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What is Your Museum's
Most Important Asset?
by Katherine Khalife
Q. What is your museum's most important asset?
A. You.
Every time you encounter a visitor or answer the phone, YOU are the museum. What you say and how you act in that moment is shaping that person's permanent impression of your institution.
Studies consistently show that 80 percent of a customer's perception of any organization is determined by the treatment they receive from the employees with whom they come in contact. Nothing, not the quality of the orientation video, the cleanliness of the restrooms -- not even the content and extent of the museum's collections -- is more important. Scary, isn't it?
You're in a customer service business. Regardless of what your duties are or what your education or job title is, customer service is your primary responsibility.
Copyright © 2001 Katherine Khalife All rights reserved.
For reprint permission, please e-mail info@museummarketingtips.com
Katherine Khalife is a writer and consultant specializing in museum marketing, customer service and heritage cultural tourism. See the Services section for information about her workshops and other services.
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