National Trust
Improving the Visitor Experience
Opportunity
The National Trust decided that the right customer service and culture development programme would enhance the experience of the 30 million visitors that its properties receive each year.
Approach
MSB recognised that the National Trust’s 4,000 full-time employees and 35,000 volunteer workers played a huge role in the visitor experience. We developed a customer service strategy which would harness their skills, energy and enthusiasm, but also educate managers, staff and volunteers on the importance of customer service and how visitors perceived their organisation.
The MSB strategy included:
- The design of new customer service standards
- An interactive workshop for all front-line staff and volunteers
- Follow-up activities at each Trust property, including the training of internal Service Improvement Teams and Visitor Service ‘Champions’
Impact
The customer service strategy was well-received and led to an improvement in the visitor experience. Following this success, we were invited to conduct further customer-focused training, including an induction programme and annual refresher course for internal customer service trainers, and programmes on:
- Handling difficult situations
- Cultural diversity