Customer Experience Strategy for National History Museum

CUSTOMER EXPERIENCE
STRATEGY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. Background of the National History Museum.........................................................................4
2. Characteristics of customer persona and motivation towards international travel..................5
3 key digital influence for clear customer requirements..............................................................6
4. Customer journey map stages..................................................................................................7
5 objective of CX, model for enhancing CX and formulation of future CX strategies...............9
6 relevant key performance index (KPI) and analytics that can be used for evidence-based
decision......................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Customer experience strategy are refers to the plan which are including the positive
experience at each of the customer touchpoint along the customer journey and the necessary way
of measuring the experience both online and offline. This is also help for creating the meaningful
strategy in order to focus on improving loyalty of customer. Also, this is necessary for
identifying the fundamental component s of customer first strategy. In the present report it will
include the identifying the clear justification related to global customer segment. Then, critically
analyse the global customer digital activities at various digital touchpoints. Also, then applying
two CX objectives by underpinned theoretical constructs of one CX model in order to enhance
customer experience. Further, evaluate the relevant key performance index (KPI) and analytics
which can be used as the evidence based decision-making in order to enhance customer
experience strategy.
MAIN BODY
1. Background of the National History Museum
National History Museum is situated at London which was established in 1881 which
exhibits a wide range of specimens from different segments of natural history. It is one of the
primary museum for the tourists on Exhibition Road in South Kensington (Tomasiewicz, 2020).
It has around 80 million items which has been a home for life and earth specimens distributed
mainly among zoology, palaeontology, mineralogy, entomology and botany. It was officially
called as British Museum or Natural History until 1992 after separation from the British
Museum. The given Museum is further divided into four sets of zones or galleries with each
colour it follows a different theme. This place has been successful attraction for the Chinese
visitors as they visit historical places frequently around the globe. With the revolution of
digitalisation in the tourist industry, the role of social media played a significant role to highlight
the place by posting pictures, writing blogs, tour agents, official websites etc. of the particular
place (Clegg and David, 2020). With the help of technology, tourist destinations promote its
place to attract the visitors from around the globe by improving the customer experience with the
help of feedback forms.
With the help of Digital CX the overall experience of the customers are being measured
to calculate the CX score which helps the destination place in which area they need to further
improve the visitor experience (Burke, Jørgensen and Jørgensen, 2020). Customer engagement in

the global tourist industry is important which had eventually improved by employing virtual
assistance with the chatbots, FAQs section, positive reviews and optimizing the use of AI and
NLU technology.
The another measurement is Net Promoter Score (NPS) which calculate the customer
loyalty and satisfaction by simply conducting the feedback form from the visitors or posting
photos on the social media which helps to promote the place to the other visitors.
2. Characteristics of customer persona and motivation towards international travel
Natural History Museum welcomes more than five million visitors annually which was
relatively more than in comparison before the pandemic because visitors are more likely visit the
tourist places after the end of international restrictions due to the Covid-19 pandemic. Museum is
being visited by the family members as well as specific destination for the newly wedded
couples because of its prime location. Mostly people who are more inclined to know the history
visit this place (Kang, 2020). Chinese tourists are more attracted towards the historical places to
know about the history and enhance their wisdom & knowledge.
The customer persona determines represents the segment of the audience visiting the
Museum which includes the tourist age, location, income statement, goal, challenges they are
facing etc. According to the data it could be accumulated that this place is the most visiting place
at UK despite being closed during pandemic. “The Fantastic Beasts: The Wonder of Nature”
show or exhibition is one of the most attractive one as well as the photography exhibition.
The Museum after the pandemic focus on the social media and various digital platforms
as Chinese tourists could be aware about the destination place with the help of Twitter and
getting further information from the reinstalled website of the Museum. People who are willing
to travel across the globe and who are interested to know the historical places' information could
be attained with the experience of people who provide review on the various tourist sites.
The people are comparatively motivated towards the international travel because they
want to learn the culture, knowledge, values, norms, principles etc. During the time of pandemic
there were regional and international restrictions across the UK and entire world (Choi and Kim,
2021). But as soon as the restrictions were being removed tourists are highly motivated towards
visiting different parts of the world.