Case Study - Seamus Heaney HomePlace.
Developed by Mid Ulster District Council, Seamus Heaney HomePlace is a purpose-built arts and literary centre, which celebrates the life and work of the late poet and Nobel Laureate, Seamus Heaney, and contributes to his legacy.
Challenge Faced
Seamus Heaney HomePlace delivers an exceptional visitor experience that customers find spellbinding. They had two main challenges, the first was connected to the visitor experience and the second to internal inter-departmental communications. Their challenge was to create a seamless customer journey, for all customer segments, that encompasses every aspect of the experience from online to visit. Eliminating silo thinking and improving inter department communications was their second challenge.
Solution
Insight Mystery Shopping completed a customer journey mapping exercise for two different customer personas covering the entire end to end customer journey. Catherine Scott conducted research with all stakeholders gaining an understanding of the employee, customer and stakeholder experience. She delivered a series of journey mapping workshops that enabled the team to walk in the steps of the customer and map their experience at every touchpoint, concluding in the team designing their ideal customer journey.
Outcomes
The customer journey mapping exercise successfully made the team more customer centric and introduced a culture of responsibility for the overall visitor experience. The team gained empathy for the customer journey and their role within it and by becoming customer centric they created a seamless visitor experience by improving their internal processes and communications.
By making the customer journey seamless they were able to convert customers at every stage of their journey from the point of awareness through to the advocacy.