Service design and the visitor experience
Service design and the visitor experience – increasing dwelltime and secondary spend
Based in the National forest CONKERS is a £16 million visitor attraction generating some 220,000 visits per annum. CONKERS is an environmental visitor experience which covers 120 acres and includes two visitor centres, which are linked by a train. The visitor experience incorporates a successful education, events and corporate offer along with cafes, adventure play and interactive exhibits. The challenge we faced was to increase dwelltime, the number of repeat visits and secondary spend.
We carried out a module of customer experience research including a visitor survey, observation of how visitors interact with exhibits and navigate their way around the attraction and face-to-face interviews.
The research was analysed to identify the key priorities for visitors and shape the product and service investment strategy. Since opening over £1 million has been invested in refreshing the visitor experience.