From long experience in visitor service I have found that people are affected by the facial expressions of staff. Visitors who are greeted with a friendly hello and a smile feel that they are appreciated and will want to spend more time in your museum, and may spend more in your museum shop too. These benefits of a good attitude and a cheerful smile represent an approach that has a good return on investment.

   Offering a smile indicates that you are approachable. We all want our visitors to have a satisfying visit and we also want them to tell others about the great experiences they had at our museum. Smiling loosens up the muscles in our jaws- we have all heard that fewer muscles are used to smile than to frown- and smiling makes us feel relaxed. The act of smiling activates muscles in our face and neck that alter our disposition for the better. This relationship is conveyed through our voice, as a result, we sound more relaxed, friendly and open-because we are.

    Developing a culture of exceptional customer service means we have to have a commitment to friendliness and that starts with a smile from the visitor services representative, but the commitment to friendly customer service must be made from the top down; the front desk representative must know that he/she is supported and encouraged to provide the best visitor experience by the actions of the entire management team. All staff members who interact with the public must exhibit the same enthusiasm and friendly, open attitude in order to show the visitor that a culture of exceptional customer service permeates the entire organization. Training all staff is a prerequisite to success; it should be an ongoing task so that service with a smile becomes ingrained in all of  the museum’s culture and programming.

   We must make an environment that provides for the comfort of the visitor services staff. Collecting fees must be a seamless process unencumbered by time consuming steps that take away the providers concentration on the visitor. The environment surrounding the staff member must provide comfortable temperatures, must be free from glare and bright lighting and have comfortable seating. Access and opportunities for breaks and a nearby rest room accord the customer service representative the necessary comforts that are conducive to a cheerful disposition. Staff must have access to maps, directions and lists of nearby restaurants, shops and other attractions. Knowledge of nearby attractions and venues and a willingness to direct visitors to them will show that the museum is a team player within community.

In short service with a smile is profitable.

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