Workshop 4 – The Importance of Training of Front of House Staff for the Overall Visitor Experience (Irene Knava)

Front-of-house staff play a vital part in the socio-cultural context of the museum visit and each of the five visitor identities Falk describes can be influenced in either positive or negative ways by museum personnel. Thus interactions with front-of-house employees make an important contribution to learning experiences and memories visitors take with them from their museum visit. Memories and learning are closely linked to emotions. By providing excellent service front-of-house staff have a direct influence on positive emotions, which are key to the learning process in museums.
In the workshop participants explore the audience journey of the five museum visitor
identities and how front-of-house staff can improve interactions with each of these types.
Participants define how the identities can be detected at the museum entrance and what
can be done to enrich their individual learning experiences. They will explore the
information and training front-of-house staff need in order to provide excellent service,
taking account of the fact that often they are not museum employees. After the workshop,
participants will be equipped with practical solutions and new ideas for their daily work.

Irene is an expert in audiences, cultural experiences and quality management. She studied economics, theatre science and cultural management and has worked as an executive for different cultural organizations. With her agency AUDIENCING, situated in Vienna, she works for cultural institutions providing experience in consulting and training. She lectures at different universities and currently published her new book “Audiencing Diversity 4.0”.