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Engaging Audiences in Visitor Attractions

  • Level(s) of Study: Professional / Short course
  • Course Fee:

    Available at no cost to eligible individuals (see criteria below).

  • Start Date(s): New dates to be announced soon
  • Duration: New dates to be announced soon
  • Study Mode(s): Short course
  • Campus:
  • Entry Requirements:
    More information


Please note: This course is delivered through the Enterprising Ashfield project, which is funded by the Government's Towns Fund. Nottingham Trent University (NTU) is pleased to offer free (fully funded) places on this course to support individuals and employees of businesses that are based in the towns of Kirkby-in-Ashfield and Sutton-in-Ashfield.

The standard fee would normally be £525.

Exceptional visitor experiences engage customers, increases visits, enhance the perception and value of an organisation and boosts sales.

Customers and audiences are at the heart of visitor experiences, so getting their experience to be an excellent one is crucial; whether they are heritage sites like museums, arts venues, gardens historic properties and country parks, or community centres, sports and leisure centres, or retail and hospitality venues.

On this course, you’ll get a professional insight into what makes a great visitor experience, in partnership with Mansfield Museum, a pioneer of community engagement and winner of multiple heritage awards.

You’ll explore what constitutes good customer service and how to deliver it through a visit and analysis of the museum experience and draw parallels to other venues or your own business.

You’ll gain hands-on experience with industry techniques such as segmentation and surveying to understand audiences and consider how you’ll apply this to where you work.

This course is for anyone interested in developing their customer service skills and gain experience of working with audiences; whether you’re already working, preparing to enter the workplace, or looking to change careers.

With a limited number of places on the course, you'll have the one-to-one attention you need to ensure you leave with the skills to continue developing your skills at home or work.

What you’ll study

This course will provide you with an understanding of how venues function to provide excellent visitor experiences.

You’ll consider why customer service is so important from organisational strategy, financial survival and facilities to social change and community engagement.

You’ll learn the theory behind providing excellent visitor experiences, demonstrated through a visit to Mansfield Museum to see how they use customer service to deliver its vision and how you can stand out by understanding your role in a similar organisation.

During this course you will:

  • discuss what makes a good visitor experience for both the venue and visitors
  • understand your visitors, what they need and expect (and managing expectations)
  • consider innovative examples of good customer service and how these can be applied
  • design and deliver a customer service audit onsite at Mansfield Museum
  • consider the visitor journey to ensure a great visitor experience
  • look at how to welcome visitors from all sections of the community to provide accessible service
  • analyse your findings and construct recommendations
  • use your new knowledge to provide information and advice in an inspiring way
  • practice communicating your findings and recommendations that are professional and engaging
  • document your learning journey in a reflective portfolio to support your career development.

What will you gain?

By the end of the course, you’ll be confident in your understanding of how customer service is crucial to visitor experience.

You’ll have practical experience of team working and audience development and be able to apply the gained knowledge to other venues.

You’ll leave with the confidence to continue developing your professional networks and opportunities.

You’ll also receive a certificate of attendance when you complete the course, which is a great way to enhance your CV.

How you’re taught

This course will be based at the Summit Centre in Kirkby-in-Ashfield.

Contact hours

New dates to be announced soon.

Tutor profile: Charlotte Pratley

Charlotte is a university lecturer in Museum and Heritage Development and an expert in teaching best practice for customer service with a focus on being innovative and inclusive, and works in collaboration with local museum and heritage sites.

She has established a sustainable arts consultancy in partnership that centred on employability (fast tracking around 45 people into paid heritage and arts roles) with organisations such as National Trust to deliver projects, supporting the diversity and creative impact of arts and culture.

Charlotte has worked with a wide variety of clients, including national and international organisations such as Barker Langham, National Justice Museum and National Heritage Science Forum, as well as regional services such as Corby Borough Council and Creswell Crags.

In her role at Nottingham Trent University, Charlotte is currently working with Mansfield Museum, Ruddington Village Museum and Bassetlaw Museum, and works with a large proportion of the East Midlands arts industry as well as further afield.

Fees and funding

This course is available at no cost to people living or working in the Kirkby-in-Ashfield or Sutton-in-Ashfield areas.

How to apply

Click to here apply.

If you have any questions about this course, you can email or call us at +44 (0)115 848 2813.

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