Introduce new pricing policy without impacting customer relations.
As one of the most iconic museums in the world, The Met has over 7 million visitors annually and was rated the No. 1 museum in the world by TripAdvisor in 2017.
Beginning in early 2018, The Met ventured from a “pay-as-you-wish” model for all visitors to a mandatory, fixed price for out-of-state visitors. This change required careful planning and execution to ensure all 2,000 staff and volunteers embraced the new admission policy and were prepared to deliver a consistently elevated customer experience to the institution’s guests.
Journey mapping and CX strategy.
The first step was to align all key stakeholders on strategic objectives and then assess any gaps between employees’ and visitors’ perceptions of the current state of the visitor experience and the value that is provided.
Next, Material co-created the ideal guest experience (customer journey) and developed an inspirational, emotionally engaging program for employees and leaders that connected the functional change in the admissions policy with the broader goal of elevating the customer experience.
Lifted CX and the value of admission.
The program uncovered significant gaps between internal groups and visitors, and provided the tools to successfully overcome those gaps. Material created a CX strategy, theme and performance principles to bring the brand to life and delivered the content through 30 training sessions to more than 2,000 employees during in-person training sessions.
In March 2018, the program was highlighted in a The New York Times article and has been put into place seamlessly with nearly all visitors paying the full admission price.
"Prepared for Bumps, the Met Starts Charging Non-New Yorkers," The New York Times, March 2018