Picture the last time you visited a museum, whether in your city or on a recent vacation. You probably went online to check opening hours, exhibitions, and ticket prices. You arrive at the museum, wait in line to purchase your tickets, spend a few hours viewing the collection, and stop by the museum store on your way out. You might find there’s so much left to see, you join as a member so you can come back again soon.
Every little interaction that day – from browsing the website, to purchasing a souvenir at the end of your visit – impacts whether or not you had a positive experience, and will consider visiting again.