Output 1.8 Visitor Services
Visitors to both the Memorial and its outreach programs are provided with a standard of service that enhances their experience and encourages them to re-use services and promote them to others. Through the provision of high-quality visitor services, this program component provides a necessary foundation for other program components to function effectively.
1.8.1 Front-of-house staff trained and supported to deliver high level customer service and voluntary guides trained to an introductory level of military history and to deliver high level customer service.
Target: At least 90 per cent of surveyed visitors state that their visit has met or exceeded their expectations
Analysis: 58 per cent of visitors indicated they had received Memorial staff assistance during their visit and 19 per cent participated in a guided tour. 99 per cent of visitors were satisfied with their Memorial staff assistance, 83 per cent were very satisfied.
100 per cent of Memorial visitors were satisfied with their visit overall, with 86 per cent were very satisfied
43 per cent were first time visitors to the Memorial, 57 per cent were returning visitors. 23 per cent of these were returning within 12 months and 41 per cent had not been for ten years or more.
98 per cent of those who participated in a Guided tour were satisfied, and 88 per cent were very satisfied.
86 per cent of those who used an audio tour were satisfied, with 71 per cent of these were very satisfied
Source: General Visitor Survey 2019-2020
1.8.2 High quality and suitable public facilities such as restrooms, seating, and way-finding signs
Target: At least 80 per cent of surveyed return visitors state that the Memorial has maintained or improved
Analysis: 43 per cent of visitors this year were attending the Memorial for the first time. Of the 57 per cent who were returning to the Memorial 36 per cent rated the Memorial as exceeding their expectations and 21 per cent rated it as meeting their expectations. Only 1 visitor said it did not meet their expectations.
87 per cent of visitors who used one of the Memorials two cafes were satisfied, 58 per cent were very satisfied with these facilities.
93 per cent of visitors who attend the Memorial shop were satisfied with this outlet. 69 per cent were very satisfied.
100 per cent of visitors who used the disability facilities said they were very satisfied with these facilities.
Source: General Visitor Survey 2019-2020
1.8.3 Opportunities for visitor feedback such as Service Charter, Visitors’ Book; evaluation services; and the AWM website
Target: Feedback and rankings through external surveys (eg. TripAdvisor) remains positive
Analysis: Visitor survey samples were low and incomplete this financial year due to lower survey rates during the smoke affected school holidays in January 2020, followed by the expanding international travel restrictions leading up to the closure of the Memorial on 24 March 2020 as part of the COVID19 response.
In house and onsite surveys conducted this financial year were;
- General Visitor Survey n=322
- After the War special exhibition exit survey n=226
- Courage for Peace special exhibition exit survey n=134
- Café performance exit survey n=382
- Big Things in Store exit survey n=42
- Anzac at Home online user survey n=123
- Last Post Ceremony trial survey n=30
- External research studies conducted n=2
- Social Heritage Values Research n=514
Source: Evaluation and Visitor Research, Australian War Memorial
1.8.4 Cafes, Retail and Online Sales facilities that enhance the visitor experience and generate revenue to help support broader Memorial priorities
Target: Revenue generation across retail and cost recovery lines meets or exceeds targets
Analysis: Net average return per visitor for the 2019-20 period decreased by 40 per cent on the cumulative average for the previous three financial years. The variance is due to a low net operating profit result from the Memorial retail operation due to a one-off aged inventory write off and reduced earnings from the catering contract due to the closure of the Memorial for COVID-19.
Source: Australian War Memorial financial reports