Tourism is a huge industry in Southern California, and over
the years entrepreneurs and ambitious municipalities have worked hard to build
a large number of competing attractions, from Disneyland to the Long Beach
Aquarium to Universal Studios to the LA Science Center to The Getty Center.

Historically, arts and education organizations have not
focused on customer service, perhaps because they did not see themselves
competing with other attractions. But they do compete for discretionary
spending, and some have begun to recognize the value in providing an excellent
visitor experience. Excellent customer service helps turn visitors into donors.

Friends tell me that The Getty provides one of the best
customer service experiences an art lover can find. Long before you arrive at
The Getty's simple, orderly parking structure, you can learn about the museum
and plan your visit at its simple, orderly web site. The site is laid out very
clearly, so that even infrequent web users see key information immediately.

Upon arrival, visitors marvel at the location (overlooking Los
Angeles and the Pacific Ocean), the architecture, the gardens, and, of course,
the art. But The Getty offers something else that impresses visitors from all
over the world: everyone on staff, from the guards to the gift shop to the food
concessions, offers cheerful, friendly, patient assistance.

I do not know whether this is the result of a customer
service culture promoted by the leadership of the organization, or a more
organic outcome of the environment and the people it attracts. Certainly, the open
spaces, beautiful buildings, pools, fountains and gardens spread a feeling of
calm and joy to visitors and workers alike, but I suspect a sense of mission
also permeates the staff and volunteers - they believe in The Getty's role as a
community resource. Other than a charge for parking, there is no admission fee.

Why should customer service matter to museums? Reach Advisors' museum
audience survey showed that "only 8 to 16% of visitors to science museums,
children's museums, outdoor history museums, and cultural organizations indicated
that they felt that ‘the staff really cares about me and my family.'"  But among those who DO feel the museum staff cares, visitors
are significantly more likely to become members, to contribute, to praise and
promote, and to visit often.

I think The Getty gets it. Can you think of any other
museums that provide outstanding customer service?