The Broad developed an online Learning Management System (LMS) training tool for our Visitors Service Associates (VSAs). Our goal was to build a robust, core training environment to support the consistent training and testing of at least 125 part time staff with diverse backgrounds and experiences in service, hospitality, contemporary art, and museum education to be the front line staff of the museum.
The LMS is populated with lessons and tests on museum security, customer service, the art on view, the building architecture, the founders Eli and Edythe Broad as well as the events happening at neighboring institutions and also about the local amenities. In addition to the LMS online training and testing, hands on training in subjects such as Emergency response, CPR, etc. Using this process we try to ensure that every person a visitor meets in the museum is a knowledgeable and helpful staff member who prides themselves on providing a great visitor experience.
The Broad opened in September of 2015 and as we ramped up to open the museum, the first stage of the LMS rollout was to use it to screen applicants by asking them to complete an initial training module and complete online tests as well as to upload video responses for 2 questions:
- The first was after watching a video of a guest getting too close to an artwork and how they would respond
- The second was to answer the question “Why do you want to work at The Broad?”
Applicants that were successful with this would then have onsite interviews. The first interview was in a group where about 10 candidates were asked questions, which highlighted how they work in teams and how they could lead. The second interview was a short one on one where they pulled from the group to interview.
Once hired staff, they were required to complete several additional training modules before they could start working in the galleries. This training was paid.
The Broad LMS is built around an-approach which motivates staff to:
- Provide security to protect the visitors and the art
- acquire deeper knowledge about the collection, the architecture, the founders and other related subjects
- Provide excellent customer service
We are now in the development of phase 2 of the system which is yet a deeper dive into the art with a focus on giving tours. As part of this next level, some VSAs are selected to complete additional modules, and if successful, they will see a promotion, an increase in compensation and will start giving visitor tours.
So far the program has been incredibly successful and we have welcomed almost 500,000 visitors.
This program has received a national innovation award and has been featured nationally and locally in the NY Times, NPR and the LA Times:
The Program has also won a Bronze GLAMi award (Galleries, Libraries, Archives, and Museums Innovation award) from Museums and the Web:
http://mw2016.museumsandtheweb.com/glami/the-broads-learning-management-system/
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Rich Cherry
Deputy Director
The Broad
Los Angeles CA
Original Message:
Sent: 04-27-2016 11:26 AM
From: Allison Clark
Subject: Visitor Services Staffing Model
Hi all,
I am looking for ways to expand and develop our model for our Visitor Services team. We our currently on a seasonal cycle, which works well, but is hard to constantly train for. How does your organization encourage frontline retention? How do you maximize training for staff who come and go? Who is responsible for those trainings (interpretive, customer service, etc.).
Thanks!
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Allison Clark
Visitor Experience Manager
Minnetrista
Muncie IN
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