The Evolution of People Engagement.

The power of technology has significantly enhanced the experience economy. Recently, the world celebrated a unique jubilee, marking 70 years of a sovereign's reign. This remarkable achievement made Queen Elizabeth II the longest-reigning sovereign in history. A notable first for the progressive Queen was her 1953 coronation, which allowed television cameras inside Westminster Abbey, enabling people across the land and globally to witness the occasion.

This 'people engagement' mindset established a precedent for a modern monarchy, one that has continuously adapted to the times, with each succeeding generation becoming more involved with the public.

Seventy years ago, television represented the pinnacle of technological advancement, alongside large rooms dedicated to 'computers.' Today, we have live streaming across numerous digital platforms, and of course, the ubiquitous mobile phone – a powerful computer in the palm of our hand – elevating communication to new levels.

Like technology, people engagement is an ever-evolving concept. Fundamentally, engagement is about initiating a desired response from someone or something. It involves a set of behaviours and actions designed to achieve an outcome – typically, a seller convincing a buyer, whether for a product, service, knowledge, or a shift in behaviour.

While in the past, 'people engagement' might have involved an autocratic dictate, such as a leader or company pushing a message, or a simple handshake ritual, today it is a two-way street. This shift is facilitated by a deeper understanding of human behaviour and psychology.

This evolution is largely due to the rise of the data analytics industry, underpinned by an ecosystem driven by interconnected conversations at multiple levels. Processing all the information generated within our digitally transformed world requires new skills and innovative platforms.

Audience Engagement Platforms for Better Conversation

This is where audience engagement platforms (AEPs) prove their value. As part of the Internet of Things (IoT), bridging the online and offline worlds, AEPs assist brands, visitor attractions, and even governments in better understanding their audiences and serving both their immediate and future needs.

As our digital footprint and identity grow, we become better informed, which in turn fosters a stronger connection with the wider world.

Enhancing Visitor Experiences at Attractions

Consider a practical example for the visitor attraction sector. Given the recent Jubilee, let's look at Buckingham Palace. Open to the public between July and October, how can the UK Monarch’s official state residence utilise a digital network to enhance visitor experiences and build an even more loyal following?

It’s one thing for visitors to physically tour the rooms, marvel at the splendour of the apartments, and reflect on the historical events witnessed within its walls. However, it’s entirely another to elevate that tour into an experience that offers integrated and connected engagement.

Beyond simply booking tickets online, imagine if the rich content and layers of history and stories from Buckingham Palace were digitised and shared with an eager audience. In the digital realm, visitors could delve deeper into this history and take it home with them, ensuring the experience doesn’t end at the exit.

As a time capsule for the Queen’s reign, a modern AEP can deliver a multimedia experience – both on the day and subsequently – allowing visitors to be truly immersed. Series like 'The Crown' have demonstrated the monarchy's popularity, and while these are dramatised versions, an AEP can convey the authentic story. Video, audio, and written word can all be transmitted and delivered to a smartphone via a dedicated app.

Adaptive Engagement and Data-Driven Insights

On-site Navigation and Gamification

On-site, the app, an integral component of the AEP, seamlessly guides the visitor through their chosen journey. Along the way, visitors can unlock various layers of information – either as a standard offering or as part of an adaptive engagement scenario that learns more as the visitor interacts.

Gamification, such as a tour of the Royal household? While once unimaginable, in today’s highly adaptive, technologically driven environment, it’s simpler than you might think. Consider built-in quizzes and tours that 'engage' all the senses, test knowledge, and provide instant feedback and rewards. This illustrates the potential for imaginative and creative audience engagement.

Real-time Data and Exhibit Curation

Throughout this process, the platform continuously learns each engaged individual’s likes and dislikes, feeding this information back to the platform in real time. From there, the operator can analyse these valuable data insights and behaviours to deliver additional content, perhaps in the form of bonus material or other engaging media.

Being digital, dwell time is also monitored in real time, aiding in the better curation of exhibits. Understanding what resonates and what does not is crucial for the future development of the attraction.

Ongoing feedback is essential for visitor attractions, and digital tools make it easier for both visitors and operators to send and receive information quickly and effortlessly. As discussed in a previous article, shared experiences are vital for forging deeper, longer-lasting relationships, increasing engagement, and driving revenue, all facilitated by an audience engagement platform.

As we recognise the immense changes over Her Majesty’s 70-year reign and look towards a more integrated technological future where 'people engagement' can enhance experiences, we extend our respect to the sovereign. May she long continue to reign and engage with the people.