Museum of Art and designBy M98U0102 卓佳怡
Museum of Art and Design (1/2)
• Used to be a school• A beautiful three-stroy 19th century• A small privately owned museum
• Last spring, brought the DalaiLama for a Tibet exhibit
Museum of Art and Design (2/2)
• Customers include professional design people as well as lay people
• 60% from government funding• 40% from admission tickets sold, the café, the
gift shop and exhibits• Major competition form the specialist
museums: Design forum, university of design museum, and the Finnish National Museum
Walk-through audit
• Conducted by a team of students from the MBA program
• A survey questionnaire used to evaluate a service from the perspective of the customer’s experience
• Used to uncover misconceptions the perceptions of what customers are experiencing during the service delivery process
Gap analysis (1/6)
• Awareness of exhibitsVisitors to the museum obtained information
Gap analysis (2/6)
• Information First gap: There are a different opinion between management
and customers the contact personnel do not perceive that visitors
would have any problemSecond gap: Management was more critical in its assessment of
clarity and adequacy of information and explanations Visitors might have a preference for human contact
Gap analysis (3/6)
• ExperienceManagers underestimated how much the
visitors noticed and appreciated them, such as music
The visitors and the museum staff were not sure about experimenting with new experiences
This factor is explained by lack of familiarity with these types of interaction
Gap analysis (4/6)
• Visitor habits38% of the visitors saw all the exhibits, the
remaining visitors came for one of the main exhibits
The permanent exhibit received the smallest number of visitors
Conclude that each exhibit attracts different visitors
Gap analysis (5/6)
• FacilitiesVisitors rated food value, gift selection,
signage, and cleanliness of restrooms favorably
Perhaps the expectations of visitors were not as museum management and personnel thought
Gap analysis (6/6)
• LanguagePrimarily in Finnish and SwedishOnly three were nonnative speakers and,
therefore, the majority did not identify language as a problem area
More visitors would probably identify the limitations of information, during the summer tourist season
Thanks for listening