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