Museums are changing, and the visitor’s expectations of a museum experience are changing.
Museum Customer Experience (CX) is a “how-to” book for creating great museum customer experiences that meet the demands of the museum visitor. The expectations of the museum visitor are changing from a fixed monolithic institution serving a traditional and known audience to museums as spaces of inclusion and destinations catering to a wide array of individuals who may connect with a museum on a instance-by- instance basis rather than buying-in to a long-standing commitment supported by regular attendance.
Museum CX is intended as an all-inclusive guide of actionable exercises and activities to put into use today and guidance for creating a plan that insures excellent museum customer experiences. The audience for Museum CX is anyone interested in deeply connecting with museum audiences; readers include, board members, directors, directors of exhibits & education and maybe most importantly managers of museum on-floor staff. A museum’s on-floor staff is the most important link between customer and museum.
Museum CX is organized into five parts:
I. What is Museum CX and “Why is it Important?”
II. The “New” Museum Landscape. Museums now compete outside of the cultural arena with restaurants and shopping destinations.
III. How-to Create; Integrated Museum Customer Experiences
IV. The Future of Museum CX.
V. The Museum CX Toolbox – Essential Resources
By the end of the book readers will have a new understanding of museum visitors as customers and a new understanding of the importance of creating excellent customer experiences. Museum CX also includes a continually updated website MuseumCX.com. The museum customer experience (MCX) extends to include fund-raising, administration and staff hiring as examples. There is no part of a museum that is untouched by the importance of the MCX. A museum’s mission extends beyond the “what” a museum will accomplish to the “how” a museum will deliver its mission. Museum CX is about the “how” to deliver your mission.