Why CX is Crucial for Museums (and what is CX, by the way)

In the last decade, people dealing with digital products had to become familiar with two letters: UX (User Experience).

Ease of use and an overall attention to the user needs and how they are met by the product or service make or break the success of the product.

The first iPhone is a classical example: not the first or more powerful smartphone around, but certainly the easiest to use, therefore the winner.

The classic elements of digital UX

UX was mainly born in the digital realm, but its core mantra CARE ABOUT THE USER is finally evolving into a more encompassing vision of the relationship with the user: CX, or Customer Experience.

Source: https://home.kpmg.com/nl/en/home/social/2017/07/the-difference-between-user-experience-ux-and-customer-experience-cx.html

From the diagram above you can see that CX is a broader concept than UX. It considers every aspect of the relationship between the user and the brand / company / MUSEUM.

We would like to stress the last word, because in this changing world, where public funds are no longer granted, museum visitors are increasingly becoming museum customers. The success of a museum in terms of quantity and satisfaction of their customers is, like it or not, becoming crucial for the museum success and even survival.

This doesn’t mean museums have to aim only at maximizing attendance or at using every marketing tactic that comes around. It means that museums have to carefully study and learn what retailers and other commercial entities are doing in terms of making CX better and better, in order to understand what can be applied to the cultural sector without sacrificing the cultural mission which remains, of course, their core.

That’s why, for example, we will part of the CXNow! conference in Milan on the 20th of June. We will bring to the conference the only museum case history on their program, our Design Thinking project with the Museo Egizio of Turin.

After the conference we’ll post about the main takeaways from a museum perspective, so stay tuned!