Fostering a culture of customer experience in a museum
Musée de la civilisation
For the past few years, we have been helping the Musée de la civilisation to define and implement its customer experience, by aligning its internal culture with its mission. To better understand visitors' expectations and motivations, we developed living personas, integrated directly into the employees' environment. This tool made interactions more relevant, and guided teams towards a better understanding of visitors.
We developed seven personas to better understand and represent the Museum's audiences.
Visual example of Clara's persona.
A tool-book has also been designed to help teams make the personas their own and put them into practice.
From this base, we designed a collaborative customer journey, a key tool for breaking down silos and unifying different departments around a shared vision of the museum experience. By actively involving internal teams, we structured an approach that facilitates alignment and collaboration at all levels.
The experience of the seven personas was mapped to highlight their key interactions and potential levers for improvement in their experience.
This work led to the emergence of the message "Vivre le monde, ensemble", now the museum's official slogan, embodying its commitment to a more immersive and inclusive experience. By integrating this transformation into its internal operations, the Musée de la civilisation has created a stronger customer experience culture, shared by its entire team and truly anchored in its identity.
