The art of telling art: a research on museums experience

The emotion that we feel through the contact with a work of art consists of many factors: personal sensibility, educational level, momentary mood. Nonetheless, enjoying a work of art also depends on its condition and availability. A visit to a museum – with all its steps, beginning with the decision to make it – is always a powerful experience. It is tied to the context, and it forms the framework where you can taste the emotions invoked by contact with art and culture.

The step-by-step analysis of this experience can help to identify those elements that affect the visitor’s perception, It also provides useful directions to decisionmakers and experts. The art of telling art. But not only. The title of this study evokes, in the broad sense, the capability of an organization to plan and offer services, focusing its attention on how to establish a mutually satisfying relationship with the user. This study was developed by professionals from the Centre for IBM e-Business Innovation. It focuses on the experience of the relationship between people, as customers, users or visitors of a museum, or specific organizations such as companies or public and cultural institutions. The visitors’ experience in some of the most important museums in the world is analysed through a detailed reconstruction of their own relationship with the musuem’s interaction channels.

Therefore, the object of this study is how the “customer experience” is seen as the overall result of the interactions between the costumer/user/visitor, the organization and its products and services. A key idea is that museums, as organizations that maintain and preserve the cultural heritage and enhance possible forms of communication, can be studied with the same tools that are used for company services and which consider efficiencies for customers’ needs. (Extract from the document foreword)

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