22/2/2011

Presentation of journal article:

Management of the Relationship in Museums: Development of a Mobile Telephone Application (SMS)

Management of the Relationship in Museums: Development of a Mobile Telephone Application (SMS)

International Journal of Arts Management (Fall 2008)

Francois Courvoisier, University of Neuchatel Fabienne Courvoisier, Neuchatel Business School

Main participating cultural institutions:

International Red Cross and Red Crescent Museum, Geneva Museum of Design and Contemporary Applied Arts, Lausanne Alimentarium, Vevey Durrenmatt Center, Neuchatel

Questions were defined by 25 art managers in CH and refined by the aforementioned 4 cultural institutions.

Purpose of study
The identified need of cultural institutions to find better ways, using possibilities of modern technology, to ascertain the profiles and expectations of their visitors and to increase customer loyalty.

Challenges posed by paper questionnaires

Analogue-digital transcription Illegible handwriting Feedback authenticity Restricted future contact

Solutions for Visitor Feedback

(Considered option: A terminal PC station for visitors to leave feedback electronically, yet it has a high set-up cost, no flexibility, and prompts queuing)

FINAL SOLUTION: SMS Application - close-ended questions - character limit of 120 - in English, French and German - sends data to local server, which stores and forwards it to museums

2 Methods of proposed surveying:

- 1 SMS/question Method - Flyer Method

Outcomes
57 respondents, of which only 7 for singular SMS method!
Pilot study setting: Test phase of 2 x 2 weeks, extended due to low participation 4 museums; 1 museum receives 90.000 visitors annually VISITORS COMMENTS: Paper questionnaire is OK! SMS cost should be borne by the museum

Researchers own critique

Cost pay for the privilege Requirement for proactive staff Time-consuming explanation Older visitors deterred (yet younger ones enthusiastic) Foreign visitors possess no phone

Alternative Suggestions
Group feedback sessions with visitors

Personal tours: visitors feel worthwhile via personal contact = loyalty

Incentives/prizes for participation

Collaboration with national telephone provider to sponsor museum text messages = reach of large advertising audience through community support!

OFFER rather than DEMAND!