Firstly, I will qualify that when I use the term ‘museum’, I am referring to the broad range of arts, cultural, and heritage experiences that fall under this umbrella. This definition focuses on the purpose of a museum rather than the specific collections or programmes it may offer. According to the International Council of Museums, a museum is “a not-for-profit, permanent institution in the service of society that researches, collects, conserves, interprets, and exhibits tangible and intangible heritage. Open to the public, accessible and inclusive, museums foster diversity and sustainability. They operate and communicate ethically, professionally, and with the participation of communities, offering varied experiences for education, enjoyment, reflection, and knowledge sharing.”[1]
Like all experience product offerings, museums must evolve to meet the changing needs and desires of their audiences. For museums to thrive, they must align their purpose with the interests and expectations of the communities they serve. This alignment is crucial, particularly for local communities, which represent a core audience that can significantly impact a museum's relevance and success. Just like any product or service, museums require a targeted strategy to attract and retain their customers.
There is often resistance in the cultural sector to referring to communities or audiences as ‘customers’. While the term may seem transactional, it highlights an essential reality: communities are composed of individuals with distinct preferences and desires. These preferences dictate how they choose to allocate their time and resources, and museums must compete with a wide array of other experiences and attractions. Recognising audiences as customers acknowledges their role in shaping museum offerings and ensures that institutions remain responsive to their wants and needs.
The pandemic exacerbated existing challenges for museums, accelerating a shift in public expectations that was already underway. As the world grappled with new realities, museums faced an identity crisis, struggling to adapt to increased demand for flexible, customised, and accessible experiences. The traditional model of museums as static repositories of cultural and historical artifacts proved inadequate in meeting the evolving preferences of a more dynamic and competitive leisure market.
Many museums have been slow to respond to these changes. Some institutions have continued to drive products and services without a dedicated commitment to understanding and addressing customer expectations. This disconnect limits their potential customer base and hinders their ability to remain relevant in a crowded market of diverse leisure offerings. Unlike other sectors that have historically embraced a customer-centric approach, museums have traditionally operated with a more inward-looking focus, which can impede their ability to attract and retain visitors.
It is crucial to acknowledge that, while it may be an uncomfortable truth for some, museums effectively belong to the publics that fund them. This places a responsibility on museums to offer products and services that are not only informative but also responsive to the needs and desires of their audience. Museums should not dictate what customers should want but rather should prioritise listening and responding. By leveraging their expertise to design accessible and engaging experiences based on customer expectations and feedback, museums can create more meaningful and relevant offerings.
There are numerous museums currently undertaking the challenging work of transformation, even in an environment where budgets are shrinking. It is heartening to see the dedication of museum professionals who are committed to ensuring the sustainability and continued relevance of our cultural institutions. These professionals are innovating to provide both onsite and remote experiences that not only meet but often exceed our expectations, surprising and exciting us in new and meaningful ways. While the path to transformation is undoubtedly challenging, the dedication and creativity of museum professionals are driving significant progress. By embracing change, leaving behind outdated practices, and focusing on customer expectations, museums are well-positioned to thrive in the future. The ongoing efforts to adapt and innovate will ensure that museums continue to inspire, educate, and engage their audiences.
[1] International Council of Museums. ‘ICOM Approves a New Museum Definition’. August 24th, 2022. Retrieved from ICOM approves a new museum definition - International Council of Museums -International Council of Museums 22nd August, 2024.