Mia enhances the visitor experience with deeper knowledge on featured artwork and artists, and Spanish language capabilities 

Summary

The Satisfi Labs partnership with the Minneapolis Institute of Art (Mia), has helped one of the most recognized art museums in the country provide a better visitor experience and gather valuable data and insights on their audience that can impact future experiences and offerings. As members of the American Alliance of Museums, we have cultivated a robust knowledge base specific to museums, which Mia is using to enhance their customer experience. Since implementation, our virtual assistant has answered over 60,000 questions focusing on ticketing, art pieces, traffic, and rotating exhibit information. As the second most frequently asked question is the type of art and artists included in the museum, we’ve helped the Mia assistant build out art and artist knowledge to enhance the user experience and drive engagement and research.

Challenge

The Minneapolis Institute of Art (Mia) is one of the most recognized art museums in the country. Since visitor admission to the museum is free, Mia wanted to provide an easy way for guests to discover information about the museum experience and how to purchase tickets for their special exhibits. They needed a solution that was scalable and easy to use, could keep up with the increasing number of visitor questions, communicate with Spanish-speaking visitors, and decrease the amount of time staff spent answering repetitive visitor questions. Additionally, Mia was looking for a way to gather data on visitor interests and preferences, to inform valuable customer insights.

Solution

We launched the Mia virtual assistant in winter 2018 and expanded in June 2019, providing responses to museum visitors’ frequently asked questions through webchat in English and Spanish, and deepening the AI-Powered Knowledge Management Platform’s understanding of museum visitor interests.   As the platform has seen an increase in inquiries about types of art and specific artists, the unique insights have prompted Mia to build a deeper knowledge base on the museum's artwork and artists to drive more discovery. The virtual assistant provides a better visitor experience, answering inquiries on ticketing, art pieces, traffic, and rotating exhibit information while gathering valuable data and insights on their audience that can impact future experiences and offerings.  The platform provides a seamless way to implement an AI solution, and all training is provided within the system. Upcoming plans include adding more information and research into specific artists and types of art that are requested. To deepen our commitment to providing the best experience for Mia and its visitors, we are also proud members of the American Alliance of Museums.

Results

The Mia virtual assistant has answered over 60,000 visitor questions, the second most frequent question being the type of art and artists. Many questions focus on their special ticketed exhibits including Egypt’s Sunken Cities and Artists Respond. Although Mia offers free entry, they sell tickets for special exhibitions and events, which accounts for 36% of all traffic.

60,000

Visitor Questions Answered

36%

Of total questions are for ticketing

“With the second most frequently asked visitor question being around the type of artwork and artists in the museum, it is extremely important for us to increase our understanding of what art the visitors are most interested in. By working with Satisfi Labs, we’re able to gather the data from customer questions and learn about exhibit and art interests, which informs future communication and visitor experience decisions.”


Eric Bruce, Head of Visitor Experience and Insights for Minneapolis Institute of Art