Brand and destination personality on Peggy Guggenheim Collection’s customer experience

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Brand and destination personality on Peggy Guggenheim Collection’s customer experience

In the historical frame of the Dorsoduro Sestiere, in Venice, the “Venier dei Leoni” Palace overlooks the Grand Canal. There the Peggy Guggenheim Collection is located, a private collection of modern and contemporary art, whose name comes from the famous American patron, Peggy Guggenheim.

Peggy Guggenheim Collection is one of the most famous and recognized brands related to art and culture, in Italy and worldwide, thanks also to the innovation of experiences that customers can enjoy. In March a new project will start following this purpose, with the collaboration of the statistics department of Ca’ Foscari University of Venice and B-sm@rk, an Irish-Italian company located in Dublin, aiming to start a collecting data process about customer satisfaction related to the visit at Peggy Guggenheim Collection.

It consists of an innovative activity of interaction with visitors and analysis of their experience at the museum, focusing on the personality of places and brands, and on the personality of people who interact with them, using a specific methodology of collecting and analyzing data, whose name is “Destination and Brand Personality research”.
This methodology has been realized by B-sm@rk as a development of its customer experience platform, MySmark.

Destination and Brand Personality is a research project whose purpose consists in analyzing the identity and the image of a place, or a brand, to better understand how much a visitor or a customer can identify his personality with that, feeling satisfied by a high value personal experience, and developing revisiting and promoting intention of the place/brand through his personal network.
Numerous studies and researches confirm how the fitter the place to the personality of the customer the higher the satisfaction he can perceive from the experience.

Therefore, the analysis of Brand and Destination Personality is very useful to innovate and to improve the value of the travel and user experience, developing in this way targeted measures to give specific advices about a particular experience, a place or a brand to a specific target of customers.

The project will take place at Peggy Guggenheim Collection for the whole year 2017, with a gradual dissemination of project results, and is part of the broader collaboration between Peggy Guggenheim Collection and Ca’ Foscari University of Venice.

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