© VRT
The challenge
Preparing for the future
VRT faced the challenge of evaluating the current visitor experience, while at the same time future-proofing it in line with the organisation's core values.
The objectives were clear:
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To increase the educational impact
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To reinforce its societal role
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To meet the expectations of various target groups
The aim was to achieve a seamless integration of education and experience, thereby rendering the tours all the more appealing and impactful.
Our approach
In-depth analysis and inspiration
Möbius began with a comprehensive analysis of VRT’s current tours, along with their database of visitor information. This included an in-depth study of demographics, peak times and current capacity utilisation. At the same time, we carried out mystery visits, joining tour groups to assess the tours from the visitor's point of view.
Through in-depth interviews with internal staff, visitors and partners, we were able to gain deeper insights into current experiences and expectations.
To garner further insights and inspiration, we organised inspirational visits to other museums and experience centres such as the Royal Museum of Fine Arts Antwerp (KMSKA) and the Netherlands Institute for Sound and Vision. These visits offered invaluable insights into how education and experience elements can be effectively combined.
The latter insights were further validated through a comprehensive online survey of VRT visitors. This survey also identifying particular areas for improvement.
At the end of the process, we organised a workshop with a mixed group of tour guides, internal VRT creatives and visitors to discuss tours in the future. Input from this session was then translated into practical ideas in line with visitor needs.
The results
A forward-thinking visitor experience
The partnership with Möbius led to a long-term strategy that has enabled VRT to redefine its visitor experience in both an innovative and impactful way. The report yielded a comprehensive evaluation of current tours, as well as offering practical suggestions for improvement at each stage within the customer journey. These suggestions were based on validated market insights and in-depth analyses of the expectations and needs of different target groups.
Some achievements:
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Benchmark: comparison with other experience centres and museums to learn from prevailing offerings, innovation projects, target groups and pricing. This project helped us identify three success factors at VRT, along with the wow factor needed to create a unique visitor experience.
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Introducing persona thinking: an in-depth target group analysis enabled VRT to create a clear match between the expectations of the diverse potential visitor groups and the design of the tours themselves. Meanwhile, several new types of tours have already been introduced for specific target groups, including a tour in Flemish Sign Language.
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Customer Journey improvement actions: evaluation of the customer journey allowed VRT to make targeted improvements at each stage, including some ‘quick wins’ that were addressed immediately. This included updating the booking tool and plans to develop a visitor app in the future to provide a more complete experience – before, during and after the visit.
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Long-term vision for the new building: during consultations with the team responsible for designing the new building, the elements necessary for hosting successful tours were clearly laid out. This substantiated approach led, among other things, to recognising the importance of nostalgia and media heritage, which was one of the reasons for setting up an ‘Experience’ working group. As we were able to draw attention to the right issues at an early stage, these were included in the design of the new building. This will also leave room for the most iconic and nostalgic set in Flemish television history: the F.C. De Kampioenen café. For many audiences, it is still the perfect ending to a visit at VRT.
With a strategic approach and concrete improvement actions, VRT is ensuring that its tours not only remain educational and inspiring, but also create a lasting impression on visitors.
