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La Cité du Vin: Assessing and improving customer experience design in the wine tourism sector

KEDGE-MG-008
Résumé
This case study focuses on customer experience design issues in the specific context of wine tourism. The ¤81m La Cité du Vin (LCV) building opened its doors in 2016 in Bordeaux and hosts a state-of-the art experiential museum, temporary exhibitions, cultural and wine-tasting workshops, film projections, restaurants, boutiques, a wine cellar, a library, as well as professional and academic seminars. It set the target of receiving 450,000 paying customers per annum and achieved this goal by the end of its first year of operation.
Students are asked to analyse the different aspects of the intended and the realised customer experience, and assess the degree of proximity between the 'intended experience' and the 'realised experience' by comparing and contrasting the voice of the customer and the voice of the LCV experience design provider. Based on their analysis, students are asked to suggest ways in which LCV could improve the current customer experience design.
Objectifs pédagogiques
- Familiarise learners with the customer experience design phenomenon and the seminal service management concepts.
- Increase students' awareness of the range of experience design choices in the context of an experiential museum.
- Understand the decisions of the new museum's designers.
- Explore optimal experience design decisions and identify improvement opportunities based on a rigorous assessment of the as-is situation.
In addition, stimulate thinking about service management issues through:
- Understanding and utilising the intended and realised experience concept.
- Recognising the impact of design choices on customers.
- Comprehending the experience design concepts and the dimensions of a visitor's journey.
Mots-clés
Experience design - Cultural sector - Innovative museum - Customer experience management - Service experience - Service management - Customer journey - Wine tourism
Public
Business Schools, universities, executive education, postgraduate
Secteur d'activité
Operation of historical sites and buildings and similar visitor attractions
Caractéristiques particulières
- PPT : Debriefing to project for students and commented debriefing for trainers (35 slides)
2018
Livraison par lien de téléchargement
5 avec 16 page(s) annexe(s)
3h00
92 - Activités récréatives, culturelles et sportives
Oui (8 pages) - incluse

Adhérents : 360,00 € HT / Non adhérent : 720,00 € HT
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.