North Carolina Museum of Art


The North Carolina Museum of Art first opened its doors in 1924, and since then has connected audiences with art and nature. Millions of visitors per year come to the museum to admire the collections given to the museum over the years. They also come for one-off events both indoors and outdoors.


  • Services & Hospitality
  • Retail


  • Customer Experience
  • Solutions



In the coming years, one of the museum’s key goals is to become more transparent in its processes. This includes understanding the needs and wants of visitors, and what actions to take accordingly. Doing this, however, is easier said than done. Museum staff have tried using traditional surveying methods such as comment cards to gather visitor feedback, but the data was unreliable. Either too few people filled out the cards, or the comments were old and no longer relevant.

The museum did also employ online surveys, but found themselves restricted by a pay-per-response model. This made calculating budgets, and asking for funding, difficult as there was always going to be a variable cost.

The museum needed to capture as much feedback as possible from as many touchpoints in the museum’s customer journey as possible. They also needed this feedback to come in immediately so staff could quickly take corrective action if necessary. Finally, they needed a reliable cost indicator that they knew wouldn’t change dramatically, a crucial element of budget planning and fundraising.


With Ombea, the museum can cover all necessary physical and online touchpoints. They use the smiley-face terminals to capture general experience feedback as visitors are leaving the museum. They also measure satisfaction with specific art collections, as well as one-off events in specific parts of the museum. Because the collectors are completely portable, they are able to place them in ways that best work with the overall design of the museum.

To complement physical feedback, the museum deploys online questionnaires for more in-depth feedback. Visitors can scan a QR code or get an email with a specific set of questions, including smiley-face, open-text, and multiple choice. Doing this has given the museum concrete ideas they can implement to boost the visitors’ overall experience, as well as corrective actions they can take to avoid a decline.


Using Ombea has resulted in consistent visitor feedback. The museum captures thousands of responses a month from all the different touchpoints. What’s more, the feedback is recorded the moment a visitor is having the experience, meaning any actions the museum takes will have significant impact. With comment cards, this would have been impossible.

Because Ombea employs a flat subscription rate, museum staff do not need to worry about exceeding budgets or overpassing a response limit. This has given the museum the freedom to encourage as many responses as possible, which gives a clearer picture of visitor satisfaction which otherwise would have been impossible.

Because Ombea allows unlimited users to see the feedback data, the museum can share it with all the necessary workgroups. This has reduced the amount of emails and meetings associated with asking for a progress report, and has empowered individual working groups to implement their own initiatives to boost customer experience.

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