National Museum of Korea: Ticket (System) to Success

Challenge

As its name suggests, the National Museum of Korea is the flagship museum of Korean history, art and archaeology. Its Dragon Theater is a multi-purpose venue of 862 seats, showcasing a wide variety of productions, including plays, dance, and musicals.

Across its many programs, the Museum draws in over 3 million visitors a year, making it one of the most visited museums in the world.

The Museum hoped to leverage customer reservation data to help in its continuous development of new exhibitions and research programs. Unfortunately, that information was owned by the vendor that managed the event and exhibit ticketing system — requiring the Museum to pay additional fees to access.

Solution

A custom ticket reservation and purchasing system hosted on the National Museum of Korea website provided a modernized process for streamlined data collection and ownership. This allowed the Museum to learn from, program for, and promote to its visitors.

The Docent Advantage

Developed by Culturetech — Docent’s sister company — the new online ticket reservation and purchase system could be accessed by PC or mobile, and allowed visitors to pay by their choice of credit card or bank account. Now with direct access to its own customer data, the Museum could easily:
  • Match visitor demographics to special exhibitions and events.
  • Promote new events to previous customers.
As an added bonus, Docent’s patented interface eased the job of Museum admins by streamlining seat assignments in the Theater. A single click-drag selects multiple seats at once, to designate a price or even to block areas from sale.

Results

With the deployment of its own online ticket reservation and purchasing system, the National Museum of Korea reaped clear and effective benefits:
  • Data ownership and insights
  • 3-to-4% cost savings (compared to prior vendor sales fees)
  • Elimination of vendor surcharges to customers
  • Increased traffic to the Museum website (based on visits to reserve and buy tickets).


For more details, you should check out National Museum of Korea case study


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