Customer case
Scaling Digital Memberships: How Museumkaart Redefined the Dutch Museum Experience
Museumkaart, the annual membership pass that provides 1.4 million members with unlimited access to nearly 500 museums across the Netherlands, is committed to making cultural experiences more accessible, seamless, and sustainable. To enhance customer experience, Museumkaart partnered with Nextview and Q42 to develop fully streamlined and digitized capabilities. The result? Greater operational efficiency, reduced customer service demand, and a more sustainable membership experience all built on a platform with optimized architecture ready for future growth.
The challenge: Scaling service for 1.4 million members
Museumkaart faced a significant challenge with its fragmented digital experience, which stemmed from an outdated platform that made customer engagement difficult. This issue was compounded by a lack of self-service options, resulting in a high volume of customer service inquiries that increased operational strain and costs. Addressing this required a new project, but delivering it meant navigating seamless collaboration across multiple vendors, adding complexity to the integration and implementation process. Furthermore, a previously incomplete Salesforce implementation (by a different partner) had already created significant operational inefficiencies, making it necessary to first take time to gain Museumkaart's trust and confidence to realign the project and deliver the right solution.
Enhancing customer convenience and a simpler, more modern user experience
To address these issues, Museumkaart launched a new, fully digital membership card, creating a mobile solution that replaces physical cards, thereby reducing waste and enhancing user convenience. A central component of this was the "My Environment" customer portal, which was completely revamped by Q42 to provide a flexible CMS front-end seamlessly integrated with Salesforce via API. Alongside this new portal, automated payment and renewal processes were implemented to simplify customer onboarding and improve membership retention. Finally, to support these new features and correct past issues, the Salesforce architecture was optimized, resolving previous challenges and enabling greater scalability for future growth.
“With the development of the digital Museumkaart, we are taking a major step toward making museum visits even more accessible to the public, while also increasing sustainability.”
- Martin de Rooij - Head of Marketing & Communication, Museumkaart and Museumvereniging
A more sustainable and efficient future for Museumkaart
Stichting Museumkaart has successfully evolved from a legacy platform into a digital-first journey for its 1.4 million members. By applying a design-led methodology and leveraging the power of the Salesforce platform, we rebuilt the architecture into a high-precision foundation capable of massive B2C scale. This transition from legacy "bloat" to an agile ecosystem, powered by Experience Cloud and Service Cloud, has already seen 30% of all members migrate to the digital experience since launch.
The results of the project are substantial:
Operational Efficiency: The pivot to a mobile Museumkaart has significantly reduced service costs and operational overhead. By utilizing Service Cloud for improved self-service and a streamlined login experience, the organization has seen a marked decrease in customer service cases and more efficient payment processing.
Sustainability Impact: Through the digital-first capabilities of Salesforce, the platform has eliminated plastic card production and reduced mailing costs, creating a truly future-proof and sustainable model.
Enhanced Member Experience: Members now enjoy a seamless journey with frictionless membership management and enhanced renewal options. This digital evolution not only boosts customer retention but also enables personalized museum recommendations, delivering high-speed value to the community.
This wasn't just a technical upgrade; it was a successful collaboration on people, data and process. By uniting Museumkaart's bold vision with Nextview's deep Salesforce platform knowledge and Q42's front-end innovations, we collectively turned a complex challenge into an impressive digital solution that secures a sustainable future for Dutch culture.
