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“Our whole team – from management to individual curators – knows how important it is to understand what our customers think about their experiences. With Feedbackly, we not only gather insights but turn them into daily actions that foster outstanding visitor experiences.”
– Minna Raitmaa, Head of Public Programmes
Company background
Kiasma is Finland’s premier contemporary art museum, part of the Finnish National Gallery and located in Helsinki. Each year, it welcomes over 300,000 visitors, of which approximately 40% are first-time attendees. With such a dynamic and varied audience, Kiasma strives to deliver emotionally resonant and memorable experiences across all touchpoints — from the galleries themselves to the café and guided tours.
At Kiasma, personal, intuitive encounters with art are central to their mission. But capturing how visitors feel at precise moments—and turning those emotions into actionable change—is a real challenge when your audience is so diverse.
Kiasma is also one of Feedbackly’s oldest customers. Over the years, we have worked hand in hand to develop a customer experience strategy that supports their mission: creating meaningful and memorable experiences for every visitor. This partnership has shaped not only Kiasma’s CX practices but also the evolution of the Feedbackly platform itself.
How Kiasma uses Feedbackly
Feedbackly enables Kiasma in multiple ways to quickly identify action-worthy themes in customer feedback and act on issues right away.
At Kiasma, customer experience and overall satisfaction are not just soft measures — they are embedded in the museum’s core KPIs. With the Feedbackly dashboard, these metrics are tracked in real time and monitored closely, ensuring they directly guide decisions, shape priorities, and drive continuous improvement across the organization.
To make this process effortless, automated weekly reports from Feedbackly provide the team with a clear snapshot of visitor satisfaction. Even with busy schedules, these reports keep everyone aligned, helping staff quickly identify trends in visitor feedback and take action when needed.
Since 2012, Kiasma has deployed Feedbackly Terminals between the coat-check area and the museum exit — capturing visitor impressions at a moment that balances reflection and immediacy. This placement ensures they reach a broad cross-section of guests.
Using intelligent survey logic, Kiasma can pivot questions dynamically based on responses. If a visitor had a negative experience, the survey probes deeper to uncover why. If a visitor indicates they’re a certain age group or segment, the logic adapts accordingly — delivering richer, more segmented data.
Kiasma hosts a wide range of temporary exhibitions and events. On Feedbackly Survey Analyics, teams can use Saved Views to filter results instantly by date, time, channel, or survey — making it easy to isolate feedback for a specific exhibition or even a single gallery room.
Sharing insights is just as seamless: with Shared Analytics, colleagues can access tailored views of the data quickly and without logging in, ensuring everyone stays aligned and informed.
Joint innovation & impact
Kiasma’s long-term partnership with Feedbackly has also influenced how our platform has evolved — from UI design to new feature development. Their needs have helped shape a tool that is even more intuitive and impactful for high-volume organizations like theirs.
At Feedbackly, our customers play a central role in guiding how we grow. By listening closely and co-creating with partners like Kiasma, we not only improve our product but also empower them to deliver more meaningful, memorable experiences to their own audiences.
We are excited to continue this collaboration with Kiasma — taking the next steps together to ensure they have the tools and insights they need to succeed well into the future.
© 2022