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.