Adapting to a Changing World, the Smithsonian Rethinks How It Engages with Visitors

As the Smithsonian Institution prepares to celebrate the United States’ milestone 250th anniversary, the world-renowned museum, education, and research complex has announced it will use Salesforce to help reimagine new ways for people to experience its vast collections and resources in this digital-first world. 

Like most organizations over the past decade, the Smithsonian Institution has redefined the way it engages with audiences who are increasingly looking for personalized, digital experiences. And with its 21 museums, eight research centers, and the National Zoo, the Smithsonian had size and scale to consider as part of its digital transformation. 

As it prepares for an important new chapter ahead, the institution has decided to unify its platforms into a cohesive digital experience while also uncovering new ways for people to experience all that it has to offer without needing to travel to a physical space.

The Smithsonian taps Salesforce technology to reach its goals

Salesforce is proud to partner with the Smithsonian as part of this effort to help bring innovative experiences to visitors and to increase accessibility to everything the Smithsonian offers, both virtually and in-person.  

“We are focused on building purposeful connections between the knowledge the Smithsonian shares and the people it serves, striving to ensure every household and classroom in the nation has access to our resources,” said Becky Kobberod, Head of Digital Transformation, the Smithsonian Institution. “By working with Salesforce along with other technology companies, we are continuing to drive forward our vision to become a digitally empowered institution that can better serve our audiences and our mission.”

By working with Salesforce along with other technology companies, we are continuing to drive forward our vision to become a digitally empowered institution that can better serve our audiences and our mission.

Becky Kobberod, Head of Digital Transformation, the Smithsonian Institution

Currently, the Smithsonian’s many museums and research centers rely on different platforms with varying audience journeys and customer service methods. By transitioning to a single platform with Salesforce, the institution will introduce a unified experience for its constituents creating consistency that makes requesting and providing information easier, whether in-person or online.

In addition, while the National Mall is a beautiful place to visit, not everyone has the means to travel to Washington, D.C. Therefore, the Smithsonian wants to make sure constituents do not have to be present in the nation’s capital to access its exhibitions, educational materials, and other resources. With Salesforce, the Institution will be able to expand and enhance its digital footprint, creating new digital journeys for visitors outside of their physical locations and sustaining relationships well past a physical visit. 

“We can allow one-time visitors to become life-long learners who will be able to engage with the Smithsonian wherever they are,” said Kobberod.

Looking to the future: Preparing for the nation’s 250th anniversary

The Smithsonian’s Office of Digital Transformation is introducing its new digital experiences in honor of the nation’s semiquincentennial in 2026. This gift to the nation will offer audiences new and improved ways to engage with the Smithsonian far into the future.

The Smithsonian Institution provides a community of learning that is truly shaping the future by preserving heritage, discovering new knowledge, and sharing its resources with the world.

Lori Freeman, GM and Vice President of Nonprofit at Salesforce

“The Smithsonian Institution provides a community of learning that is truly shaping the future by preserving heritage, discovering new knowledge, and sharing its resources with the world,” said Lori Freeman, GM and Vice President of Nonprofit at Salesforce. “We are proud to not only help the Smithsonian broaden access to its resources and services, but also be a true partner across our work together with the shared vision of leveraging technology innovation to better serve the world.”

But the journey is just beginning. The Smithsonian is already thinking about the future, exploring ways to turn new and emerging technologies into invaluable resources for the world for the next 250 years and beyond.

More information:

• Read more about the Smithsonian’s efforts
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