The Hyvinkää museum services consist of Hyvinkää Art Museum and Hyvinkää City Museum. The aim of this thesis was to examine the customer base of the museums, and based on their experiences and wishes, create a customer strategy for the museum services. The aim to create a customer strategy is stated in the 2015–20 service plan of the museum services. The key questions concerned the reasons as to why clients come to the museum, what their expectations are, how the museum can meet these expectations and how the marketing communication of the museum could be intensified.

National customer studies and various museological development projects were used as background material for this thesis. Research material for this study was collected with three Webropol questionnaires as well as a written questionnaire at Hyvinkää Art Museum. Discussions during the museum staff's development day were used to clarify the staff’s opinions.

The study concluded that the clientele of Hyvinkää museum services corresponded quite well to the national average. Though the museum services already use a wide variety of different services and events that support and supplement its core operations, new activities are welcomed. To better contact its existing and prospective client groups, there is plenty to develop in the communication and marketing of the museum services. The timing of marketing should be developed and new communication channels should be utilized. The most important means of marketing is a satisfied client so quality content and good service are the best marketing tools.