HOW TO APPLY CUSTOMER EXPRIENCE INTO EVENTS

Events are a significant investment of time and resources, improving brand and product recognition of businesses and brands. A great event delivers positive ROI by generating leads and deepening relationships with customers, partners and the media.

But it also has the opposite effect if the event lacks attraction of attendees or does not collect any data about customers, wasting resources, costs and failing to achieve the set goals. .

One of the ways to measure and improve the quality of an event is to make good use of the customer experience who is directly involved in the event.

What is Customer Experience (CX)?

Customer experience is the sum of all emotions and thoughts of customers formed through touchpoints between businesses and customers. From here, the customer will decide to start, continue or stop interacting with the brand.

Customer experience encompasses the entire customer journey, from the moment a potential customer first comes into contact with a brand through media, PR, to the moment they decide to purchase, and to the entire customer experience. after-sales program.

The customer experience management process is accomplished through actively gathering feedback, analyzing trends, and making iterative improvements over time. This process includes:

1. Create a purposeful experience
2. Performance measurement
3. Analyze feedback and make changes
4. Continue the loop and improve over time based on customer feedback.

1. Create a Purposeful Experience

At each customer touchpoint in the experience journey at the event, you should list the elements that need to be improved. Such as event registration process, event arrival and check-in, aisle navigation, event schedule, support staff, etc.

Then, come up with a change plan for the factors that need to be improved: using a new registration method, training more registration support staff, eliminating the process, .. to prepare for the measurement phases. measure performance later.

2. Performance Measurement

A common method for measuring performance is to collect participant feedback. Surveys can be taken immediately or after the event.

One note is that the questions should focus on the ultimate purpose of the survey. You can increase survey response rates with discounts or offer customers perks at events to encourage them to complete surveys.

3. Analyze feedback and make changes

Once you get feedback, it's time for your team to start analyzing customer needs and trends.

The key to a successful survey is the number of responses received. Find ways to encourage more people to participate in surveys and collect feedback during and after the event. From here, customer trends will gradually emerge and guide you to new ways to improve the customer experience. On top of that, this process also helps you identify pain points and uncover the “moments of truth” of different TA groups at different events.

4. Continue the loop and improve over time based on customer feedback.

Continually change the approach by changing the set of questions based on each objective stage. Alternatively, you can try different delivery methods or timings to maximize the answer.

By collecting multiple reviews during and after the event, you'll start a feedback loop that opens up new avenues for improving your customer experience.

At TOP Group, we have more than 15 years of experience in organizing programs and events of various sizes, applying technology to create more potential customers and increase revenue for many partners and customers.

If you need more advice, we're always here: hello@wearetopgroup.com.