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THE CUSTOMER JOURNEY:
Improving Customer Experience & how to manage the
Change
ABOUT HOLGER
 15+ years of experience in
Technology, Sales & Change
Management
 Customer Centricity Promoter
 Tech & Digitalization enthusiast
 Generation X
Holger.Friesz@ungerboeck.com
@Holger_Fr
WORLD & ECONOMIC TRENDS
ACTIONS TOWARDS DIGITISATION
IDENTIFIED BY UFI
1. Technology
2. Process
3. Organization
THE ROLE OF DIGITALISATION
“
„
You‘ve got to start with the
CUSTOMER EXPERIENCE and
work backwards to the technology.
- Steve Jobs
THE CHALLENGE
?!?
How do you manage a holistic customer experience?
Exhibition / Event Organizer
Venue
Exhibitor = Customer of both
THE UNIFIED EXHIBITION LIFECYCLE
Awareness Consideration Purchase Service Loyalty
PR & Search
Digital
Physical
Word of Mouth
Online Ads &
Email Marketing
Website
Social Media
Blogs
Web Self-
Service Portal
Phone /
personal
Call Center
Community
Webshop / Additional Services
Invoicing
Survey /
Feedback
Loyalty
Program
EXHIBITOR JOURNEY
PRIORITIES OF FACILITIES & VENUES
Maximising
revenue per
customer
Service
delivery
“ „
Our ultimate goal is not
digitalization, it is value realisation.
- Andrew Roswell-Jones, Gartner
ADDITIONAL REVENUE THROUGH
SERVICES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Past Future
Ratio Booth Sales & Service Sales
Booth Sales Service Sales
CASE STUDY: RAI AMSTERDAM
CASE STUDY: RAI AMSTERDAM
WHY CHANGE IS IMPORTANT
VELOCITY: You cannot afford stillness.
COMPETITION: Others move fast, what about you?
EXPECTATIONS: New gen of leaders & professionals.
INNOVATION: Fear immobilizes innovation.
DON‘T BE AFRAID OF
UBER - IZATION
FOCUS AREAS OF CHANGE
Technology
Process
Organization
CONSIDERATIONS
Technology
• Sustainability and future
orientation
• Company & IT Strategy
• Investment & ROI
• Connectivity & APIs
• Technology Backbone
for your business
Process
• Plan time & allocate
resources
• Collaboration will
change
• Identify breaking points in
current workflows
• Smooth Automation
Organization
• Team Culture
• Collaboration
• Required skills / job
requirements will change
• Embracing change rather
fighting it
• Live change from top down
and enable bottom up
Experienced Change & Technology Partner
OPPORTUNITY VS. RETENTION
t
Opportunity to increase
revenue & benefit from
market advantages
Same or higher
Investment needed to not
lose existing business
When is the right time to invest in a digital transformation?
 Embrace the Change – Don‘t fight it
 Always have customer & employee
centricity in mind
 Generate additional value
 Technology – Process –
Organization
 Partner with experienced Change
Leaders
CHANGE MANAGEMENT
ABOUT UNGERBOECK
 We believe in live communication and
synergizing the collaboration between
people
 Proven experience for more than 32
years with major event industry players
 Advanced technology platform for
venues, exhibition and conference
organizer
 We are partnering with our clients and
support them managing their digital
transformation journey.

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Enhancing the customer journey & implementing the change

  • 1. THE CUSTOMER JOURNEY: Improving Customer Experience & how to manage the Change
  • 2. ABOUT HOLGER  15+ years of experience in Technology, Sales & Change Management  Customer Centricity Promoter  Tech & Digitalization enthusiast  Generation X Holger.Friesz@ungerboeck.com @Holger_Fr
  • 4. ACTIONS TOWARDS DIGITISATION IDENTIFIED BY UFI 1. Technology 2. Process 3. Organization
  • 5. THE ROLE OF DIGITALISATION
  • 6. “ „ You‘ve got to start with the CUSTOMER EXPERIENCE and work backwards to the technology. - Steve Jobs
  • 7. THE CHALLENGE ?!? How do you manage a holistic customer experience? Exhibition / Event Organizer Venue Exhibitor = Customer of both
  • 9. Awareness Consideration Purchase Service Loyalty PR & Search Digital Physical Word of Mouth Online Ads & Email Marketing Website Social Media Blogs Web Self- Service Portal Phone / personal Call Center Community Webshop / Additional Services Invoicing Survey / Feedback Loyalty Program EXHIBITOR JOURNEY
  • 10. PRIORITIES OF FACILITIES & VENUES Maximising revenue per customer Service delivery
  • 11. “ „ Our ultimate goal is not digitalization, it is value realisation. - Andrew Roswell-Jones, Gartner
  • 12. ADDITIONAL REVENUE THROUGH SERVICES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Past Future Ratio Booth Sales & Service Sales Booth Sales Service Sales
  • 13. CASE STUDY: RAI AMSTERDAM
  • 14. CASE STUDY: RAI AMSTERDAM
  • 15.
  • 16. WHY CHANGE IS IMPORTANT VELOCITY: You cannot afford stillness. COMPETITION: Others move fast, what about you? EXPECTATIONS: New gen of leaders & professionals. INNOVATION: Fear immobilizes innovation.
  • 17. DON‘T BE AFRAID OF UBER - IZATION
  • 18. FOCUS AREAS OF CHANGE Technology Process Organization
  • 19. CONSIDERATIONS Technology • Sustainability and future orientation • Company & IT Strategy • Investment & ROI • Connectivity & APIs • Technology Backbone for your business Process • Plan time & allocate resources • Collaboration will change • Identify breaking points in current workflows • Smooth Automation Organization • Team Culture • Collaboration • Required skills / job requirements will change • Embracing change rather fighting it • Live change from top down and enable bottom up Experienced Change & Technology Partner
  • 20. OPPORTUNITY VS. RETENTION t Opportunity to increase revenue & benefit from market advantages Same or higher Investment needed to not lose existing business When is the right time to invest in a digital transformation?
  • 21.  Embrace the Change – Don‘t fight it  Always have customer & employee centricity in mind  Generate additional value  Technology – Process – Organization  Partner with experienced Change Leaders CHANGE MANAGEMENT
  • 22. ABOUT UNGERBOECK  We believe in live communication and synergizing the collaboration between people  Proven experience for more than 32 years with major event industry players  Advanced technology platform for venues, exhibition and conference organizer  We are partnering with our clients and support them managing their digital transformation journey.

Editor's Notes

  1. Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey
  2. Political instabilities & changes Geographical polarization of shows Digitalization / Digitization Operational excellence Business models Operational excellence is a key area in successful venues. If they do a good job, shows are successful, organisers are happy and will come back. Service Customer-centricity
  3. Why do I show something that is primarily effecting your clients, the organizers? Because the customer journey is first of all a reflection on all touchpoints he or she has from the first attention, all the way to purchsing the product / service up to consuming it (and finally let go). This affects venues!
  4. No fear: Digital won’t replace face-to-face STILL not about fancy tools Why is a digital "revamp" of exhibition sales so important? Evolution: New generation of clients (Digital natives and Generation Z, Y...) Different expectations towards technology Personalisation and self-service are not a "nice-to-have" addition Data collection
  5. Many companies think they do digitalization and are looking just at processes to improve or add fancy tools.. This is not a digital transformation!! In Gen Y, you‘d call this EPIC FAIL
  6. My experience as an exhibitor In Germany, we even have the same word for organizer and venue (Messe)  Image is on venue! Data- sharing Collaboration 1 face to the customer Loyalty is a task and a challenge for both!
  7. The exhibition lifecycle depends on many operational details. An exhibitor‘s journey is different from most „classic“ customer journeys that are used in Marketing. This is similar to a delegate journey or and organizer journey
  8. Before talking to a sales rep, they have done all their research upfront incl. Word of mouth, etc. More business than ever on mobiles People spend more time on mobiles than on internet
  9. For most exhibition venues and organisers, it's all about exhibitor satisfaction and revenue growth. In close connection to that: loyalty and demonstrating the exhibitor ROI (exhibitions compete with other (digital) activities  in marketing budget) 70- 80% are recurring clients (still!)  Brand impact is shrinking – service is the new #1 Security – example Fira Barcelona
  10. “If your enterprise, your agency, was looking to fill your job today, would they hire you?”  Andrew Rowsell-Jones, vice president and research director at Gartner,  “Digital business clearly has the power to transform organisations,” the report states. As this transformation evolves, success requires a move from digital experimentation and pilots to the digital scaling of proven practices. “If we don't respond to what is happening in the environment, we are in danger of becoming frog soup,” says Rowsell-Jones. This is a reference to the oft-used metaphor about frogs that will not jump out of the pan if the water is tepid, and thus, be boiled to death. „this is the peace I‘m missing in most discussions about digitalization. It is NOT about fancy tools. https://www.cio.co.nz/article/629628/fire-yourself-cio-come-back-business-executive In our world: The collabiration between organizer and venue needs to change – this is expected by our clients. Sustainability – Efficiency – new communication channels.   Letter –email – yammer Drving loyalty !
  11. Switch from selling booth space and services (70% ratio 30%) in past to sell services and booth space (70% - 30%) Additional revenue is not possible through selling exhibition space (this is limited), but needs to go through services Asked to join a exhibition inkl. Match making 10.000
  12. 3 GOALS Customer sat Increasing Sales Improve process efficiency / cost saving Purpose built – (i.e. coffee service, upsell xsell)
  13. If there is ONE Question, I‘ve always been asked is – how do you manage such a change?
  14. Velocity: Digitalization is coming on a fast pace (also because it is hyping) If you are not moving fast – your competition does! You will have to meet the expectations of your employees and your customers Be creative and push for innovation – don‘t be afraid – failing is not as harmful as doing nothing! Kodak is probably the most famous example of such arrogance (not to listen and invest): An employee developed the first digital camera in 1975, but the company did not want to endanger the existing business. A known unfortunate decision because Kodak was never able to catch up with the market changes.
  15. Innovation can‘t we stopped, especially when it is driven by consumer Your choice: Deny that change and innovation can‘t be stopped and die keep trying to do so OR YOU Drive the innovation See also TESLA See zalando – bread & butter See convention center vs. Old hotels See Blizzard Entertainment
  16. Let‘s assume we have indentified the areas of change, Setup a Business and a IT Strategy, Focus areas will be along the lines that I mentioned earlier.
  17. Comments like ‘we don’t do that here’ or ‘that is not the way we work’ stop businesses from scaling as digital businesses. Hype Companies Fund rainsing 10m / that‘s nothing? Growth pain start ups vs mature companies Mobile app companies – issues apple store Brief – email – yammer
  18. We believe in live communication and synergizing the collaboration between people This has been the core of our business for more than 32 years, where we had been partnering with the major players in the industry We have not only seen the change in collaboration and communication since then, but actively supporting and driving this with focus on customer experience Ungerboeck provides an advanced technology platform for venues, exhibition and conference organizer to manage their entire business processes and customer experience. Not only are we a software provider – we are actually partnering with our clients and support them managing their digital transformation journey.