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THE CUSTOMER JOURNEY:
How to improve the Delegate & Exhibitor Experience
ABOUT HOLGER
 15+ years of experience in
Technology, Sales & Change
Management
 Customer Centricity Promoter
 Digitalization enthusiast
 Generation X
Holger.Friesz@ungerboeck.com
@Holger_Fr
brand centric customer centric
Gen X
Gen Y
Gen Z
New attitude towards
service!
TRANSPARENCY
CUSTOMER
JOURNEY
CONSISTEMCY
“EASE OF USE”
I CAN DO IT and LET ME DO IT!
WHAT IS EXPECTED?
THE ROLE OF DIGITALISATION
“
„
You‘ve got to start with the
CUSTOMER EXPERIENCE and
work backwards to the technology.
- Steve Jobs
BEGINNINGS: THE CUSTOMER JOURNEY
YOUR CUSTOMER
Who are they?
What drives their behaviors?
How do they engage with the events process?
When do they engage with you and what do they want?
Determine the best opportunities for you
to interact with the different audience groups
FOCUS #1: EXHIBITOR JOURNEY
Awareness Consideration Purchase Service Loyalty
PR & Search
Digital
Physical
Word of Mouth
Online Ads &
Email Marketing
Website
Social Media
Blogs
Web Self-
Service Portal
Consulting:
Phone /
personal
Call Center
Community
Webshop / Additional Services
Invoicing
Survey /
Feedback
Loyalty
Program
EXHIBITOR JOURNEY
EXHIBITOR PORTAL
Stand application. Sponsorship selling. Catalogue details. Document management. And more.
EXHIBITOR PORTAL
Stand application. Order stand area and type. Flexible pricing models.
EXHIBITOR SERVICE CENTER
FOCUS #2 : DELEGATE & SPEAKER JOURNEY
Awareness Consideration Registration Attendance
Customer
retention
PR,
invitation
Digital
Offline
Online info gathering
Online Ads &
email marketing
Application for
speaking slot/
registration
Travel to hotel
Planning of
conference
attendance
and arrival
End of
conference
and departure
Conference Reporting
to company/
supervisor
Loyalty program
DELEGATE & SPEAKER JOURNEY
Registration for
conference newsletter
Feedback &
conference
survey
Thoughts,
Research
Optional:
Preparing the
speaking slot
REGISTRATION
DIGITAL SIGNAGE
INTERACTIVE MAP
MAGIC BANDS
THE CHALLENGE
?!?
How do you manage a holistic customer experience?
Exhibition / Event Organizer
Venue
Exhibitor / Delegate = Customer of both
THE UNIFIED EXHIBITION LIFECYCLE
„Digitalization is the natural Evolution of Collaboration:
We‘ve never been so closely knitted as individuals & as
organizations due to technology “
PRIORITIES OF FACILITIES &
VENUES
Maximising
revenue per
exhibitor
Service
delivery
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
“ „
Our ultimate goal is not
digitalization, it is value realisation.
- Andrew Roswell-Jones, Gartner
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?
MANAGE & MEASURE: KPIs FOR ORGANIZER
KPIs FOR ORGANIZER
 Sales & Marketing KPIs
 Lead, Conversion, Opportunities, Revenue by customer (type)
 Event related KPIs
 Re-Booking, Churn, Revenue / Margin by Event, Booth Sales
 Operational KPIs
 Stock Utilization, Session Utilization, Catering
 Financial KPIs
 Bookings, Bad Debt, Outstanding Rev
Ungerboeck
for Organizers
DASHBOARD FOR ORGANIZER
Everything at a glance. Exhibitor pipeline. Sales activities. KPI and statistics. Drill-down capabilities.
MOBILE DASHBOARDS
Access all important KPI and statistics on a mobile device.
CRM – ACCOUNT & CONTACT DETAILS
Account and contact relationships. Exhibitor history. Sales activities. Product and services.
EXHIBITOR SALES CRM
Exhibitor pipeline. Opportunity details. Sales activities. Exhibitor preferences. And more.
EXHIBITION FLOOR PLAN
Exhibitor details. Stand preferences. Contract details. Exhibitor products & services.
EVENT DETAILS
All event details in one place: agenda, documents, attendees. Layout personalisable.
EXHIBITOR SERVICE CENTER
One stop shop for all exhibitor services needs. Mobile enabled. Integrated into backend operations.
EXHIBITOR SERVICE CENTER
Delivery date and time. Related items. Product details description.
EXHIBITOR SERVICE CENTER
Drag & drop item placement. Integration into venue operations.
ONLINE REGISTRATION PAGE
Mobile friendly. Capacity management. Multiple registration configurations.
HOTEL RESERVATION
Hotel room block management. Reserve hotel room together with conference registration.
REGISTRATION CONFIRMATION
Registration details. Barcodes/QR Codes.
REGISTRATION CHECK-IN
Onsite Event & Session Check-in. Badge Printing.
ATTENDEE CHECK-IN REPORT
View checked-in attendees. Per event or session.
SPEAKER & ABSTRACT MANAGEMENT
Speaker Submission Portal.
SPEAKER & ABSTRACT MANAGEMENT
Manager Portal. Assign evaluators. Review evaluations.
 Customer Experience is the driver of
Revenue – Service matters!
 From Silo-Thinking to Collaboration
between Organizer and Venues
 Embrace Digitalization to create
value for your customer – don’t fight
it
 Measure and Manage professional!
THE CUSTOMER JOURNEY
SOME OF OUR CLIENTS
SOME OF OUR CLIENTS IN THE MIDDLE
EAST
Egypt International Exhibition Centre
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
 We are partnering with our clients and
support them managing their digital
transformation journey
 Advanced technology platform for
venues, exhibition and conference
organizer
VISIT US AT
BOOTH A015

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The Customer journey in the event industry:: Focus on Delegates and Exhibitors

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. Heinz ist NOT a customer… What is the difference between the bottles? We are moving from a brand centric thinking into a more customer centric thinking. Not only for simple products such as ketchup but also for more complex products such as events. I recently read a study on customer experience. Companies have been asked what differentiates their company from others: 98% think customer centricity and experience 8% of customers agree Difference between what people in board room think and people in the street think   Expectation levels will rise like crazy, it will hit the core of the business
  3. Target group and behavoir
  4. To summarize: what is requested: transparency, ease of use ad a consistent customer journey I can do it vs. let me do it for you Personalization and self service is not a nice to have addition
  5. 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
  6. 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
  7. Who are they? What drives their behaviours? How do they engage with the events process? When do they engage with MCEC and what do they want?
  8. Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey
  9. 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
  10. 3 GOALS Customer sat Increasing Sales Improve process efficiency / cost saving Purpose built – (i.e. coffee service, upsell xsell)
  11. Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey
  12. Online registration Lots of solutions in the market, I mention it because it is an important part of the journey Needs to be flexible, easy to understand, can registrants go back in later and modify the registration (self service) Speaker and Abstract submission, evaluation: evaluators need to easily understand how to evaluate Key again: transparency and self service Their main job is not to work with the tool you are using
  13. Digital Signage Navigation onsite
  14. Magic bands at Disney World, hotel room, entrance park, you pay with it Look at your wallets, how many cards do you have in there RF – Radio Frequency
  15. 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
  16. 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
  17. 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
  18. 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
  19. 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
  20. “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
  21. Excel is NOT an Option!!
  22. All event details in one place: agenda, documents, attendees. event basic data, activities, documents, functions, registrants, Topics, Presenters, Invoices Layout personalisable Define an event agenda / function script (what/when/where) Copy agenda from template or other event Export to Excel/PDF
  23. Online Registration Page Mobile friendly Capacity management Online Webform – Responsive – HTML5 Manage the layout of your page – colors – upload your logo Manage capacities – Conflict checking between 2 sessions Decide fields - Mendatory fields – Dependant fields – Numerical fields - Radio buttons Collect all these information in the back office
  24. Hotel Reservation Hotel room block management Reserve hotel room together with conference registration Add accomodation with hotel partners See more details of the hotels such as pictures Housing report
  25. Registration Confirmation Example Registration details Barcodes/QR Codes Registration Confirmation example with badge Crystal report
  26. Registration Check-In Event & Session Check-in Badge Printing Optional feature Allow Reg. To check-in themselves on a laptop or touchscreen computer Register by scanning the barcode – swipping his credit card – typing the confirmation code Print badge
  27. Attendee Check-in Report View checked-in attendees Per event or session Ability to check in people by session Ability to report on check-in/check out date and time Personalisable Export to PDF/Excel
  28. Speaker & Abstract Management Submitter Portal Evaluator Portal Manager Portal Ability for speaker/evaluator/manager to submit/evaluate/accept and reject assignments to a session from one single online plateform. Nice overview of what has been done and what still needs to be done - Pie chart for managers and evaluators
  29. Speaker & Abstract Management Submitter Portal Evaluator Portal Manager Portal Ability for speaker/evaluator/manager to submit/evaluate/accept and reject assignments to a session from one single online plateform. Nice overview of what has been done and what still needs to be done - Pie chart for managers and evaluators
  30. Exemples : Palexpo / GL Events/ Palais des festivals de Cannes / Porsche (guided tours)/ Rai Exemples venues Europe : implementation de projet alors que l’exploitation continue.
  31. Exemples : Palexpo / GL Events/ Palais des festivals de Cannes / Porsche (guided tours)/ Rai Exemples venues Europe : implementation de projet alors que l’exploitation continue.
  32. 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.
  33. Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey