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The Customer journey in the event industry:: Focus on Delegates and Exhibitors
- 1. THE CUSTOMER JOURNEY: How to improve the Delegate & Exhibitor Experience
- 2. ABOUT HOLGER 15+ years of experience in Technology, Sales & Change Management Customer Centricity Promoter Digitalization enthusiast Generation X Holger.Friesz@ungerboeck.com @Holger_Fr
- 3. brand centric customer centric
- 4. Gen X Gen Y Gen Z New attitude towards service!
- 5. TRANSPARENCY CUSTOMER JOURNEY CONSISTEMCY “EASE OF USE” I CAN DO IT and LET ME DO IT! WHAT IS EXPECTED?
- 6. THE ROLE OF DIGITALISATION
- 7. “ „ You‘ve got to start with the CUSTOMER EXPERIENCE and work backwards to the technology. - Steve Jobs
- 8. 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
- 9. FOCUS #1: EXHIBITOR JOURNEY
- 10. 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
- 11. EXHIBITOR PORTAL Stand application. Sponsorship selling. Catalogue details. Document management. And more.
- 12. EXHIBITOR PORTAL Stand application. Order stand area and type. Flexible pricing models.
- 14. FOCUS #2 : DELEGATE & SPEAKER JOURNEY
- 15. 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
- 16. REGISTRATION
- 17. DIGITAL SIGNAGE
- 18. INTERACTIVE MAP
- 19. MAGIC BANDS
- 20. THE CHALLENGE ?!? How do you manage a holistic customer experience? Exhibition / Event Organizer Venue Exhibitor / Delegate = Customer of both
- 21. THE UNIFIED EXHIBITION LIFECYCLE
- 22. „Digitalization is the natural Evolution of Collaboration: We‘ve never been so closely knitted as individuals & as organizations due to technology “
- 23. PRIORITIES OF FACILITIES & VENUES Maximising revenue per exhibitor Service delivery
- 24. 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
- 25. “ „ Our ultimate goal is not digitalization, it is value realisation. - Andrew Roswell-Jones, Gartner
- 26. 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?
- 27. MANAGE & MEASURE: KPIs FOR ORGANIZER
- 28. 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
- 30. DASHBOARD FOR ORGANIZER Everything at a glance. Exhibitor pipeline. Sales activities. KPI and statistics. Drill-down capabilities.
- 31. MOBILE DASHBOARDS Access all important KPI and statistics on a mobile device.
- 32. CRM – ACCOUNT & CONTACT DETAILS Account and contact relationships. Exhibitor history. Sales activities. Product and services.
- 33. EXHIBITOR SALES CRM Exhibitor pipeline. Opportunity details. Sales activities. Exhibitor preferences. And more.
- 34. EXHIBITION FLOOR PLAN Exhibitor details. Stand preferences. Contract details. Exhibitor products & services.
- 35. EVENT DETAILS All event details in one place: agenda, documents, attendees. Layout personalisable.
- 36. EXHIBITOR SERVICE CENTER One stop shop for all exhibitor services needs. Mobile enabled. Integrated into backend operations.
- 37. EXHIBITOR SERVICE CENTER Delivery date and time. Related items. Product details description.
- 38. EXHIBITOR SERVICE CENTER Drag & drop item placement. Integration into venue operations.
- 39. ONLINE REGISTRATION PAGE Mobile friendly. Capacity management. Multiple registration configurations.
- 40. HOTEL RESERVATION Hotel room block management. Reserve hotel room together with conference registration.
- 41. REGISTRATION CONFIRMATION Registration details. Barcodes/QR Codes.
- 42. REGISTRATION CHECK-IN Onsite Event & Session Check-in. Badge Printing.
- 43. ATTENDEE CHECK-IN REPORT View checked-in attendees. Per event or session.
- 44. SPEAKER & ABSTRACT MANAGEMENT Speaker Submission Portal.
- 45. SPEAKER & ABSTRACT MANAGEMENT Manager Portal. Assign evaluators. Review evaluations.
- 46. 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
- 47. SOME OF OUR CLIENTS
- 48. SOME OF OUR CLIENTS IN THE MIDDLE EAST Egypt International Exhibition Centre
- 49. 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
Editor's Notes
- Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey
- 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
- Target group and behavoir
- 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
- 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
- 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
- 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?
- Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey
- 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
- 3 GOALS Customer sat Increasing Sales Improve process efficiency / cost saving Purpose built – (i.e. coffee service, upsell xsell)
- Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey
- 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
- Digital Signage Navigation onsite
- 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
- 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
- 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
- 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
- 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
- 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
- “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
- Excel is NOT an Option!!
- 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
- 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
- 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
- Registration Confirmation Example Registration details Barcodes/QR Codes Registration Confirmation example with badge Crystal report
- 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
- 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
- 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
- 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
- Exemples : Palexpo / GL Events/ Palais des festivals de Cannes / Porsche (guided tours)/ Rai Exemples venues Europe : implementation de projet alors que l’exploitation continue.
- Exemples : Palexpo / GL Events/ Palais des festivals de Cannes / Porsche (guided tours)/ Rai Exemples venues Europe : implementation de projet alors que l’exploitation continue.
- 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.
- Why the Exhibitor is a combined customer and so important to manage in allignment with the organizer Delegate journey Exhibitor journey Organizer journey