The new trend is to create meetings & events with a human-centred design, leaving aside the purely logistical concept. Clients want to live EXPERIENCES when attending to an event. In order to attract and satisfy the right audience we need to insert our Events within the Customer Experience Strategy and design personalized consumption Experiences. Create a human-centered story. Put people at the center of the story. When people understand, they can make informed decisions to take actions, actions that change behavior and drive results.

1. Strategic Design of Events as part of
the Customer Experience Journey
by

2. ÁNGELES MORENO
Expert in designing and organizing national and
international events for 20+ years.
Founder & CEO of
Director for Spain of the
Chair MPI European Advisory Council 2018

3. Let’s put our conversation
into context…
On what has our economy been
based?
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2000
onwards
90’s80’s
Tangible
PRODUCT
Intangible
SERVICE
CLIENT

5. #IMFBasqueCountry -

6. #IMFBasqueCountry -
Relation with the
Stakeholder

7. Welcome to the Experience
Economy!
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…we measure the
profitability of a
differential experience

9. The event plays a very
important role in this
Experience Economy
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10. #IMFBasqueCountry -
A communication channel seeking
to transform the behavior of the
Stakeholders

11. Events must be located within the
Experience Strategy
of the Stakeholder
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12. How do we value
the event within
Experience Strategy?
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AS A
MILESTONE
WITHIN THE
COMPANY’s
STRATEGY

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AS AN
EXPERIENCE
GENERATED
WITHIN THE
EVENT

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We are strategists to design
experiences that will change
the behavior of the
stakeholder
We are no longer event planners

16. By identifying the objective
to achieve with this
transformation
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17. What do we understand
under Experience?
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18. Moments lived and felt
throughout the
Event Journey
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19. What do we understand
under Event Journey?
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The duration of
the event
During the 90’s…

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Lots of time…
And now?

22. Touchpoints
Key moments which
generate an experience
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23. We must go beyond
satisfaction, we need to
Delight
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24. We must exceed expectations
to generate transformation
of behavior
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25. What is the achievement?
Engagement
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26. But let’s go to the tangible...
let’s talk about the
tools
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27. #IMFBasqueCountry -
PARTICIPANT
EXPERIENCE
JOURNEY
MAPPING
DESIGN
EVENTS
USING THE
EVENT
CANVASTM
THE 4
MOMENTS
OF TRUTH

28. Focus on people
to get results
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29. Leaders in innovation
within the events sector
thecreativedots.com
Ángeles Moreno
angelesmoreno@thecreativedots.com