Customer experience matters everywhere, especially in a changing industry like the event industry. Digitalization is revolutionizing the way service is being asked for and we need to cater to the demands of new Generations. This presentation held at Saudi Meetings Industry Convention in 2018 gives insights into what it needs to take advantage of the change.
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
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
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
22. „Digitalization is the natural Evolution of Collaboration:
We‘ve never been so closely knitted as individuals & as
organizations due to technology “
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?
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
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
