This document discusses enhancing the customer journey for event organizers. It identifies key aspects of the customer journey including acquisition, search, onboarding, engagement, purchase, retention and usage. The presentation recommends analyzing touchpoints, mapping customer journeys, identifying opportunities and bottlenecks. It provides an example persona of an event planner and examines their customer journey, needs and technology usage. The goal is to improve the customer experience at every touchpoint and provide innovative digital solutions for event organizers.

1. ENHANCING THE ORGANISER JOURNEY:
EVERY TOUCHPOINT MATTERS
ENHANCING THE ORGANISER JOURNEY:
EVERY TOUCHPOINT MATTERS #IMEX18

2. Silke Hoersch
Executive Director Marketing and Business
Development, Ungerboeck
Experienced marketing and event tech
professional
Fascinated by digitization and new technologies
Passionate about collaboration and customer
centricity

3. brand centric customer centric

4. Gen Y, Gen Z
Digital Natives
DIGITIZATION &DIGITIZATION & CUSTOMERS OF THE FUTURECUSTOMERS OF THE FUTURE

5. TRANSPARENCY
CUSTOMER
JOURNEY
CONSISTEMCY
“EASE OF USE”
I CAN DO IT and LET ME DO IT!
WHAT IS REQUESTED?

7. • Customer relationship
and satisfaction
• Customer loyalty
• Competitive advantage
• Customer relationship
and satisfaction
• Customer loyalty
• Competitive advantage
THE CUSTOMER JOURNEY

8. Acquire
Search
Acquire
Search
Onboard
Info
Onboard
Info
Engage
Purchase
Engage
Purchase
Retain
Usage
Retain
Usage
Acquire
Search
Acquire
Search
Analysis of
touchpoints
Analysis of
touchpoints
Journey mappingJourney mapping
ImplementationImplementation
Persona: Each persona has their own customer journey
Status Quo
Moments of Truth
Quick Wins
Bottlenecks/Pain Points
THE PROCESS

9. 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. Paul Smith
39 years old,
Event planner
“I want this event to be an experience from start to
finish that the customer will continue to talk about
for years to come.”
Wishes and objectives
• Innovative ideas
• Info on equipment options of venues
• Details/Updates on agreements, tasks
Concerns
• Take risks for something new
• Delivering on budget, deadline
• Ensuring client and attendees are happy and
managing their expectations.
• Will the event be different or exciting
enough?
Paul is planning a large-scale conference for ABC Software GmbH with attendee numbers expected
near 200. It’s his task to organize the event from start to delivery and to ensure repeat business from
this client. To win the pitch, he had to present big and innovative ideas. Paul has reached out to
several venues and researched some recent industry best practice events for inspiration, then adapted
the ideas slightly in his pitch. His vision is to create an event that will stand apart from all the previous
ABC Software GmbH conferences for innovation.
99
Attitude towards
Technology/digital
88
Social media use
77
Need for mobile access
44
Booking and planning process
Device usage
30%
40
%
30%
20%35%35%
Social media usage

11. AwarenessAwareness RequestRequest
Booking and
plannning
Booking and
plannning
Implementation/
service
Implementation/
service
Customer
retention
Customer
retention
Recommendations
comparison
Digital
Offline
Inspection
Website
Bokking
Community
Booking of
additional
services
Invoicing and
evaluation
Feedback
Loyalty
program
ORGANIZER JOURNEY: PAUL
Clarify special scenarios /
special features
Looking for
event ideas,
concepts
Management of
attendees and
speakers
On-site
assistance
Email marketing &
online advertising
Looking for
a venue
Price /
facilities request

12. BOTTLENECKS

13. You‘ve got to start with the
CUSTOMER EXPERIENCE and
work backwards to the technology.
- Steve Jobs

14. VIRTUAL SITE INSPECTION

15. INSTANT BOOKING

16. EVENT PLANNER PORTAL

18. QUESTIONS?
THANK YOU!
silke.hoersch@ungerboeck.com

19. Please complete the
session survey in the IMEX
App or the survey card on
your seat.
We Value Your
Feedback!