We are moving from a brand centric to a customer centric approach. How can the customer journey of delegates and organizers be enhanced? What technology exists and what are the requirements of our customers?

1. CUSTOMER JOURNEY EXPERIENCE
EVERY TOUCHPOINT COUNTS
CUSTOMER JOURNEY EXPERIENCE
EVERY TOUCHPOINT COUNTS #ibtm2017

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

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

13. VIRTUAL SITE INSPECTION

14. INSTANT BOOKING

15. COLLABORATION PORTAL

16. BOTTLENECKS

17. MOBILE PAYMENT AND CONVERSATIONAL INTERFACES

18. Sonja Miller
29 years old,
C# Software Developer
“I would like to speak about agile and scrum
development, to network and to be inspired by the
latest trends and topics.”
Wishes and objectives
• Impart knowledge
• Personal development, getting to know trends
• Networking
• Easy and fast booking of tickets, arrival and
accommodation
Concerns
• Risk of false / uninteresting content
• Stressful arrival, unknown destination
Sonja wants to attend the conference and hold a presentation. She is a specialist in agile and scrum
development. Her job is to represent her company as a thought leader. In order to be accepted as a
speaker for the conference, she checked the content, the participants and the target group of the
conference beforehand. In addition, she has already arranged to meet other participants to discuss
problem solving approaches and trends of other companies.
1010
Attitude towards
Technology / digital
88
Social media use
99
Need for mobile access
55
Booking process
Device usage
40%
30
%
20%
40%30%20%
Social media usage

19. AwarenessAwareness ConsiderationConsideration RegistrationRegistration AttendanceAttendance
Customer
retention
Customer
retention
PR,
invitation
Digital
Offline
More
information:
Google,
Website
Online Ads &
email marketing
Application for
speaking slot/
registration
Travel to hotel
Planning of
conference
attendance
and arrival
End of
conference
and departure
Conference
Arrival at home,
Feeback
Reporting
to company/
supervisor
Loyalty program
DELEGATE JOURNEY: SONJA
Registration for
conference newsletter
Feedback and
conference
survey
Thoughts,
Research,
preparing the
speaking slot

20. instant booking
REGISTRATION

21. DIGITAL SIGNAGE

22. INTERACTIVE MAP

23. SMART BOARDS

24. MAGIC BANDS

26.  We partner with our clients to support
them through their digital transformation
journey.
 With over 30 years of experience and
50,000 users worldwide we empower the
people who bring people together.
 Event platform provides a solid crm and
erp that faciliates communication and
collaboration between users. It includes
multiple customer facing solutions that
enhance the customer experience and
journey.
ABOUT UNGERBOECK

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