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The rise of the power customer and what you can do about it

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The rise of the power customer and what you can do about it

10-Jun-2015

Did you know 115 new reviews are posted on TripAdvisor EVERY MINUTE?

It would be fair to say there growing expectation amongst customers that they will be able to give feedback about their experiences.  And more importantly that this feedback will be listened to and acted upon.

TripAdvisor has blasted a hole through the hospitality industry.  Analyst Henry Harteveltd puts it best: ““20 years ago, the brands owned the quality.  That sense of confidence in quality has now been supplanted by Tripadvisor”.

The events industry has yet to feel the power of a TripAdvisor style public rating and slating, although there are some recent launches that could change this, so does that mean that event organisers can continue to take their customer feedback lightly?

The power customer is coming for you, events industry!  In their annual trends predictions, research behemoth Gartner estimated by 2016 87% of business will see customer experience as their biggest competitive edge. 

Organisers who own the power of their customer feedback will have the edge over those who see customer experience as a sideline.  In this social world, they will feel the power of loyalty, recommendation and brand apostles directly in their bottom line as their delighted delegates do the bulk of their marketing for them.

If you want to find out more about how customer experience directly impacts an event marketing budget, I recently wrote a post on that very topic.

And I’ll be at the PPA Connect conference on the 12th June at London Olympia talking about how event organisers can use the power customer to their advantage.  I’ll be sharing my experiences of working with a number of events who have turned customer feedback into positive results for their brands.

In true pants over trousers style, I’ll be sharing the research super powers needed to really understand your delegates’ and exhibitors’ view points and turn them into strategies to power your event.  We’d be delighted to see you there, as of writing there were still a handful of passes still available.

Remember: No Capes!

Sophie Brown, head of marketing

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Our Stats

2,500,978

Event survey responses

1,627

Events globally already 
benchmarking with Explori

17

Average completion rate 
to clients' post-show surveys 

What they say

  • With Explori’s reports and analytics, we’re much better equipped to evaluate the customers' satisfaction and needs from our events
    Paul Byrom
    MD, Upper Street Events
  • The level of performance data and customer insight that Explori gives us is invaluable to our business and makes my life easier.
    Matthew Benyon
    MD, easyFairs UK
  • We wanted deeper insight into how our strategies impacted the delegate experience, but found conventional survey tools just couldn't deliver. Moving to Explori has completely changed this.
    Jan Barthelemy
    Head of AU & NZ Digital Marketing dmg events
  • We work with Explori to gain deeper insights into our events. The ability to compare results directly with similar events in our portfolio and against industry standards will be incredibly helpful
    Baris Onay
    Group Marketing & Digital Director, ITE
  • Analysis that could have taken the team days was available within hours of the survey going live. We could immediately see how the new German events had performed, against the context of our existing shows. Information like this is essential for informing future business strategy.
    Austen Hawkins
    MD, F2F Events
  • Robust performance metrics and customer feedback is essential for achieving maximum customer satisfaction. Explori will allow us to reach all our exposition delegates regardless of language or location.
    Art Paredes
    Sr. Director, Global Expos, SEMI
  • Explori helps us gain deep insights into the customer experience across our business. Without it, understanding our key performance metrics would be considerably more challenging.
    Andrew Evans
    (former) MD, Centaur Exhibitions
  • Our expansion plans are about both organic and acquired growth and Explori is key to our ability to understand the health and performance of existing assets, as well as those that we’re looking to acquire.
    Renaud Hamaide
    CEO, Comexposium

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