The rise of the power customer and what you can do about it10-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!