Made to Measure is Explori’s new live series that delivers a hit of digestible event insight directly into your ears once a month.
Hosted by the Explori team members, who among them have over 40+ years of event experience, Made to Measure tackles some of the most common questions we receive from our clients and event professionals. It’s all part of our continued goal to serve the events industry.
With two episodes under our belt, a round-up of the conversations so far was in order.
What have I missed?
Event surveys are important tools for gathering feedback essential for the success of future events, but not knowing the facts about surveys and how to execute them can backfire. The first episode in the Made to Measure podcast series, hosted by Chloe Richardson and Alex Temple, reveals some common myths about surveys and how best to get the important feedback you need. The second episode, hosted by Alex Temple and Richard Kensett, looks at the Net Promoter Score (NPS), an important metric used to measure events, and what makes it a useful but potentially dangerous tool.
- People don’t complete surveys. If people didn’t complete them, they wouldn’t be such a robust tool and common research methodology.
- Only the lovers and haters complete surveys. Research shows that in the case of post-show online surveys, the majority of responses actually come from those who have neither strong positive nor negative reactions.
- In-person feedback is better than online survey feedback. For many reasons, this is not true, including the fact that people will often temper their opinions when speaking to a live interviewer and that it’s best to get feedback from people not during but after they have experienced an entire event.
- Survey data isn’t useful. If the methodology is done properly, the data can give in-depth insights on how the audience experienced the event and enable you to create a framework to benchmark your company’s event program.
Survey Best Practices
- Market the survey and let people know why their feedback matters
- Put the survey out not immediately after but within a week of the event
- Encourage survey participation with a gift card or other incentive that makes sense for the particular audience
- Follow e-mail best practices, including a clear subject line
- Send out reminders, as sometimes people need an extra nudge
What is NPS?
The Net Promoter Score was developed two decades ago as a way to measure customer loyalty and the likelihood that customers will advocate the use of a product to others. For events, NPS offers valuable insight into customer sentiment and whether the show is poised for growth or decline. It can tell you if your event team is swimming with or against the tide.
However, there are pitfalls to be aware of. Although NPS surveys are easy to conduct and are great tools for benchmarking, there can be problems when businesses don’t understand NPS limitations or how to put the scores in context.
These two episodes will show how to get the most out of surveys and effectively use and interpret NPS to ensure successful events.
Catch up now available here
Don't miss episode three