4 Customer Entertainment Do’s and Don’ts [in 2020 and Beyond!]

In four short weeks, we’re off the races into a new customer entertainment frontier: the 2020s.

In 10 years, we’ve witnessed B2B events shift from paper to digital media, outbound to inbound marketing and mass to personal communication.

Nearly 85% of event planners have gone digital with their registrations.

Event tech tools used in customer entertainment

Source: EventMB, 2018

 

Like anything though, this shift comes with its own challenges:

  1. The use of event tech does not guarantee success.
  2. There are still 15% of companies out there (um, that’s a lot) using no formal approach to registering attendees.

 

Before we leave this decade in the dust, let’s digest some of the most important learning to take into your next decade of corporate events.

 

Do focus on Customer Experience
Don’t just send a fancy invitation

Recently, I went to a networking event hosted by a publicly-traded tech company. I found the event online, liked the pitch about it and decided to go.

When I got to the restaurant/bar, I had to ask where the group was (no signage). As I walked up, and no one greeted me. There was a table with a pile of generic (unbranded) nametags and Sharpies. So I grabbed a drink, met one guy but never talked to anyone else. And worst-of-all, the host never sent me one follow-up message!

What a disaster…

This is not the impression I want you to leave with your customers.

Customer Experience

Also known as CX, customer experience is the lasting-impression your customers have of your brand.

Every customer interaction, from navigating your website to paying your bill, leaves an impression.

According to Forrester Research (2016), CX leaders grow revenue 5x faster than companies lagging behind in their CX investment.

Focus on…

the low-hanging fruit in your customer touchpoints. Look at every phase: pre-event, in-event and post-event. Map all your touchpoints: the invite, the confirmation, the directions, the FAQs, the e-tickets, the follow-up, the survey, etc.

(Additional touchpoints can be found here.)

Ask you customers what confused them and what was clear. Ask your team what questions they got most often.

The below diagram is one example of flow charting the customer communication experience:

NextLevelFan email and sms flowchart

By simply inviting customer feedback, you’re already improving the CX for every one of your events.

 

Do capture meaningful data
Don’t create ANOTHER spreadsheet

How many spreadsheets does it take you to manage your events?

Recently, a customer told me about the 10 spreadsheets she uses to manage her 30 annual customer entertainment events: ballgames, appreciations, tradeshows and more.

Screenshot of Windows folders and spreadsheet with many columns

With all this “data,” she still knows little more than who’s been invited.

What your customer entertainment needs in 2020 is…

to know “Who SHOULD WE invite?”

Begin by mapping all the places you keep event data. This includes email and text communications with customers, RSVP lists, and surveys completed.

Look for simple patterns:

  • who’s come multiple times to the same event series?
  • who’s come multiple times to multiple event series?
  • who did he/she bring as their plus-one?
  • how has revenue or referrals been impacted immediately after the events?

Create your own simple ranking system to determine which guests to invite and which not to invite.

If you use a CRM application, I recommend creating a custom field to import this ranking.

 

If all this sounds great but you don’t have the time to do it, click here to schedule a 15-minute NextLevelFan.com demo.

 

Written by Brian Barker

Spent 12+ years running hundreds of B2B events before attempting to save the world as an elementary teacher. When I realized how awesome our teachers are (and that I wasn't cut-out for it), I pivoted to B2B event tech.

My wife rocks! My kids are awesome! I'm just playing catch-up...

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