Promoting excellence in the Customer Experience

The industry of meetings and events is a key sector within the new economy in which we live: the Economy of the Customer Experience. the Creative Dots aims to help activate and accelerate innovation in the meeting and events sector, committing professionals in this sector, through the implementation of procedures (tCd Masterclass), to be excellent in the organization and execution of memorable events.

This month of August, our founder Angeles Moreno, has contributed, through an article, with the Association DEC (Association for the Development of the Customer Experience), an organization driven by professionals who lead the Customer Experience area in some of the most outstanding Spanish and international brands.
Below, we share with you the article published on the blog of the Association DEC. 

The Customer Experience strategy in the events sector
By Angeles Moreno

We live in the Economy of Experience. The client does not want to get to know brands, he wants to experience and live them. The industry of meetings and events is a key sector within this new economy: the event is the communication channel seeking to transform the behaviour of all interest groups (stakeholders); it is a milestone in the establishment of a solid customer-brand relationship.

According to the IACC Association, 75% of event organizers confirm that now their function is focused on "the creation of experiences"; IMEX 2017, one of the great annual international forums of the MICE sector, made it clear that the new trend is the design of meetings focused on the human side, leaving aside the purely logistical concept.

Event organizers have to place the customer at the centre of the customer experience strategy, designing personalized experiences and creating a story in which people are the central point. This strategy of customer experience must be based on the achievement of two objectives:
- Create a memorable experience.
- Be sustainable, generating a positive impact aligned with the business objectives of the company.

Once the strategic objectives have been identified, the professionals of the sector focus on one of the key points in event management: the identification of "the client". Who should be the focus on the organization of an event?

The customer experience strategy must be global and collaborative: global because its design must cover the entire process of the event - the 4 Moments of Truth - and collaborative because companies have to implement, in a transversal way, the Customer Experience into its internal procedures.

These procedures must be agile and efficient, and they must commit the teams to be innovative and excellent in the organization, management and creation of Customer Centric events.

the Creative dots, a consultancy specializing in the events sector, has developed its own innovation methodology: the tCd Methodology.

The tCd Methodology is based on the use of tools by the different departments involved in the management of the event. The objective is to implement Excellence procedures that contribute to the delivery of a unique and differential value proposal, aligned with the company's business objectives, which consolidates the customer acquisition and loyalty plan.

As mentioned above, the Customer Experience strategy must cover the entire process of the event; through tools such as Customer Journey Mapping, an analysis of the event in global and the points of contact is carried out, in particular, from the perspective of the client "event owner".

The success of any action lies within knowing what or who are we facing, and this cannot be done without information. What data is needed and how to collect it become difficult questions to answer, especially in the events sector: we measure the profitability of a memorable experience.

Data is much more than metric. It is necessary to establish KPIs to measure the impact of the event in different levels and periods of time, and thus know the points of improvement in the interaction with the client. We must not forget that the ROI goes beyond an economic variable.