With the rise of digital platforms and online networks, consumers have become the biggest promotional force a brand can have. If people used to believe everything they saw in mainstream media, today everyone has become a content creator and an opinion spreader. Because of this, the big challenge for companies today is measuring how satisfied customers are with the brand and the experiences it offers — so they can work to improve that perception and avoid negative messages spreading about the company.
You might be wondering: how is that possible? The answer is simple. While there are many ways to measure and boost consumer satisfaction, events have proven to be an investment with a very satisfying return. Here are some tips on using event feedback to improve your customers’ experience.
Invest in Events
Think of yourself as an employee at a company. Would you rather get an email announcement or attend an event celebrating the year’s results? It’s a bit obvious, isn’t it? That’s exactly why this kind of strategy is so positive and recommended among marketing teams. Organizing a corporate event has the power to engage employees and align them with the company’s goals and objectives. It’s also a unique opportunity to establish quick, direct communication between the company and its customers, encouraging everyone to take part in creating a memorable event.
For small and medium businesses, which usually work with tighter budgets, small-scale events are excellent tools for building an emotional connection and engaging participants without spending a lot. Regardless of the size or resources available, invest in planning, organization, and a well-targeted marketing strategy.
Get Event Feedback
At the end of any event, run a survey among participants so they can rate the experience. It’s essential to know what they thought of the organization as a whole, to identify points for improvement, and to welcome suggestions for future opportunities. To avoid repeating mistakes, it’s very important to listen to your guests — ignoring their feedback can really backfire.
Use Feedback to Your Advantage
After collecting all the participant data, using that feedback correctly will define the success of your next events and help improve your customers’ experience. That’s because you’ll be able to identify what needs more work and what should (and must!) be repeated. With the survey results in hand, you can put together a report that takes every questionnaire indicator into account, helping you assess whether your specific goals were reached and giving you a clearer view of the work done by each department and supplier.
The best — and only — way to improve an experience is by knowing it deeply. So don’t ignore any comment or complaint: every piece of feedback you receive, positive or negative, helps your company identify and work on the right areas. Consumers also like to feel important and valued, and giving them the chance to share their opinion goes a long way toward building that relationship.
This article was originally written by Júlia Vidigal Munhoz, marketing and content analyst at mobLee.
