Improving Event Experiences through Contextual Conversations
The Indian events and activations industry has been growing exponentially and is poised to grow by 41% over the next two years, as per the latest report from EY. The significance of this increases when you consider that the report does not include the vast number of unorganised events across the country, MICE events, events organised by in-house teams etc.
In the face of this rapid growth and the high spends, the biggest paradox is the fact that ‘Inability to demonstrate RoI to clients’ is the fourth biggest challenge for the industry. In a sector where quality is paramount and the RoI of one event could very well determine the fate of the next, organisations need to overcome this challenge if they want to stay ahead.
How do you calculate the RoI of an event though? Listening to the voice of the attendees could be the best solution. Not just at the event or after it, but across the entire life-cycle of the event. It’s simple, actually. Listen to the event stakeholders before, during and after the event. Act on the input received, and showcase to the client the value enhancement to all their stakeholders throughout the event life cycle.
Don’t just ask questions, create conversations!
While listening is important, what you ask and when you ask it is even more critical. Hence, the need for contextual conversations. The quickest, simplest and most effective way to improve event engagement and experience, Contextual Conversations allow organisations to capture actionable insights in real-time, enabling the conversation owners to drive processes and improve the overall experience being delivered.
These conversations can also allow event participants to not just improve their own journey but also enhance the event as a whole, giving the event audience the power to decide what happens next. This, in turn, keeps them more engaged, more enthused.
LitmusWorld, a platform that delivers contextual conversations, offers the perfect solution for the events industry. The platform initiates conversations across various stages of the event journey, getting answers to questions that enhance the value of the event. Starting from pre-registration to feedback post-event, the platform covers all possible touchpoints.
The conversations can be initiated via emails, SMS, social media, Apps, websites, IVR, missed calls or even kiosks on-site. The omni-channel platform is compatible with all devices and conversations can be carried out either online or off-line or even both. Since the focus is on a high response rate, the conversations are short, fun, personalised and structured. The platform also offers the management an integrated view of the experience across media and interaction, therefore making it easier to demonstrate the RoI to the client!
In this age of Smart phone proliferation and digital transformation, the Events industry needs to keep pace with the audience if it wants to survive and thrive. With big data and analytics driving the world, this industry cannot be left behind. This is where LitmusWorld can help. Driving engagement, Crowdshaping (subtly directing the crowd of attendees into certain areas or experiences), collecting information, collating and analysing it to improve the audience experience – the platform takes care of the complete lifecycle.
With Businessworld, Retailers Association of India (RAI) and large conglomerates already using this platform to address their challenges, manage issues in real-time and enhance stakeholder experiences, the platform with segmented audience and contextual conversations is going places. The superior user experience allows the brand to effectively communicate with relevant stakeholders and curate future events. The simple, quick and easy questionnaire designs make it easy to respond and capture actionable insights in real-time. At one of the recently concluded events, there was a 91% satisfaction in the overall event experience with a 27% response rate on a post-event conversation. This has helped the concerned association drive conversations with the delegates post the event and also address issues for future events.
Any event is a huge investment in terms of time and energy for the audience. A platform that enables contextual conversations lets customers know that they are important, their opinion is appreciated and any issues raised will be addressed immediately. And that goes a long way in making for a memorable experience.
