In an industry built on creating memories, the event customer experience is paramount.
From initial inquiry to post-event, every interaction a client has with your business holds weight and shapes their perception of your brand. Cultivating a seamless customer journey means more than successfully pulling off one event - it’s an investment in your business success.
By optimizing touchpoints across the entire event lifecycle, you can create a more engaging experience, foster brand loyalty, and drive repeat business. Your clients will be more than just customers - they’ll be your raving fans.
Inquiry: Your chance to build trust and generate excitement
When someone first inquires about booking your space or enlisting your services, it’s your first chance to make a positive impression. And you know what they say…first impressions last a lifetime.
Here's how to ensure your audience is impressed at this stage with a smooth and informative experience:
- Marketing and website: Your website is your digital welcome mat. Make sure it reflects the experience you intend to provide throughout the booking process. It should be user-friendly with clear navigation, and definitely needs to be optimized for mobile devices. Showcase your services and amenities in an engaging way with high-quality photos and testimonials from past clients. And consider incorporating virtual tours and 360-degree venue views to give people a realistic sense of what it’s like to be in your venue.
- Social media: Actively participate on relevant social media platforms. Share engaging content that showcases your venue and past events, and creates a sense of community. Make sure you (or an assigned staff member) promptly respond to inquiries and comments on these channels to demonstrate your commitment to customer service.
- Contact forms: Streamlining your online contact forms will pay dividends. At the time of initial inquiry, you’ll want to focus on capturing essential information without being overly demanding; FYI, 3 fields is optimal, and after 5 your conversion rate plummets. You can also consider offering incentives like early-bird discounts or free resources in exchange for form completion, which can showcase your commitment to making your clients’ experience outstanding from the very beginning.
- Sales and inquiries: If you have a sales team or staff dedicated to handling booking inquiries, train them to be highly knowledgeable about your services and answer questions with confidence. They will need the skills to actively listen to potential clients' concerns, personalize communication, and emphasize the value your event delivers. And prompt responses via email, phone, or live chat are crucial.
NOTE: Planning Pod’s lead and CRM (Customer Relationship Management) system offers customizable contact forms that can be seamlessly integrated on your website to capture client information without the need for double-entry, saving you and your staff hours of valuable time.
Planning the event: Foster collaboration and transparency
Once a prospect becomes a client and books your venue or services, it’s off to the races with planning and executing their event. Here's how to ensure a seamless, collaborative process (on their end and yours):
- Contracts/proposals: It’s important that you develop clear, concise proposals and contracts that outline all event details, as well as terms and conditions of your services. Always include easy-to-understand pricing breakdowns and use plain language to avoid any confusion. And make sure the digital tools you’re using include e-signature options to facilitate a faster and more convenient agreement process.
- Onboarding process: Personalizing the onboarding process for each client makes them feel unique and seen. Be sure to provide them with a dedicated point of contact (whether it be yourself or another staff member) and access to relevant resources, such as event planning checklists or FAQs.
- Communication and updates: Maintaining consistent communication with your clients throughout the planning stage of their event is crucial. When it comes to creating memorable experiences, people want to feel involved in the process just as much as they want to feel taken care of. Use a combination of email communication, phone calls, and project management tools to keep them informed of progress and address any concerns promptly. Remember, transparency builds trust and ensures everyone is on the same page.
NOTE: Planning Pod’s client portal simplifies how clients can make payments, sign documents and collaborate with you in the planning stage of their event.
Event day: Time to deliver
At this stage, the time has come for you to shine and deliver a truly exceptional experience to your client. Here's how to ensure a seamless flow on event day:
- Attendee check-in and/or registration: Whether your event is RSVP or registration-based, take care to make sure attendees have a seamless experience upon arrival. For RSVP guests, consider providing a staff member to welcome them upon arrival, and look into valet and coat/bag check services. For registration events, you can minimize wait times with self-service kiosks, mobile check-in options, and a check-in area with plenty of staff members who are comfortable with managing lines.
- Signage: The last thing you want is for attendees to feel unsure where to go when they arrive at an event. Implement clear and well-placed signage throughout your venue to assist attendees in navigating the space. For larger or more complex events, you can even utilize digital displays or interactive maps to provide real-time updates and directions. Take the time to literally put yourself in the shoes of someone attending your event and do a walkthrough of the space to make sure everything is clearly laid out (and remember, attendees are just future customers waiting to be wowed).
- Venue ambiance/amenities: No matter the location of your event (whether it’s your own venue or another rented space), it is non-negotiable for you to present a clean, well-maintained, and comfortable venue. Ensure accessible restrooms, adequate charging stations, and comfortable seating arrangements are readily available for attendees. A positive and enjoyable event experience can’t happen without an impeccably presented space.
- Staff training: Here’s another investment worth your while: thorough training for your event staff. Take the necessary time to teach them about event logistics, best practices in customer service, and emergency procedures. Equipping your staff with the knowledge and tools to answer questions and resolve issues ensures the safety and comfort of all attendees.
Post-event: Nurture relationships and build loyalty
Your relationship with your client doesn't end after the final curtain call. It’s prime time to maintain engagement and encourage repeat business.
- Follow-up and gather feedback: Always send post-event surveys to gather valuable feedback from your client AND the event attendees. Use the results to identify areas for improvement and gather information to enhance future event experiences. Carry through your theme of personalization with follow-up emails to your client and thank-you messages to attendees.
- Engage on social media: Keep the conversation going by sharing event highlights, attendee testimonials, and professional photos on your active social media platforms. This is a great way to generate buzz and excitement for future events by showcasing the energy and atmosphere of your recent event success.
- Implement loyalty programs and referral incentives: Consider implementing loyalty programs or referral incentives to encourage repeat business and build brand advocates. You can offer exclusive discounts or other perks to repeat clients and those who refer new business.
In today's competitive event landscape, a seamless customer journey is no longer a luxury - it's a necessity. By strategically optimizing touchpoints across every stage of the event lifecycle, you can transform fleeting interactions into lasting relationships. Every touchpoint presents an opportunity to build trust, exceed expectations, and cultivate raving fans.
Remember, your clients aren't just customers – they're the lifeblood of your business. By prioritizing their experience, you'll not only secure repeat bookings but also generate positive word-of-mouth marketing.
