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Feedback surveys are a crucial component of your event tech stack . Survey data allows you to demonstrate the impact of your events on brand awareness , future sales , behaviour , and more .
It can signal an attendee ’ s intention to purchase , their brand affinity , and the knowledge they gained from attending the event . It can also tell you how likely attendees are to recommend your event , how likely they are to return , and how satisfied they were .
Through technology , feedback surveys have become less time-consuming to collate and analyse . You can easily make cycle-to-cycle comparisons for repeat events . The best survey technology will have built-in benchmarking capabilities so you can easily compare the success of events across your portfolio .
2 . Analyse and report
Develop a suite of key performance indicators that are measured consistently across all of your events . As standard practice , we benchmark Net Promoter Score , Overall Satisfaction , Loyalty , and Importance . By doing this you can create companywide benchmarks to establish what a successful event looks like .
At Explori , we have created a hybrid metric called the Overall Event Score . It combines several attendee experience metrics ( including behavioural and sentiment impact ) to give organisers an overview of how well their events have performed .
3 . Communicate findings
Share the insights you have gathered with all relevant stakeholders . This is a good opportunity to highlight the objectives for running the event and provide data to support how well those objectives were met .
For all Explori users , we provide presentation-ready reports that can be downloaded within three days of the survey close . Alternatively , we provide tiered access so stakeholders can access the event data through their own login .
4 . Agree on a strategy
Open-ended questions in your survey can be a great source of information about how to improve your event the next time around . We typically include an open-ended question after the Net Promoter Score . This encourages attendees to elaborate on why they have given a particular score . We also ask attendees directly what improvements they would make to the event . In addition to survey results , our research team provides Explori clients with suggestions for how to improve the event based on
their survey data .
5 . Execute strategy
The last step in the process is to execute your data-backed strategy . You will then start the process again , gathering measurement data to assess the success of your events . Driving event strategy relies on a continuous loop to measure how well strategic changes have performed . It is through this constant iteration that learning organisations are born .
Traditionally , it has been tricky for organisers to capture the true impact of their events . However , organisers are increasingly looking for ways to measure event performance . Where creating events is an art , the measurement of events is indeed a science . With the right event feedback tool , like Explori , capturing the value of events to your business is an easy , joined-up , and efficient process .
To find out more about how Explori can help you measure the impact of your events , go to explori . com . www . conference-news . co . uk