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whether onsite registration kiosks are truly needed ?
“ As the vast majority of people have smartphones , it ’ s worthwhile directing people to an online registration form on their phones ( e . g . using a QR code shown at the entrance ) and asking them to use that to register . This can work well but requires a fully responsive , fast-loading onsite registration form .
“ Furthermore , it ’ s crucial to remember participants want to get into your event as quickly as possible . Making them complete your standard – possibly long – registration form will most likely cause frustration . This will result in participants selecting the first answer on every dropdown , resulting in inaccurate data .
“ Instead , we recommend using a dedicated onsite registration form that asks significantly fewer demographic questions . This could be a form only available by scanning a QR code onsite . This might mean organisers
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collect slightly less demographic data but it ’ s better to have accurate data than lots of bad data .
“ You can make up for the lack of this demographic information by collecting data throughout the event . Examples of this type of progressive profiling include using the event app onsite or smart badge technology .”
Mentxu Sendino is CMO at event management software company Eventscase . She has a different take . In Mentxu ’ s eyes , we shouldn ’ t be relying solely on attendees using their phones . Some may turn up with unusual , unexpected queries that only staff can cater to . With that said , she doesn ’ t think self-registration kiosks are the answer .
“ We , through our onsite service , are committed to digital registration , but it is true that I also believe that we must have a Plan B at the venue in case the attendee has not brought their phone or other device , has not been able to register previously or , as in the case
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Above : Registration should be a proper welcoming experience |
of some VIPs , do not register but do want to have their badge .
“ I don ’ t see this profile at a selfregistration kiosk but I do see them asking the event organisers to do it for them , so we need to be prepared .”
Ultimately , there are some things that humans still do better . Registering attendees is one of them . Speed and efficiency aside , it ’ s the first human impression you make on a visitor . Clunky interfaces , long queues and confusion will stick in their mind for some time . Registration is far more memorable when it goes wrong .
For Richard John , this is a key point . Registration requires a human touch , and in his mind , the language we use to discuss it is all wrong .
“ We are campaigning to call it ‘ welcome ’, not ‘ registration ,’ he says .
“ Almost everyone has already registered . Let ’ s make it a proper welcoming experience .”
EW
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