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Gaining Insight from Your Customers

Plans are finalized, every aspect of the event’s details is in place and everything is working like clockwork. Now, the scary part, will the event be a success? What will people dislike about the event? Getting detailed feedback from your audience is an effective way to improve your event. This suggestion may seem a bit far fetched, or even counter intuitive, but receiving both positive and negative feedback from your audience is an ideal way to get out of your comfort zone by giving the people what they want.

Sometimes the tendency is to re-purpose existing ideas because they were a success. But, don’t revisit past successes without understanding how the success occurred. Think about it… how many times have you experienced excellent customer service or wanted to share your comments with a brand about a product you like? Well, you audience wants to talk to you as well.

Real-time Feedback
Today, there are numerous ways to talk to the customer to get feedback. For example, audience feedback via a video survey allows your audience to give their take on a product. A national car manufacturer really wanted to connect with their customer, understand their pain points or simply find out what they can do to improve the car for their target audience. During an event, a Keshot.com kiosk with video capabilities was used to ask the question, ‘What would you change…? The video responses were viewed real-time by the marketing group of the car manufacturer. For the most part the responses were favorable.

Just Ask the Question
The fear factor plays a huge part in the not knowing game. Since negative feedback is not seen as an opportunity for new possibilities, the fear of receiving negative responses keeps us in the dark. Whether a survey is conducted at the event or online, just asks one question. ‘What did not work at the event?’ A simple question that is direct may open a world of new approaches and possibilities for creating an even more memorable event, an opportunity to gain insight into very specific issues about the event, product, or service that may be missing. The collected feedback can be used to improve the event and create an ongoing relationship with the participants of the survey. This is especially important for recurring events.

So don’t be afraid of negative feedback. Your customers know what they do and don’t like, this is an opportunity to give them what they want.

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articles, news & testimonials

Gaining Insight from Your Customers