experienceguru - asae meetings journey mapping
TRANSCRIPT
#ASAE14
Master Mind: The Future of Meetings & the Benefit of Experience MappingAugust 12, 2014 9:00 – 10:00 AMhashtag: #asae14 LJ6
#ASAE14
#ASAE14
How many of you have read something on your post show survey that if you had known, you could have fixed onsite?
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A Simple But Radical Concept • We will no longer wait to assess an
attendee’s event experience by surveying after the event, when the experience is over.
• Instead, we will assess attendee satisfaction throughout the event journey and make sure attendees are satisfied.
• We will use data to change the experience attendees have so they achieve their professional objectives.
#ASAE14
We Want to Shape the Future While We React to the Present
• Big data and cloud computing are the future – where data collection and interpretation are heading.
• Gathering data to make more strategic decisions enables us to affect the trajectory of a strategy/concept (proactive vs. reactive).
• Using attendee data to map the journey attendees have at events gives us the unique opportunity to actually shape the journey.
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How?• If an attendee is having a good experience, we
can use data to engage and make it a GREAT experience (fulfilling the brand promise).
• If someone is having a poor experience, we can interrupt the journey and repair and elevate it (recover and enhance the brand experience).
• In effect, we can change the outcome attendees have at events!
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How Do You Track Attendees
Experiences?
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Attendee View
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Back End View
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New Issue Monitoring Dashboard
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Beta Testing- Great Ideas Results
• 70 Beta Testers- 14% of Conference Attendees• 28 questions• 43 text, 27 email• Saw a decrease in responses on the final day • 66% average response rate vs. 49% for post
show evaluations• First day- 85% response rate
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Beta Testing- Great Ideas Results
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Post Show Evaluations vs. Experience Mapping
• Generally very similar results • 70% of the questions that matched, Experience
Mappers had slightly higher satisfied/happy responses
• For recommending the conference to others, Experience Mappers were more likely to recommend.
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Future Vision• Incorporation into the app• Questions prompted based on what
the attendee is doing at that time• Do we need post show evaluations?• A database where ASAE members
can compare their members experiences with other like associations
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What Effect Will This Have on You?
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Listen to the Data
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Who Uses This?• Enhance and improve your existing
events• Build new, customized events• Proactively engage your attendees• Create evangelists and grow
attendance
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Producing• Next step in planner skillset evolution• Adding a new layer to existing planner
skills• In some places – a new role• In other places – part of your current
job
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Growing from Planner to Producer
Planner Producer
Execu,on of Plan + Crea,ng the Vision
Annual Events + Translate Targeted Events for New, Key Audiences
Flawless Logis,cs + CraFing AGendee Experience
Manage BoGom Line + Focus on Event Growth
Deliver a Successful Event + Sees Events as Integral to the Success of the Organiza,on
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New Skills• Translating and Curating• Learning Theory• Design Thinking• Audience Statement Development• Organizational Vision• Product Development
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• Photo of eating on floor
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Summary• Collecting real time experience of
attendees and allowing us to proactive instead of reactive.
• Change the attendee experience for the positive.
• Allows us to identify gaps in our meeting and allows us to get closer to perfection.
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And Shoot for the Moon
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Contact usJohn Parke, CMPPresident & Chief Executive OfficerLeadership Synergies [email protected]
Beth Surmont, CMPSenior Manager, Strategic
ProgramsIEEE Meetings, Conferences, &
Allison Wachter, CEMDirector, Registration &