Customer Insights
Framework
Herbert Sun
1
1
Research Projects by Show Team
Time in Show
Cycle
1
2
3
Pre-show:
• Visitor: usually 23 months before
the show
• Exhibitor: before
sales proposal to
exhibitors
(MANDATORY)
Pre-show, onsite or
post-show
(OPTIOINAL)
Post-show:
• Visitor: starts
within 2 weeks
after the show
and lasts for 2
weeks
• Exhibitor: starts
within 1month
after the show
and lasts for 2
weeks
(MANDATORY)
Channel
• Visitor: preregistration/EDM/WeC
hat
• Exhibitor: Primslite/
CVM survey
• Exhibitor/visitor:
EDM/WeChat
• Post-show EDM survey
supported with phone
follow-up
Insights & Data to
be captured
• Visitor: 7attendee behavior
type
• Exhibitor/Visitor:
profile and needs
• Emotional drivers
of exhibitors and
visitors
• Overall event
assessment and
feedback on the
events as well as
event experience.
• Matchmaking
assessment
( MM satisfaction,
NPS)
• 7 –behavior
findings
Survey
Target
• Pre-register
visitors
• Contracted
exhibitors
• Pre-reg
visitors or
attendees
• Contracted
exhibitors
• All visitors
and
exhibitors
PIC
• Marketing
• Sales
Business Application
• Monthly visitor intelligence report
by VRC to drive sales and visitor
recruitment.
• Exhibitor intelligence to be used for
CVM package development and
corresponding exhibitor targeting
• Profile and need to be used in
online matchmaking logic setting
• Top 100 event review -7-attendee
behavior findings
• Marketing
• CI
• Fine tune value proposition and
communication messages
• Marketing
• VRC
• CI
• Ideas for adjacency launch for
show team and BD
• Product category adjustment
• Services to be improved
• Anti-competition measures
• Improve Matchmaking results,
services
• Identify new revenue opportunity
and optimize exhibitor/visitor
structure
Measurement
•
•
•
•
Pre-reg turn up rate
Visitor retention
Visitor satisfaction
Sales leads
generation
• CVM sales
• Visitor: unit pre-reg
cost; pre-turn up rate
• Exhibitor: sales leads
generation
• Exhibitor/visitor:
retention
•
•
•
•
•
Satisfaction
NPS
Loyalty
Retention
Matchmaking
meeting #
2
2
CI-led Research Projects
Time in Show
Cycle
1
Annual
2
3
Bi-annual (midyear and year
end)
Dedicated show
research project
Channel
• Dedicated digital
survey via customer
panel by cluster
(manufacturing ,
gifts, B2C)
Insights & Data to be
captured
• Questions on digital
needs, satisfaction,
trends, spending to be
co-defined with Ebusiness and Global
Digital Team
• CI from various
events
• RXGC CI & Data
Analytics Report (cross
show-industry and 3year comparison
• Collaboration with
show teams
• To be agreed with VP at
the beginning of each
year
• Ad hoc request from
Management
• Execution with show
team as per plan
Survey
Target
• Customer
panel
members
(5000
selected
exhibitors
& visitors
from
various
shows)
PIC
• E-business
• CI
Business Application
Measurement
• Improve or develop new digital
products to increase e-revenue
• Enhance customers’ digital
experience
• Digital trends by cluster
• E-revenue
• Digital satisfaction
• Unit visitor
recruitment cost
• Visitor recruitment
channel cost
effectiveness
• Online pre-reg # &
%
• 3-year satisfaction/
retention/ loyalty/
NPS trend tracking
• To be defined case
by case
• N/A
• CI
• Identify overall trends and trend by
cluster
• Marketing effectiveness tracking
• Identify top-performing events for
sharing
• 3-year comparison and findings
• TBA
• CI
• Show
team
• Help to solve shows’ particular
problems and identify reason and
solutions.
3