How event surveys help you build better customer relationships

What defines your success? Your attitude? Problem solving skills? Ability to see the opportunity in every setback? Surprisingly, the answer is none of the above. While those traits play an important role in your day-to-day dealing with co-workers and clients alike, the defining factor of succeeding in the cut-throat corporate world is the quality of your relationships.

You might have five degrees and an inordinately high IQ, but if you’re unable to relate to your clients, you’ll have a hard time convincing them to invest in your brand.

Changing consumer behaviour means that personable, authentic relationships are more important than ever before. A great product or an amazing offering isn’t enough – if you’re not relating to your clients in a way that garners their trust, you’ll have a hard time growing your brand.

We’ve chatted a fair bit about event surveys and their potential for providing your brand with essential information about your guests. What we haven’t touched on is how they also help you to facilitate personal relationships with them.

Without an event survey, the substantial amount of time and effort that creating, marketing and then planning an event requires is often laid to waste.

In order to nurture lasting relationships – and capitalise on them – you need to have data about your guests on hand. While your event may have been a roaring success, if you’re not using an event survey as a means for lasting relationships with your guests, their connection to your brand will be short lived.

An event survey is a means to establish a relationship with each guest; connecting you directly to the individual.

The beauty of an event survey lies in its ability to connect with your guests one-on-one. Personalised event surveys are far more successful than generic pop-up surveys or focus groups, as they talk to the individual only. This personalisation puts guests at ease, resulting in a willingness to participate and relay their feedback.

Event surveys are conversation starters – paving the way for future communication with your guests.

An event survey is essentially a litmus test of your guests’ experiences with your brand. This allows you to use them as a launch pad for further communication. Whether via email, social media, a newsletter or a blog, the information gathered via an event survey gives you insight into what your guests want from your brand, as well as the touch points that they respond to best.

Event surveys furnish you with relevant information about your guests, enabling you to provide them with further brand touch points that are relevant.

The power of an event survey ultimately boils down to the fact that it provides you with information that you otherwise wouldn’t have access too. Thanks to an event survey, you’re able to determine what your guests think and feel about your brand, as well as what they expect from it in the future. Relating to your clients boils down to knowing who they are – an event survey bridges this gap.

We’ll soon be launching a brand new eBook that talks about the powerful role an event that’s data-driven plays in your entire marketing strategy. In the meantime, have a look at what our event management software can do, here.

Image credit: Bigkiteconsulting