Roberta Meier, a Quality and Customer Service Consultant, frequently attends seminars and workshops as a “Mystery Shopper.” She observes how well attendees are treated by training teams and assesses how diligently event organizers seek her genuine feedback on their event’s reputation.
But how do organizers quantify reputation effectively? The most straightforward approach involves using feedback forms, such as event evaluation forms and post-event questionnaires. Remember, this isn’t a popularity contest; it’s about gathering factual insights.
When questionnaires use numerical scoring, calculate the average score for each question by summing the scores and dividing by the number of respondents. Analyzing the distribution of results is also crucial. Note the number of people who gave a presenter a score of 6, 7, and so on. Skewed averages can result from small clusters of very high or low scores. Focus on the majority opinion (60%) as these responses often reflect the true average.
Mitigating Stress
Consider the most stressful elements for you, your team, and the attendees. While event management can be stressful, poor planning, preparation, or personnel choices can cause unnecessary problems. Reflect on past events and identify situations to avoid repeating. Use a cause-and-effect grid to pinpoint the root causes of issues and create action plans to prevent them in the future.
Here’s an example of a cause-and-effect grid:
Effect: What actually happened?
Cause: Why did it happen?
Action Plan: What steps will be taken to avoid recurrence?
Example 1:
Effect: Guest speaker arrived late.
Cause: A rail strike forced a last-minute flight.
Action Plan: Book guest speakers into a hotel the night before the event.
Example 2:
Effect: A key delegate left due to a marker pen solvent allergy.
Cause: Interactive sessions used solvent-based markers; the allergy wasn’t disclosed.
Action Plan: Use only water-based markers in the future and include allergy-related questions on the registration form.
Customer satisfaction statistics can be disheartening. However, with a proactive system, you can identify the 60% of attendees who had difficulty expressing their concerns. By listening to them and addressing their issues, you can encourage repeat business and prevent negative word-of-mouth, thus safeguarding your reputation.