It does not only matter what your customers' opinion is, the important thing is to get their feedback!

The rise of sites such as TripAdvisor, Booking, Uber and Amazon have led customers to expect to be able to provide feedback on their experience and consider the experience of others when planning their next purchase.

Whether it is a cheap and simple shopping experience like a trip with Uber for a few Euros, or an important purchase like holiday tickets, giving feedback has become the norm.

Customers appreciate the opportunity to give feedback and trust the opinions of others. In fact, research conducted by TripAdvisor has shown that the amount of reviews is more important for a user than the actual rating given. The shrewdest tourists know that when it comes to making decisions for good planning, it is the numbers that count. 79% of TripAdvisor users read 6-12 reviews before choosing a hotel. It is now the norm for hoteliers to actively encourage guests to leave reviews.

The same should apply to event organizers: actively collect feedback from guests in an organized manner.

It is essential that feedback is considered when developing the strategy for an event.

The points of view analyzed should not be limited to those of individual buyers, or the most important exhibitors, because there is a risk of making changes to the strategy of the event that only a small part of the clients benefit.

Let's take an example.

Recently we gathered the opinion of the participants of an important B2B exhibition. The survey response rates were very high, and the overall feedback was positive. In the meantime, the event director received an email from an important exhibitor, indicating that it was the "worst event he had ever attended”, criticizing everything, from layout to visitors’ quality.

Without conducting a wide-ranging survey (gathering the views of a cross-section of the guests), the organizer would not have been able to bring the feedback from the disgruntled customer into the overall context. The event could therefore have been completely changed, without ever knowing that in its initial form it had been appreciated by most of the participants.

Unless the value of the individual customer is greater than the totality of the other customers and potential customers together, re-formatting a trade show to satisfy the discontent of an individual would have been a bad business decision.

This doesn't mean that negative feedback from a key customer isn't important, but it does highlight that if you don't collect feedback in a proactive and structured way from a large number of customers, you can risk making strategic decisions based on the opinion of a person who may have been going through a bad day.

Online survey software has become increasingly sophisticated and can provide high response rates. The results can be understood in a scientific way and with a useful granularity to reveal the point of view of your customers, both in total and according to different clusters and degrees of depth.

In conclusion, we can say that there is no better way to predict the behavior of an individual, or the course of an event, regarding an aspect than through understanding the point of view of many.

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