This is the refrain of the moment in all sectors: serving customers in an increasingly attentive manner to their needs is the most effective way to make them more satisfied and to make them decide to invest in us again. Service to exhibitors (and consequently to visitors), in fact, is an increasingly fundamental and rewarding element for a customer who, finding himself forced to decide whether or not to participate in a trade show, will identify the "customer service" factor as the key to his choice.

Recently, a study by Bain & Company found that a 5% increase in customer retention can increase company profitability by 75%.

That is, a marginal improvement in our ability to retain and retain customers can result in a substantial revenue stream.

Gartner Group statistics tell us that 80% of your company's future revenue will come from just 20% of your current customers. Pareto's famous 80-20 rule still applies.

How does this apply to the world of trade shows?

First, it must be said that traditionally in the trade show business there are at least two types of customers: exhibitors and visitors. Both are vital to the survival of the event, and the best way to ensure a long life for a cyclical event is to be able to count on a solid customer base.

Why? Because they are the largest - if not the only - source of revenue.

What is the way to compact your customer base?

That is to provide an impeccable customer service.

The customer service is the most direct and effective way to make a visitor or exhibitor satisfied with their experience at the trade show, and it only takes common sense to understand that a satisfied customer is willing to return to invest in our event in the future, is willing to spend more if his satisfaction is high, and especially to speak well of the trade show and promote a positive "word of mouth", which is the key to the success of any event.

The question we must ask ourselves is: if we manage to satisfy our customers - be they visitors or exhibitors - isn't it much more likely that there will be an increase in our loyalty indexes? We all know the answer, and it is obvious.

Another figure provided by Lee Resource Inc. highlights how attracting new customers costs companies 5/6 times more than maintaining an existing customer in the best way. If this is applied to the world of trade shows, we are all aware that finding "new customers" is really very difficult, because everyone has already been involved. Moreover, the problem with the trade show system in general is that once a customer "leaves us" it is very unlikely that they will come back in the future.


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