ExpoIntelligence methodological approach is based on the simple and effective idea of focusing the Customer Satisfaction analysis on the comparison between:
ExhibitorTrack
Our goal is to focus the strenghts and the available tools for value creation, considering the central position of the Exhibitor.
the Exhibitor’s expectations according to the type of fair;
His/Her sensations after visiting the fair.
Satisfaction is meant as subjective psychological state deriving from the distance between the assessment of the participation in the fair and the exhibitors expectations concerning the event.
If you link this kind of analysis to the fair goals (Business Intelligence), and consequently to the company strategies of repositioning and adjustment (activity of the single internal units), to produce the Exhibitor experience, you can build a model that allows to assess the generated value and the perceived value of the Exhibitor on each identified activity.
This “value creation” method in the fair world is founded on an analysis model based on the real capability of creating value through customers’ satisfaction and retention. According to this system, the fair customer is the best one who can create value, especially because he/she is the main source of profit.
The project is based on the comparison between the evidence produced by listening exhibitors and the assessment from the fair point of view for the repositioning and adjustment to nthe company strategy.
ExpoIntelligence method includes an operational scheme split into 4 phases:
Strategic Analysis
Exhibitors Analysis
Customer Satisfaction: Data collection / Processing / Feedback
Business Intelligence: summary and development of the basis for an Action Plan
Strategic Analysis
This phase is based on a “strategic check list” and considers a series of moments for meeting and comparison with the persons in charge of any fair, in order to study and identify the “main strategic assets” to focus on.
In this phase, the analysis object is the fair tendency to create value, to point out in a clear and precise way the strategies and goals considered as the most important ones by the interlocutors of the study towards Exhibitors.
Customer Analysis
This phase studies the fair tendency to the Exhibitor and the used operational tools to be in contact with him/her.
The database analysis takes as an example the used infrastructure system, the data consistency with the company’s needs, data updating, the process ownership etc.
The Cluster study and the ABC segmentation of the customer portfolio allow to understand how the managerial focus dynamic on the most important customers happens.
The churn rate allows to understand better how the fair works in terms of current and future Exhibitors’ retention.
Customer Satisfaction
The third phase is Customer Satisfaction, to be identified in the elements of data collection, processing and feedback regarding the “Exhibitor Customer” satisfaction. This approach implies the knowledge, measurement and interpretation of how Exhibitor perceive and assess the fair quality and the proposed system in general.
The customer satisfaction proposed by ExpoIntelligence considers the measurement of the gap between expectation and lived experience regarding a specific product/service, namely the Fair (in its uniqueness of product and service at the same time). Measurement processes are based on real and experienced variables that must be included in a measurement scale in order to describe (assess) the modalities of the character linked to the variable.
Data collection
ExpoIntelligence talks with the Exhibitor through interviews that can be carried out with two different methods: by phone (CATI), or online through the specific tool Opiniondesk (CAWI). The questionnaire used for the interviews is always tailored according to the fair needs, starting from a series of standard questions enhanced by the long experience of ExpoIntelligence in the fair sector. They can interview the Exhibitor on different areas of interest such as the quality of the fair product/service, the pricing, the aspects to be improved, the comparison with the competitors, etc.
Business Intelligence
Business Intelligence is the process that allows data transformation into information, information into knowledge and knowledge in plans steering the decision-making process to the various levels of organization.
Thus, the business intelligence represents the key tool of progress towards a strategic and effective management of information.
Thanks to the data collection activity carried out with the Customer Satisfaction, you can get information, assessments and estimations through a business intelligence strategy, in order to increase the competitive advantage of every fair, plan any specific commercial activity and strategic repositioning.
Project timeline and delivery
Delivery
The Customer Satisfaction and Business Intelligence activities come to and end with a meeting showing the collected data and delivery of printed or digital material composed of:
Redemption
The long experience of ExpoIntelligence in the field of specific surveys for the fair sector has allowed to identify the factors that ensure the success of a survey directed to visitors and exhibitors.
Specifically, the elements that allow GRS to reach these targets are:
The duration of survey compilation
The questions order
The questions number
The questionnaire appearance
Date and time of the sending of emails compared to the days when the fair takes place
Reminders number and management
All these variables and how they are managed and carried out are factors that have a strong influence on the answers rate.
On the other hand, one of the key elements to reach this goal is given by the tool itself used for surveying. ExpoIntelligence has developed a system of property surveying called “Opiniondesk” that is constantly updated and is based on the main available technologies in terms of adaptability, non invasive character and, above all, redemption performance.