ExpoIntelligence methodological approach is based on the simple and effective idea to focus the Customer Satisfaction analysis on the comparison between:
VisitorTrack
Our goal is to focus our strenghts and available tools on the creation of value, taking into consideration the central position of the Visitor Customer.
Visitor’s expectations according to the kind of fair;
His sensations after visiting the fair.
Satisfaction is meant as an individual psychological state resulting from the distance between the assessment of the participation in the fair and the Visitors expectations regarding the event. If you connect this kind of analyis to the fair goals (Business Intelligence), and consequently the corporate strategies of repositioning and adjustment (activity of each internal unit), to produce the Visitor’s experience, you can build a model that allows to assess the generated value and the value perceived by the Visitor on each identified activity.
This “value creation” method in the fair world relies on an analysis model based on the real skill to create value through Visitors satisfaction and retention. The system considers that the best interlocutor to create value is the fair visitor, because he/she is the main source of profits. The project is based on the combination between the evidence that came out from listening the Visitor and the assessments from the Fair point of view for the possible repositioning and adjustment of the corporate strategy.
ExpoIntelligence method is made up of an operational scheme split into 4 phases:
Strategic Analysis
Visitor Analysis
Customer Satisfaction: Data Collection / Processing / Feedback
Business Intelligence: Summary and basis for an Action Plan
Strategic Analysis
This phase is based on a “strategic check list” and provides for several moments of meeting and comparison with the people in charge of the 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 the creation of value, to point out in a clear and precise way the main strategies and goals that the interlocutor, the object of the study, considers as fundamental ones towards visitors.
Customer Analysis
This phase studies the fair tendency to Visitors and the used operational tools to be in contact with them. The database analysis takes as an example the used infrastructure system, the data consistency with the event needs, data updating, the process ownership etc.
Customer Satisfaction
The third phase concerns Customer Satisfaction, to be identified in the tools of data collection, processing and feedback regarding “the visitor customer’s” satisfaction. This approach implies the knowledge, measurement and interpretation of how Visitors perceive and assess the fair quality, and the system proposed to them in general. The Customer satisfaction proposed by ExpoIntelligence implies measuring the gap between expectations and lived experience concerning 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; there is a measurement scale for each variable in order to describe (assess) the modalities of the character which the variable is associated with.
Data collection
ExpoIntelligence talks with the Visitor customer through interviews that can be carried out with two methods: online, through the specific tool Opiniondesk (CAWI) or, alternatively, if there is no available database of visitors emails, through face-to-face interviews during the fair. The questionnaire used for the interviews is tailored according to the fair needs, starting from a series of standard questions enhanced by the long experience of ExpoIntelligence in the fair sector. It is possible to interview the customer on several areas of interest such as the fair service/product quality, the pricing, the aspects to be improved, the comparison with the competitors, etc.
Business Intelligence
The Business Intelligence is the process that allows data transformation into information, information into knowledge and knowledge into plans, steering the decision-making process to the various levels of organization.
Thus, the business intelligence represents the key tool of progress to a more effective and strategic management of imformation. Thanks to the activity of data collection carried out with the Customer Satisfaction, you can get information, assessments and estimations through a business intelligence strategy, to increase the competitive advantage of every event, plan any possible commercial action and strategic repositioning.
Project timeline and delivery
Delivery
Customer Satisfaction and Business Intelligence actions on Visitors come to an end with a meeting for showing the collected results and delivering printed or digital material composed of:
Redemption
ExpoIntelligence long experience in the field of specific surveys on the fair sector has allowed to identify the factors that determine the success of a survey directed to visitors and exhibitors. Specifically, the elements that allow ExpoIntelligence to reach these targets are:
The duration of a survey compilation
The questions order
The questions number
The questionnaire appearance
Date and time of the sending by email compared to the fair days
Reminders management and number
All these variables and how they are carried out and managed are factors that have a strong influence on the answer level. On the other hand, one of the key elements for reaching this goal, is the tool itsepf used for surveying. ExpoIntelligence has developed a system of properties surveying called “Opiniondesk” that is constanly updated and is based on the main available technologies in terms of adaptability, having a non invasive character and especially redemption performance.