Building Unforgettable Customer Experiences in Events - best practices from the past.
“What ever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.”
Customer experience. Unique atmosphere. Customer satisfaction. "Fans first." "The customer is number one." These terms are practically staples in the strategic plans, operational guidelines, and flipcharts of any company or organization involved in event planning—and for good reason.
We live in a world overflowing with ways to spend our free time. When there’s more supply than demand, the customer naturally takes the top spot. Those who succeed are the ones who offer the best value for our time, attention, and money. There’s no shortage of quality leisure options. A bad event will quickly leave you out of the game. A good event gets you in, but probably not onto the podium. But what about those events that offer exceptional customer experiences for their attendees? Yes, every event should aim to be on the podium or, as we say in marketing, "top-of-mind" for their target audience.
Exceptional customer experience. What does that even mean? Let’s explore this idea through the words of our friend Walt Disney:
"Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others to show them how well you do what you do."
Whatever you do. There are so many elements that shape the customer experience at events. A sports match is much more than what happens on the field. A concert is far more than just the songs performed. When thinking about customer experience, we can approach it through the concept of "touchpoints"—a term that likely resonates with most of us. These touchpoints can be physical or digital and can occur at any point in the customer’s journey with the event—before, during, or after the event.
Examples of factors that define the customer experience include the event's core content, the venue’s atmosphere, event production, side programs, ease of movement (people flow), queues, signage, public services, fellow attendees, the weather, digital services, customer service staff, and even the condition of the restrooms. The commonality across these factors is that they can be influenced—or at least prepared for—regardless of the event.
Do it well. Simply providing these services isn’t enough for your customer. To deliver a positive customer experience, you need to ensure that each element offers meaningful value to the attendee—whether in the form of pleasure, convenience, or uniqueness. The experience should feel rewarding and leave a lasting positive impression.
Take food services at events as an example. It's no longer enough for the customer to simply satisfy their hunger. What matters more might be the taste experience, the presentation (think creative serving dishes), or the uniqueness of the food (something they can't get outside the event).
Many around the world are relentlessly pursuing the perfect customer experience. Consider these classic examples from a few years ago:
1. Atlanta Falcons: Improving the Experience by Lowering Prices
How many of us have grumbled about the high cost of food and drinks at sporting events? Overpriced refreshments can leave a sour taste in attendees' mouths and certainly don’t enhance the overall experience.
Some years ago, the NFL's Atlanta Falcons recognized this issue and took action by revamping their food and drink offerings at Mercedes-Benz Stadium. By introducing fan-friendly pricing, they created a more enjoyable experience for their attendees. The result? Not only did customer satisfaction rise, but revenue from concessions also saw a significant boost. This approach proves that focusing on customer happiness can be a smart business move, encouraging fans to stay longer and return for future events.
2. Stade Toulousain: Digital Experience Enhancing Fan Engagement
Classic example from 2010’s - way before everyone else were there. France's top rugby team, Stade Toulousain, draws 20,000 fans to their Stade Ernest-Wallon stadium. They’ve cleverly combined a fast and reliable Wi-Fi network with a digital service, allowing fans to order food, drinks, and merchandise without queuing. Fans also get live-stream access from selected cameras directly to their app, which can be handy when they’re away from their seats, such as during a restroom break. This service adds value specifically to those attending the games and helps collect better data to improve the overall experience.
3. FIFA World Cup 2018, St. Petersburg: Efficient Traffic Flow
A fan’s experience at a sports event starts long before they enter the venue and ends long after they leave. With over 60,000 fans attending a match, concerns about traffic logistics are inevitable. At the 2018 FIFA World Cup in St. Petersburg, Russia, I watched Brazil play Costa Rica. The stadium is essentially located on an island, with the metro being the only real transportation option. Amazingly, 60,000+ fans flowed smoothly to two metro stations with no waiting or long queues. Efficient public transport turned what could have been a logistical nightmare into one of the best match-day experiences. And yes, transportation was included in the ticket price.
4. Disney: Customer-Centricity at Its Core
When discussing customer experience, we can’t overlook Disney—the pioneer of customer-centric service. One famous Disney example encapsulates their philosophy: every employee’s primary job is to make customers happy, not just sweep floors, park cars, or sell popcorn. There’s a huge difference between task-oriented and purpose-oriented organizations. It’s clear which type of organization is more likely to create exceptional customer experiences.
There are countless examples of great customer experiences from around the world. Take time, invest effort, and attend various events with a critical eye. Or simply search for great examples that suit your event’s needs via Google. Good ideas are likely adaptable to your own event.
If you break down the design and production of the customer experience into small enough parts, you’ll have about a thousand puzzle pieces to connect. It may sound overwhelming, but it’s not too complicated. The recipe for designing, producing, and managing an outstanding customer experience is surprisingly simple. It’s all about mastering these nine areas:
Customer Matrix: Customer groups and segmentation
Customer Data and Insights: Research and understanding
Customer Journey: The stages of the customer’s path
Touchpoints: Elements that shape the customer experience
WOW Factor: Designing unique event elements
Master Schedule: Building the event timeline
Show Me the Money: Producing and monetizing the experience
Story Worth Telling: Content for sales, communication, and marketing
FAQ: Checklist for managing the customer experience
By focusing on these areas, you can elevate the customer experience and, in turn, the success of your event.