No matter how perfect an event might be, there is bound to be something that a few people don’t like. Be it a promotional event, concert, a simple get-together, or a corporate networking event, [h1] it’s important to identify these customer pain points and address them appropriately.
As event managers, you must plan ahead to eradicate any obstacles that may arise in your client’s events along with being on your toes throughout the event. Not only will addressing customer pain points the right way reinforce your client relationship, the client will also recommend you to others, effectively building brand awareness.
Here, I have outlined discussed a few ways of identifying your customer’s pain points along with how you should address them.
Identifying Customers’ Pain Points
The Different Types of Customer Pain Points
I’m pretty sure you already know that there is no one type of pain point a clients has when it comes to hosting an event. From choosing a venue all the way to making sure the event has what attendees want. A survey showed that over 88% people wanted to have an enjoyable experience in an event, while 50% want an educational experience.
However, many of your might not be aware that there are four categories in which you can classify customer pain points;
- Financial – This can be a monetary limit for either the client or the audience.
- Assistive – This is when a client has a set goal but doesn’t know how to follow through with it.
- Streamlining – Such clients have an SOP when it comes to hosting events, but are simply looking for a more streamlined process
- Productivity – This is when a client has a goal in mind and knows how to follow through with it, bus is simply looking for a more productive way to do it.
Your goal should be to identify which pain point your client is suffering from and how your event management skills can help them achieve their goals. Your goal, on the other hand, should be not just to find a solution for them but also to build a long lasting client relationship.
Rooting Out & Solving Customer Pain Points
Ask the Right Questions – Client
One of the first steps you should take in order to identify and solve you customer pain points includes asking the right questions, from your client as well as their audience. Let’s discuss the client side first.
You can either set a date and time for a detailed meeting with your client or simply send them a questionnaire to fill. I believe a meeting is a much better way of identifying problems and devising solutions, since it gives a personal feel to your actions and is crucial to building client relationships.
First, identify which of the four problems mentioned above your client is facing. If it is financial trouble, use your expertise to come up with a plan that fulfils their event requirements within the set budget. You might have to cut some extra features for that!
Assistive and productive problems can be handled via bringing out your creative side. You simply have to devise strategies that speak to your client’s audience. Streamlining, on the other hand, requires the exact opposite of that.
Here, you’ll have to cut down on features and reduce the resources used – much similar to what you have to do in financial pain points, but with a bit more finesse. Here, you’ll have to see what features add no aesthetic or emotional value to their event and cut it down.
Some questions you can ask your client include;
- In what ways a change in event processes or vendors disrupt workflow?
- If they have any concerns with accepting a change in SOP.
- What options they are considering now. Present your options and ask if they seem feasible to them.
- Who their competition is what they’re looking for. Look for their general idea and work from that.
- Any past problems with hosting events. Try to get specific answers.
- Any bad audience reviews and what was done against it.
- Current budget and target (if any)
- What is currently getting in their way to achieving their goals?
Asking the Right Questions – Customers
This is where the fun begins. Let’s start off with an example. You might remember that mid 2019, Netflix decided that it was a good idea to include ads in their streaming services. Ads would show before or after every episode.
However, this decision was followed by a myriad of complaints and customers starting bashing this decision. Over 42% users in the UK said that they would stop using the service if ads were introduced. It took only two months for Netflix to realize that that would be a mistake. Yes, it would generate a lot of revenue, but that would also be playing for customer painpoints, rather than against it.
You should adopt a similar strategy when looking to identify and solve client pain points. A survey or questionnaire targeted towards the intended audience will go a long way when it comes to devising a strategy for rectifying assistive and streamlining pain points.
You can ask the audience what they’d like in a certain event. You could ask whether a corporate audience would like a play area for their children or would they rather leave their family at home. In a concert, you can ask whether a trivia would be well-placed or something that the audience won’t like. Or better yet, you can straightforward and ask them what, if any, pain points they have when it comes to a certain type of event.
Check Out the Competition – Social Media, Groups, & Venues
Research, research, research. The more you are aware of what others are doing, the better you’ll perform at outclassing them. There is bound to be someone who faced a similar issue in the past, and seeing how they handled it can give your creative side a solid foundation to begin with.
We recommend browsing through social media platforms to find out not only what your and your client’s competitors are up to, but also about audience needs and pain points. People are more likely to complain than they are to leave a good review – 21% more likely, in fact.
Negative reviews are a great source of information about customer pain points and to learn from other people’s mistakes. You can get a good sense of whether they’re a good audience for your event, presenting newer event marketing opportunities.
Each comment is a goldmine on its own, especially if your target audience coincides with the one whose comments you’re going through. From the tone they take (showing how angry they are) to the recommendations they offer.
Nothing is set in stone when it comes to identifying and addressing customer pain points. Remember, there is a chance that when addressing a certain audience group’s paint point, you might end up creating new ones for another. It all comes down to calculating the opportunity cost of both and making a decision from that.
[h1]Link to “Event Networking in 2020”