2016 Apex Award Presentation - July 5, 2016 - AIPC
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2016 Apex Award Presentation July 5, 2016 © 2016 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
TODAY’S PRESENTATION
WHY DOES IT
APEX AWARD MATTER
How its calculated What happens when you
ignore customer experience
Benefits of participating
WHAT WE KNOW
WHAT APEX DATA
ABOUT CX
TELLS US
MEASUREMENT
The path to success is What drives decisions?
different than you might
think Where should you be
placing your emphasis?
2MANDATORY INTRODUCTORY JOKE
3JOURNEY TO THE 2016 APEX AWARD IN NANTES
4THERE WERE 21 ENTRANTS, AND 15 CENTRES WERE
QUALIFIED AS FINALISTS FOR THE APEX AWARD.
# Surveys Received
Finalist
27 4 28
30
34
7
33
29
34
25
12 21
18 35 26
47
37
47
26 35
C O N G R E S S
8 56
7
2016 AIPC APEX AWARD
RESEARCH APPROACH
Fieldwork:
Online quantitative study in
English, French or German.
Survey period ran from
Jan 25 to Mar 11 2016.
Email invites were sent to
client references provided
by Apex Award entrants.
Several reminder emails
were sent to encourage
participation.
82016 AIPC APEX AWARD
RESEARCH APPROACH
Client References Criteria Selection:
• Entrants provided client references for at least 45 qualifying events held in
the last 2 years.
• References had to include at least 15 congresses, conventions or
conferences (with a minimum of 100 participants),
• At least 10 of which had to be international (defined as those which rotated
through destinations or have more than 25% of delegates from outside the
host country attending).
92016 AIPC APEX AWARD
RESEARCH APPROACH
Questionnaire Flow:
10-minute survey which included the experience
touchpoints:
Overall experience
Overall value
Initial sales contact/booking
Event planning
Move-in/set-up
Service during the event
Move-out process
Post-event follow-up/invoicing
Building & amenities
Technical equipment and services
Destination/location of the convention centre
Positive aspects of the overall experience
Suggested areas for improvement
Reasons for choosing the centre
Other convention centres/venues considered
10HOW IS THE APEX AWARD CALCULATED?
Overall Experience Based on:
Overall • Overall Apex Score – average %
Measures excellent ratings across 8 key
Overall Value performance areas.
• Number of first place rankings
Pre-Event Processes across 8 key performance areas.
(Booking, Event Planning,
Move-In/Set-up) Pre/Post Event
Post-Event Services Processes
(Move-Out, Follow-
up/Invoicing) Overall Apex
Score
Food & Beverage
Services The
During Event
Other Event Services
Building & Amenities
(Building & Amenities,
Event Spaces & Meeting
Rooms) Facility
Technical Equipment &
Services
111. Consideration to win the Apex
Award.
2. Understand your performance
relative to the competition.
3. Understand how to prioritize your
activities.
Learn how to improve your
4.
customer experience.
12the next competitive battle ground
DOES CUSTOMER EXPERIENCE MATTER?
89% of companies plan to
compete primarily on the
basis of the customer
experience in 2016!
13CUSTOMER/PRODUCT EXPERIENCE IS THE #1
DRIVER OF BRAND EQUITY
14CUSTOMER EXPERIENCE MATTERS
"If we are not
Without customers customer driven,
there would be no our cars won’t be
either.”
business! “It only takes one
Donald Peterson bad experience to
Ford Motor Company destroy millions of
Customer experiences dollars of advertising.”
affect customer Bob Ayling,
British Airways
behaviour and
customer behaviour “Guest satisfaction
drives revenue per
determines business available room and
success. better returns for
our owners.”
Richard Solomons
IHG
15GETTING THE CUSTOMER EXPERIENCE RIGHT IS EVEN
MORE IMPORTANT NOW THAN EVER BEFORE
CUSTOMER
EXPERIENCE
IS THE NEW
BRAND IMAGE
Other people’s experiences
influence everyone.
Good and bad experiences
impact non-customers as
well as customers.
16YOU CAN’T AFFORD NOT TO HAVE A SYSTEM THAT
MEASURES THE CUSTOMER EXPERIENCE
According to our research,
66% of people state that
CUSTOMER
personal experience has
EXPERIENCE a lot of influence on how they
REALLY make decisions about which
MATTERS brands they choose to do
business with.
17CRITICAL INCIDENTS ARE COMMON
negative 30%
Across all sectors
and channels, 78%
of customers have
experienced some
form of critical
incident. 48% positive
18NEGATIVE CRITICAL INCIDENTS ARE COMMON IN ALL
INDUSTRIES
Cable TV call centre
Telecoms call centre
Cable TV email/chat
Telecoms email/chat
Telecoms store
Insurance call centre
Utilities call centre A few bad things
Took a flight A major complaint
Bank call centre
Auto - service
Auto - buying car
Hotel stay
Bank branch
0% 10% 20% 30% 40% 50% 60%
19MORE IMPORTANTLY, CRITICAL INCIDENTS IMPACT YOUR
BUSINESS
Told friends and family about it 52%
Complained (net) 50%
Stopped using/started to use
them less 24%
Shared my experience on social
media 12%
Did nothing about it 24%
0% 10% 20% 30% 40% 50% 60%
20LUCKILY, RESEARCH CAN INFORM YOUR STRATEGY:
- WHAT THE PATH TO SUCCESS LOOK LIKE
- HOW THE STRATEGY FOR YOUR BRAND MIGHT BE
DIFFERENT
21WHAT WORKS FOR YOUR BRAND MAY NOT BE WHAT
WORKS FOR OTHERS
Top 5 Reasons Competitive Cities Top Reasons Ipsos Client City
• Fun atmosphere • Dining
• Dining • Local restaurants
• Vibrant social scene • Fun atmosphere
• Music scene • Walkability
• Wine bars • Vibrant social scene
22BRINGING IT BACK TO THE APEX AWARD
Overall, 84% of clients say that the
destination is at least a contributing factor in
their decision to hold the event at their
respective centre of choice.
Specifically, 52% say that the destination
itself is a major factor.
23DESTINATION/LOCATION
IMPACT OF DESTINATION ON DECISION TO HOLD EVENT
% Contributing/Major
Factor
Aberdeen: Uppsala: Salzburg:
67% 77% 91%
Nantes: 88% Kyoto:
Bregenz 94%
Hawaii: 88%
68% Dusseldorf
Montreal: 80%
89%
Hong Kong:
89%
Darwin: Brisbane:
69% 97%
Durban:
94%
Adelaide:
70%
Melbourne:
84%
24REASONS FOR CHOOSING CONVENTION CENTRE
25POSITIVE ASPECTS OF CONVENTION CENTRE EXPERIENCE
26AREAS FOR IMPROVEMENT
27EXCLUDING CHOICE OF LOCATION…
WHAT DRIVES OVERALL EXPERIENCE IN CONFERENCE
CENTRES?
WAYS TO UNDERSTAND WHAT’S IMPORTANT
1. Ask them what’s important
2. Derive what’s important from the data
28A QUICK EXPLANATION OF IPSOS BAYES NETS (IBN)
Stress-Free
Stress-Free
Event Finding 2:
Event
Experience
Experience The positive relationship
+ + between a stress-free
experience and satisfaction
Helpful comes only from the fact
Helpful
Staff
Staff ++ Satisfaction
Satisfaction that they share the same
root cause (helpful staff).
– + Changing this driver alone
Low
+ won’t improve satisfaction.
Finding 1: Fees
Low
The relationship between these Fees
two drivers is negative. A
strategy that improves
perceptions of helpful staff will
lead to a deterioration in the
perception that the fees are
competitive.
29EXCLUDING CHOICE OF LOCATION…
WHAT DRIVES OVERALL EXPERIENCE IN CONFERENCE
CENTRES?
Derived Importance
Going beyond the basic business process
Overall event planning process
Being available & responsive during the event
Move-in & set-up
Event spaces and meeting rooms overall
Ability to handle unexpected problems or changes
Guest services staff
Technical equipment and services
Providing info to assist your decision to book event
Responding to your requests in a timely manner
Move-out process
Handling room re-setting & other logistics smoothly
Providing clear and complete cost estimates
Building & amenities
Post-event services
F&B Overall
Security staff
Attractiveness of centre surroundings
Convenience relative to amenities
Ease of getting to the major airport from the centre
30EXCLUDING CHOICE OF LOCATION …
WHAT DRIVES OVERALL EXPERIENCE IN CONFERENCE
CENTRES?
Going beyond the basic Providing clear and
business process complete cost estimates
Technical equipment
and services
Move-in & set-up
Providing helpful info
to assist you in your Responding to
Overall requests in a timely Ease of getting to the
decision to book the
manner major airport from the
experience event
centre
Move-out process
Post-event
services
Event spaces and
Overall event meeting rooms
Being available & planning process overall
responsive during the Convenience
event Guest services relative to
staff Security amenities
staff
Attractiveness of
centre surroundings
Food &
Beverage Building &
Ability to handle unexpected
problems or changes amenities
Handling room re-setting &
other logistics smoothly
31KEY SUMMARY OF PRIORITIES
COMMUNICATION & SUPPORT
(Going beyond the basic business process)
• Provide clear and complete cost estimates
• Providing helpful info to assist you in your decision to book the event
• Responding to requests in a timely manner
SERVICES & STAFF
(Being available & responsive during the event)
• Guest services staff (general)
• Ability to handle unexpected problems or changes
• Handling room re-setting & other logistics smoothly
• Food & Beverage overall
• Security staff (general)
GET IN/OUT
(Overall event planning process)
• Move-in & set-up
• Move-out process
• Post-event services
32SECONDARY DRIVERS OF OVERALL EXPERIENCE
AMENITIES
(Indirect Drivers of Experience)
• Building & amenities
• Technical equipment and services
• Event spaces and meeting rooms overall
• Ease of getting to the major airport from the centre
• Convenience relative to amenities
• Attractiveness of centre surroundings
33SUMMARY
► Customer experience matters – manage critical
incidents to support your brand reputation.
► Unique path to success – don’t assume that the
path to success for your organization is the same as
all others you compete with.
► Four main drivers of your Apex ratings:
1. Communication
2. Staff
3. Move in/out
4. Amenities
34THANK YOU! Michael.Rodenburgh@Ipsos.com @Mike_Rodenburgh +1-604-908-0756
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