cuccoa keynote address 30 sep 2013

7/27/2019 CUCCOA Keynote Address 30 Sep 2013

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(c) Dr. Nancy Arsenault, Tourism Cafe 2013

Thinking Like A Traveller

The Canadian University and College Conference Organizers Association

National Conference Keynote Presentation 30 Sept 2013 Calgary AB

Focusing on the Customer Experience

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Theres aCustomer Revolution

Going On!

And you can capitalize if you think through

the eyes of your customer ... and forConference and Event planners ... your

Narrowing the focus to Conferences ... but the same applies to

meetings, incentive travel weddings, and special events

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Its a fact: Times have changed!

Its a new experience!3

www.tourismcafe.org

Reading & PublishingHas Changed

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www.tourismcafe.org

Shoppings Changed

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www.tourismcafe.org

How & where we converse has changed!

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And change is evitable - keep up with your customer!

(c) 20th Century Fox: Parental Guidance. 2012.

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Todays consumer is a:

Film maker/photographer

Author/journalist/

blogger/storyteller

Reviewer

MarketerIntermediary

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And they have the world at their fingertip!

They hold the controls.

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Lowest price

Waiting for solutions

Asks, Whats in it for me?

Seeking more stuff

Trusts marketing messages

on front of the box

Passive recipient of brand

communications

Total value

Creating their own solutions

Asks, Whats in it for we?

Seeking meaningful experiences

Looks at ingredients on them

back of the box

Active co-creators of content,

products and experiences

Old Consumers vs. New Consumers

(c) 2011 BBMG

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The Experience Factor

New value for your clients and

their valued guests Differentiating business

opportunity

Host and community pride

Optimize institutional assetsand attributes

The customerexperience... the nextcompetitive

battle ground& new

currency.

Dare to be different

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Lets think like a traveller!

Think about yourexperience.

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Travel Experience

relaxation

peace culture adventure love discovery history memorable surreal extraordinary fun

Conference Experience

grand connection eye opening interactive exciting rejuvenating fun unique complete communication

One word to describe your memories of the:

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A Great Customer Experience

An interaction between an organization and a customer. Its ablend of the physical performance, the senses stimulated, andemotions evoked, each intuitively measured against customerexpectations across all moments of contact.

Source: Colin Shaw(2005).

Photo Credit:

Photo Credit: McLeans

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www.tourismcafe.org

Make the shift from:

Customer Experience

What do customers need?

Which tends to focus on infrastructure and services

99% of organizations do not focus on the

customers emotional needs

Colin Shaw (2010) Customer Experience Trends & Insights

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www.tourismcafe.org

To:

From Moments to Memories

83% businesses think the customer experience will bemore important in the year ahead

CPXA (2011)

What makes a memorable

conference experience.

And start to focus on emotion, value over price, anddesigning what you offer around the experience.

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Benefits from Raising the Bar on Engagement,Personalization, Connections & Value

(c) 2013 Lesley Anderson & Nancy Arsenault

Infrastructure

Service &

Activities

Programs &

People

GreaterDifferentiation,

Emotion, &Engagement

No to LowDifferentiation,

Emotion, &

Engagement

Pricing &Profits

CompetitivePositioning

Commodity PricingValue Pricing

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Infrastructure

Service &

Activities

Programs &

People





PhysicalEngagement

Pricing &Profits



ROI You arestrongest here

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Infrastructure

Service &

Activities

Programs &

People




Emotion, &

Engagement

EmotionalEngagement

Pricing &Profits



You have roomto improve

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Infrastructure

Service &

Activities

Programs &

People





ROI

EmotionalEngagement

PhysicalEngagement

Partnerships+&+Connec0ng+

to+People,+Place+&+Culture

Increased+Sales,+Brand+

Strength+&+Advocacy

Pricing &Profits


Return on Investment& Return on Emotion


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(c) 2012 Tourism Cafe & Earth Rhythms

EDIBLE CANADA

www.ediblecanada.com

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Market Price Premium Price

Greater

Differentiation,Emotion, &

Engagement

No to Low

Differentiation,


Competitive

Position

Pricing &

Profits

Edible Canada, Vancouver, BCwww.ediblecanada.com

Raisingthe Baron

Engagement,Personalization,

Connections and Value

ROI

ROI&

ROE

Granville Island

Chefs Market Tour

(Experience)

Chefs Gourmet

Kayaking

(Experience)

Food ingredients(Commodities)

Restaurant Dining

(Service)

Culinary Artisan Store

(Goods)

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Vegetables: $1 to $3/kg

Olive Oil: $12 to $100

Served Meals: $12 to $23.00+/per person

Commodity:

Goods:

Services:

Off-site CulinaryAdventures:

Chefs Market Tour: $35/pp (2- 8 pax)

Chef s China Town Tours: $40 - 60/pp (2-8 pax)Guest Chef Market Dinner: $100/pp (14 - 24 pax)Gourmet Kayaking Weekends: $750/pp (8 - 12 pax)

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www.tourismcafe.org

Commodity:

Goods:

Services:

Experiences:

College and University Conference

Departments

___________________________(physical assets)

___________________________ (physical things you sell)

_______________(things you offer to ensure a positive event)

___________________________(things you must stage forengagement, personalization and relevance)

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www.tourismcafe.org

Commodity:

Goods:

Services:

Experiences:

College and University Conference

Departments

Land, buildings, location (physical assets)

Venues, AV equipment (physical things you sell)

Food & beverage, conference planning/support (thingsyou offer to ensure a positive event)

Learning, networking, transacting business (things youmust stage for engagement, personalization and relevance)

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So whos your customer?

The Challenge in your world

is you have a customer

who has multiple valuedguests that are essential tosuccess.

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The decision maker who

chooses youThe person you work

with to ensure success.

planner/volunteer.

Your Customer

May or may not be the same person, could bean event company/planner/volunteer.

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So whos your customer?And their valued

guests!

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1. Delegates

... essential people to a conferences success?

2. Sponsors

3. Speakers/Presenters

4. Volunteers

5. The event planners boss/client

YourClient

TheirValuedGuests

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Narrowing the scope of todays talk!

BUYING

EXPERIENCE

Planning

Delivering

Experience

Experience

PostExperience

If you dont get

the biz, the rest

doesnt matter!

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My Reality

BUYING

EXPERIENCE

My time is precious

My clients time is precious

I know what I need

I may or may not know you

I know my budget

I can potentially be upsold if there is value

I need to make a decision soon

How easy can you make it for me?

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Customers want personalizedservices and experiences from

YOUR business.

How are you doing?

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29 April 2009

Looked at 34 Colleges/Universities here plus 6 not hereSearch engine google: [Institution] Conference Services

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Searched: Institution Name Conference Services

Could we find you?Get into the Consideration Set

Conference Home Page (31)Had to work to find (3)

If I cant find you easily, Ill move on;not sure you really want my business.

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Infrastructure

Services

Call to action

Asking for the biz

based on

infrastructure not

experience

UFE &

Personalization -

missing

Pretty solid beginning, targetedopportunities to improve

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Or I try another academicinstitutions

Who has LOTS ofinformation and multiple

calls to action

and a

Value Proposition

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Or I try the PrivateSector

Lots of detail to make mydecision gatheringexperience easy

UFE &

Personalization - The

Best So Far

Engagement

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Facility InformationDo you fit my/clients needs?

Described in some form (25)

No easy to find info (9)

Infrastructure

Some of you are making me work

harder than I want to decide if I canbring you my business.

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AccommodationsMay or may not be relevant

Offer Accommodations (28) or info

No mention (6)

Infrastructure

You may not offer them, but dont leaveme guessing.

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Floor PlansInfrastructure

I have to guess at things like - room shape,distance between plenary & breakouts,

number of rooms in close proximity, etc.

Facility Plans (7)None, or none easily found (27)

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Photos of the Conference RoomsInfrastructure

Everyone looks the same.

Empty Rooms (18)Rooms with Delegates (3)No sense of space (13)

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Grant McEwan

Formal

University of Guelph (Functional)

Watermark ResortPersonalized

Kings College HalifaxFlexible, relaxed

Which is more interesting? Personalized?

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What affect does people have

University of LethbridgeGeorgian College

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Photos Gallery

I cant see what you offer and when I could, it

was mostly food and infrastructure - nondifferentiating.

Have a Photo Gallery (10)No Gallery

Programs &

People

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The Best

A room with

speaker,

equipment and

delegates

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The Best

Delegates dining

and engaged caters

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The Best

Sponsorand

Trade Space

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The Best

A warm welcome!

II can see myself here as a speaker, delegate,

sponsor, or volunteer.

Volunteers

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MapsCan I find where Im going easily?

Infrastructure

Client and guests have to do the work to find thelocations - negative impact on their experience,

could be late or get lost.

General Maps (18)Specific (5)No Maps (11)

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The Best for Options and DetailInfrastructure

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Offer Catering (29)Didnt easily find any catering info (5)

Activities/

Services

Experience Impact:

Food is an essential element - make it easy to find,know the choices, and price range

Offer Menus (18)No Mention/Had to dig (16)

Food ServicesHow much variety do you have?

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AV Info (10) No Info

Activities/

Services

Experience Impact:

Essential elements to any professionaldevelopment

Speakers InfoNo Speakers Info

Speaker ServicesHow much can you take care of?

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Great info, but add type of client. Takes theguessing out and could help you build customerpages specific to your key customer types.

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How Guests Can Enjoy ThemselvesActivities/

Services

Options Provided (17)

No Options/Links Found (17)

Reality: Just links and lists, customer has to do all thework, campus options arent celebrated/used to

differentiate

Whats available if I have 1 hour, 2 hours, a day. On Campus/Off?Transportation/No transportation? Safety?

Source: The Autonomous Customer 2013 by Avaya

Pre & Post Conference Support -

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Securing the businessPrograms &

People

Online Quotation Form (13)Must Phone/Email (21)

Experience Reality:

Make it easy for me to get info and bookthrough channels I use, not what you prefer.

38% would like a web chat while on the internet82% would like organizations to offer different channels to meet their needs


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Testimonials

Yes (6) No (29)

Experience Impact:

Do I trust you?


Programs &

People

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Why Choose Us?

Choose Us - Nice and Clear (5)Not obvious or buried in text


Programs &People

Experience Impact:

I have to try and figure it out.

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Bold, specific, relevant.

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Bold - place based and service differentiator.Why not add the experience?

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BUYINGEXPERIENCE

Planning

Delivering

Experience

Experience

PostExperience

Infrastructure & Service

focused

An opportunity to define

the conference/event

experience.

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Think of your business

a stage

to ENGAGE

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You have the opportunity to

Raise the Bar on:

Engagement

Personalization

Connections

Value ... for your client

... for your client and theirs!

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Things you can do right away

Think through the eyes of your traveller/guest

Consider mapping your customer journey

Define your UFE

Articulate how you personalize the experience

Watch language & imagery unless you only deal with

student and the academic community Determine what makes a memorable experience foreverything you sell (conference, meeting, wedding, etc.

Take one step at a time.

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Thanks!

www.tourismcafe.org (website)

www.tourismcafe.ca (blog)

Tel: 250.391.6077

facebook.com/tourismcafe

twitter.com/#!/NancyArsenault

slideshare.net/nancyarsenault/

linkedin.com/in/nancyarsenault

The experience gal

[email protected]

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cuccoa keynote address 30 sep 2013

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