Meeting management is a disciplined approach to managing the internal and external customer experience across every touchpoint that interfaces with your company.
Specifically, this extends across all departments and event activities that align to company initiatives and customer needs. The strategic part kicks in at the individual level, assessing and maximizing the deliverable value on a meeting to meeting basis.
No small task, right? That's why meeting managers often turn to partners and solution providers to help execute what seems like an insurmountable task - successful meeting management.
These elements play a significant role:
The space between between physical and digital channels for customer experience is getting smaller. There is no replacement for human to human, in-person contact, but the methods with which this is achieved and what happens before and after in-person customer experience are increasingly digital.
Customer experience is always-on and on-demand. That means you have to go to your customers on their preferred devices and channels and offer them ways to engage as part of the customer journey, before, during, and after an in-person experience.
Things to consider:
You know how crucial it is not to waste your prospects' time. Your meetings, especially the high-profile ones that take place in the EBC, are well thought out, concise and engaging.
The agenda is your guests' roadmap for the day. Making sure it is both adaptable and contains complete information at all times is paramount.
Here's an example of an agenda feature that is both flexible and tailored to each guest:
Other than a helpful agenda, how else do you ensure high participation? Read on:
Collecting feedback and user data is already a routine practice. Without this information, meeting program managers wouldn't know how best to improve practices and keep pace with the competition.
But how and when is that information collected? What are the response rates? When guests are asked to complete a survey at the end of a day packed with meetings, a good portion of them simply don't bother.
To aim for higher quality data, use polls and surveys as real-time engagement tools. The data collected when you are in the process of connecting with guests is going to be more detailed and valuable than results gathered after the fact.
Some additional resources:
It's the natural progression of things. In large organizations, departments end up working mostly separate from each other.
Achieving cross-functional alignment is no easy task, but it's necessary when it comes to enabling sales. Today, high-value deals are no longer the province of one talented salesperson; rather, deals are closed because of teams that collaborate well and inspire trust in the customer.
Increasingly, the Executive Briefing Center or Customer Experience Center occupies the role of "connector" in the enterprise. Ensuring that program managers have the right technology at their disposal means they can successfully keep track of, and bring together, all the key players necessary to close each sale.
Customer program managers benefit from a comprehensive digital system that allows them to encourage and measure engagement before, during and after the big meeting. Their chosen technology solution must include the capability to catalog and instantly access content, social media integrations, analytics and detailed bios of employees and guests.
For more details, check out these articles:
In case you run into roadblocks: Top 5 Challenges in the EBC and How to Overcome Them
Here are notes from a gathering of the top EBC managers: How to Best Serve Your Customers
You're already aware of the growing importance of having a mobile presence. How does that translate to managing your company's meetings program?
Having your meeting planning system set up on a mobile platform inherently gives you an advantage, as both your team and customers can access information anytime, anywhere. After all, no one ever leaves home without their mobile device. In addition, mobile allows you to harness engagement before and after the meeting by interacting with your audience on the platform where they already spend most of their time.
However, if you decide that a mobile platform is not the best fit, keep in mind that your chosen software should fulfill these requirements:
Here is more information on meeting apps to help the decision process:
Check out a real-life example: HPE and the Transformed Executive Briefing Center Experience
"Location services" refers to the various technologies capable of integrating physical location into a digital experience. An example of such technology is indoor mapping, which creates a type of specialized GPS service through a network of bluetooth beacons. When used with a mobile app, indoor maps offer the customer turn-by-turn directions so they can better navigate within your venue.
Location services can also enhance on-site experiences through personalization. For instance, guests at an executive briefing center can receive custom mobile notifications as soon as they arrive on site. These notifications reference them by name, offer relevant instructions and even directions to nearby areas of interest.
Read more about this technology here:
Our team will be happy to help you on your journey to learn more about the next generation of smart meetings.
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"Engagement with your customers shouldn't end when the meeting does. Take your experience beyond the walls of the Executive Briefing Center."
Leon Papkoff, CEO The CXApp