Updated: Dec 22, 2020
The opportunities created in 2020 for communications professionals and event planners.
To lead through unexpected digital transformation requires management's investment in education and resources to bring their team up to speed on the vast array of essential systems to provide reliable online solutions to meet the needs of diverse audiences.
“ We are presented with the perfect opportunity to unify our marketing services with event management under a single CX model.”
Customer Experience Management
CX (customer experience) is at the core of digital transformation in the event marketing and management industry. While there are several definitions for CX, the core definition describes how an attendee feels about the experience of interacting with the client's brand. Analytics giant, UserTesting.com notes, great CX is about providing a valuable, easy-to-use, and enjoyable experience to every customer, on every device, across every touch point—in a way that fulfills on the expectations the company promises its customer. In our new reality, where virtual events have replaced the multi-billion dollar in-person event experience, CX is at the crux of the event industry.
The Experience Architect, LaVita Gardner, knowledges that "at this unique juncture we are presented with the perfect opportunity to unify our marketing services with event management under a single CX model." she continues "The CX model incorporates online marketing and virtual events that connect clients with their customers to build community around their brand, merging marketing and events under Event Experience Architecture."