Visitor Registration related to CRM a strong

Visitor Registration related to CRM • a strong circle? Summit Registration & Services Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Registration & CRM Introduction Summit The fundamental pillars The circle of one? • People Process Technique Questions & Discussion Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Introduction Roel Krook, technical director Aldert Polman, senior software consultant Objectives Summit Reliable partner throughout the whole process chain Added value through expert knowledge in the field State of the art yet reliable software & hardware Innovation by continuous R&D Solid partnerships Manageable growth • Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Stavanger St Petersburgh Birmingham A’dam Berlin Warsaw London R’dam Utrecht Hannover Cologne Brussels Frankfurt Prague Paris Munich Geneva Vienna Budapest • Nice Milano Monaco Roma Barcelona Madrid Instanbul Houston Orlando Manama New Orleans Cairo Shanghai Bangkok Kuala Lumpur Abidjan Nairobi Singapore Sydney Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

The relation between Registration and CRM • Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Why registration? Data acquisition Visitor profile analysis Badging visitors Extra service exhibitors Response analysis Added value / exposure • Cost reduction Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

One Database Principle Taking registration further than one event at a time. Dbf. CSV Registration database Registration & CRM - Summit Registrations & Services . Dbf • Advantages l All data centralized l Better quality of data l More extensive crossmatching l Larger customer base l Better customer support l Maintenance Better CRM!! Thursday, April 17 th, 2003

The circular data flow Registration • CRM Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

The circular data flow Registration • CRM Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

The fundamental pillars People Process • Technique Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

People Visitor / Customer Key person in registration chain Identify how customer want you to relate to them Not only know your customer better but make customer feel as comfortable as possible Venue / Exhibition organizer Key person in information chain Determines information • needs Multidisciplinary vision over departments (marketing, sales, customer services, …) Exhibitor Important role in in- / output chain Summit Facilitator Expertise Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Process Identifying the process is the most important part for initial success Process starts at the end of the circle: the information needs Data process factors Delivery of existing data (CRM, exhibitors, third parties, earlier editions of exhibitions, …) • Quality improvements of existing data Gathering information from visitors (on-line, on-site, fax, phone, mobile, …) Quality improvements of new data Enrichment of data Distribution of data At each stage the 5 W’s: What, Why, Who, When, Where Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Process What do we want to know from our customers? What will the ROI be? Why Will we use the data in the (near) future? Why do we integrate the chosen registration data into our CRM system? Does it fit into the Master Plan? Who • Who will need/use information from the registration? Who will maintain this data? When does the data have to be in place? Where do we store the data? Where do we integrate this data with existing data? Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Process What sorts of data streams do we allow? CRM-system information / Former editions Related exhibitions On-line / On-site / Fax / Phone / Call Center Via website exhibitors Direct mail Third party / Associate member lists/ Exhibitor lists In what formats is the data • delivered Why do we use a particular information stream? Who will be able to deliver data When In which periods will an information stream be open Where does the processing of the data take place Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Process What How many registration counters / computers / scanners do we need? Which systems do we use to speed up customer registration flow? Do we need a lead retrieval system? (2 -D) Barcode / Chip / Tag / Magnetic stripe What payment methods will we use? Credit-card / Cash / Voucher / Invoice / Internet / Mobile / Pin /… Why • Is the on-site registration able to process large visitor streams Who How many visitors are expected? Who will perform registration on-site: hostesses, self-registration, … When does the pre-registration start? At what moments in time do we send mail-pieces ? Where How do we manage the on site logistics? Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Process What kind of data/statistics do we need? Does the input satisfies the information needs? What can we do with the new visitor profiles? Why What drives the need for data/statistic information on the chosen intervals? Who • Who will need data/statistics? Who will be able to make statistics and receive the data When At what interval do we need statistics and data (dynamic/hour/period/day/after/…) ? Where How will the information be made available? Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Technique Supports the HOW of the processes Key success factors Follows the process State of the art yet reliable techniques Innovation through R&D and solid partnerships Flexible and open solutions Challenge: making the circle as tight as possible • Used techniques Registration software tool Data import tool (customizable through XML) E-mail wizard Questionnaire tool with seamless data integration Data export tool Statistics components Projex Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Technique Conversion component Export Data file. CSV. TXT. DBF. XLS. XML …. Source data from CRM-systems • Data file. XML Validation en standardization Import Data Registration database Matching and filtering doubles OR Source data from: - Exhibitors - Third parties - Associate databases Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Technique >= Visitor Record Import format Matching Criteria Estimate on existence • 9 Database Match Standardize Ot he 5% rw ise Address Registration database Checklist … Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Technique Pre-registration via internet On-site registration Address Templates Validation en • standardization Import Data Import data from Conversion Component Registration database Matching and filtering doubles Export databases to Exhibitors and …. Confirmation/Badge mailers Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Technique Questionnaire • One choice Compose Q&A Questionnaire Wizard • Multiple choice Answers • Choice on scale • Open answer • Select list • Other-answers • stored Registration database Visitor answers questionnaire • Special types (like date) Publish to Registration rs qu es a tio we ns ns Hostesses / PC’s Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Technique Standard Statistic Reports • Statistic Reports/Query Wizard Registration Database Data Export Wizard Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Circle of Technique Conversion component Export Registration database Data file. XML • Data file. CSV. TXT. DBF . XLS. XML …. Import Data to CRM-systems Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Conclusions The people establish the quality of data The process drives the quality of data The technique determines the quality of data Goal : the circle has to become an upward spiral • The more open the system, the tighter the circle When the visitor feels comfortable, the CRM data will become even more useful… Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003

Questions & Discussion • Registration & CRM - Summit Registrations & Services Thursday, April 17 th, 2003