Using Customer Feedback to Help Your Scheduling Operation

31 July, 2019

Earlier this year I performed a survey of event professionals in higher education. One of the questions I asked was, "How do you measure success?" About 25% of the responses said that meeting revenue goals and customer satisfaction surveys were the two primary ways they measured success. These particular responses were from collegiate conference directors whose primary responsibility was booking out college facilities for camps and conferences. If you want to see the results of my survey you can download it here.

What is interesting is that the two responses were directly correlated. If success was measured financially then they also sent surveys to their customers. If success was not measured financially then they typically did not send surveys to their customers.

While I only spoke with those in higher education I have a feeling these results would be roughly the same in other industries as well. If you schedule space and your primary customer is internal, such as staff, members, or students you are not concerned about repeat business. Your internal customers will always schedule with you. Where else will they go to have their event?

The Need for Customer Feedback

Does this mean that customer feedback is not needed or necessary for internal customers? Hardley. Surveying your internal customers, is a great way to benchmark internal customer satisfaction, to solicit suggestions for improvement, and try to identify trends related to performance.

So who are your internal customers? Most likely your internal customers are the reason your department or organization even exists. It is obvious that their satisfaction with their meetings and events, good or bad, will have a direct impact on the organization as a whole.

This is why we wanted to include an element of feedback at the heart of our scheduling system. I found that many of the organizations that did not do any kind of survey of their internal customers believed it would still have a positive impact, they just didn't have an easy way to do it.

We decided to create a tool that was built in and easily accessible for any size organization to collect feedback from their customers. We call this tool Ratings.

How Ratings Works

After each meeting the meeting owner or contact is asked a single question about the room their meeting was held in, How would you rate room ____? This question appears as a small pop up the next time they open the Mazévo mobile app after the meeting has taken place. They can rate the room from 1-5 stars. 

Room Rating Question

Once this information is collected, event managers can view the responses over a given time period and see which rooms were most highly rated.

Ratings Screen Shot

Looking Ahead

We see this tool as a possible the first step in a robust feedback mechanism. It would be relatively easy to expand the ratings system to collect Net Promoter Scores, (NPS). NPS measures the likelihood a person will recommend your product or service. It is a single question with a rating scale from 1-10 and is an increasingly popular way to measure customer satisfaction.

What do you think? Are you using some kind of survey tool already? Please leave us a comment on how this could help your organization or what other questions you would like to ask.

Bryan Peck

Bryan Peck is the Co-Founder and VP of Sales & Marketing of Mazévo. Check out his articles about event management and scheduling software.