At Royal Jaarbeurs, we continuously make improvements to organise even more successful events together with our exhibitors. In doing so, we ask for input from our customers and visitors. One of those ways is our focus group/customer arena, where we invite a group of exhibitors to go in-depth and evaluate experiences with each other and with us on a specific topic. The topic this time was the MyJaarbeurs portal. The online platform where exhibitors can prepare their participation. We invited ten exhibitors to share their experiences with us during a customer focus group.
Elsbeth Kottelenberg is data & insights manager at Jaarbeurs and deals with market and customer research. Her responsibilities include the feedback process and related evaluations with customers and stakeholders. Elsbeth: "Our customers and visitors are central to us, so it is essential to find out what their experiences are of participating in one of our own exhibitions. We recently interviewed mystery shoppers who scrutinised Camping & Caravan Jaarbeurs. We also organised a customer arena where we gained insight into what is going on with our exhibitors. We also organised the first focus group where we learned more about the online customer journey of our exhibitors. By keeping ourselves on our toes and listening carefully, we can keep innovating and improving."
Customer expectations in the run-up to trade show participation
Together with exhibitors from various (trade) shows, Jaarbeurs delved deeper into exhibitors' trade show preparations via the MyJaarbeurs portal. One focus group participant stated: "Once every two years, I set up the 80 m2 stand at TechniShow. This involves a lot and I do this 'on top of' my own work, so to speak. I hope that in MyJaarbeurs I can find everything from A to Z about when I can build my stand, where I can request electricity and how I can get a water tap on my stand. What I am looking for is a timeline where I can see my to-do's at a glance." Constructive feedback for Jaarbeurs.
"We immediately got to work and worked out the first improvements in a test environment. We will test this new set-up with the focus group and then further optimise and roll it out. So we will stay in touch with the participants," Elsbeth explains.
Getting started: stopping, keeping and improving
The exhibitors also actually got to work. "Their feedback is central, so what could be nicer than to read directly on post-its what we should stop, keep or improve within MyJaarbeurs immediately. We examined this feedback meticulously and were able to implement a number of improvements in the short term. For instance, there was apparently a need for clear navigation and a chronological timeline. We were able to adjust this immediately. The stand information is now much easier to find and we created a timeline for where in the process an exhibitor is." Next period, Jaarbeurs will start working on the remaining feedback, which will take a little more time behind the scenes.
Focus group processing and analysis: 'keep it simple'
The main conclusion is that MyJaarbeurs should be the place where all practical information and communication comes together on one platform. Exhibitors indicated that they would like to have more control over the organisation and that they do not want to receive separate information. One exhibitor reported that she is sometimes in contact with different Jaarbeurs colleagues and therefore receives too many different inputs. "I want to be able to find all the important documents in one platform in a simple way. Keep it simple!" she instructed us.
Elsbeth looks back on a valuable customer focus group. "It is great that our exhibitors hold up a mirror to us during a focus group. We learnt so much and received a lot of feedback that we will use concretely. What has stuck with me most is that the group unanimously indicated that whatever happens, everything is always solved by one of our colleagues. I look back with satisfaction and look forward to implementing all the improvements together with my colleagues."
At Royal Jaarbeurs, we are constantly improving to organise even more successful events together. In doing so, we ask for input from our customers and visitors. One such way is by evaluating with our visitors about their visit. This time we went a bit further: we invited 10 mystery shoppers to test the Camping & Caravan Jaarbeurs 2023 (KCJ). Elsbeth Kottelenberg, Data & Insights Manager at Jaarbeurs, tells us more about it.
As Data & Insights Manager at Jaarbeurs, Elsbeth deals with market and customer research. Her responsibilities include the feedback process and related evaluations with customers and stakeholders. Thus she says: "I focus on the physical customer journey of our visitors, but I also ask about the digital (online) journey. I try to put myself in the customer's shoes. This could be a visitor, an exhibitor or an organiser. They are central. By carefully examining their feedback, I map out the customer journey and see where we can make improvements.'
Getting mystery shoppers to test
Until recently, any areas of concern were mainly picked up through online feedback processes. Elsbeth: 'We get valuable feedback back there that we then work with. At Jaarbeurs, we think it's important to really listen to our customers and do something with that input. That's why we wanted to go even deeper into how people really experience a visit to Jaarbeurs. And so, for the first time, we invited 10 mystery shoppers to visit the KCJ 2023.'
Performing assignments
On social media, we asked if people were interested in walking around KCJ 2023 as mystery shoppers. From the applications, 10 people were selected to visit and test the fair. Elsbeth: 'The mystery shoppers were given a number of assignments that we evaluated together afterwards. The assignments varied from finding their way around Jaarbeurs to drinking a cup of coffee at a catering outlet. By really engaging in the conversation afterwards, we were able to retrieve qualitative data about a visit to Jaarbeurs. Data we don't normally receive with online feedback processes.'
Photo: Mystery shoppers Jeroen and Brigitte
Analysing feedback
The mystery shoppers came up with interesting feedback that different departments within Jaarbeurs can work with. Elsbeth looks back with satisfaction on the action to use mystery shoppers: 'We had put together a nice group of people who were willing to think along with us. For example, we received feedback that the 'Camping in the Future' square is in need of improvement. We take that seriously and we will do something about it. We also received feedback about the app, the maps, parking, catering and our staff. I am very happy with this, it is constructive feedback that we can do something with.'
'In the future, we will enlist the help of mystery shoppers more often to test our services.'
Going deeper
Now that Elsbeth has received so much valuable feedback, it tastes like more. So it won't just be a one-off project. Elsbeth: 'In the future, we will more often enlist the help of mystery shoppers to test our services. I am also curious about the customer journey of our exhibitors. We will soon organise customer arenas where we will take a close look at the exhibitor's customer journey. During our focus groups, which are attended by all relevant departments of Jaarbeurs, we give exhibitors the space to talk about their experience. I am looking forward to it, because by keeping ourselves sharp and listening carefully, we can keep improving.'
