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Raphael Thys
According to American Express’ Annual Global Meetings and Events Forecast 2021, 2020 accelerated technology adoption in the event management market. With little choice, the industry pivoted to virtual meetings and events. However, these events were tiring for attendees and prone to disruption. For most planners, inexperience, technical issues, and lack of engagement were the main event planning challenges of the virtual world.
Although health and safety continue to be a concern, event managers are seeing an uptick in hybrid meetings. While some people are wanting to meet face-to-face as long as safety protocols are in place, others would rather remain virtual. For event planners, the challenge becomes delivering an exceptional experience for all attendees.
Event planners were optimistic or very optimistic in the use of technology to improve attendee experience. Consider the following percentages
- 84% of respondents from Central and South America
- 64% from Asia Pacific
- 39% in the European Union
- 49% throughout North America
One technology that can have a significant impact on customer experience and event planning is artificial intelligence (AI), such as chatbots and digital assistants. Here’s how.
AI Digital Assistants Can Answer Routine Questions
You’ve tried to put all necessary information on the event website, but you’re still inundated with emails asking:
- What are the safety protocols?
- Can I get the same room rate if I arrive early or stay late?
- What does a taxi ride from the airport cost?
If people would just search the website, at least 75 percent of those emails would go away! Answering these questions often disrupts the event planning workflow.
An AI-based digital assistant could respond to routine questions that most potential attendees ask. And, it doesn’t care how many times it has to answer the same question. Every person receives the same level of service. While people are having their questions answered, employees are free to more complex issues. These may include supply chain disruptions or changes in health and safety protocols.
Digital Assistants Help with Scheduling Sessions
Suppose a venue has a social distancing requirement that limits the number of people per session. While interacting with potential attendees, the AI digital assistant could let them know that space is limited. The bot could then suggest they register and select the sessions to attend. It’s a gentle nudge to solidify their attendance and helps with session planning.
As attendees look at available sessions, the AI digital assistant can answer questions about the topics, the number of available seats, and the session format. The bot can reserve a virtual or in-person seat for the attendee.
At the same time, the bot can recommend an alternative if the session is full. Digital assistants have access to information about the attendees as well as what is included in each session. This allows AI technology to provide personalized recommendations that do not conflict with existing schedules.
Engage Attendees with AI Technology
Keeping attendees engaged takes more than a networking social hour or outside activities. For many, a gathering of 10 people may be too crowded. If the event is hybrid, how do you keep the virtual attendees involved? In many ways, a hybrid meeting means planning two meetings.
Use AI technology to send text messages or alerts to attendees five minutes before a session is to begin. It minimizes the chances that a virtual attendee will forget to log in and reminds others to tie up a conversation to arrive on time. Depending on the venue, the message could link to a map, showing where the meeting room is located.
If a session is canceled, AI-powered digital assistants can notify all attendees and suggest an alternative based on personal preferences. If there’s a room change, a bot can let people know and include directions to the new location. With technology, event managers can keep everyone informed of changes without using onsite resources to keep attendees informed.
Use AI to Collect Valuable Feedback
AI-based digital assistants are perfect for collecting information after a session, an outside activity, or the entire event. For example, many sessions run out of time before all questions are answered. Instead of leaving the attendees with unanswered questions, have the technology collect the questions to be answered. When the responses are ready, let a bot notify people where to find the answers. It’s a nice value-add, especially when events average only three days.
Anonymous feedback opportunities encourage a level of participation not found in other collection methods. Using chatbots and digital assistance can provide that anonymity. Their use makes it possible to gain a better insight into how attendees experienced the event.
Many people are afraid of how others may view their evaluation. Some people are concerned that negative feedback may damage a relationship. A few may want to avoid any follow-up conversations. Whatever their reasons, people provide more comprehensive feedback when anonymity is guaranteed.
With AI-powered chatbots or digital assistants, the feedback process could ask follow-up questions. The technology could evaluate the responses and ask for clarification where necessary as the feedback is being provided. The method provides event planners with information that typically comes through in-person follow-up conversations.
Find the Right AI Event Planning Solution
AI-powered digital assistants can collect feedback, forward it to other systems for analysis, and receive feedback to improve the technology’s performance. Combining natural language processing and cognitive intelligence AI solutions can analyze language to determine human attitudes. This contextual information adds to the data points used by big data.
As the event management industry edges its way back, it needs technology to meet attendee expectations. Event planners need to provide routine information 24/7 because people have come to expect immediate answers to routine questions. Digital assistants can provide that experience.
Attendees want a personalized experience that helps them maximize their involvement in any event. Let digital assistants direct participants to sessions or activities that correspond with their interests. Even virtual attendees can benefit from an individualized experience.
From start to finish, digital assistants create an environment that engages attendees. They can interact with participants 24/7, ensuring that no one has to wait for answers. Immediate responses make it easier for attendees to plan their participation at their convenience.
Finding the right solution to create a personalized experience may be the fifth way to improve attendee experience. Intelligent, AI-powered digital assistants help deliver the individualized engagement that people want and ensure a more satisfying experience for participants and planners.
Learn more about the power of intelligent AI from the team at AtlasRTX.