Industry: Consumer Services
Area of Focus: Customer Satisfaction & Loyalty
Target: B2B
Method: Quant online survey

Background: Lodging client holds an annual convention for franchisees to foster networking opportunities, tell them about new brand initiatives, and help them better market their hotels. The client wanted to gauge satisfaction with the convention among attendees to understand how it could be improved.

Business Question: How satisfied are attendees with the convention overall and on specific attributes, such as entertainment, networking opportunities, ease of registration, and education sessions?

Approach: Online survey conducted among attendees of the convention within two weeks of when the convention occurred.

Outcome: Results from the annual survey have led to changes in convention format and educational content to increase attendee satisfaction. Changes have also been made in food and beverage offerings, speakers, entertainment, and corporate marketing programs and tools provided.