Picture this: Your event just wrapped up. You feel like things could not have gone better; You woke up to find the sun shining brilliantly on the event’s big day, your registrants were smiling both during and after the event, and there was not a problem in sight.
Sound like something you’ve experienced before?
While this may have been the case—and a huge high five to you if it has been— remember that there is always room to improve, even if you don’t immediately see it. As an event organizer, it is important to know any behind-the-scene situations that may have hindered the event’s overall success.
The best way to do this is to create a satisfaction survey. It’s a common practice that makes a positive impact on the future of your event, particularly because your event’s success of relies on learning and improving from past mistakes.
Send a survey to your list of registrants from SignMeUp’s online registration software post-event. Make it brief, but include questions that ask how satisfied a participant felt within three main areas: communication, the event registration process, and overall event satisfaction.
For communication, you want to find out registrants’ perceptions about
- the frequency of the communication
- the content of the communication, and
- the medium of the communication.
Here are some example questions that can help you:
- Did you feel that the frequency of communication from the Event Director was
- Too much
- Too little
- Just right
- Did the content you received from the Event Director seem relevant to you?
- No (If no, further the question by asking what they didn’t like about the content they received and make the question open-ended)
- What is your preferred method of communication? (This question could either be asked open-ended or in a multiple choice format)
2) Event Registration Process
For the event registration process, you want to determine registrants’ perceptions of
- the event registration system that was used,
- the price of the event, and
- the ease of use in terms of the registration process.
Here are some example questions:
- Overall, please rate your satisfaction with the event registration system used to register for the event.
- This question should be formatted on a 5-point scale from very dissatisfied to very satisfied.
- You also can include an area below that would allow the registrant to give more specific information about what they liked or did not like about the event registration site
- How would you rate the price of this event compared to similar events you have participated in?
- About the same
- This is the first time I have registered for an event like this
- How easy was the event registration process for you?
- This question should be on a 5-point scale—from extremely difficult to extremely easy.
3) Overall Event Satisfaction
For overall event satisfaction, determining how the registrant perceived the quality of the event itself is very important as well as determining how they felt about the venue of the event, and the customer service at the event (if applicable).
Here are some examples:
- Compared to similar events you have participated in, please rate the professional quality of this event.
- This should be on a 5-point scale—from very unprofessional to very professional.
- You can follow up with an open-ended question that asks for additional comment.
- Did you find the event venue pleasing? If no, please tell us why.
- Do you feel you were treated fairly by either the Event Director or other people working the event? If no, please tell us why.
These are just a few examples, but there are hundreds of ways you could ask your participants about the event. How you do it is your decision.
Send the survey by mass email. Ask registrants politely if they would be so kind as to answer a few short questions about their experience with the event. Limit the number of questions you ask (maybe 6 to 10 at most) and be specific in your questioning. Be clear about how the registrant should respond.
Multiple choice questions make it easier for the information to be synthesized quickly if you are under time constraints, but open-ended questions allow you to get a more accurate view of registrants’ individual experiences.
There are a lot of great websites that let you create a survey for free, like Google Forms, or paid premium services, like SurveyMonkey or Zoomerang. A few minutes of your time now to create and send surveys could exponentially increase your attendance rates and revenue later.
What have you learned from using satisfaction surveys? Please comment on this post with your ideas.
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