Building relationships is the key objective that should be tracked when measuring the ROI of meetings and events. That’s what Taylor Duersch, vice president, global decision sciences for the Minneapolis-based Carlson Marketing told an audience of meeting planners and suppliers at today’s closing session of Successful Meetings International University. “Building relationships is a long-term goal that should be measured in terms of attitude rather that satisfaction,” Duersch said.
Duersch strongly suggests planners conduct pre- and post-event surveys that measure attendee attitudes in three areas: trust in the organization; alignment with the organization’s goals; and commitment to the organization.