Clarion Events aiming even higher as ICE Totally Gaming 2015 rated “outstanding”

Clarion Events aiming even higher as ICE Totally Gaming 2015 rated “outstanding”

Wednesday, June 17, 2015 Totally Gaming

Clarion Events will aim even higher in 2016 after this year’s edition of its ICE Totally Gaming event in London was described as “outstanding” following a review by specialist exhibition research company Fusion.

Under the Net Promoter Score (NPS) customer feedback tool – which is also used by the likes of Apple and Amazon – ICE achieved a score of +38 for visitors and +49 for exhibitors, meaning it attained some of the highest ratings achieved by business-to-business and consumer exhibitions staged internationally.

However, Kate Chambers, who heads Clarion's gaming portfolio, said that although the organising team is delighted with the NPS of the B2B gaming event that took place at London’s Excel in February, the focus is on areas of improvement.

“It's absolutely vital to measure how we are performing in the eyes of our customers and  I'm particularly pleased at our NPS, which continues to improve year-on-year,” she said.

“Undoubtedly there are a lot of positives that we can take from this research, however our focus is on those areas where the performance is not as strong as I would like to see.

“The macro challenge is to address the 'large event syndrome' and improve the movement of attendees through registration on to the show floor. 

“In addition I want for us to examine ways of enhancing the at-show learning programme and build on the event features and content.

“There's no doubt that the research findings will assist everyone connected with ICE to achieve our ultimate goal of delivering the best possible customer experience for all of our 25,000-plus stakeholders based in more than 130 countries.”

Fusion undertook the Satisfaction Survey amongst a sample of 996 of ICE’s attendees, which included delegates from the casino, betting, bingo, lottery, mobile, online and street sectors, and found that 98 per cent of exhibitors and 86 per cent of visitors consider ICE to be ‘Market Leading’.

Some 93 per cent of visitors said ICE 2015 either met or exceeded their expectations, while 90 per cent said they were likely to return in 2016.

Phil Redwood, director at Fusion, said that Clarion’s NPS was the most important figure as it forces companies to deliver year-on-year excellence rather than historic reputation.

He said: “It's abundantly clear that 2015 was a vintage year for ICE with both visitors and exhibitors being effusive in their evaluation of the experience.

“The NPS metric, which is also used outside the exhibition and events worlds by flagship brands, is not only very strong – particularly the exhibitor NPS of +49, but the underlying trend is also positive with increases registered in each of the last three years.

“However, the importance of NPS is that it only looks at the respondent's last visit, which, in turn, means event organisers are forced to adopt a culture of continuous improvement rather than relying on historical reputation.”

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