“Slush brings together the leading actors of the global tech scene to Helsinki for something very special. Described by many as “Burning Man meets TED”, the event has grown in just a few short years to 17,500 attendees and 1 million live stream viewers. This year, over 2,300 startups, 1,100 venture capitalists, and 600 journalists from over 120 countries came to Slush to drive business, and to experience the phenomenal atmosphere.”
An event on this scale and with so much variety will generate millions of customer touchpoints during the event week. The kind of scattered, and thus challenging crowd, is managed by a team of over 2000 volunteers whose responsibilities range all the way from communications and guest hosting to cloakroom and catering.
For an event like Slush which has grown quickly through both excellent marketing and sales and positive word of mouth, managing experience is the key to retaining their success in attracting guests in coming years. For the last three years, Experq has partnered with Slush to bring real-time customer insight to the team in charge of developing Slush.
Real-time event feedback, the past
In both 2014 and 2015 Experq deployed a Wi-Fi captive portal solution to Slush that asks a single question from each attendee that uses the public wifi at the event.
The solution has been phenomenally successful, with about 10.000 unique answers collected through the two days on each year with more than 1000 unique free (text) feedbacks received.
Harnessing the power of volunteers
In 2016, it was time to expand on previous years’ successes further. Slush wanted to improve the customer experience already during the event:
"Instead of improving the customer experience only for the next year's event, we wanted to make our guests smile now, at this very moment. The Wi-Fi already provided us with real-time feedback but we also had over 2000 pairs of eyes and ears around the venue, constantly facing customers and receiving feedback. And that's the feedback we wanted to collect", explains Ville Vahteri who lead the Slush customer experience last year.
Together, we decided to bring the whole Slush team, those over 2000 volunteers, into mobile experience gatherers. Every team member present at Slush was issued a link to put on their personal mobile frontpage, that when clicked gave the following screens:
Like all Experq Mirror deployments, it’s a simple outwards-facing deployment that leads to a well-planned process designed to enable real-time experience management.
The Slush Smileys, as they call their customer experience team, were constantly on standby during the event. If they were notified of something that might negatively affect customer experience, they immediately dispatched the correct person to handle any issues that might arise. Slush volunteers gathered hundreds of positive and negative feedback during the event, giving Slush a mountain of information to solve issues real-time. This combined with the 10.000+ customer feedbacks from the Wi-Fi captive portal enabled a responsivity that is unique to Finnish event scene - as is fitting for Slush.
Inspired by our success in 2016, Slush and Experq will partner again in 2017 to deliver superior customer experience to guests at Slush 2017.