The scenario we’ve described above is imagined. But, it isn’t unusual. And it happens to event teams more often than they’d like to admit.
Any event management team still using standalone systems and processes – in other words, a heavy reliance on spreadsheets, email and printed lists – is vulnerable to these sorts of embarrassing problems.
The hallmarks of an inefficient, inaccurate process are easy to spot. You and your team will be spending a lot of time checking, re-checking, correcting and de-duplicating information. It’s bound to be negatively affecting your productivity. All in all, that’s a lot of wasted time.
What’s more, everyone attending your events and enjoying your hospitality is fully aware of the digital world we now live in. They’ve all got smartphones with apps that give them access to their bank accounts, file sharing tools, messaging applications and more.
All those guests still standing in that queue are likely to be valuable clients, suppliers or team members. They’ll have their smartphones with them, connecting them to colleagues and the information they need access to in their daily lives.
They will therefore know that you should be able to answer the question as to whether the mystery guest was invited or not. In short, your event is off to a terrible start.
Your organisation is likely to have invested a fairly significant sum of money putting on the event, which only makes things worse. You know they expect results and yet, because you cannot access event data remotely, there is a danger of the event not achieving what it was intended to.
All of this puts unnecessary pressure on you and your team and reflects badly on your brand.