Reports

Customer Night Out Chicago utilizes experiential social media analysis, so its reports describe big spenders’ customer experience during their nights out. For the first time, sponsors will gain an in-depth view of these customers’ holistic experience. Reports reveal big spenders’ wants, what they find most valuable when they use local services, and what their biggest frustrations are:

• The General Report—paints a comprehensive picture of customer experience in three scenarios: customers on business, customers entertaining friends and extended family, and customers on romantic evenings. It describes trends and how service businesses impact customers’ evenings. The General Report is packed with hundreds of examples (data“) of services’ excellent and horrid service to their customers. You can click their links and see the original interactions. It filters the data and draws conclusions in its analysis. Its Recommendations give advice for how to use the insights to serve customers better, on-premises and online. Recommendations show how to use the insights to educate employees to react to these customers better, how to use the insight and data on your website and email marketing, and how to use social media. More on the General Report.
• Category Reports—drill down into how each service category impacts customers (i.e. bar, hotel, restaurant, salon..), so there can be eight Category Reports (only prepared when there’s a Silver, Gold or Plum). Each has much more detail on its type of service business, opportunities to improve experiences of big spenders, and comparisons among competitors. Keep in mind that customers are communicating online, but they are revealing services’ offline, on-premises operations, as well as their online operations (social media, web..). More on the Category Reports.
• Individual Reports—focus on one business, so they put an individual business under the microscope: its opportunities, how it compares to its competitors in customers’ eyes, and what it can do to compete better. More on Individual Reports.

Special Features

Special Features enable sponsors to get more out of the study’s findings:

• Interviews—take place early in the study. Sponsors share what they know about their customers on these three types of nights out, and they can specify things they would like to learn. When I’m conducting the data gathering, filtering and analysis, I take the interviews into account.
• Strategy Sessions—happen after the study is complete. They are collaborative sessions I hold with sponsors to help their teams understand reports and apply findings to their specific business. As the name suggests, Strategy Sessions’ main goal is creating plans to use the study’s findings to win more business from big spenders.
• Category Exclusivity—enables sponsors to restrict other sponsors in the same category from getting access to the valuable Category Reports and Individual Reports for three months after their sponsor dates. Given that the reports crack the code on these very special customers, Category Exclusivity gives sponsors a significant competitive advantage since they gain exclusive access to these reports, and three months is long enough for them to grab the lead.

Reports are the “answer key” for business owners and general managers who want to earn more business from these special customers. Each kind of report has a different focus and emphasis, so they are complementary, and their value accumulates.