At a team-building event you measure internal effects: collaboration, trust, motivation and absenteeism. Those are soft KPIs that you translate into hard figures via staff satisfaction surveys, absence records and performance indicators.
At a customer event you measure external effects. Think of deepening relationships and accelerating sales. The brand experience counts too. How many new quotations followed, and how did the Net Promoter Score of attending customers change? Also compare the average sales cycle for event participants with that of non-participants. Both require a baseline measurement before the event. Without a baseline measurement you cannot demonstrate a difference.
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