What’s Missing from the Virtual Engagement World? The Rush!


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As I wrote an update on Unisfair’s Virtual Engagement Platform, which mimics the feel and navigation of the trade show experience online, I realized that I actually missed physical trade shows. Now, you have to understand that I was always the first to un-volunteer to attend a conference; the hassle of travel, the hours on your feet, not being home when I had things to do, the rush of sessions and booth visiting and cocktail parties and late nights and early mornings; it was all such a bother. But, as I was writing, I was also remembering that the rush was also a head rush of learning a lot in a very short period of time, of meeting new and interesting people, of laughing with old cronies, of great conversation, of being among peers in a bubble of time and space where the topic at hand was all we were thinking of.

Unisfair’s value proposition allows companies to engage with customers virtually on the customer’s own time and at the customer’s convenience in a comfortable and familiar environment where the customer can easily navigate and self-select what and when to attend specific events. And this is a great value proposition! Make no bones about it. Offering a persistent environment where customers can gather information, talk to reps, and chat with colleagues, without spending any money; where sponsors can get and analyze leads based on what the customers truly are interested; this is great stuff.

But as much as the virtual environment offers, it doesn’t offer the rush. And, as I said, inconvenient and exhausting as it was, I kind of miss it. So here’s to the physical conference world. Thanks for the memories…I might just be back.

Republished with author's permission from original post.

Ronni Marshak
Patricia Seybold Group
Ronni Marshak co-developed Patricia Seybold Group's Customer Scenario® Mapping (CSM) methodology with Patricia Seybold and PSGroup's customers. She runs the CSM methodology practice, including training, certification, and licensing. She identifies, codifies, and updates the recurring patterns in customers' ideal scenarios, customers' moments of truth, and customer metrics that she discovers across hundreds of customer co-design sessions.


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