IAEE Tech Guide - Brought to You by: Austin Convention Center
IAEE Tech Guide - Brought to You by: Austin Convention Center

Objectives


NY NOW Hires a Customized Virtual Assistant to Transform the Attendee Experience

Freeman, based in Dallas, TX, helps brands build powerful experiences. By incorporating many senses into the experiences they design for clients, they take audiences to interesting and surprising places, invent new realities, connect people in incredible ways.

Shows are exciting. There is so much to see, learn, and interact with, and attendees often have questions. When is the registration period? Where is the keynote speaker session? What time is the exhibitor floor opening? Where do I pick up my swag bag? Where are the bathrooms?

Relieving show staff from the need to answer these repetitive questions frees them up to get more strategic, impactful things done for the show – which makes for an all-around better show experience.

Freeman’s chatbot solution is an automated interaction tool designed to work through multiple channels like SMS, apps, and Facebook Messenger to answer questions in real-time. The solution is built with insights from past events to predict questions best, and the CMS offers live insights into users’ queries. Because of the multi-channel functionality, clients can answer questions effectively, wherever their attendees choose to interact before and during the show.

NY NOW launched their year-two NY NOW Chat service on the show website beginning two months before the show. To make the experience even easier, the NY NOW team provided
shortcut buttons to answer the most common questions and then enabled users to type anything into the text box if the pre-populated buttons didn’t quite fit their needs.

On-site, NY NOW Chat was available online as well as in the show’s mobile app giving attendees to convenient options to get their questions answered. NY NOW Chat also utilized the learnings from the prior year and the pre-event experience to continuously improve performance throughout the days show, answering nearly 94% of all questions asked. The NY NOW team helped further train the bots by manually entering answers to the questions that the NY NOW Chat system could not answer — ensuring the next time these questions were asked, users would get an answer. For questions that were not answered by NY NOW Chat, the system was able to point users to resources that could answer the questions and logged everything for the NY NOW team to review and learn from.

The chatbot fielded over 7,000 questions from attendees and exhibitors, successfully answering 92 percent of the questions from attendees and exhibitors, a 5 percent increase over the prior year. Ultimately, the NY NOW Team was able to focus on more strategic elements before and during the show by allowing NY NOW Chat to answer most of the pre-event and onsite questions coming in from attendees and exhibitors.