A Customer-Centric Approach to Making Events Truly Valuable
Over the years, I’ve had the opportunity to host and organize everything from intimate panel discussions with 15 attendees to large-scale conferences with 450 participants and even virtual and live expos featuring hundreds of exhibitors and thousands of attendees.
And one question has always been top of my mind:
Why do people attend events at all?
Now, if you ask exhibitors, they’ll say they’re there to sell. Panelists? They’re there because they’re experts. And conference organizers? Well, let’s be honest—conferences are their biggest revenue stream.
But what about the attendees? The people who buy the tickets, take time out of their busy schedules, and show up in person or online—what are they actually looking for?
David Adler, in his article "The Real Reasons People Attend Events—It's Not Just the Content", highlights something most event organizers completely miss:
Content is not the main reason people attend events.
Sure, content matters. But when you ask attendees what truly drives them to show up, they’ll tell you:
The Top 3 Reasons People Attend Events
To Network – People attend events to meet others in their industry, build relationships, and discover opportunities. It’s not just about shaking hands—it’s about meaningful connections.
To Discover & Learn – They’re hoping to find new insights, tools, or solutions that can help them grow, whether personally or professionally.
To Get Away from Work/Home – Let’s be honest, for many attendees, it’s about escaping the daily grind—whether that means traveling to a new city, attending a high-energy event, or just having an excuse to step away from their inbox for a day or two.
Yet, most events fail to truly cater to these needs. They’re structured around what organizers, sponsors, and speakers want—not what attendees actually came for.
What Happens When Events Get It Wrong?
As someone who’s spoken at and attended more events than I can count, I’ve seen firsthand what happens when an event is designed without the audience in mind.
Early in my career, I was invited to speak on a panel discussion. I was the fifth speaker on a panel of six, and by the time it was my turn to answer a question, I could see the audience checking out. People were scrolling through their phones, whispering to each other, even nodding off.
So, instead of answering the moderator’s question, I did something different.
I pointed to a woman in the audience who looked completely disengaged and asked:
“Why are you here? What were you hoping to learn?”
The shift in the room was immediate. She perked up, smiled, and shared exactly what she was looking for. Suddenly, everyone was paying attention.
That moment completely changed the way I approach both public speaking and event planning. If attendees don’t get what they came for, the event has failed—no matter how polished, well-promoted, or logistically seamless it is.
A Customer-Centric Approach to Events
Adler makes a great point in his article: the best events create moments. They go beyond just delivering information and instead engage attendees in a way that makes them feel seen, heard, and valued.
Think about it like product design: If your product doesn’t meet your customer’s needs, they won’t buy it again. The same applies to events. If attendees leave feeling like they didn’t get what they came for, they won’t return—no matter how impressive the lineup of speakers, swag bags, or keynote sessions are.
3 Ways to Make Events More Customer-Centric
So, how do we fix this? Here are three simple but powerful ways event organizers can design experiences that truly serve their audience:
1. Make It Interactive
The traditional conference format—where people sit through hours of back-to-back talks—is outdated.
Attendees want to participate, not just observe (or they don't).
Incorporate live Q&A sessions where attendees can drive the conversation.
Use real-time polls to gauge interest and tailor discussions accordingly.
Replace long panels with roundtable discussions, workshops, or live demos.
By giving attendees a voice, you increase engagement and retention.
2. Facilitate Real Connections
Networking shouldn’t be an afterthought—it should be a core part of the event design.
Instead of leaving networking to random coffee breaks, curate it.
Introduce speed networking sessions, small-group meetups, or topic-based networking tables.
Create a dedicated networking app or platform that lets attendees connect before, during, and after the event.
The best events help people build meaningful relationships—not just exchange business cards.
3. Ask Attendees What They Want—Before & During the Event
This one is so simple, yet so often overlooked.
What if event organizers sent out a survey ahead of time asking, “What’s one question you hope gets answered at this event?” Or better yet, adjusted the event programming in real time based on audience feedback?
Technology makes this easy, yet most events still rely on pre-set agendas that don’t leave room for what attendees actually want to discuss.
Why This Matters More Than Ever
In a world where people have endless options for content—YouTube, podcasts, webinars, online courses—events need to offer something more.
The events that thrive are the ones that:
✅ Prioritize engagement over just delivering information.
✅ Create memorable experiences rather than just logistical checklists.
✅ Give attendees what they actually came for.
At the end of the day, an event is only as successful as its attendees’ experience. If they don’t walk away feeling like their time was well spent, the event missed the mark.
What’s the Best (or Worst) Event You’ve Attended?
I’d love to hear from you: Have you ever attended an event that totally nailed it? Or one that completely flopped? What made the difference? Let’s talk!
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