Begin with the relationship stage, not the format. Choose from objectives such as retain, improve adoption, expand, renew, advocate, refer, integrate, co-sell, enable, gather feedback, resolve risk, recognise and build community. Write one statement: we will invite a segment to an experience so that we can achieve a relationship objective, resulting in a next action or outcome.
A dinner is a format. Strengthening confidence with six strategic customers before renewal is an objective. Decide the second before booking the first.
Checklist
Objective categories
- Retain
- Improve adoption
- Expand
- Renew
- Advocate
- Refer
- Integrate
- Co-sell
- Enable
- Gather feedback
- Resolve risk
- Recognise
- Build community
The objective statement
Be honest about what events can do
Do not imply that an event alone prevents churn or creates referrals. An event is one touchpoint in a broader customer-success and partner programme. Its job is to deepen understanding and trust, and to start specific actions.
Worksheet
Planning brief
| Event | |
| Event type | |
| Primary audience | |
| Relationship stage | |
| Primary objective | |
| Secondary objective | |
| Account or partner owner | |
| Host | |
| Format | |
| Location | |
| Date | |
| Follow-up owner | |
| Success measures |
Reference
Weak and strong objectives (fictional)
| Weak | Strong |
|---|---|
| Thank customers for their business | Recognise eight long-standing customers and learn what would increase their use next year |
| Network with partners | Agree a joint account list and a referral process with three integration partners |
| Reduce churn | Identify adoption barriers at four accounts nearing renewal and agree action plans with each |
Frequently asked questions
What is the objective of a customer event?
A specific relationship outcome, such as retention, adoption, expansion, advocacy or feedback, expressed with an audience, an experience and a next action.
Can a customer event prevent churn?
It can help, as one touchpoint in a broader programme. Do not expect an event alone to prevent churn.
What should a partner event produce?
Specific outputs, such as a joint account list, an integration plan, an enablement schedule, a referral process or a shared customer plan.