Gathering client feedback is one of the most valuable steps an event business can take to improve its services, build relationships, and refine operations. While Net Promoter Score (NPS) surveys have their place, nothing replaces the insights gained from a direct conversation with your client. Picking up the phone and calling a client after an event provides real-time, candid feedback that an online survey simply can’t capture.

Why Calling Clients Matters

1. Authentic Responses – Clients are more likely to provide honest and detailed feedback in a conversation. 

2. Immediate Issue Resolution – If there were any concerns or challenges during the event, a call allows you to address them directly and show a commitment to improvement.

3. Relationship Building – Personalized outreach demonstrates that you value your client’s business, making them more likely to book with you again or refer you to others.

4. Unfiltered Insights – Clients may share useful ideas or preferences that you hadn’t considered, helping you refine your services in ways that truly matter.

How to Structure the Call

A well-structured post-event call ensures that the conversation remains productive and beneficial. Here’s a simple framework to follow:

• Start with Gratitude: Thank them for trusting you with their event and express appreciation for their business.

• Ask Open-Ended Questions: Encourage detailed responses by asking:

  • What went well during the event?

  • Was there anything that could have been improved?

  • How did our team meet (or exceed) your expectations? 

• Listen Actively: Take notes and allow the client to share their thoughts without interruptions.

• Multi-Layered questions: If you get a response - ask for more detail. Why or why not? Please explain...

• Close with Next Steps: If any concerns were raised, let them know how you plan to address them. End on a positive note by expressing your desire to work with them again.