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Uncover what your customers really think…

When the two primary touchpoints that create the customer experience are people and product; we’re committed to ensuring it’s at the heart of everything we do. Read on to find out how we’ve identified common themes of importance to all our stakeholders and what customer experience means to them.


Five years ago, we set on a journey to realign our strategy and focus on a new united goal: to become a truly world-class venue offering unrivalled customer experience.

In order to help us achieve this, we needed to identify and understand the needs of our organisers, exhibitors and visitors. In doing so, we partnered with Kantar, a renowned research agency who count Unilever, Pepsico and the European Commission amongst their other clients, to design a comprehensive research programme that delivers trend-led insight, which will be useful to us and our customers.

Now, 5 years in, we’ve been provided with valuable insights to start putting together well thought out strategic plans for our future. The programme has also provided us an impartial understanding into what is working for our audiences and spotting opportunities for improvement.

After another successful year, these insights have identified three key themes of importance to each group and have informed how best to work in collaboration with you to shape the future collectively.


A shared opinion from the research presented showed event signage, predominantly wayfinding, to be one of the most important aspects of any event. Clear, concise signage to help navigate customers smoothly around our venue is and always has been a long-term commitment.

Understanding the impact poor signage can have on customer experience has led us to create plans and invest heavily into making necessary improvements. The launch of our A-Z guide to provide support, help and advice to attendees and exhibitors, is just one of the initiatives we’re providing to ensure a positive impact on your attendees.


With sustainability becoming an ever-growing trend in our industry, it’s as expected to see a rising number of our customers engaging in our processes of making an impact on our environment.

Our commitment at Olympia London stretches over decades and includes working closely with you to develop bespoke initiatives to also enhance your green credentials. Most recently, in an industry notorious for its struggle to curb waste left after each event, we have managed to send zero waste to landfill for over a decade; recycling 98% and incinerating just 2% for energy. 

Entry and Exit flow

A seamless onsite experience can’t be achieved without an astute logistic plan and process, it’s a vital part in operating any event. While it involves careful control of goods both leaving and entering our venue, we understand there’s no one-size-fits-all approach.

With this in mind, we’ve taken an in-depth look at our current logistic management system to define the steps we can take on-site to ensure a successful and smooth running of an event. With the support of our online mobile booking app, Voyage Control, you can gain greater flexibility during the build-up and break-down to improve delivery times and efficiency.

In order for us, as an industry, to maintain attendance by our current generation of event-goers whilst engaging the next, it is important now, more than ever, to firstly understand their needs to exceptionally improve our customer experience offering.  

What initiatives are you striving to achieve to improve the customer journey?

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