Enabling a World-Class Live Event Experience

Event Customer Journey Overview, Common Mistakes and Differentiation Potential

The live events industry is projected to grow at a compound annual growth rate of around 5.2 percent through 2028 after recovering to pre pandemic levels. Attendees typically move through distinct stages before, during and after the event. Beforehand they expect clear information, digital ticketing and smooth purchasing. During the event they want efficient transportation, flexible check in, quality sound lighting and facilities, convenient food and beverage options and navigable signage. After the event they look for feedback channels, follow up offers and a seamless path to new event purchases.

There are, however, common friction points that risk undermining these expectations such as slow or clunky buying processes, server failures, long queues, poor venue navigation, subpar performance or amenities and messy facilities. At the same time, there are opportunities to differentiate with experiences that go beyond the basics, including live event maps, tokens of appreciation, personalized after movie content and proactive feedback integration.

Our team has analyzed these consumer journey dynamics and can help organizers define tailored personas and journeys, pinpoint CX threats and opportunities, craft differentiated experiences and support implementation to deliver world class attendee experiences.

Bar chart showing global live events market growth from 2018–2028, with 5.2% CAGR projected post-pandemic.
Survey shows live event attendees want social sharing, digital tickets, AR/VR, food ordering, apps, and commuting options.
Chart showing the event customer journey stages before, during, and after events, highlighting needs and touchpoints.
Table outlining event journey with baseline expectations, CX threats, and opportunities for differentiation before, during, and after events.
FTI Consulting’s support for live events: framing opportunity, defining journey, and activation plan.