Companies that delivered great customer experiences outperformed laggards by a considerable margin for five years running based on a study by the Watermark Consulting group.

Source: maximizesocialbusiness.com

This article is biased towards retail but much of what is here is directly applicable to the needs of event marketers. Each of the 6 topics includes actionable tips:

1. Mapping and Measuring the Customer Experience
2. Engaging Employees
3. Personalization
4. Compelling Content
5. Mobility
6. Email – The Channel of Choice