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Customer Centricity in Event Management and Emerging Trends & Innovation in Design Thinking


Products and services that advertise their primary focus on the customer, is not something new. In fact, it can be argued that this is one of the first things that most industries -including the event industry- are showcasing during their sales pitches for generating more business.

Customer focused services are important elements in a corporate marketing mix, as the goals of creating customer loyalty and brand awareness are arguably among the top-5 to be achieved for any type of business. Whether an event organiser, large corporation, small business, NGO or any other kind of entity, the gains of being more customer-oriented are never negligible.

Design thinking is essentially the methodology concentrating on understanding customer (and user) needs, followed by the creation of appropriate solutions. It employs the designer’s -in this case the event planner’s- awareness and methods to match customer needs. In the same spirit, this concept is crucial for a viable business to convert into consumer value and lead to more opportunities in selected markets. Here is where the promotion of meaningful content plays a pivotal role as nowadays, thanks to technology advancement and the implementation of more digital elements in the event industry proceedings, it can be employed for communicating tailor-made content to each attendee personally.

MCI’s Sharing Sessions – a new way of engaging with clients

Have you ever thought about how your events “smell”? Or how do your delegates actually feel when attending? Design thinking is our approach to connect you and your attendees through designing the events’ ergonomy and technology, making them even more human yet tech savvy.

Design Thinking & Customer Centric Innovation was the focus of MCI’s first sharing session with respective clients in Hong Kong. MCI sharing sessions are aimed at delivering valuable and topical content affecting the business world in Hong Kong and the region.

MCI Hong Kong collaborated with Kaizor Innovation, a strategic innovation consultancy firm, and The Work Project; a new innovative co-working space, to deliver an insightful sharing session on Design Thinking as a transformative methodology in business.


During the event, MCI’s Nisha Mullatti and Anni Moyal launched a new MCI initiative; Design Dialogue Series 1; aiming at creating innovative dialogues with clients, and further supporting in unleashing the true potential, disrupting the space and breaking patterns when designing live experiences.  A sneak peek was also given to the audience into MCI’s design innovation approach to some great live experiences.

The event was attended by 21 representatives of major corporations including Google, Microsoft, BASF, FedEx, NuSkin, CBRE, Lombard Odier, Telstra, Swarovski and Turner among others. The sessions were well-received by the participants, and considered as a valuable platform for relevant content which can be utilized in everyday business proceedings:

Rebecca Becher, Regional Event Manager from BASF comments: “It is good to meet people in a new space, and learn about topics that I can relate to in my work. There are a lot of events happening in Hong Kong with quite general topics, but this event focused on a topic I can relate to and take home.”

Alex Yang, Marketing Manager from FedEx mentioned: “It was a fantastic event, and great that the speaker presented a case relating to Hong Kong which was very useful. Thank you for the invitation to this event, and look forward to being invited to similar events in the future”.


At MCI, we are excited to continue implementing design thinking in innovating live experiences and sharing more valuable content in 2017.

For more inspiration and ideas read our client success stories here.

Contact us here to find out how we can help you engage and activate your audiences.

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