Trust, Not Engagement, Is Best Measure of Effective Meetings

Traditionally, companies have surveyed engagement levels at meetings and events as the ultimate measure of success. But is engagement the right metric to use? How does engagement relate to business success?

Bishop-McCann, a worldwide leader in the meetings, incentive programs and events industry, has partnered with Ofactor to define the concept of “trust” as the new success metric that will help companies increase relationships with their attendees and ultimately improve company performance.

By using Ofactor, Bishop-McCann will measure organizational trust levels before and after key meetings and events and identify specific behaviors by leaders and managers that produce higher job satisfaction and less stress among employees and customers. Bishop-McCann is the first to measure trust in the meetings and events industry in order to prove ROI.

Ofactor is a neuroscience-based organizational trust survey built by neuroscientists and designed to help create and sustain a high-performance culture. Based on more than 13 years of research by Dr. Paul J. Zak, PhD, Ofactor enables companies to create high-trust, high performance organizations. Zak’s work, most recently highlighted in the January/February 2017 Harvard Business Review article “The Neuroscience of Trust,” explains that employees who trust their executives and their companies are more productive, have higher retention rates and show more energy and passion for their jobs.

“Whether we are organizing an incentive program or developing a national sales meeting, our job is to design unique experiences that inspire and motivate, to help every attendee and our clients realize their fullest potential,” says Rob Adams, Bishop-McCann President and Chief Executive Officer. “Meetings and events are the perfect forum in which to create trust and now we have a measurable, scientific way to prove trust is directly correlated to company performance.”

“Simply put, employees will ignore leaders who are not perceived to be trustworthy and my methodology has been proven to show positive results with companies such as Zappos.com and Morning Star Company” says Zak. “But, it’s never been applied to the meetings and events industry, which is where Bishop-McCann comes in. Together, we have a unique opportunity to positively influence trust and increase company performance through meetings and events.”

For more information, visit www.bishopmccann.com.