Liberty Mutual hired George P. Johnson Experience Marketing—and Experience Marketing Strategy Global Practice Leader David Rich—to benchmark its meeting department, identifying best practices and areas for improvement. The 18-month data-gathering process included:

1. Interviews
One-on-one interviews with the 13 members of the company’s meeting department; more than 50 face-to-face interviews with key meeting stakeholders, including leaders of the company’s strategic business units as well as the CEO; interviews with members of the corporate communications department, which the meeting department is part of; and interviews with external partners, including destination management companies, hotels, production companies, and others.

2. Surveys
More than 70 Web-based surveys were sent to meeting stakeholders who were not personally interviewed; surveys also were completed by external partners, including destination management companies, hotels, production companies, and others.

3. Audits
Three on-site meeting audits were conducted. Agency representatives observed and evaluated how the meeting planners engaged with customers, how the events were run, the branding, speakers, breakouts, content, entertainment, engagement, and everything related to the experience. Three events were audited: a hospitality event (customer-focused); a training session (a human resources meeting in Boston, the company’s headquarters city), and a recognition confernce (one of the company’s larger incentive events for agents).