Run the event people will actually attend.
Ask before you book the venue, and ask again while the room is still fresh in everyone's memory. Both answers belong on the customer profile.
Ticket sales are a verdict, not a plan.
A half-empty foraging walk tells you something went wrong. It does not tell you whether it was the topic, the Saturday, the city, or the price. And the feedback form you handed out at the door ends up in a spreadsheet that never touches the profile of the customer who filled it in.
- Attendance measures the event you ran, never the one you should have run.
- Paper and pop-up feedback forms rarely connect to a customer record.
- Your most engaged community members stay invisible in commerce data.
- Every event starts the invitation list from scratch.
Three before, three after.
Example event questions for a functional mushroom brand running workshops and walks.
- 01
Which of these would you actually turn up to?
A foraging walkA mushroom-growing workshopA cooking classA talk with our herbalistA live Q&A onlineA pop-up tasting - 02
What would make it easy to attend?
Weekend morningsWeekday eveningsOnline onlySomewhere near meBring a friend option - 03
After the workshop — how was it?
Better than expectedGoodFineNot for me - 04
What was the most useful part?
The hands-on growing sectionThe sourcing storyTasting the blendsMeeting other peopleThe take-home kit - 05
What would you change next time?
More time for questionsSmaller groupDifferent locationMore depthLess depthNothing - 06
What should we run next?
Advanced cultivationCooking with mushroomsSleep and stress eveningSourcing and sustainabilityTell us — open text
Illustrative example questions for a wellness merchant.
A community you can see.
Event answers become customer properties, so the people who show up stop being a separate spreadsheet.
Event Interest
The formats a customer would genuinely attend, captured before you book a venue.
Attendance Constraints
Timing, location, and format limits that decide whether interest becomes attendance.
Event Satisfaction
A post-event rating attached to the customer, not to an anonymous form.
Highlight Segment
The part of the event that landed — the thing to build the next one around.
Improvement Request
Structured feedback you can act on rather than a wall of free text.
Community Member
A durable list of the customers who show up, ready for the next invitation.
Every event makes the next one better.
Interest shapes the programme. Feedback shapes the format. Both shape the invitation list.
In Shopify
- See whether attendees actually spend more than non-attendees over the following months.
- Tag community members so their orders and interests stay connected to the events they joined.
- Merchandise workshop kits to the people who asked for hands-on sessions.
In Klaviyo
- Build an invitation segment from Event Interest and stop mailing the whole list.
- Trigger the post-event feedback request the morning after the event.
- Send follow-up content matched to the part each attendee found most useful.
In Compass
- Track the commercial contribution of the events programme over time.
- Combine event participation with purchase and engagement history in one profile.
- Optional — event surveys run on Shopify and Klaviyo alone.
Plan events around what customers asked for.
Collect interest before you commit, and feedback while it still counts.