Mevent: CRM Integration Automates Customer Experience Measurement

In the event organizing industry, customer experience is at the heart of everything, as new customers come through word of mouth marketing. Mevent wanted to showcase the good word of mouth from its satisfied customers on its website and social media, while also systematically measuring its customer experience.

Mevent is an event agency that specializes in organizing high-quality, sophisticated events. It is particularly known as a premium wedding planner, but is increasingly doing more and more B2B events such as staff parties, client events, and corporate celebrations.

The company’s core idea is simple: a client’s party or event is a complete success when every detail is carefully thought out and executed.

Mari Viljanen, Head of Customer Success at Mevent, whose career has always centered on customers and events, is responsible for the customer experience.

– We nurture our customer relationships and strive for long-term cooperation. We get to know our customers’ wishes and needs better through each event, which makes the next event even better than the last one, Viljanen says.

Viljanen wants the customer experience to be reflected throughout Mevent’s operations, both internally and externally.

Trustmary supports this goal by bringing customer feedback into the centre of everyday life, decision-making, and marketing.

Challenge: Feedback Was Private

Viljanen joined Mevent at the beginning of 2025 and has since then been strongly involved in building a culture where customer experience and customer satisfaction are at the heart of everything we do.

– To me, customer experience is at the core of everything. I want my customers’ events to be the best they can be, says Viljanen.

Mevent was praised by its customers even before Trustmary’s feedback flow was implemented, but the feedback was only for internal use. It came via email, phone calls, and during production meetings, but it could not be used in marketing. In addition, feedback was not systematically collected in one place.

Viljanen wanted to solve these:

1. The feedback process must be made a consistent part of customer relationship management.
2. Automate the collection and analysis of customer feedback
3. Customer satisfaction data was to be brought into their own CRM for everyone to see
4. Customer feedback needs to be visible in marketing.

Viljanen also emphasises the role of measurement and feedback in improving the customer experience:

– Without feedback, you cannot improve. It is important to hear what went well and what we can do better. When we make the information accessible to everyone, we’re not just making decisions based on a feeling, but customer feedback becomes a tool for development, she says.

Solution: Integrations Make Trustmary Part of Daily Operations

Trustmary was chosen because it offered exactly the features Mevent needed.

The system was integrated into Pipedrive CRM, so that feedback can be collected automatically as soon as the customer moves to the appropriate stage.

– When a customer is moved from one stage to another in the CRM, Trustmary automatically sends out a feedback survey without any effort on our part. This ensures that the customer experience is measured from each customer, rather than relying on manually sent surveys, says Viljanen.

Viljanen managed to build the integration between Pipedrive and Trustmary independently with good documentation.

– I knew I couldn’t accidentally destroy or delete data because it’s a native integration that sends new data between systems, she continues.

Integration Brings Essential Information to CRM

Thanks to this integration, all important data is available on a daily basis directly in Pipedrive.

– We now have a field in Pipedrive that automatically imports information from Trustmary about how satisfied the customer has been with previous transactions. We don’t need to retrieve information from separate reports or systems, but everything relevant is visible directly in the CRM, Viljanen says.

Although setting up the integration requires a bit of technical knowledge, Viljanen says it was much easier than implementing many other tools. To her, the most important thing is that the system works seamlessly in everyday life and adds real value to both the client and the team.

In addition, Trustmary also offers the possibility to collect feedback from event participants via a QR code, which highlights the overall experience of the event. This is particularly valuable for B2B events where one person books the event but dozens or hundreds attend.

Customer Feedback Strengthens the Team

Customer feedback is not only collected for marketing purposes, but is an important part of internal communication and management.

Viljanen says she shares positive feedback directly with the production team as a thank you for a job well done. Especially in situations where a client gives a perfect score or writes an exceptionally complimentary open feedback, Viljanen wants the whole team to hear about it.

– I love that I can give praise to the people doing all the heavy lifting directly based on customer feedback. It reinforces the feeling that everyone’s work is meaningful and gets noticed.

Feedback is a source of motivation, but also a tool for development. Viljanen hopes that customers will also be brave enough to give constructive feedback when something does not go as expected. This will enable continuous improvement of the service.

Although not all feedback always includes names or details, it is analysed and interpreted where possible. Feedback is shared with the team through Mevent’s internal communication channels, such as WhatsApp, allowing the whole organisation to celebrate successes together.

– Customer feedback is a mirror for us to see what we did right and where we can still grow, Viljanen says.

Best Benefits of Using Trustmary

1. Visibility of feedback: feedback published on websites and social media is an effective way to build trust.
2. Automation: The customer feedback questionnaire is sent out at the right time without manual work, saving time and ensuring consistency.
3. CRM integration: the Trustmary data is displayed directly in Pipedrive in the context of the customer relationship, which makes it easier to manage the whole process.
4. Ease of use: The user interface is clear and easy to use, with no technical knowledge required.
5. Broadening the event experience: Event participants can voice their experience about the events, which helps make the next event even better.
6. Internal motivation: The good feedback is shared with the production team and the whole organisation.

– Trustmary’s user interface is clear, and all the information you need can be found quickly. Building surveys, reviewing reports, and sharing feedback on social media, for example, is effortless, Viljanen sums up.

Results: Visibility, Growth and Continuous Development

According to Viljanen, one of the key benefits of Trustmary is that customer feedback is easily and automatically displayed on the website, where it reaches new potential customers at the right time.

– When a client is considering outsourcing their event organizing to Mevent and sees genuine, relatable feedback and recommendations from other clients on our website, it reinforces the decision to contact us. They see that others have trusted us and have been satisfied, says Viljanen.

Feedback is part of the company’s public customer promise. They reinforce the image of Mevent as a quality and reliable partner.

In addition, visible feedback lowers the threshold for contacting the company, especially for those who have not previously outsourced event production and need encouragement to support their decision-making.

All recommendations in one system

Old feedback has also been manually imported into Trustmary from Excel, bringing together testimonials collected throughout the company’s history into one system.

– It was also easy to import old feedback and testimonials into Trustmary and add testimonials directly to the website.

According to Viljanen, bringing social proof to the website is an effective marketing tool that supports sales without additional work. It also helps to differentiate from competitors who may not have similar visible documentation of the customer experience.

Summary: Trustmary Supports Mevent’s Growth and Quality

According to Viljanen, Trustmary is a crucial tool especially when the goal is to grow, develop the customer experience and make feedback a tangible part of the company’s visibility and operations.

– I don’t know what I would do without Trustmary. Collecting feedback would have to be done manually, and that alone would be surprisingly expensive, Viljanen says.

She recommends Trustmary to companies of all sizes for whom customer experience is important.

– Trustmary is a cost-effective and efficient solution. I recommend you try it, because even the free version is a good way to get started, she concludes.