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We all know the golden rule in business: measure what matters. But when it comes to corporate events, the usual metric ROI (Return on Investment) often misses the real magic.
Because events aren’t just about what you spend versus what you get back. They're about what people feel, remember, and carry forward.
That’s where **ROE 'Return on Experience' **comes in.
Beyond the Balance Sheet
Let’s face it: not every event ends with a neat spreadsheet of leads and conversions. Some of the most powerful outcomes are intangible, but no less valuable.
Ask yourself:
- Did our team feel more connected?
- Did new ideas surface that weren’t happening before?
- Are people talking about the event weeks later, in a good way?
That’s your ROE. It’s not always immediate, but it’s lasting.
The Emotional Economics of Events
When we design events at Anopia, we think in terms of emotional touchpoints. The tiny but meaningful moments that turn a “work thing” into an important memory.
Maybe it’s the opening speaker who brings a room of introverts to actual laughter. Maybe it’s the breakout session that lets quiet voices finally shine. Maybe it’s simply having incredible food that shows you gave a damn.
Those moments build trust, reinforce culture, and make your team feel seen. Try putting that in a KPI.
What ROE Looks Like in Real Life
Let’s talk examples. Last year, we worked with a tech client whose brief was simple: “We’re tired, we’re scattered, and we’ve forgotten why we liked each other.”
So we built them a two-day experience with connecting sessions, collaborative games, and late-night chats in a quirky location. Nobody left with a sales lead. But they left with clarity. They had difficult conversations. Laughed more than they had in months. A week later, the CEO told us, “This really helped our team connect back together when client work is always at the forefront".
That’s ROE.
How to Start Measuring it
Of course, we’re not saying scrap your ROI spreadsheets. But alongside them, consider:
- Post-event surveys with emotional markers (How did this make you feel?)
- Qualitative feedback - those spontaneous “thank you” emails and Slack messages matter
- Team dynamics post-event: Are people collaborating more? Are comms more fluid? Is there more laughter around the office?
If people leave your event more energised, open, and aligned, that is a return. You just have to know how to look for it.
Why it Matters Now
In a time when engagement is down, loyalty is fragile, and everyone’s a little burnt out, ROE isn’t a “nice to have.” It’s a survival strategy.
Because people remember how you made them feel. Long after they’ve forgotten the name of the keynote speaker or the clever slogan on the lanyard.
Learn from Our Experts
Our blog is full of tips and tricks from our expert event planners to help you start planning your event.
