Tailieuxanh ch07 846

CHAPTER 7
THE GUEST SERVICE OF EVENTS

After reading this chapter, you should be able to:
• Apply the five stages of ensuring customer service to an
event.
• Identify and explain the different types of meetings and
events and their specific challenges as related to customer
service.
• Identify and explain the different types of customers or
attendees and their specific challenges as related to
customer service.
• Describe how to ensure quality service during pre-event,
event, and post-event activities.
Copyright © 2013 by John Wiley & Sons, Inc. All Rights Reserved.
Special Pressure from Events
Consider the following:

• Nearly everyone is emotionally invested.
• This could be a once-in-a-lifetime event for the participants.
• Tens or hundreds of thousands of dollars or more will go into
this event.
• It is on display for everyone to see.
• It typically happens once and cannot be re-done.
• People’s health and safety are at risk.
• Staff intensely plans for several months to over a year.
• All of the work will commence within a few hours to a few
days.
• Thousands of variables need to come together.
Chapter Structure
• A structure is given for managing these variables:

1. Assess the environment
2. Predict outcomes
3. Plan success
4. Monitor weaknesses
5. Assess quality
• If handled with
professionalism, planning,
and appropriate responses
to their needs, the event is
likely to be a success. Photo courtesy of S. Markham.
Assess the Environment
• Types of Meetings
– Lecture
• Formal, structured, speaker
– Forum
• Multiple speakers, moderator, open to question-and-
answer sessions with audience
– Retreat
• Less formal, typically smaller in size and at a location
remote from business offices, great for planning
– Convention
• Meeting of delegates, cyclical scheduling, general
sessions for all attendees and breakouts for smaller
subgroups, may be in conjunction with exhibition
Assess the Environment (cont’d)
• Types of Meetings (cont’d)

– Clinic
• Specialized training
– Exhibition
• Vendors display, in conjunction with another type of
meeting, built-in audience
– Conference
• Meeting, typically for specialty area to discuss advances
– Seminar
• Smaller groups, leader, work on problems
– Trade show
• Vendors display goods and services of a specific trade,
open only to people in that specific trade
Assess the Environment (cont’d)
• Types of Attendees
– There are many types of attendees.
– Each type has their own special set of needs and
expectations:
• Corporate
• Associations
• General public
• Social, military, educational, religious, fraternal
(SMERF)
Applying SWOT to Meetings
• SWOT analysis is another great way of assessing the

environment.
– Things that you control and the things that you do not
– The good and the bad of each
– Begin by making a bulleted list within these
categories:
• Strengths
• Weaknesses
• Opportunities
• Threats
SWOT -Applied
• What are you offering:
– Goods
• Rooms
• Pipe and drape (the curtains and their support used for backdrops and
borders)
• Food
• Beverage
• Temperature
• Lighting
• Audiovisual equipment
– Services
• Planning
• Support
• Information
• Advice
• Safety
– What gets monitored, gets controlled, and gets improved upon
Predict the Outcomes
• Predict the Outcomes

– Mission of the parent company
– In the event description
– In a theme
Risk Management
• Risk Management
1. Identify the Issues
2. Identify the Likeliness
3. Identify the Potential
Plan Success
• Plan Success
• Setting the Expectations
– Marketing efforts
– Past performances
– Word of mouth
– Meetings
– Location
– Price
Setting the Expectations
• Theme
• Site selection
• Site inspections
• Layout
• Suppliers
• Technicalities
• Catering and services
• Audience
Setting the Expectations
(cont’d)
• Financial plans
• Well-established program guidelines from which to work
• Meal times
• Event times
• Free times
• Transition times
• Regulation compliance
• Registration
• Confirmations
• Badges
Promotions Marketing
• Promotions Marketing
– Main communication used to establish expectations and
attract attendees.
– Builds anticipation.
– What is the product?
– Who are the customers?
– What are the customers’ needs and expectations?
– Once this is established, you can begin to tailor your
promotions campaign to achieve your goals.
– The answers are mostly intuitive.
– All of your promotions should be geared toward
achieving these goals.
Monitoring Weaknesses
• Attendee Needs
– Schedule of events
– Special events
– Weather and climate
– Dress/attire
– Lodgings
Monitoring Weaknesses (cont’d)
• Attendee Needs (cont’d)

– Dining, special diets
– Special needs
– Changes
– Payment options
– Restrooms, floor maps, emergency care
– Information about the surrounding area
– Transportation
– Services offered at property
Working with Volunteers
• Working with Volunteers

– Essential to most events
– Should be
• Seen as co-workers
• Given responsibility
• Held accountable
– Tell them that you expect:
• As much from them as you would from a paid
worker, not less
• Enthusiasm/belief in the organization/project/event
Working with Volunteers (cont’d)
• Remember, most patrons don’t realize they are

volunteers.
– Make positions clear
– Make expectations clear
– Offer promotions within jobs
– Provide support
– Given suitable tools or materials
– Offer open two-way communication
– Treat them with respect
Working with Volunteers (cont’d)
• Give them a token of appreciation

– Involve them in a token-reward activity
– Remember that volunteers are compensated in other
ways:
• Social contact
• Feelings of usefulness
• Feeling a part of something larger, a camaraderie
• Satisfaction in helping an organization they believe in
• The opportunity to help in something worthwhile
• A token of appreciation
Post Event Services
• Crisis Management Plan (CMP)

– A detailed guide describing the procedures in the event
of an emergency.
– Assembled with a Crisis Management Team (CMT).
• Of trained professionals in all possible areas
• Many are on staff
• May also be on call
• Have a system of communication in place
• Have a basic plan for almost anything including
Post Event Services (cont’d)
• Crisis Management Plan (CMP) (cont’d)

– Fire
– Bomb threat
– Evacuation
– Catastrophe
• First goal is to reduce the likelihood of crises occurring.
– Plan.
– Have a back-up plan.
– Have a back-up plan for your back-up plan.
Assessing the Quality
• Surveying the Event

– Content: What Will Be Assessed?
– Mission/purpose statement to check it against?
– Who do we need to please?
– Was their image upheld?
– More than “How was it?”
– What are the take-away points from this event?
– What were the goals/objectives? Were they met?
– Are the sponsors pleased?
– Are the guests pleased?
– Is the parent organization pleased?
Assessing the Quality (cont’d)
• Population: Who Will Be Assessed?

– Potential stakeholders may be:
• Attendees
• Spouses
• Parent organization
• Sponsors
• Purveyors
• Medium: How Will You Assess It?

– It may be a:
• Formal, printed survey
– Mailed
– Filled out electronically
– Answered by telephone
• Comment card
• On-site portal
• Each medium has its own advantages and
disadvantages.
• Medium: How Will You Assess It?

– General tips:
• Make it easy to complete.
• Encourage respondents to complete it.
• Consider offering a reward.
• Meet and ask prospective survey recipients personally.
• Send follow-ups as necessary.
• Let them know how and why it counts.
• Avoid boilerplate or standard phrases such as “Your
comments are important to us” or “We value your
input.” Be original and fitting to the group and the
event.
• Interpretation: What Will You Do With It?

– When reviewing, consider the following:
• Who will look at it?
• To whom will it matter?
• What went right?
• What went wrong?
• What is at the root of the problem?
• What are the possible costs or damages?
• What can you fix?
• What will you do differently next time?
• What will you do the same next time?
• What are the take-away lessons?
• What are the immediate actions, or to-do’s as a result?
Discussion Questions
1. Describe why there is special pressure to perform well in events.
2. List and briefly describe three different types of meetings or events
that are designed for smaller groups.
3. Why is it crucial to identify the importance of an issue when
conducting risk analysis?
4. List and describe four ways that you can set the expectations of
guests.
5. Explain the concept of managing touch points.
6. In events, you offer the customer both goods and services. Explain
this concept.
7. How might a corporation consider a retreat to be a success?
8. What is a CMP?
9. What benefits might volunteers receive?
10. List three ideas for making volunteers feel appreciated.

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CHAPTER 7

THE GUEST SERVICE OF EVENTS

Consider the following:

• A structure is given for managing these variables:

• Types of Meetings (cont’d)

• SWOT analysis is another great way of assessing the

• Predict the Outcomes

• Attendee Needs (cont’d)

• Working with Volunteers

• Remember, most patrons don’t realize they are

• Give them a token of appreciation

• Crisis Management Plan (CMP)

• Crisis Management Plan (CMP) (cont’d)

• Surveying the Event

• Population: Who Will Be Assessed?

• Medium: How Will You Assess It?

• Medium: How Will You Assess It?

• Interpretation: What Will You Do With It?

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