I will never forget the moment I learned how crucial unrelenting customer service is when building an event clientele.
I was on the phone with a repeat client, who needed event space for an upcoming reception. Unfortunately, I did not have any available on her requested date, and so I suggested a well-known downtown locale that I though might fit her needs. “No, we can’t go there,” she said. Curious, I asked why. She replied, “One of our board members had a bad experience there once.”
Wow. That started me thinking, “What exactly is a ‘bad experience’ at a venue?” To some people, and often to the people who sit on boards and who are decision-makers with high expectations, this could be an interaction with a rude valet attendant; it could be a restroom with no paper towels; it could be being ignored by a concierge or guest services staff member.
At our next staff meeting, I brought up this conversation with our event staff. It really served to reinforce what those of us in the hospitality industry should know as basic common sense: Superior customer service is imperative and must be a venue-wide team effort. And by “team,” I mean every person in a building who comes into contact with clients and guests: housekeeping, back-of-house catering, security, parking – truly, all staff.
I recall attending a lunch conference at a hotel/banquet center in mid-Michigan. After the meeting, as I headed to the parking garage, I found myself in the wrong hallway and looking for exit signs. A man in a catering jacket walked past and, with a bright smile, politely asked if I needed any assistance in finding my way. Obviously, I still remember this small but meaningful example of true customer service; this hallway was completely empty except for the two of us, and he could have walked right past me and no one would have known the difference.
In the competitive landscape of meeting and special event venues, we all seek to maintain and grow our list of loyal clientele. A good sales person will continually deliver exceptional customer service throughout the entire event process, from the initial inquiry, through the planning process and to event end. No one wants to see all their hard work and dedication derailed by a staff member who is having a bad day and passes that on to potential clients.
No act of customer service is too small, and no act (good or bad) goes unnoticed. In the event industry, it truly does take a venue.
Jennifer Berkemeier is the catering and special events sales manager for the Cobo Center.
