Anyone who has ever run (or worked on) an event will know that you are, on the day of action, completely and utterly at the mercy of the venue and its staff. You could have the best speakers, the best content, the best AV and the best delegates… but if your venue lets you down, your event will suffer. Potentially at a critical level.
If you look beyond the concierge services, the refreshments and the last minute printing jobs, what the venue and its staff actually provide is customer care. For both your delegates, but more crucially you.
Take the venue I’m sat in, right now. I’m working at an event for the APCTC’s sister company: Success Mastermind. It’s their annual Global Masterminds event, which brings together some of the leading thinkers in the business world. The delegates in the room meet a very specific set of criteria (a very high standard of such) and many of them own and run businesses (of varying sorts) bringing in seven, eight and even nine figures.
The quality of customer, is high. As are expectations. And even though the team have chosen a suitably swanky West End venue for the cabaret-style event, it’s not necessarily enough. And, as is the case with a higher calibre of customer, the expectations are much, much higher.
Now, much of that is down to us, whatever we’re technically here to do (I’m here taking lots of notes for upcoming features and trainings for both the APCTC and other companies) we are all mucking in and helping wherever we’re needed… and that is what will impact directly on the experiences of our customers. However, we aren’t able to do our jobs unless we are cared for, as customers, by the venue. They take care of us, by taking care of the things we can’t do (or do easily) so we can take care of our customers.
It doesn’t always work out, of course. I have worked at events where the simple act of finding a notepad and paper has been absolute heck, let alone ensuring fresh bottled water is being well circulated. Those are the events, where assistance has to be actively searched for, which garner the poorest results in terms of customer satisfaction, and back-end revenue. How are you meant to upsell a service when you can’t find a pen… or a member of staff to give you one? And will that customer be likely to come back?
I’m happy to report, that at this particular venue, that is not the case. Customer care is of an excellent standard. This is down to a number of factors, but can be summarised, quite beautifully, by one little thing.
That shiny little device is an assistance button. A wireless assistance button, which is a very nice touch. It has lived on our staff table, and has enabled us to summon a member of venue staff to us, quickly, whenever a need has arisen. It’s a small, but significant touch. And it has turned us into raving fans of this venue and the service it has provided. The rest of the service has been very good too, but it has been enabled by this button.
It’s also been quite fun tussling over who gets to press the button when the need arises. But that’s more of a reflection on the team than it is on the button.
If you’re still with me, you’re probably wondering: “what does this have to do with my coaching business?” After all, it would be rather impractical (and not very good for your business as a whole) if you were to hand out wireless assistance buttons to your clients. But there is likely something you can do that will represent a level of customer care (perhaps one only in reach of your highest tier of customers, i.e. those who pay premium prices) that this might inspire.
This button represents a very important need of the client met with very minimal effort by the service provider. They are only on hand when they’re needed, enabling them to work on other things behind the scenes rather than professionally and primly loiter.
Within the APCTC, we have different levels of membership. Depending on your level, you get different levels of access to the team. The highest tier have the most accessibility to our coaches (via Whatsapp, for instance) and, as a result, are the most valuable and loyal customers we have.
That’s just us, of course. But basic customer care is a given (or, at least, it should be) and a higher level is easily attainable.
Remember, people remember the details. The bigger picture will fade into a general experience, but the little details are what your clients will recall.
Push the button. See what happens!
And speaking of pushing buttons and high-revenue businesses, there’s a very interesting one below! If you’d like a shot at joining me in a room like this in the next year (or two) then today is your lucky day. We are still running our most high value offer of all time: the 7 Figure Expert… for a tiny investment (just £1!) Click here, or the banner below, to find out more. Push the button. See what happens!