In the competitive events industry, delivering an exceptional customer service experience can be the difference between a one-time transaction and a lasting relationship. During a recent panel discussion hosted by Unique Venues, three customer service gurus, Chuck Salem, CEO of Unique Venues, Nathan Ruger, from Sudexo Campus Conference Solutions, and Michael Scher from American University Conference Services, shared their strategies for providing stellar customer service and how it directly impacts business growth. Here’s what you can take away from their discussion.
Customer Service is an Emotional Experience
Customer service extends beyond just meeting a client’s needs—it’s about leaving a lasting emotional impression. Michael explained that the focus should be on how the customer feels throughout their entire experience and their emotional takeaway from their interactions.
Nathan added that a customer's emotional connection is key even if the service isn’t perfect. Being able to impact someone and leave them satisfied emotionally ensures they’ll think of you when they need your services again.
Chuck emphasized the importance of empathy in every interaction. He used the term “first contact satisfaction” to explain the importance of empowering your team to solve issues without delay.
Words and Delivery Shape the Customer Experience
In customer service, the words you choose can make all the difference in creating a positive impression. Nathan highlighted the importance of using positive affirmations. For example, instead of saying “no problem,” try “it is my pleasure.” It creates a more welcoming atmosphere and reinforces that you’re here to help.
Michael agreed, noting that the delivery of your words is just as important as the words themselves. How you communicate sets the tone for the entire experience. Even if the customer is frustrated, handle the situation with care—it’s their first time expressing that frustration to you, so take that opportunity to provide solutions.
Excellent Service Drives Future Business
High-quality customer service doesn’t just resolve issues—it leads to long-term relationships and repeat business. Nathan emphasized the importance of helping a customer, even when your product or service isn’t the right fit in that moment. Direct them to a solution that works for them, even if it's not your service. That goodwill will bring them back when they do need what you offer.
Chuck added that success in customer service comes from a genuine passion for helping others. If you truly care about serving your clients, they will notice—and they’ll come back to you time and again.
Practical Strategies for Event Vendors
The panelists closed the discussion with actionable tips for event vendors to elevate their customer service:
- Address Common Issues: Pay attention to recurring complaints. If you hear the same issue multiple times, it’s a sign you need to make a change. Client surveys are a great tool for identifying areas of improvement.
- Get Real-Time Feedback: Use quick feedback methods to gather insights. Instead of a long survey after the event, implement quick-act survey buttons at your booth or station for real-time feedback. It allows you to adjust and improve on the spot.
- Empower Your Team: Training is essential to empowering your team. Even something as simple as the 15-5 rule that Nathan presented: maintain eye contact at 15 feet and initiate a greeting at 5 feet. Train your team to take ownership of customer service issues and empower them to resolve problems on the spot. This helps create a smooth and efficient customer experience.
By adopting these strategies, event vendors can build stronger relationships with their clients, create memorable experiences, and ensure repeat business. Invest in your team and give them the tools to provide exceptional service—it will pay off in the long run.