Trawling through websites that publish customer feedback, the positive ones on customer service experience often associate with keywords like “personalised”, “intuition” and often the compliments are credited to the service person before the company providing the service.
In business events, we believe in curating experiences that engage the emotions of the attendees and essentially, those of the planners and service providers when they see their efforts acknowledged through the smiles of their customers.
The ability to engage emotions to take personal touches no training or standard operation procedure manual can teach. It takes a planner’s personal effort and sensitivity to other people’s emotions to curate that one WOW moment - that one moment’s emotion that cannot be repeated or captured on video. That is the beauty of live events created for people who love interacting with people.
However, there is a miscommunication between personal efforts and professionalism. How often have we been told “don’t take it personally” when our hard work is being criticised? Does “please be professional” mean keeping silence on things we do not feel is right?
The reality has not shifted from the saying “actions speak louder than words”. It is through our actions that often create that personal branding, identity and unique selling point. It is then through that personal branding that attracts the best employment and for business owners, job opportunities.
If the trend is for planners to have a better meeting and incentive design, end users would have to pay for that privilege of tapping into their talent. To deepen the engagement, meeting and incentive designers must be allowed to have a voice, take things personally and be trusted that they do not sway from the professionalism that earned them their reputation. If the client is really ready for change that is beyond lip service, let the planners’ actions do the talking. Only then, the business events industry will further professionalise and gain additional respect from the non-industry audience.
I recently spoke to a couple of event planners in Asia regarding the competitiveness in the current marketplace. I was appalled by an incident they shared with me. After all the resources invested into an incentive programme pitch, an event agency was given the opportunity to present to the end user's organising committee. As the agency entered the boardroom, they were asked to sit amongst their direct competitors. Besides being asked to share their ideas, the potential client (end user) asked all these agencies to bid and match the client's budget in front of each other.
What would you have done?
Singapore – Nu Skin Japan brought 250 of its regional sales leaders for a well-deserved travel incentive to Singapore(read more)
Direct from IMEX America 2016 in Las Vegas –Timo Kiuru, CEO of The Unthinkable, started the knowledge session with a statement, “Welcome to the death of event experiential marketing.” Kiuru, recognised by Connect Corporate Magazine as...(read more)
Singapore – A new Helsinki-based “hotel without bedrooms” event venue concept has made its way into Singapore. Here’s a sneak peek inside Huone Events Hotel before its February 23 opening and why it is bound to disrupt the local meetings industry.(read more)
You might be doing it wrongly if you have been offering product details that fail to go beyond venue spaces and capabilities. (read more)
Singapore – Set to open in the second quarter of 2017, the 222-room Sofitel Singapore City Centre has announced the appointment of Freddy See as Director of Sales & Marketing. (read more)
Singapore – October is set to be the busiest business events month as Marina Bay Sands welcomes the highest number of major events in a single month since its opening in 2010.(read more)
Singapore – HotelAsia, one of Food&HotelAsia’s pioneer specialised trade shows will feature an impressive host of brands, showcase new equipment and technology and unveil a Singapore Pavilion for the first time. (read more)
What do Malaysia and Singapore have in common in the way they market themselves and stay ahead as business event destinations?
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