Gary Chapman, a Customer Relationship Management (CRM) expert, emphasizes the critical role of customer relationships in business success. His consultancy trains organizations on CRM, and his seminars reach thousands of delegates annually. Here’s his expert advice for creating exceptional events.
The registration process is a pivotal moment to establish a personal connection with attendees and demonstrate your organization’s values. First impressions matter immensely. Treat each delegate as a potential long-term advocate, ensuring their initial experience reinforces your professionalism.
For new event organizers or inexperienced administrative staff, meticulous preparation is essential. Develop comprehensive scripts covering everything from initial phone interactions to handling complex requests. Role-playing these scenarios will help your team internalize best practices and deliver consistently excellent service.
Consider implementing service standards for your administrative team. One organization mandates answering all calls “on or before the first ring” to convey urgency. While technically challenging, the goal is to answer promptly. Alternatively, a standard of answering within three rings can be effective.
Other valuable standards to discuss with your team include:
* Call-back within the promised timeframe.
* Paperwork processing within 8 business hours.
* Email responses within 4 business hours.
* Daily database updates.
* Payment reminders at 21, 28, and 35 days post-registration.
Implement a system to monitor adherence to these standards. A team-managed monitoring system, regularly reviewed by management, promotes ownership and reduces the need for constant surveillance.
Chapman also advocates for internal customer service, encouraging the administrative team to treat each other with the same standards they apply to external clients. This approach minimizes internal conflict by eliminating ambiguity in decision-making. As Chapman states, “What’s the point of double standards? Any reasoning person, given the choice, would choose the easier option. That’s how standards slip. We don’t give ourselves the choice!”