All Points Connect Blog

All Points Connect is a big advocate of the importance of excellent customer service. Throughout the event industry, we often work with a variety of people on any given marketing project including clients, vendors, event venues, event teams and street teams.  The way we communicate and follow up with each is paramount. 

If you look at any business I am sure you will find a plan for customer relations or customer service.   However, how that plan is executed is another story.  Not everyone puts it at the forefront of their business relationships and it is all too often an afterthought.  

I believe that customer service is about creating and maintaining a relationship or partnership with your client or customer.   A relationship where they know they can depend on you and that you have their best interests in mind and their success at the forefront of your mind. 

Below are a five of my personal tips for providing great customer service. 

1. Always be one step ahead in communicating with your client.  Offer updates, solutions and ask questions before the customer comes to you.  This will show you are proactive and committed to the success of the project.   

2. Use client preferred communication channels.  You can easily gauge how a customer prefers to communicate (whether email, phone or in person).  Pay close attention to that.   It will make it easier for the client to keep updated on the project and easier for you to get qicker reponses. 

3. Set client expectations.  Whether it’s a project deadline or project wrap up, it’s extremely important to set due dates.  It’s never good to have a client asking you when things will be completed or constantly having to check in.  Stay ahead by having a plan and setting those expectations early.

4. Offer quick responses.   Take time to offer a quick response to the client.  Even if you don’t have the answer yet, you should respond and let them know that you are working on it.   

5. Follow up with the client.  A project may be complete but the relationship doesn’t have to end there.  Follow up with the client to make sure they were satisfied.  If they weren’t, offer better solutions for next time and offer to rectify the situation.   If they were satisfied, which is what we always hope for, discuss options for next time. 

I challenge us all to take a look at how we manage our customer service and see if there are ways we can improve upon it!

Event Marketing and Grass Roots Marketing are not only unique tactics used to create brand awareness but they also offer completely different results from your traditional marketing.  And with that, different measurements for Return On Investment (ROI).  Sure, you can hand out coupons at an event or run an enter-to-win contest that collects data from customers you will later contact to show ROI for that event or promotion.  But how can you measure how effective an event will be before you commit to the expense? Or, how can you prove it to be effective if you don’t have deliberate measuring tools in place. 

Many marketers face those same questions; especially when you are looking to commit to event where you will likely accrue expenses such as print, advertising, venue contracts, giveaways, etc.   I came across an interesting tool created by eventmarketermag.com that offers a great solution to this.  They created a sheet called the Grassroots ROI Tabulator.   This sheet focuses on 17 main grass roots pieces from event attendance to sponsorship costs.  If you take a deeper look at the 17 pieces, you can enter in the data you have into their nifty bracket (how fitting while we are in the midst of March Madness) to determine what your ROI is or could be. 

While in some cases this can only an estimate (if you are not selling any products on site), I think it helps reflect how successful a promotion or event can be.   Whether or not you have a measurable tool such as coupons, email registration or on site sales, you can consider things such as attendance, average age of attendees and marketshare to determine how successful an event is and if you will get a good return on that investment.  

Click here to view the Event Marketer Grass Roots ROI Tabulator!