Presentation to the San Diego chapter of the National Association of Catering and Event Professionals on 10/08/13

1. Creating great client experiences
Stephanie Weaver
Experience & special diets menu consultant

2. 1. INVITATION

3. • Website: Loads quickly? Makes sense? Mobile-
friendly?
• PR
• Marketing: Ads, brochures, rack cards, branded
vehicles, uniforms of delivery people
• Telephone: Do they get a human when they call?
• First impression: What does the outside of your
business/office “say” about your services?
Invitation includes

6. 2. WELCOME

7. • First impression of the inside of your business
• First greeting (phone or in person)
• Customer service
• Sales/ticketing functions (if applicable)
Welcome includes:

8. IMPACTS OF POOR SERVICE
1 unhappy =
10 unhappy
3 unhappy =
1,000 unhappy
Avg. loses 20%
annually
68% b/c
of staff attitude
Costs 5X more
to attract new
Yelp
is forever
1 bad=2/3 leave

9. PUTTING PEOPLE FIRST
• Put your staff before revenue
• An empowered staff is your greatest asset
• Talk to your front line employees regularly (if you
have them) to learn what customers are really
saying
• Reduce costs by keeping happy, productive
employees: less sick time, less recruiting time/cost

10. 3. ORIENTATION

11. • If there is a map to reach your venue
• If your event is at a venue large enough to require
wayfinding/directional signs
• Explaining your processes or contracts to clients
Orientation includes:

12. 4. COMFORT

13. • Helping clients feel at ease with your company
• For event guests:
– Seating
– Restrooms
– Lighting
– Sound levels
– Temperature
– Food (speed of service, dietary needs met)
Comfort includes:

17. 5. COMMUNICATION

18. • Written materials (contracts, brochures, website)
• Verbal communication with clients and event
guests
• Tone/voice of your business (e.g. Joe’s on the
Nose vs. Hornblower Cruises)
Communication includes:

19. 6. SENSATION

20. • Adding and delighting all five senses when
designing events: scents, visuals, textures,
sounds, and tastes
• Designing in surprises, especially when they are
random from the guest’s perspective
(Congratulations! As our 5th client signing this
month, you receive 15% off our services!)
Sensation includes:

21. 7. COMMON SENSE

22. • Pricing (are you checking the market regularly?)
• Collaborating with other people in your field, like-
minded businesses, and businesses “outside the
box”
• Talking to customers via social media and post-
event surveys as well as regularly reading Yelp
and other reviews
• Following trends: trendwatching.com
• Alignment: Do your business practices match your
mission and your brand? And, are you
communicating that?
Common Sense includes:

23. 8. FINALE

24. • Designing your last impression
• Exit script at venues
• Take-home items included in the experience
– Receipts
– Ticket stubs
– Flyers
– Cards
• Paid souvenirs (branded gift shop items)
Finale includes:

25. MEMENTOS (free)
• Receipts
• Ticket stubs
• Cards
• Flyers

27. Memorabilia
Souvenirs (paid)

28. Please contact me to learn
more about experience or
menu consulting
sweaver@experienceology.com