Customer Service vs. Customer Experience Part 2 | Top 3 Tips to Ensure The Magic of "Setting"

Photo Courtesy of Brides.com

In our Part One of Customer Service vs. Customer Experience blog, we boiled it down to this:  the customer experience requires us as the service provider to anticipate what the customer will need even before they do and then create it for them in the form of an experience.  We then elaborated on some of the starting steps necessary for creating a customer experience.

Disney Imagineer John Hench said  "Telling a story through setting means getting the details right.” And those who are not in the direct planning or designing phases of planning an event may  feel that they are not "creating a story" in our particular contributions to a special event or wedding, the fact is that if you are in any service related to or touching an event, you couldn't be more invested in doing exactly that.  I can't think of any wedding or special event service provider that is not creating a story for their clients. In fact, that's all we do.  And some of us are wizards at it - taking next to nothing and making a fairy tale come true.  But no matter what the extent of your involvement- from Event Designer, Caterer, Photographer, Venue to the Maintenance Manager or Housekeeping of a special event location, all of us have the potential to create a memory for a client when they choose us - to be a part of their landmark celebration. And as Mr. Hench said, it is in the attention to detail in that setting that creates the magic.

Photo Courtesy of Four Seasons Hotels Magazine

This "attention to detail" in regard to "setting" applies to more than just the design and decor. In fact, it must start from the inside out. Your "setting" will create an impression of you and your brand in your customer's mind which thereby begins the Customer Experience.  While the Disney brand is focused on service but also physical settings that are user-friendly and immaculate at their parks, there are other elements to "setting".  When I say "setting" in this particular post, I am not just referring to those physical wedding and event locations or the decor at an event (we will talk about that in another post).  Nor am I necessarily referring to your office space and ambiance for your client meeting space (although that's important too).  Your service may not even have an office and you may work entirely from home: in which case, your "setting" will become what you create in front of your customer's eyes and experiences every time they contact you.   That includes Website, Social Media, Phone, E-Communications, in-person appointments and so much more.  But in all facets-  whether it be physical space or the virtual space and communication you provide clients -it boils down to this:  how you help the client who is unfamiliar with our industry "get around" in our world of special events and make it navigable for them with regard to your service.  Removing industry jargon, educating them about your service and how it fits in with the whole big picture of the rest of their special event (not just trying to upsell them for the sake of making more money, but truly, with integrity, helping them understand the unique and crazy world of special events and how your service and insistence on standards actually benefits them as it pertains to the big picture.

Photo Courtesy of Colin Cowie Weddings

One of the biggest compliments I receive as an event planner for Santa Barbara Wine Country Weddings & Events from clients is, "Do you know why I chose you?  Because your packages made sense and you sent along helpful information about what I should be looking for when I interview other planners.  You took time to educate me about your particular service and event industry."  I created a sense of trust with clients and in my client's eyes, that single-handedly made them book me.  Not my price, not all the luxurious "bells and whistles" I provide my clients, but trust.  And trust is part of the "setting" I offer.

There are three leading factors that are at the core of inhibiting how effective your "setting" is.  Attention to correcting these can lead to a path that ensures the magic of your setting, continued successful branding and setting you apart.

1.  Communication & Information:  Clients feel that they are not being properly informed or that information is being withheld.

2.  Access: Clients' access to their contracted event service providers is often a challenge because of scheduling (many in our industry work very a-typical "business hours", being closed one or two days during the work-week and often unavailable on the weekends).  Additionally, customers are often left to settle for talking with an assistant instead of their main planning contact because of scheduling challenges, often leaving the potential for communication gaps quite large and contributing to mistakes and misunderstanding in the event planning process.

3.   Respect: With lack of communication and access to their contracted service providers, often clients will feel that they are not being treated with dignity and will start forming misconceptions about you or your brand.  There is a strong need for customers to be acknowledged and treated as individuals with dignity and respect at all times.

It is mission critical to continually review these top 3 factors that may be inhibiting the magic and sparkle of your business and just when you think that you have them addressed and are on a roll, go back and re-visit them again.  Constant movement and evolution are critical in our business if we are not to go extinct.  It does not matter if you don't have the latest technical "bells and whistles" of your competitor:  what defines you and what keeps your brand going is who you are and how you create the magical setting (experience)  for your clients by helping them "create the story" for their special event.

Happy Story-Making!

For more information about Kerry Lee Dickey or Engaging Inspiration, a boutique consulting business dedicated to social media, marketing, training and events for the wedding and events professional and venue, visit our Website, Like us on Facebook, Follow us on Twitter.