The guest service of events | Báo cáo Customer Service

lOMoAR cPSD| 47206071
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY HOSPITALITY FACULTY
GROUP REPORT AND PRESENTATION Topic:
The guest service of events Subject
: Customer Service in a Global Environment Subject class : HM306DE01- 0100 Lecturer : Ms. Pham Vu Tram Anh List of students : Họ và tên MSSV Nguyễn Phương Hải Yến 22000097 Phạm Thị Thúy Vy 22000096 Nguyễn Trọng Nhân 22001505 Vương Lê Thanh Phú 22001504 Từ Minh Khang 22108620 Nguyễn Hoàng Triệu 2190151 2/2023 lOMoAR cPSD| 47206071
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY HOSPITALITY FACULTY
GROUP REPORT AND PRESENTATION Topic:
The guest service of events Subject
: Customer Service in a Global Environment Subject class : HM306DE01- Lecturer : Ms. Pham Vu Tram Anh List of students : Họ và tên MSSV Nguyễn Phương Hải Yến 22000097 Phạm Thị Thúy Vy 22000096 Nguyễn Trọng Nhân 22001505 Vương Lê Thanh Phú 22001504 Từ Minh Khang 22108620 Nguyễn Hoàng Triệu 2190151 2/2023 lOMoAR cPSD| 47206071 ACKNOWLEDGEMENT
With the dedication of the university, I would like to sincerely thank Hoa Sen University
and the Faculty of Tourism for providing an opportunity for us to learn and learn more
about customer care in the service industry from this customer service in a global
environment. Through this, I also gained valuable baggage, and practical experiences
that will later help a lot for our future career path. And most importantly, we would like
to express our sincerest thanks to Ms. Pham Vu Tram Anh – our instructor. Thank you
for the extremely useful and enjoyable classroom theory sessions. And throughout her
studies, she was always interested and enthusiastic to help us. She did not hesitate to
share her experience, wholeheartedly mentoring and supporting us throughout the
research and implementation of this report. Thank you! iii lOMoAR cPSD| 47206071 COMMENT
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.......................................................................................................................................... iv lOMoAR cPSD| 47206071 TABLE OF CONTENTS
ACKNOWLEDGEMENT ............................................................................... iii
COMMENT ...................................................................................................... iv
TABLE OF CONTENTS .................................................................................. v
TABLE OF IMAGES ....................................................................................... vi
CHAPTER 1: What is an event? ..................................................................... 7
1.1 Definition of Events ................................................................................. 7
1.2 Types of Meetings .................................................................................... 7
A. Conference ............................................................................................. 7
B. Seminar .................................................................................................. 7
C. Trade Show ............................................................................................ 8
D. Workshop .............................................................................................. 8
1.3 Types of Attendance ................................................................................ 8
CHAPTER 2: The importance of the event .................................................... 8
2.1 For businesses, companies, and groups:................................................ 8
2.2 For social life ............................................................................................ 9
2.3 For organizational units.......................................................................... 9
CHAPTER 3: The steps to organize an event ................................................ 9
3.1 Event organization process in the pre-event period ............................. 9
3.2 The process of organizing at the stage in the event ............................ 12
3.3 Event organization process in the post-event period ......................... 13
CHAPTER 4: The ways to ensure customer service at an event ................ 13
4.1 Asses the environment ........................................................................... 13
4.2 Predict outcomes ................................................................................... 13
4.3 Plan success ............................................................................................ 14
4.4 Monitor weaknesses .............................................................................. 14 v lOMoAR cPSD| 47206071
4.5 Strengths ................................................................................................ 14
4.6 Weaknesses ............................................................................................. 15
4.7 Opportunities ......................................................................................... 15
4.8 Threats .................................................................................................... 15
4.9 Assess quality ......................................................................................... 15
CHAPTER 5: What are the challenges when organizing an event? .......... 16
5.1 Budgeting Problems .............................................................................. 16
5.2 Lack of Event Planning Experience .................................................... 16
5.3 Lack of Event Promotion ...................................................................... 16
5.4 Selecting The Right Suppliers and Vendors ....................................... 16
5.5 The problem of shortage of human resources .................................... 17
5.6 Pressure on partners, difficult customers ........................................... 17
CHAPTER 6: Conclusion ............................................................................... 17
CHAPTER 7: These situations in the event .................................................. 18
BIBLIOGRAPHY..........................................................................................22
APPENDIX.....................................................................................................23 TABLE OF IMAGES vi lOMoAR cPSD| 47206071
CHAPTER 1: What is an event?
1.1 Definition of Events
We have many definitions of the events. Many authors have discussed the definition of
events and the various terms used to describe them.
The Accepted Practices Exchange Industry Glossary of TERMS ( APEX, 2005) defines
an event as “ An organized occasion such as a meeting, convention, exhibition, special
event, gala dinner,… An event is often composed of several different yet related functions”
Getz (2008) emphasizes the greatest appeal of events is that they are never sane and that
guests be in there to enjoy the experience fully. He proposes two dèinitions, from the
perspective of event organizers as well as guests:
First is a special event is event that occurs once or infrequently event outside normal
programs or activities of the sponsoring or organizing body
Second, for customers, a special event is an opportunity to entertain and socialize with
cultures outside the normal range of choices or beyond everyday experience.
Summarising the definition of the event, we can understand this is a one-time or
infrequently occurring event of limited duration that provides guests with a leisure and
social opportunity beyond everyday experience. 1.2 Types of Meetings A. Conference
Conferences are often complex structured events with many speakers With the aim of
encouraging increased exchange and discussion and giving people a platform to share
their expertise and conferences. A conference is the most effective business networking event.
Conferences usually start with a speech or presentation session and then move on to
discussions and interviews. At conferences, the preparation to welcome guests is the
most important task, to better support this part you can use more tools to make checkin easier. B. Seminar
Seminars are usually organized with a specific target audience in order to convey highly
relevant information. This type of event can be held at your community spaces, 7 lOMoAR cPSD| 47206071
corporate headquarters, or even online through a platform like Zoom. These events are
usually held with one or more speakers, but what you need to deal with is how to reach
the audience. Therefore, when organizing this event, you need to carefully research the
speakers and reach potential sponsors and audiences to make the event a success. C. Trade Show
Trade shows provide an opportunity for businesses to introduce new products or brands
to other businesses or the public. Since the focus of this type of event is on product
displays or exhibitions, events often take place in spacious venues that can
accommodate multiple vendors. This will provide a great opportunity to create good relationships with customers. D. Workshop
The workshop is known as an exchange of knowledge, methods, and skills in any field.
Depending on the topic of the workshop, the speaker will be selected appropriately to
discuss with the participants. The workshop usually lasts 2 - 4 hours with 2 main
activities: the first is to discuss with guests and the second is to ask and answer questions.
1.3 Types of Attendance
There have many types of attendance. Each attendance will have different special needs
and expectations for their event. - Corporate - Associations - General public
- SMERF group consists of social, military, education, religious, fraternal
CHAPTER 2: The importance of the event
2.1 For businesses, companies, and groups:
Events help to bring the brand image of companies, and businesses closer to customers.
Thereby, easily approaching potential customers and increasing sales for the company
Events also serve express gratitude to customers. This event is not only an opportunity
to affirm the brand of the business but also an opportunity to express gratitude to
longterm customers. Thereby, creating sympathy and keeping long-term relationships 8 lOMoAR cPSD| 47206071
Year-end events are considered an opportunity for business to express their gratitude to
company members. With the efforts of the members, they will expect to receive what
they deserve for their efforts, to be honed and recognized for what they have
contributed. These events will help to increase the work motivation of employees and
also improve the work quality of business 2.2 For social life
This is an opportunity to introduce the product, and brand and to promote the image of
the country to friends in neighboring countries, to show hospitality and goodwill to
cooperate on the occasion of welcoming foreign representatives
Environmental impacts: Event space plays an extremely important role in attendance.
Therefore, outdoor events will have a positive impact by building and renovating the
venue. Additionally, the events are organized in an environmentally friendly way which
is also being received the attention of many people.
2.3 For organizational units
The event organizer will receive a profit from the work it has done
Affirm the brand of event organizer in the market
Through organized events, organizations can gain important knowledge in the
profession. From there, be able to develop yourself to continue organizing impressive events
In addition to the experience gained, the organizer can also develop a relationship with
customers such as companies, and business,... or relationship with service providers like decoration, and art,...
CHAPTER 3: The steps to organize an event
3.1 Event organization process in the pre-event period Step 1: Define Goals
The first step you should do when planning your event is to spend some time really
thinking about the reason and objectives for running this event. Knowing your 9 lOMoAR cPSD| 47206071
objectives might even dictate what types of events you should organize to maximize the
chance of achieving these goals.
First, decide on a primary goal for the event. Example: To support a new product launch,
sell more of your products/services during the event, etc…And so on. While it’s possible
to have a combination of different goals as your primary goal, it’s best to focus on just
one or two goals. Step 2: Create a Preliminary Plan
Based on the objectives you’ve discussed above, we can start creating a draft for the
event’s plan. This preliminary plan should include key details while considering how
we will achieve the planned goals discussed in the previous step. However, you should
include preliminary details like: •
Time frame: if you have a planned date (and are able to secure the venue for this
date), then you can put it in your draft. •
Location: whether it’s an online/virtual or an offline event. If it’s an offline event,
also decide whether the event will be local or will be hosted in different locations.
Create a shortlist of venues and cities/countries for your event. •
Details of attendees: the number of attendees for your event will also determine
the size of the venue you need. If this is going to be a 1,000-person event, then
you’ll need a venue that can accommodate this. Also, you should figure out other
details of your target attendees: demographic data, location, and so on. •
Type of event: based on your planned objectives, you can decide on the most
suitable type of event to achieve this objective. There are various different types
of events as: Conferences, Workshops/classes, Festivals, and Competitions,… •
The budget for the event: Based on this preliminary plan, Create a budget for the
event. All possible expenses, incomes, and contingent expenses should be
included. You can then start planning for the target sponsors, event speakers, and exhibitors.
Step 3: Deciding Your Venue and Date
Start researching venue options as early as possible: deciding on the best date/time when
the venue is also available is very important, and can be challenging.
Don’t forget that there are various other variables that depend on the venue like
accommodations, catering, layout, travel arrangement for attendees, and so forth. This 10 lOMoAR cPSD| 47206071
is why the earlier you can decide on a venue and date, the better so you can plan on
other elements of the event without having to worry about this.
Research your options carefully, and don’t be afraid to ask as many questions as possible
when talking with venue representatives.
Step 4: Establish Your Event Team
The secret to building a successful team is assigning the right roles and responsibilities
to the right people, and it’s best to designate roles as early as possible. You should begin
by appointing a project/event manager who will be responsible for overseeing the whole event project.
Here are some important roles to consider in an event team: •
Event Manager: supervises the whole team and is ultimately responsible for the
overall execution of the event. Makes top-level decisions including managing the event budget. •
Marketing coordinator: responsible for promotion and communication strategy
and the execution of event promotions before, during, and after the event. •
Designer: crucial for all your event’s visual components from stage design,
website, emails, and social media assets, among others. •
Scheduling: coordinates meetings before and at the event, work with
speakers/exhibitors, and make sure the event’s schedule is up to date and wellmaintained. •
Event technologists: responsible for the entire event and marketing technology
stack to make sure you are collecting data at every stage of your event and ensuring this data is synced.
Step 5: Develop Your Event Branding
It’s crucial to have a strong personality in your branding to help your event stay topof-
mind for your target attendees. A strong brand can also help you in steering the direction of your event. You should consider: •
The event name: very important since it’s going to be the first thing your attendees will see. 11 lOMoAR cPSD| 47206071 •
Logo, brand colors, and other design elements: should align well with your business’s design elements •
On-site decoration, signage, email signature: smaller visual details of your event
and promotional materials should support your overall event branding
Step 6: Detailing Your Plan
In this step, you plan all the details of your event program based on a Preliminary Plan.
It’s best to decide on all the details as early as possible.
Step 7: Confirming Speakers, Exhibitors, and Sponsors
This step is about securing the external parties that are going to be crucial for your
event’s success. Build a list of sponsors and exhibitors you want to participate in your
event, and conduct thorough research to understand whether they are a great fit for your
event. For securing sponsors, especially figure out how they would benefit from
collaborating with your brand and/or participating in your event, for example: • Mutual target audience •
Complimentary products/services •
They are recently launching a new product and in need of a promotion
Take the time to create comprehensive sponsorship packages before reaching out to your sponsors.
Step 8: Develop a Promotion Plan
In this step, you should put into detail the marketing tactics you’ll use to attract more
attendees, and the key here is to have a thorough understanding of your target attendees as:
- Create a poster with all the info for your event on it. -
Post the event on social media (facebook,
instagram,…) - Email the event to relevant people.
3.2 The process of organizing at the stage in the event
Step 9: Managing the Day of the Event
This phase starts from the start of the event planning steps identified in the previous
section. The individuals and groups begin the work and check the results of the implementation.
- Implement and organize the activities in the plan 12 lOMoAR cPSD| 47206071
Based on the plan determined in the previous stage, the departments follow the right work and timeline.
- Event preparation and staging
In this stage, you need to perform the following tasks: •
Set up event stage, banner, backdrop •
Prepare full uniforms for the subjects, if any •
Complete contracts with 3rd parties. Like hiring MCs, singers, event PGs or
event sound and light equipment rental units •
Completing procedures and organization license documents •
Send invitations to distinguished guests
3.3 Event organization process in the post-event period
Step 10: Clean up the venue when the event is over.
Step 11: Thank your team members, and customers, and wrap up any paperwork you have left.
Step 12: The business sends feedback to customers.
CHAPTER 4: The ways to ensure customer service at an event
4.1 Asses the environment
Always look at their events from a human perspective, focusing on all human subjects
at the event such as attendees, speakers, experts, and the press.
Focusing on the theme of the event, customers attending can research reasons to connect them with the program.
Create the best environment for attendees such as ensuring enough space for attendees,
optimizing equipment and staff must be properly trained.
If service settings are guaranteed then the event environment that day will run smoothly
and will give the best customer experience. 4.2 Predict outcomes
Ex: Heineken held a year-end countdown event to promote their brand, products, and
message to consumers. The Dutch beer brand wants it all together to break down all
barriers and create a new sense of connection. 13 lOMoAR cPSD| 47206071
- Predict achieving the purpose of the event
The nature of major events having significant media attention in the build-up to the
event, provides an opportunity for them to demonstrate leadership of environmental best practices and standards.
- The event risk management process
As part of any successful event planning process, hazards should be identified and risks
assessed and controlled to minimize the potential for injury or harm to persons or property.
Key components of a formalized event risk management framework include:
• Formal process to event management – from inception to close.
• Policy and procedures outlining the “dos and don’ts” of planning an event.
• Commitment from management to support the process. 4.3 Plan success
Event Success Management is a clean and practical approach to ensuring that every
event you organize is more successful than the previous one. Event Success
Management makes event participants the focus.
The most expensive resource at an event is the time of the people attending. When you
put that fact in the center of everything you do, it alters the shape of your approach. And
there is a saying that “an event isn’t only about taking care of event practicalities or
meeting business goals. Instead, it’s also about ensuring is as positive as possible”. By
this, we don’t mean there was free coffee and nice biscuits. We mean the attendees felt
their time there was well spent. The most effective way to do this is to ensure you’re
constantly improving and delivering a superior event to the last one. 4.4 Monitor weaknesses
While planning the event, it is worth using the SWOT analysis – a simple tool to assess
the strengths, weaknesses, opportunities, and threats of the project. 4.5 Strengths
Ex: Experienced and motivated team – working with people who know what to do and
at the same time work with commitment – regardless of whether they are volunteers or
professional event coordinators – increases the chance of success of the event. 14 lOMoAR cPSD| 47206071 4.6 Weaknesses
These are the features of the project that can prevent you from achieving your goals. Ex:
• Lack of sufficient financing for the event – organizing events with an
insufficient budget may contribute to its failure.
• Inexperienced event team – If there is a large staff turnover in your event team,
this is definitely a weak side.
4.7 Opportunities
Ex: Little competition – If you operate in a niche market, you have the chance to
strengthen your position and prepare for the times when your competitors become strong. 4.8 Threats
Ex: Strong competiton – this isn’t a reason to give up organizing events in a given
industry, but it can be a significant factor affecting the achievement of your goal. 4.9 Assess quality
Things to keep in mind to organize a quality event:
• When guests arrive we can offer them a free drink to welcome them to the event. • Start the event on time.
• Let guests know specific information, locations and suggest some suitable costumes for the event.
• If the organization’s product is about food, we can also give guests a free trial
to improve the guest experience.
• Guest reviews/ feedbacks after the event ends. (Good or bad)
• Advertise your event to customers. (Stimulus)
• Make your customers excited about your event. (Zero)
• Guests decide to join the event. (First)
• Did the customers feel good about the event after participating in the event. (Second)
• Feedback from guests. (Ultimate) 15 lOMoAR cPSD| 47206071
CHAPTER 5: What are the challenges when organizing an event? 5.1 Budgeting Problems
One of the most common challenges that event planners face is budgeting. It can be
challenging to estimate how much everything will cost, and it’s easy to go over budget
if you’re not careful. One way to combat this is to create a detailed budget and stick to
it as closely as possible. You should also factor in unforeseen costs, such as emergencies or last-minute changes.
On the flip side, it’s also possible to underbudget an event. This can lead to problems
down the road, such as not having enough money to cover all of your expenses. It’s
important to factor in every cost, even those that seem small.
5.2 Lack of Event Planning Experience
Event planning can be challenging, but it’s also a very rewarding field. If you’re new to
event planning, it’s essential to learn as much as you can before starting your first event.
Many different resources are available to help you, including books, websites, and online courses.
You should also reach out to other planners for advice and tips. There are many online
communities and forums where planners can share their experiences and offer advice.
5.3 Lack of Event Promotion
If you want people to show up at your event, you need to promote it in advance. Whether
you’re hosting an open house or sidewalk sale, this is true and can be even more
important for larger events like fundraisers or concerts.
You should start promoting in advance, at least a few weeks before the event. This will
give people enough time to mark it on their calendars and plan to attend. You can
promote your event in various ways, including online, in print, and through word-of-
mouth. Be sure to use multiple methods to reach as many people as possible.
5.4 Selecting The Right Suppliers and Vendors
When you’re planning an event, it’s important to select the right suppliers and vendors.
This can be a difficult process, especially if you’re unsure of what you need. You’ll need
to find a supplier for everything from food to tents, and it’s important to make sure that
they are reliable and affordable. You should also ask for recommendations from other 16 lOMoAR cPSD| 47206071
event planners, which will help you to select the best suppliers and vendors for your company or organization.
When selecting a supplier for tents and decorations, you might want to consider local
businesses in your area. These companies understand your market and know how to work with your audience.
5.5 The problem of shortage of human resources
The human issue is always considered the most important factor that directly affects the
development of the event organization. Therefore, if there is a problem with personnel,
it is difficult to go a long way with the event organization profession.
5.6 Pressure on partners, difficult customers
With big partners, the pressure of event makers will be very heavy. Pressure may be
related to the ability to take responsibility, time... Therefore, in order to satisfy difficult
customers, the event organizer and implementation team must be really experienced and
professional when it comes to customer satisfaction. work. The profession of event
organizer is also likened to the duty of "becoming a bride of a hundred families". CHAPTER 6: Conclusion
The event is an activity aimed at bringing moments of full enjoyment to customers.
Takes place as a mark or a holiday of a business or a collective. There are many different
types of events, with many different content, but in general, they still share the same
characteristics that bring as much enjoyment and comfort as possible for customers to
attend. Especially, through an event, businesses can improve close relationships, long-
term cooperation with customers, promote personal brands, and at the same time thank
customers and employees for sticking with the business. And to be able to organize a
perfect event is not easy. It takes many different steps, has an abundant human resource
and has high professional quality, the most important is the operating budget.
Organizing an event will make businesses spend a lot of money, facing many
challenges. However, the results achieved after a successful event are extremely high.
Therefore, it is also extremely important for businesses to invest in organizing a
successful event. With the benefits that an event brings, from thanking and connecting
with potential customers to strengthen the brand and increase revenue in the future to 17 lOMoAR cPSD| 47206071
meeting and cooperating with business partners will help businesses develop and reach further in their field.
Not only bringing many benefits, organizing an event also helps businesses reach closer
to customers, thereby being able to grasp the quality of service that the business itself
is providing to customers through the attending customers. Not only that, after each
event, businesses can draw their shortcomings and experiences to take corrective
measures and improve the quality of service of businesses for customers.
CHAPTER 7: These situations in the event
Case study 1: Enterprise A contacts the event center to organize a year-end party for its
employees. This is a potential customer of the event center. All information about the
date and time of the event, the location related to the booking of the artist's schedule,
the arrangement of the sound and the light, and the venue are agreed upon by both
parties and waiting for Company A to agree to organize the event. office. However, due
to the delay in deciding because of funding problems, Party A extended the response
time. When business party A agreed to organize everything, the place was rented by another party. Solution:
- For this issue, when consulting the contract, the event organizer must prepare a
sideplan. This option will be applied to situations that do not go as planned after the
guests close, including the arising of the venue. Find and recommend a similar place
to the guest at a similar cost for them to choose from. 18 lOMoAR cPSD| 47206071
- In addition, before the customer closes, it is recommended to remind and inform
thecustomer if there is a change so that the customer can grasp it in time to avoid the
delay that affects the time of both parties and the cost of the guest.
Case study 2: At the year-end party at a luxury event center, the guests are mostly
families and bring children. During the event, it was inevitable that children ran around
the event area despite being reminded many times, but unfortunately dropped and broke
a precious vase. However, after the baby's parents arrived, they refused to agree to
compensate because they thought that their child was just unintentionally trying to break the vase. Solution:
- In this case, absolutely do not judge right - wrong, but pay attention to the safety ofthe
victim (see if the child is injured) first. Avoid making awkward guests affect the party.
- The situation can be divided into two directions as follows:
• Children with minor scratches or serious injuries:
Call the restaurant's medical department (if available) and specifically inform the
victim's condition. Be professional so that the young parents have some peace of mind
and do not make a negative assessment of the place you work at that time.
If the injury is severe and visible to the naked eye, staff must call for instructions from
the Event Manager and take the victim to the nearest hospital.
• The child does not do the following: 19 lOMoAR cPSD| 47206071
Ask questions, show concern and consult the child's parents if they need to call for medical care.
Keep the scene clean, and avoid letting the batch of the vase hurt other customers. All
handling operations must be quick, noiseless, affecting and confusing customers present at the scene. -
Ask for customer information, transfer information to the supervisor, and
manager sothat at the end of the party, exchange with guests and make compensation
procedures. Don't forget to extract the camera to demonstrate. -
Agreement to compensate for damage: Usually, civilized and polite guests will
ask tobe compensated for the damage caused by their children. If the loss is not too
great and is directed by the Manager, you may consider skipping it. However, in case
the damage is too great and the damage is done intentionally or is still violated after
repeated reminders, you need to claim compensation according to the restaurant's regulations.
Case study 3: In an outdoor EDM music performance event accompanied by beer and
alcohol sponsors. Most of the guests attending were young people. Therefore, it is very
common to drink too much, leading to an inability to control yourself, so there are
deliberate acts of aggression with surrounding guests, affecting the security of the
performance and the experience of the audience. other attendees. 20