CUSTOMER SERVICE IN EVENT MANAGEMENT Paper Presented by Mr. Ini Akpabio (GMD Nanet Group )

1. CUSTOMER SERVICE IN EVENT MANAGEMENTPaper PresentedbyMr. IniAkpabio(GMD Nanet Group) 1st NATIONAL CONFERENCE ON EVENT MANAGEMENT, ABUJA. SHERATON HOTEL, DATE- 11TH &12TH MARCH 2014.

2. INTRODUCTION Greetings to all the participants, the organizers especially Dr. A.B Ekwere of Dorben Polytechnic Abuja I am also pleased to accept my role as Special Guest of Honour CONFERENCE THEME I consider it a very relevant topic at this point in time as we all should now begin to think of creating jobs, leisure and entertainment activities for the future generation. The oil revenue is on the decline hence every effort towards creating new jobs should be encouraged.

3. KEY WORDS We need to understand the terms in the context of this lecture. • The customer • Service • Events • Management THE CUSTOMER • He is the driving force in the hospitality industry. • He pays for our products. • He is the one paying our salaries. • He must therefore come first in all our transactions. • We must meet his expectations and satisfy his needs.

4. No customer, no service, no service, no sales, no income, then the business is as good as closed down • In the hospitality industry we say the customer is the most important person. CUSTORMER SERVICE • Here we are talking about the feelings that a product or service is expected to meet all the customers’ expectation. The customer’s perception and assessment will be based on: • Quality of service of the particular event. • Meal or product experience • Availability of equipment. • Staff capabilities. • The planners’ sales efforts and efficient service is vital to meeting the overall organizational objectives. • A customer’s positive experience can change the overall perception of an enterprise.

5. Technology and globalization has made customer service in all sector of the service industry a sophisticated one. Think of a Nigerian in china he would want to eat pounded yam with vegetable soup anytime. A typical Anambra man visiting a friend in Argungukebbi state during the fishing festival, will still love to have his Isi-Ewu after takinfTuwonshinkafadamiyankulewa MANAGEMENT Event management can best be explained by what it entails. In Nigeria the slightest excuse can be found as a good source of celebrations. Although we have celebrities. Think of Christmas, Sallah, Easter, Calabar carnival, 100 years of Nigeria existence as a Nation, weddings, child naming ceremony. Some of these events can attract many tourists. Every event has a crucial role to play in human endeavors. Visitors to the location require good services, e.g. entertainment, Security etc. Do these events have any financial benefits? The answer is yes.

6. Events can be grouped as here under • Leisure : e.g. Sports competition • Cultural : Igbo new Yam Festival • Personal: Wedding, burial. • Organization: Conferences, Political rallies. • Is event management a new development? The answer is No. • Recent technological development with its complexities has introduced new desires and expectations. 

7. MANAGEMENT EVENTS • Definition of Management by Harold Koontz (2000), Management is the art of getting things done through and with people in formally organized groups. • In managing events, we must: • Plan what to do. • Who shall do what? • When shall it be done? • Who is in charge of what? • We must get our Mis-en place right before any event can succeed.

8. TEAM WORK • Every member should be • Proactive • Focused • Dedicated and dynamic • Know what is expected of him or her • Creativity is the key to a successful event operation • An honest team leader and team work is essential KEY TO DELIVERING GOOD CUSTOMERS SERVICE • There are several notable points of delivering efficient customer services. We shall however discuss the following points.

9. SAFETY Everythingmust be safe for every one at all times during and after the event. Such safety measures should include adequate access routes, gates and barriers to prevent accidents. As an example, planning to host a sporting event, the event planner must seek other professional advice from the stadium managers, the security operatives, local transport, fire authorities, maintenance crew and among others. • The event type or objectivemust be specific and agreed upon with all stake holders and executed on the basis and terms agreed upon. • The day and date of the event are crucial and should be recorded in the event diary and appropriate deposit paid and correct receipt issued to the client.

10. Many events fail because there are simply too many other events running at the same time. For example, one major reason why England lost the bid for 2018 FIFA world cup was because the time of the competition coincided within the period of the annual Wimbledon Tennis Tournament. • Choose the correct market segment. The planner must choose the right target and audience. This will enable him provide appropriate logistics and facilities. The size shall also enable the planner determine for example, the provision of seats, toilet facilities, the number of casual staff that will be needed, uniforms, equipment, among others. Consideration should also include car parking space, storage facilities and medical facilities for any emergency.

11. Traffic management can be a real frustration hence adequate arrangements should be made well in advance including traffic controls. • Local permissions or approvalfrom statutory agencies may be obtained. Street closing should receive the approval of the locals including the law enforcement agencies. Some communities may not allow the service of alcohol or hosting parties on their streets. CONCLUSION • Customer service in Event management is basically a philosophy aimed at directing the attitudes and objectives of a service oriented business. Event handling is about anticipating demand recognizing, stimulating them and finally satisfying the needs of the customers. In providing excellent services to the patrons at an event, the planner should:

12. Have well trained and willing personnel. • Have good working condition • Staff should be helpful and always displaying high degree of self confidence and professionalism. • Mis-en place (preparation in advance) is the key to the success of any event. • Giving the customers what they want and not what the planner decides. Finally, ladies and gentlemen, event management must be customer focused and service oriented. All planning activities, that is the mis-en place must be done well in advance by the planner to avoid unforeseen challenges. The success of any event planning is a matter of executing all the relevant details. The planner must follow his previous prepared check list to logical conclusion with both the staff and clients at the end of the event. This will reveal the weaknesses and strength of the exercise and help to create future opportunities.

13. FURTHER REFERENCES • Allen J. (2000) Event planning. Ontario Etobicoke Willy • AXLER B.H. Food service. A • Managerial Approach • (2000) D C Heat & co UJA • Dennis Lili carp & • John cousins: Food and Beverage • Service (7th edition 2006.) • Francis Buttle & lniAkpabio: Sales promotion in hotels, a British perspectives. Hospitality Review vol.6 No 1 pg. 106. Hodder and Stoughton Educational 338 Euston road, London. • IniAkpabio Strategies for Nigerian Domestic Tourism. African Hospitality Magazine.vol.9 no1 2005 • Stone A & Pary B (2006) Successful Event management • In Akpabio & Tar Orjime (2013) Hospitality management practices in Nigeria ISBN: 978-9098-111-5 • Hatman Journal 2013

14. Thank you