Chapter 9 quality issue for mice event


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Chapter 9 quality issue for mice event

  1. 1. Chapter 9 Quality Issues for the Operations and Management of MICE Events E-mail: 081-082- . 081-082-7273 1
  2. 2. Objectives 1. define and identify the concepts of 'quality' and 'service' 2. evaluate current organisational practices in the provision of quality service for a convention or meeting 3. identify the stakeholders in the provision of quality customer service for a convention or meeting 4. determine the issues relating to service provision for each of the major stakeholders for a convention or meeting 5. establish methods of measuring quality service in MICE organisations 2
  3. 3. Introduction • This chapter focuses on quality issues and suggests several factors that a required within convention and meeting organisations. • The ‘quality’ element needs to be quality’ constantly integrated into the responses to the questions attached to this chapter.
  4. 4. Outline 1. Quality and customer service in MICE industries 2. Quality and the role of PCOs 3. Quality and the role of the venue 4. Evaluating quality customer service 4
  5. 5. Introduction Quality Management and Service Quality 1. Ensuring a consistent quality product or service and providing continuous customer service. 2. Ensuring a high level of customer satisfaction for both the client organization and the delegates or participants who attend the event. 5
  6. 6. The quality service models Client Organization Quality Quality Delegates & Venue Customers Conference Organizer Quality 6
  7. 7. Quality and Customer Service in Convention Management 7
  8. 8. What is Quality? • Quality management involves making sure that the product or service on offer is delivered at the right time and at the right place and meets the customer’s requirements. • Quality management and its implementation are important in today’s MICE industry. • Worldwide, delegates expectations are continuing to rise, and successful venues and conference organizers are addressing these rising expectations and driving them even higher. 8
  9. 9. Basic principles in quality management 1. Management leads the way CEO must communicate to the team a clear vision statement that demonstrates a commitment of quality. 2. Agreement of customer requirements Customer driven policies and produces should be developed 3. Development of leadership skills To provide growth, continuing and stability 9
  10. 10. Basic principles in quality management 4. Recognition that staff are the key Develop its HRs, from Recruitment, selection process through to training and development, performance appraisal and career development. 5. Plan for quality Forecast business should be planned. Ready to react to any changes as and when required. 6. Measure for success Profit and Loss, Evaluation form, Preset Standard, Feedback should be provided to the staff. 10
  11. 11. What is Service ? • Traditionally, the term “service” has been difficult to define because of its intangibility • A service is an act or performance offered by one party to another. Although the process may be tied to a physical product, the performance is essentially intangible and does not result in ownership of any of the factors of production. (Lovelock and Wright, 1999) • Service is an economic activity that creates value and provides benefits for customers at specific times and places, as a result of bringing about a desired change in – or on behalf of – the recipient of the service. 11
  12. 12. What is Service ? • Service is not just giving customers bigger and better facilities; it involves the way these facilities are given to them. • Smiling, friendly faces talking about the conference and meeting facilities are far more conducive to an enjoyable hospitality experience than just a bare meeting room or venue set up for event. 12
  13. 13. What is Service ? In the MICE industry, quality management and customer service go hand in hand with service quality influencing the customers’ overall attitude about the service delivery. customers’ This attitude can be formed by a number of successful experiences. 13
  14. 14. What is Service ? • Service and the provision of service within a convention or meeting consist of both TANGIBLE and INTANGIBLE • TANGIBLE COMPONENTS – Provision of a meeting or convention rooms, comfortable seating, adequate lighting, audiovisual equipment, morning tea, lunch and so on. • INTANGIBLE COMPONENTS – How service is provided and directed at the conference delegates in order to satisfy their needs, eg. Welcoming smile and cheerful manners 14
  15. 15. Evaluation of the service 1. Reliability 2. Tangibility (facilities) 3. Responsiveness (Helpful, Provide prompt service) 4. Assurance or trustiness (involved knowledgeable, polite) 5. Empathy (Caring) 15
  16. 16. Potential Gaps in service Quality of MICEs Customer needs CUSTOMER and expectations 1. Knowledge Gap Management definition of these needs MANAGEMENT 2. Standards Gap Translation into design/delivery specs 3. Delivery Gap Execution of 4. I.C.Gap Advertising and design/delivery specs sales promises 5. Perceptions Gap 6. Interpretation Gap Customer perceptions Customer interpretation of product execution of communications 7. Service Gap Customer experience relative to expectations 16
  17. 17. Potential Gaps in service Quality of MICEs Knowledge 1. Knowledge gap (IN) Can exist when there is a difference between what conference organizer of service believes the customer expects and the customers actual needs and expectations Standard 2. Standard gap (IN) Can occur when there is a difference between, for example, the venue management’s perception of the conference management’ organizer’s expectations and the quality standards established for the service delivery by the venue or other suppliers. 17
  18. 18. Potential Gaps in service Quality of MICEs Delivery 3. Delivery gap (IN) Can occur when there is a difference between what is specified for the service standard and what is actually provided. provided Internal 4. Internal communication or Marketing gap (IN) Can occur when there is a difference between what the conference organizer or a venue’s advertising and sales promotion staff think are the features of the convention or meeting product, its performance and service quality level, and what the company or venue is actually able to deliver deliver. 18
  19. 19. Potential Gaps in service Quality of MICEs Perception 5. Perception gap (EX) Can occur when there is a difference between what is actually delivered and what the client organization or delegates perceive they have received. Interpretation 6. Interpretation gap (EX) Can occur when there is a difference between what the service provider's (e.g. PCOs) communication efforts actually promise and the customer (e.g. Client Organization) thinks was provided by the communication 19
  20. 20. Potential Gaps in service Quality of MICEs Service 7. Service gap (EX) Can occur when there is a difference between what the customer expects to receive and their perception of the service actually delivered. 20
  21. 21. Quality and the Role of the PCO 21
  22. 22. Quality and the Role of the PCO • The PCO needs to ensure that both the venue selected and suppliers selected are able to cooperate and supply the quality of service required by the client organization. • Therefore, PCO must have the role as the following: • Communication skills • verbal communication skills • written communication skills • Partnerships • The PCOs and the venue • PCOs team members 22
  23. 23. Quality and the Role of the Venue 23
  24. 24. Quality and the Role of the Venue • The expectations and the process for providing quality customer service for these are the same – that is, the customers ultimately want the best service they can obtain wile the venue, with their range of facilities are ideally placed to facilities, provide such service. • Venues encompass a diversity of departments. There is thus a need for venue managers to ensure high levels of interaction between managements and staff and among staff. 24
  25. 25. Differences in service quality provided by the venue Technical quality - what is delivered? Functional quality - how is it delivered? Process quality - judged during service Output quality - quality after service is performed 25
  26. 26. Customer interaction • is an integral part of the core service provided by the conference venues, • Staff and management make contract with client org. as well as individual delegates. • The communication process for a venue’s convention department can be considered as an exchange mechanism. 26
  27. 27. Customer interaction 1. Service encounters or “moment of truth” moment truth • Interactions between the service providers and their clients can occur at several levels 2. Customer and service interaction • mindful that they represent not only the client org but also their delegates • moral, political, social and psychological power over each other 27
  28. 28. The service delivery system • Front stage • Area most commonly associated with the provision of customer service • Staff contact point (advertising, promotion, brochure, conference kits) • Back stage • Is an area that delegates seldom see and have little involvement in, • Maintenance, engineering, AV support 28
  29. 29. Evaluation quality customer service 29
  30. 30. Evaluation quality customer service • A post-convention review of the conference organizer, venue and other suppliers involved is of great importance. • It provides the opportunity to review how the delegates, the conference organizer and the client organization perceived the conference, venue’s and the provision of service quality. 30
  31. 31. Evaluation quality customer service include: Areas of evaluation should include: 1. the site and location of the event 2. the venue, its facilities, F&B services, etc. 3. the convention itself, e.g. program contents, speakers, marketing, social activities, for instance 4. the individual sessions, e.g. topics, clarity and presentation of the topics, achievement of objectives, etc. 31
  32. 32. Evaluation quality customer service • These previous areas of evaluation for the MICE event should be from the perspective of these relevant parties: 1. the perspective of the delegates 2. the perspective of the venue and other supplier 3. the perspective of the PCO 4. the perspective of the client organization 32
  33. 33. Delegates • Feedback on their perception of quality of the event and the level of delegate satisfaction • The questionnaire should cover items such accommodation, FB, details of event etc. 33
  34. 34. 34
  35. 35. The Venue and other supplier • The evaluation of the venue should be undertaken “in-house” with the key team • Comments from the staff should be obtained as to how the event could be improved 35
  36. 36. The PCO and the Client organization • Both PCO and Client org to go over event • They should also compare what actually happened against the plan • E.g. Budget figures, number of delegates and so on 36
  37. 37. Summary • Quality management and the provision of service quality within MICE events are key to ensuring that high levels of customer satisfaction are achieved by both the client organization and the delegates to an event • In order to ensure a process of quality management for MICE event, conference organizers need to be aware of not only the management principles for introducing such a system but also the role of the stakeholders in the provision of the event 37
  38. 38. Question and Answer 38