Customer Service: An Essential Component of the Live Events and Experiences Marketing Mix
In the fast-paced world of live events and experiences we are constantly facing new challenges. One key debate I am increasingly experiencing in daily client meetings revolves around whether customer service is an integral part of the marketing mix or whether it’s an operational team delivery.
This blog looks at the pros and cons of integrating customer service into the overall communications plan for ticketed live experience brands. I explore how the growth of social media has amplified the need for exceptional customer service and how fostering a strong community can lead to increased sales and a thriving community-focused future for live experience brands.
Pros of Incorporating Customer Service in the Marketing Mix:
1. Enhanced Brand Perception
Delivering outstanding customer service can greatly impact how your brand is perceived.
Positive customer experiences generate word-of-mouth recommendations and valuable online reviews, boosting brand reputation.
2. Increased Customer Loyalty
Excellent customer service builds trust and loyalty among attendees.
Satisfied customers are more likely to become repeat purchasers and advocate for your brand among their networks.
3. Positive Online Presence
Social media and online platforms have become pivotal in shaping brand perceptions.
Great customer service experiences generate positive online conversations and engagement, improving brand visibility and reach.
4. Differentiation from Competitors
In a crowded market, exceptional customer service provides a unique selling proposition and an instant ability to ‘read’ sentiment from audiences and customers.
By going above and beyond, marketeers can differentiate their live experience brand, attracting a larger customer base.
Integration of Customer Service into the Communication Plan
1. Consistent and Seamless Experience
Marketeers need to ensure that customer service aligns with the overall brand messaging and values.
Streamline communication channels, such as email, chatbots, and social media, to provide a consistent experience.
2. Proactive Approach
Anticipate customer needs and respond promptly to inquiries or complaints.
Engage actively with attendees before, during, and after live events through social media and personalised communication.
3. Training and Empowerment
Invest in continuous training for customer service representatives so that they feel as much a part of the marketing team as the operations team.
Equip them with the necessary tools and knowledge to resolve issues efficiently and provide memorable experiences.
4. Feedback and Evaluation
Regularly gather customer feedback to identify areas for improvement and assess the effectiveness of customer service initiatives.
Utilise data analytics to identify trends and make informed decisions to enhance the customer experience.
The Growth of Social Media and the Increased Need for Customer Service
1. Amplified Customer Expectations
Social media enables customers to voice their opinions publicly, raising expectations for a swift, personalized response.
Failure to address customer issues online can lead to reputational damage.
2. Instantaneous Communication
Live experience brands and events need to be accessible and responsive across multiple platforms.
Social media allows marketeers to engage with their audience in real-time, providing immediate guidance and support.
3. Community Building and Engagement
Social media facilitates the creation of a community around live events and experiences.
Engaging with customers on these platforms fosters a sense of belonging, encouraging repeat attendance and positive brand associations.
Conclusion - Building Community for a Robust Future
In the dynamic landscape of live events and experiences, customer service is undoubtedly an integral part of the marketing mix. The growth of social media has further emphasized the importance of exceptional customer support, making it a fundamental need more than ever before. By integrating customer service into the overall communications plan, marketeers can enhance brand perception, increase customer loyalty, and differentiate from competitors. Furthermore, prioritising community building generates a stronger future for live experience brands and events, resulting in increased sales and a robust brand reputation.
