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Case study Salford Events is a small, exclusive catering and events…
Case study
Salford Events is a small, exclusive catering and events company specialising in creating exceptional experiences for weddings and corporate events across a range of indoor and outdoor venues. The company employs seven full-time staff, including an events director, events coordinator, an executive chef, two chefs, three supervisors and up to 20 casual staff, depending on demand.
Adrienne is the events coordinator. She prides herself on attending every event to support and assist the supervisors in charge and help with last-minute emergencies and details. As a result, Adrienne works a 70-hour week and is constantly tired. She has very little social life as many of the events take place on the weekend. She is dedicated to her role and employers, working tirelessly to help the business achieve its growth target.
She would like her supervisors to take more responsibility and make decisions, but she finds they will not when she is there. They regularly refer all but the most basic decisions to her. She finds herself having to give them a lot of direction and monitor their work closely. Her manager, the events director, has told her she needs to start delegating tasks more and reduce the number of events she attends or limit the amount of time spent there.
The following is a list of some of Adrienne’s responsibilities and tasks she performs in her role.
Organises event bookings and contracts.
Liaises with clients regarding their needs and updates contracts accordingly.
Liaises with venues and suppliers and negotiates contracts for space, supplies, audio-visual equipment, etc.
Conducts research, makes site visits and finds resources to help with decisions about event possibilities.
Creates and revises room layouts for each event.
Creates event run sheets to ensure the smooth flow of the event.
Organises staff rosters.
Assists with preparing budgets and provides periodic progress reports to the event director.
Ensures all staff arrive on time and are in full uniform.
Organises replacement staff in case of absenteeism.
Conducts pre/post-shift meetings.
Monitors staff on shift and ensures all SOPs and quality assurance principles are adhered to.
Updates company SOPs.
Conducts employee appraisals in conjunction with the events director.
Conducts staff recruitment and selection.
Trains new and existing staff when necessary.
Checks staff timecards after an event.
Ensures labour costs comply with budget.
Liaises with the executive chef regarding client needs prior to the event.
Liaises with head cook regarding client needs during an event.
Handles complaints.
Checks that audio-visual equipment, signage and décor meet quality expectations.
Assists the supervisors in checking room layout prior to the event and that all materials, such as place cards, nametags, packages, gift bags, registration lists, etc., are prepared.
Boutique Events collects feedback from clients through online surveys. They are automatically emailed to all clients and guests the day after an event. They average a 60% response rate. Results indicate an overall satisfaction rating of 85%, which is very positive. They also receive emails from clients thanking them for the success of their event and congratulating them on their high customer service standards.
These are the most common areas of customer dissatisfaction expressed in the online survey.
Equipment is not working when required, especially audio-visual equipment such as projectors and computers used for presentations. (40% of complaints)
Some hot menu items are cold when served to customers at outdoor marquee events. These are usually plated menu items, not buffet or barbeque items. (22% of complaints)
Access to an outdoor marquee was difficult. This comment is usually received when there has been wet weather prior to the event. The comments are usually made by women. (15% of complaints)
Staff running the event (supervisors/coordinators) were unprofessional, not available when needed, did not fulfil requests. (12% of complaints)
Staff were rude, unhelpful, poor appearance, provided slow service. (8% of complaints)
These are the most common areas of customer satisfaction expressed in the online surveys.
Staff are very friendly, helpful and professional.
Event organisers and supervisors were very helpful and knowledgeable. They gave great advice and suggestions.
Food was delicious and well presented.
Event ran smoothly and on time.
The company would like to build on this success and grow the business, increasing sales by 20% by the end of the next financial year. They have a website that was built three years ago and a Facebook page. They exhibit at bridal, wedding, and some industry expos to promote their business and gain new contacts and clients. They place advertisements in several bridal and business magazines several times a year.
Questions
How can Adrienne proactively share information and work experiences with her staff on a regular basis
Suggest some time management strategies that could assist Adrienne
Who could Adrienne consult with when considering ways to address quality issues and reduce customer complaints? Indicate what she would discuss with each person.
What is one short-term action Adrienne could take to reduce the impact of this problem?
What current or emerging industry trends can Boutique Events incorporate into their current operation to help them achieve their business goals? Describe at least two methods and discuss how the Response based on any research conducted and knowledge of industry trends.
What customer service or quality standards are enhanced by each of these methods?
