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Quality Issues Quality Issues Quality Issues Quality Issues for the Operations and for the Operations and for the Operations and for the Operations and Management of MICE EventsManagement of MICE EventsManagement of MICE EventsManagement of MICE Events

Chapter 9Chapter 9Chapter 9Chapter 9Chapter 9Chapter 9Chapter 9Chapter 9

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Objectives1. 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

Introduction• This chapter focuses on quality

issues and suggests several factors that a required within convention and meeting organisations.

• The ‘‘‘‘qualityqualityqualityquality’’’’ element needs to be constantly integrated into the responses to the questions attached to this chapter.

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Outline1. Quality and customer service in

MICE industries2. Quality and the role of PCOs3. Quality and the role of the venue4. Evaluating quality customer

service

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Introduction

Quality Management and Service QualityQuality Management and Service QualityQuality Management and Service QualityQuality Management and Service Quality

1. Ensuring a consistent qualityconsistent qualityconsistent qualityconsistent quality product or service and providing continuous customer service.

2. Ensuring a high level of customer satisfactionhigh level of customer satisfactionhigh level of customer satisfactionhigh level of customer satisfaction for both the client organization and the delegates or participants who attend the event.

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The quality service models

Client Client Client Client OrganizationOrganizationOrganizationOrganization

Conference Conference Conference Conference OrganizerOrganizerOrganizerOrganizer

VenueVenueVenueVenue

QualityQualityQualityQuality QualityQualityQualityQuality

QualityQualityQualityQuality

Delegates & Delegates & Delegates & Delegates & Delegates & Delegates & Delegates & Delegates & CustomersCustomersCustomersCustomersCustomersCustomersCustomersCustomers

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Quality and Customer Service Quality and Customer Service Quality and Customer Service Quality and Customer Service in Convention Managementin Convention Managementin Convention Managementin Convention Management

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What is Quality?What is Quality?What is Quality?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 theserising expectations and driving them even higher.

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Basic principles in quality managementBasic principles in quality managementBasic principles in quality managementBasic principles in quality management

1.1.1.1. Management leads the wayManagement leads the wayManagement leads the wayManagement leads the way

CEO must communicate to the team a clear vision statement that demonstrates a commitment of quality.

2.2.2.2. Agreement of customer requirementsAgreement of customer requirementsAgreement of customer requirementsAgreement of customer requirements

Customer driven policies and produces should be developed

3. 3. 3. 3. Development of leadership skillsDevelopment of leadership skillsDevelopment of leadership skillsDevelopment of leadership skills

To provide growth, continuing and stability

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Basic principles in quality managementBasic principles in quality managementBasic principles in quality managementBasic principles in quality management

4.4.4.4. Recognition that staff are the keyRecognition that staff are the keyRecognition that staff are the keyRecognition that staff are the keyDevelop its HRs, from Recruitment, selection process through to training and development, performance appraisal and career development.

5.5.5.5. Plan for qualityPlan for qualityPlan for qualityPlan for qualityForecast business should be planned. Ready to react to any changes as and when required.

6.6.6.6. Measure for successMeasure for successMeasure for successMeasure for successProfit and Loss, Evaluation form, Preset Standard, Feedback should be provided to the staff.

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What is Service ?What is Service ?What is Service ?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.

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What is Service ?What is Service ?What is Service ?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.

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What is Service ?What is Service ?What is Service ?What is Service ?In the MICE industry, quality managementquality managementquality managementquality management and customer customer customer customer serviceserviceserviceservice go hand in hand with service qualityservice qualityservice qualityservice quality influencing the customerscustomerscustomerscustomers’’’’ overall attitudeoverall attitudeoverall attitudeoverall attitude about the service delivery.This attitude can be formed by a number of successful successful successful successful experiences.experiences.experiences.experiences.

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What is Service ?What is Service ?What is Service ?What is Service ?

• Service and the provision of service within a convention or meeting consist of both TANGIBLETANGIBLETANGIBLETANGIBLE and INTANGIBLE INTANGIBLE INTANGIBLE INTANGIBLE

• TANGIBLE COMPONENTSTANGIBLE COMPONENTSTANGIBLE COMPONENTSTANGIBLE COMPONENTS– Provision of a meeting or convention rooms, comfortable seating, adequate lighting, audiovisual equipment, morning tea, lunch and so on.

• INTANGIBLE COMPONENTSINTANGIBLE COMPONENTSINTANGIBLE COMPONENTSINTANGIBLE COMPONENTS– How service is provided and directed at the conference delegates in order to satisfy their needs, eg. Welcoming smile and cheerful manners

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Evaluation of the serviceEvaluation of the serviceEvaluation of the serviceEvaluation of the service

1. Reliability2. Tangibility (facilities)3. Responsiveness

(Helpful, Provide prompt service)

4. Assurance or trustiness(involved knowledgeable, polite)

5. Empathy (Caring)

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PotentialPotentialPotentialPotential GapsGapsGapsGaps inininin serviceserviceserviceservice QualityQualityQualityQuality ofofofof MICEsMICEsMICEsMICEs

Customer experience relative to expectations

Advertising and sales promises

Customer interpretation of communications

1. Knowledge Gap

2. Standards Gap

3. Delivery Gap

5. Perceptions Gap

7. Service Gap

Customer needsand expectations

Management definitionof these needs

Translation into design/delivery specs

Execution of design/delivery specs

Customer perceptions of product execution

6. Interpretation Gap

4. I.C.Gap

MANAGEMENT

CUSTOMER

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PotentialPotentialPotentialPotential GapsGapsGapsGaps inininin serviceserviceserviceservice QualityQualityQualityQuality ofofofof MICEsMICEsMICEsMICEs

1. K1. K1. K1. Knowledgenowledgenowledgenowledge gapgapgapgap (IN)(IN)(IN)(IN)

Can exist when there is a difference between what conference what conference what conference what conference organizer of service organizer of service organizer of service organizer of service believesbelievesbelievesbelieves the customer expectsthe customer expectsthe customer expectsthe customer expects and the the the the customers customers customers customers actual needsactual needsactual needsactual needs and expectationsand expectationsand expectationsand expectations

2. S2. S2. S2. Standardtandardtandardtandard gapgapgapgap (IN)(IN)(IN)(IN)

Can occur when there is a difference between, for example, the venue managementvenue managementvenue managementvenue management’’’’s perceptions perceptions perceptions perception of the conference organizer’s expectations and the quality standards establishedquality standards establishedquality standards establishedquality standards establishedfor the service delivery by the venuedelivery by the venuedelivery by the venuedelivery by the venue or other suppliers.

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PotentialPotentialPotentialPotential GapsGapsGapsGaps inininin serviceserviceserviceservice QualityQualityQualityQuality ofofofof MICEsMICEsMICEsMICEs

3. D3. D3. D3. Deliveryeliveryeliveryelivery gapgapgapgap (IN)(IN)(IN)(IN)Can occur when there is a difference between what is specified for the service standardservice standardservice standardservice standard and what is actually what is actually what is actually what is actually providedprovidedprovidedprovided.

4. I4. I4. I4. Internalnternalnternalnternal communication communication communication communication orororor MMMMarketingarketingarketingarketing gapgapgapgap (IN)(IN)(IN)(IN)Can occur when there is a difference between what the conference organizer or a venue’s advertising and salesadvertising and salesadvertising and salesadvertising and salespromotion 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 delivervenue is actually able to delivervenue is actually able to delivervenue is actually able to deliver.

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PotentialPotentialPotentialPotential GapsGapsGapsGaps inininin serviceserviceserviceservice QualityQualityQualityQuality ofofofof MICEsMICEsMICEsMICEs

5. P5. P5. P5. Perceptionerceptionerceptionerception gapgapgapgap (EX)(EX)(EX)(EX)

Can occur when there is a difference between what is actually actually actually actually delivereddelivereddelivereddelivered and what the client organization or delegates delegates delegates delegates perceive they have received.perceive they have received.perceive they have received.perceive they have received.

6. I6. I6. I6. Interpretationnterpretationnterpretationnterpretation gapgapgapgap (EX)(EX)(EX)(EX)

Can occur when there is a difference between what the service provider'sservice provider'sservice provider'sservice provider's (e.g. PCOs) communication efforts actually communication efforts actually communication efforts actually communication efforts actually promisepromisepromisepromise and the customer customer customer customer (e.g. Client Organization) thinks was thinks was thinks was thinks was provided by the communicationprovided by the communicationprovided by the communicationprovided by the communication

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PotentialPotentialPotentialPotential GapsGapsGapsGaps inininin serviceserviceserviceservice QualityQualityQualityQuality ofofofof MICEsMICEsMICEsMICEs

7. S7. S7. S7. Serviceerviceerviceervice gapgapgapgap (EX)(EX)(EX)(EX)Can occur when there is a difference between what the customer expectscustomer expectscustomer expectscustomer expects to receive and their perception of the perception of the perception of the perception of the serviceserviceserviceservice actually delivered.

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Quality and the Role Quality and the Role Quality and the Role Quality and the Role of the PCOof the PCOof the PCOof the PCO

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Quality and the Role of the PCOQuality and the Role of the PCOQuality and the Role of the PCOQuality 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 thequality of service required by the client organization.

• Therefore, PCO must have the role as the following:• CommunicationCommunicationCommunicationCommunication skillsskillsskillsskills

• verbal communication skills• written communication skills

• PartnershipsPartnershipsPartnershipsPartnerships• The PCOs and the venue• PCOs team members

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Quality and the Role of Quality and the Role of Quality and the Role of Quality and the Role of the Venuethe Venuethe Venuethe Venue

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Quality and the Role of the Quality and the Role of the Quality and the Role of the Quality and the Role of the VenueVenueVenueVenue

• The expectations and the process for providing quality customer service for these are the same – that is, the customers ultimately want the best servicebest servicebest servicebest service they can obtain wile the venue, with their range of facilitiesrange of facilitiesrange of facilitiesrange of facilities, are ideally placed to provide such service.

• Venues encompass a diversity of departments. There is thus a need for venue managers to ensure high levels of interaction ensure high levels of interaction ensure high levels of interaction ensure high levels of interaction between managements and staffbetween managements and staffbetween managements and staffbetween managements and staff and among staff.

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Differences in service quality Differences in service quality Differences in service quality Differences in service quality provided by the venueprovided by the venueprovided by the venueprovided 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

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Customer interactionCustomer interactionCustomer interactionCustomer 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.

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Customer interactionCustomer interactionCustomer interactionCustomer interaction

1.1.1.1. ServiceServiceServiceService encountersencountersencountersencounters or “momentmomentmomentmoment ofofofof truthtruthtruthtruth”• Interactions between the service providers and their clients can occur at several levels

2.2.2.2. CustomerCustomerCustomerCustomer andandandand serviceserviceserviceservice interactioninteractioninteractioninteraction• mindful that they represent not only the client org but also their delegates

• moral, political, social and psychological power over each other

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The service delivery systemThe service delivery systemThe service delivery systemThe service delivery system

•• FrontFront stagestage• Area most commonly associated with the provision of customer service

• Staff contact point (advertising, promotion, brochure, conference kits)

•• Back Back stagestage• Is an area that delegates seldom see and have little involvement in,

• Maintenance, engineering, AV support

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EvaluationEvaluationEvaluationEvaluation qualityqualityqualityqualitycustomercustomercustomercustomer serviceserviceserviceservice

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EvaluationEvaluationEvaluationEvaluation qualityqualityqualityquality customercustomercustomercustomer serviceserviceserviceservice

• 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.

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EvaluationEvaluationEvaluationEvaluation quality customer servicequality customer servicequality customer servicequality customer service

Areas of evaluation should includeAreas of evaluation should includeAreas of evaluation should includeAreas 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.

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EvaluationEvaluationEvaluationEvaluation qualityqualityqualityquality customercustomercustomercustomer serviceserviceserviceservice

• These previous areas of evaluation for the MICEevent should be from the perspective of theserelevant parties:

1. the perspective of the delegates2. the perspective of the venue and other supplier3. the perspective of the PCO4. the perspective of the client organization

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DDDDelegateselegateselegateselegates

• 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.

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TTTThehehehe VVVVenueenueenueenue andandandand otherotherotherother suppliersuppliersuppliersupplier

• 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

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TTTThehehehe PCOPCOPCOPCO andandandand thethethethe CCCClientlientlientlient organizationorganizationorganizationorganization

• 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

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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

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Question and AnswerQuestion and AnswerQuestion and AnswerQuestion and Answer