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Quality of venue service vital to overall event success, say 83% of organisers in VSC survey

The quality of service received at a venue is one of the most important aspects of the overall event experience, according to 83.5% of event organisers surveyed by the Victory Services Club (VSC) recently.

Conducted in June and July this year, the survey focused on the concept of service within events venues as part of the venue’s VSC110 campaign, celebrating 110 years of timeless service and looking at the future of events. More than 100 responses from UK corporate and agency buyers were received, with some 76% of respondents saying that they would not re-visit a venue if they received bad service.

Detailed knowledge of client events by venue staff was considered a major factor in determining the quality of service by respondents, with 60% indicating this as the most important aspect of ‘good service’ at a venue. Opinions on service levels are formed quickly, according to the survey results, with 61% stating that they base their decision on whether or not to book a venue on the first contact and staff attitude. The survey results indicate that service levels are a critical factor when choosing a venue, with 60% reporting that service is ‘extremely important’ compared with facilities on offer when making a decision about venue selection. Organisers had no qualms about providing feedback on their experiences and opinions about service to venues, with some 97% stating that they would tell a venue if they received bad service.

Air Commodore Nigel Beet CBE, CEO of the VSC, comments: “Service is one of our core values and so it is fitting that this is a focus for us in our 110th anniversary year. We have always listened to our clients and members and aim to maintain open dialogue so that we can continue to improve service levels and maintain the high standards we have set at our venue. It is interesting to see how important service is to event organisers and serves as a reminder to venues that we must go beyond offering a quality physical product in terms of venue facilities and ensure that all members of staff listen to clients and invest in understanding their needs from the very first contact, something we have focused on at VSC for many years.”

VSC recently conducted a round table on the topic of service with leading events industry figures and clients as part of its VSC110 campaign. The key finding of the debate was that the ‘personal touch’ is at the heart of successful service, with participants agreeing that the positive attitude and human element of interaction is critical to maintaining and improving service levels at events venues.

The VSC strives to benchmark its service levels through a range of industry leading accreditations, these include the AIM Gold accreditation by the MIA (Meetings Industry Association) and the Hospitality Assured accreditation backed by the British Hospitality Association.

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