IACC External Meetings Demand Report 2022

quality of the services and/or products. When an organisation is able to steadily meet and exceed its customer expectations, loyalty may grow (Chambers, 2021). To turn existing customers into loyal ones, effective communication between brand and customer is key. In order to achieve the best possible communication, a few factors should be kept in mind. To start off, communication should be started early in the process. Meaning that it is important for an organisation to gather as much information as possible. For example, for the meeting industry, this would be the expected number of attendees, general traffic flow, technological needs, budget, and any specific wishes. A clear picture of the organisation ’s employees and organisation that will hold and attend the meeting itself is necessary too, such as the type of people they are, what they stand for. Besides this, making a detailed checklist and updating it regularly, and especially communicating with the organisation helps contribute to better communication as well (Countryplace, n.d.). To build and maintain a strong relationship between a brand and a customer, the customers should feel valued and special before, during, and after the encounter. To effectively retain customers within the meeting industry, quick responses and communication are needed. It should be seen as an exceptionally time-sensitive matter. Handwritten thank-you notes are a cost-effective way to show a sign of appreciation and thus make your customers feel special. Keeping customers up to date about your organisation is also a possibility to build a relationship (Ramberg, n.d.).



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