According to John Potterton, CMP who facilitated the event, “these two videos will help viewers understand the difference between a variety of customer experiences - customer sacrifice, customer service and customer surprise”.
Broadcast live and webcast around the world from the Kellogg Center at Gallaudet University in Washington, DC, the first ten-minute video, Achieving Owner and Customer Satisfaction, features Amy Wickenheisser, (Hotel Manager at Hamilton Park Hotel & Conference Center), who says her owners "are very interested in customer feedback." The results of the feedback are measured, compared and ultimately tied to revenue production.
Also featured in the video clip, Jeff Vredevoogd, Director Education Solutions at Herman Miller, Inc. comments on the “six aspects of space which are critical to the success of any facility design: adaptable, social, resourceful, healthful, sustainable and stimulating. “
In the second video clip, Eliminating Customer Sacrifice, Potterton notes that
“Customer sacrifice is the pain or annoyance a customer endures when buying or using a product or service.” According to panelist Bob Dean, Director Americas for Profiling Online, "customer satisfaction doesn't necessarily lead to customer loyalty, but eliminating customer sacrifice does and it can actually lead to customer surprise."
The diverse panel included an authority on fully engaged adult learning and conference design; an expert on breakthrough learning; a member of the Steering Committee of the much-anticipated “Project Meeting Architecture;”
According to Potterton, the purpose of the summit was “to help conference center professionals and meeting professionals raise the bar on the meetings and events they create within their own organizations;
In total, IACC will release 14 videos on different topics related to the meeting experience. These two video segments are available online at:
Achieving Owner and Customer Satisfaction at 10 min, 36 sec:
Eliminating Customer Sacrifice at 1min, 52 sec:
Founded in 1981, the International Association of Conference Centres is a not-for-profit organization dedicated to promoting understanding and awareness of the conference center industry and to giving member properties the tools necessary to provide an exceptional meeting experience. Active members meet a set of stringent Universal Criteria and agree to a Code of Ethics. Currently, the association includes approximately 400 members from the United States, Australia, Canada, Denmark, Sweden, Belgium, France, England, The Netherlands, Germany and Japan. For more information, visit the website at www.iacconline.org. IACC = exceptional meeting experiences.