Marshall Yard:

By: Susie Kleiner 

I must share a “customer service” at its best with all of you readers, but first you will need a little background on what lead up to it.  Over a year back, I purchased a piece of software to help us with our imports and database management, to work hand in hand with ACT 2007.  Upon my transfer from one position to another and a different computer -  I needed to un-register this software.  Understandable, really, truly it is – as my position grew, I needed to un-register this software once again and re-install it on another’s machine.  Understandable, really it is! Then yet again, another’s position grew and moved on, and I need to un-register it, guess what? Now the sellers of the software want a fee for this, it wouldn’t re-register, I ran out of re-registers? What the heck is that? What is this all about, I do not understand this concept, we bought the software, we bought a license, clearly they have control and know when it is trying to be registered, not an issue. 

We needed it, and are willing to comply, with the one machine rule.  Willing to comply with we have you over a barrel now, pay us more. Not a chance, its principal.

Well, this is where true customer service comes in, after the conversation I had with this company, I decided to look elsewhere.  I found a company called ACTMate Corporation and decided to download the trial version.  It seemed to do what I needed but I couldn’t clearly see the end results being a trial version and it seemed to be missing something.  

With emails back and forth to the owner of the company, Mitch Stephens, he told me he would check into this.   He did, Mitch took the time to contact me and said it would be much easier to delve into the issue I had live.  Mitch spent quite a bit of time on the phone with me on the initial conversation and had to do some tweak’s to the program to help me out.  He did just that!   

When Mitch called me back after he “tweaked” the program, ON FAITH, he gave me an access code to get the full results of this program.  I say ON FAITH, because, this man knew me not from Adam or Eve, and was willing to put himself and his program to the test for someone who found him online.   Thank you Mitch, customer service at its best!

Going to a trade show should be a successful.
Why am I going to a trade show? (define your marketing strategy)

Introduce new or improved product
Gain new clients
Enhance client relationships
Position within your market or a new market
Tell your story
All of the above!

What will I need in my exhibit space? (address your functional and aesthetic needs)

High identification
Seating
Product display
Video / audio
Conferencing areas
Lighting
Demonstration areas

How much am I willing to spend? (determine your budget)
Exhibit Booth space
Renting or purchasing an exhibit graphics
Services (installing & dismantling, transportation, drayage, etc.)
Is my paperwork completed and communicated? (plan and prepare)
Deadlines (EAC forms, exhibit badges, registration, etc.)
Exhibit/Show Regulations
Employee training
Exhibit staffing

How can I assess my return on investment? (track your leads and sales)
Define goals for value management / tracking
Track lead response
Thank you / acknowledge (existing clients and new prospects)
Advertise and report internally – share your successes!

My company has instituted a new plan, providing care packages to our clients to use while their booth is being set up. Do you really think this is an added service?

Signed: Personal Touch

Dear Touchy,

I applaud your company in recognizing that GREAT customer service. Satisfaction is an indispensable part of your daily operation and is more than just a financial transaction. In this age of “e” business, most companies and clients have become accustomed to fulfilling orders and requests that are being closed via electronic means, which eliminates all aspects of the human touch. The “art” of personal touch” is a concept that has gone by the wayside.

After talking with you at length, I am very impressed with Catalyst Exhibits’  implementation of this care package. These kits include all the tools that might be needed by your client in case anything comes up on the show floor. This also shows how you are listening to your clients’ small talk and remembering to include some specialty items and treats that he/she may favor, and may have mentioned in casual conversation. I would encourage you to welcome input from others in your company that may have personal contact with the client as well.

Personalization is all about providing information that reflects what you know about a certain customer, and what you know is changing all the time. Recognizing that the set up of a trade show booth can be a long laborious task, this care package sends a positive message of “we know and we care” and provides a distinct message of exceptional customer service. I don’t think that any client can deny that being thought of, or having their needs responded to, is a welcoming feeling in today’s market. In this environment, personalization is critical to helping customers, keep them, and give them the best service in the trade show exhibit industry.