Scott Kilvington is Business Operations Director at Purity – he gives his take on how Purity are on the front foot when it comes to delivering first class customer experience.
Customer experience and maximising this is at the forefront of every brand but who is at the heart of ensuring this is delivered with live events and experiential activations?
Field staff, brand ambassadors, activation specialists…whatever your reference, these are real people, creating real and memorable experiences for your customers and it is how you set them up for success being the key to ensuring you deliver this for your clients.
I recently worked Goodwood Festival of Speed, an annual event and one of the most high profile in the world in the automotive sector. I stayed onsite for the duration ensuring I not only visited the activations we delivered for Purity on behalf of BMW & MINI but also other stands and experiences across the sprawling Goodwood estate. It’s evident and almost inevitable that some brands have bigger budgets than others, clearly visible in the design and production attributes of their builds, touch points within the experience and the sheer quality (and quantity) of the products they have brought to their showcase. However, what occurred to me was that the quality of customer experience and those that were delivering this was very different – and no surprising it wasn’t exclusively the more ‘premium activations’ winning the customer experience battle.
So, how are our teams assembled? How were the Purity staff set-up to deliver a memorable customer experience?
At Purity, we ran three activations at Goodwood with a total of just under 80 staff. We’ve worked here now for a number of years, so are very familiar with the nature of the event, the consumers it attracts and the demands it puts on our staff over the four days. There isn’t a one box fits all approach when it comes to recruitment for these events and our clients, we ensure that the team are multi-skilled and experts in the areas they will be working;
So, having recruited the team and allocated specialists across the site how do we set them up for success?
MINI staff Photography Credit Malcolm Griffiths
We understand that scale and budget impact the ability to train and fully immerse all teams we book for our clients, however, what we do ensure is that we focus on the importance of the customer and the experience we offer them. I will leave you with a quote from Mahatma Gandhi, which I think summarises perfectly the importance of the customer and our team’s role when in the field;
“A customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so” (of course this is relevant for any customer, he or she).