Ms. Healey

Meetings & Conventions

The Truth About Training: Sharper Skills Increases Service Value

By Marilyn Healey, President , Association for Convention Operations Management

While the first and foremost objective of a Convention Services Manager (CSM) at a hotel, convention center or convention and visitors bureau (CVB) is to give meeting planners, their clients and attendees an outstanding customer service experience, CSMs and planners agree that a commitment to continuing education is key to keeping their verve for customer service sharp.

Over 80% of corporate and association meeting planners report CSMs “greatly affect” their perception of a venue and 100% of planners feel CSMs have a “significant impact” on the successful execution of their meetings, according to a recent survey conducted by the Association for Convention Operations Management (ACOM), which serves the continuing education needs of convention services professionals.

Once a meeting venue is booked by a meeting planner, the CSM functions as an “in-house meeting planner,” orchestrating unique meeting options and customized services on the supply side by working synergistically with the planner to effectively achieve meeting or convention goals in their facility.

“A successful meeting is a team effort here, but every team needs a leader,” says Devon Sloan, director of events at the Hilton Tucson El Conquistador. “In a hotel, that leader is the CSM. We work with both the meeting planner and the property’s team to make sure the goals of the meeting are communicated and that we’re all focused on those goals.”

Interdisciplinary continuing education opportunities, meaning those that explore best practices in working together with other meeting professionals, can therefore only increase one’s expertise and value to their organization.

Many nonprofit associations such as ACOM and the Professional Convention Management Association (PCMA) provide valuable continuing education opportunities including various conferences and live webinars that feature industry leaders or experts in a related industry. CSMs, meeting planners and hotel executives alike should take a proactive interest in their careers and keep a finger on the pulse of the industry’s changing trends.

The value of a knowledgeable CSM

Planners need, and professional CSMs provide, proactive involvement to help the meeting planner be more efficient, save time and energy as well as create opportunities to reduce the cost of conducting an event or meeting. CSMs have special insight and knowledge of their property or city that the meeting planner may not be aware of during the initial planning cycle. The CSM becomes a valuable resource and asset for ideas and guidance on attaining meeting objectives and implementing their program.

“The most important part of the CSM’s relationship with a meeting planner is communication at the outset once the venue sales manager hands a meeting off to a CSM,” observes Suzette Hewitt, CMP, meetings manager at the American Society of Mechanical Engineers. “Communications opens the door to understanding the goals and objectives of a meeting and what needs to be done to make the meeting a success.”

“Among the most valuable services we provide at my hotel is effective communication with meeting planners about what their specific needs are and how we can address them. That means I communicate regularly when it comes to updating their performance as far as their rooms pickup. Are we on the same page as far as cut-off dates? Are we extending? Are we going to work with them on attrition if they’re in that situation?” said
Gwen Davis, director of meeting services and travel for the Paralyzed Veterans of America.

Davis sees the CSM and the meeting planner as synergistic partners. It’s also a valuable partnership that is vital to the property in terms of repeat booking. “I love my CSMs! It’s a partnership that is vital to the integrity and success of the event. The CSM and planner must be in sync with each other in regards to the group, their specific needs and budgets as well as the CSM serving as the link between the planner and the hotel or convention center and the facility’s various departments.”

The CSM is the meeting planner’s primary site ally and the venue partner to whom planners most closely connect their meeting experience. When an effective, professional and capable CSM partners with a planner to develop and deliver a unique and successful event, the chances of rebooking business improve tremendously. That’s a primary CSM benefit not only to the meeting planner, but to the hotel.

Keeping pace with new trends

Given the changing needs of meeting planners and their corporate or association clients in today’s market, a CSM’s creative solutions may take the form of customized events or tours that encourage participation and enhance the attendees’ experience. It may be helping the planner develop green meetings or incorporate opportunities for voluntourism by providing both information and resources that will help him achieve success with these burgeoning trends in meeting planning.

Continuing education about such meeting trends is an integral part of today’s fast-paced, technology-driven and results-oriented meetings and hospitality industry which demands that CSMs continually enhance their skills to stay on top of trends and change.

Technological change in particular is playing a role in the need for education. For example, housing and registration software solutions have been instrumental in enhancing efficiency. FaceBook, Twitter, LinkedIn and other social networking sites have changed the way events are promoted and provide nearly instantaneous ways to keep attendees informed. It’s no mystery why marketing budgets in general grew over 45 percent in 2009 (according to Marketing Sherpa), at a time when other budgets were being slashed.

Overall, technology has made a big impact in this industry and continuing education opportunities address how to overcome the learning curve and begin implementing what property competitors are probably already mastering.

“It’s not just technology. It’s finding out what clients want and how new ideas and new information can benefit their meeting needs,” Sloan says. “We need to be up to speed on food and beverage trends, entertainment trends and green meeting practices. Our hotel is now composting and has planted an herb garden for the kitchen.”

“Continuing education is a must in any field and especially for CSMs,” Davis says. “Education improves understanding of logistics, budgets, technology, risk management, Americans with Disabilities Act, food and beverage, working with third parties, all of which enhances the relationship with the planner.” She notes that continuing education also provides an opportunity to network with peers in the industry and develop leadership skills.

Meeting professionals will need to convey their expertise now more than ever, due to two overarching factors contributing to decreased sales in the coming year. When members of PCMA were recently asked about the primary reason(s) for their expected decrease in the number of off-site meetings booked in 2009/2010, respondents cited “general economic conditions (90%) as the top concern and “image/publicity/public policy considerations” as the second strongest concern (35%). Continuing education opportunities will play an integral role in helping face-to-face meetings once again become an essential part of Corporate America’s business strategies by showcasing the value of knowledgeable meeting professionals. Continuing education gives successful meeting professionals the skills they need to truly get to know each customer and their meeting needs. Every client is different and every program is unique in some way. As an industry in which many moving parts must come together at precisely the right time in order pull off a truly excellent event, our primary goal must be to remain certain client expectations are met and exceeded where ever possible to ensure that they return.

Marilyn Healey was formerly President of the Association for Convention Operations Management (ACOM), an association dedicated to advancing the practice of convention services management in the meetings industry, and is also Senior Convention Services Manager for the Hyatt Regency Long Beach. Ms. Healey formerly served as Director of Meetings & Convention Services at the Hilton Long Beach Hotel and Conference Center, and then the Hyatt Orange County. An ACOM member since 1996, Ms. Healey received the ACOM Member of the Year Award in 2001. Ms. Healey can be contacted at 562-491-1234. or Marilyn.Healey@Hyatt.com Extended Bio...

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