Customer Relationship Management is the key to running a successful business and conferences and events are no exception. Members of the Robinson team, Rose McDonald, Head of Sales and Mel Searle, Conference Manager explain what current initiatives are in place to keep their customers coming back for more.

Marketing techniques have definitely moved on in recent years. Instead of the old viewpoint of ‘here’s what we make – who wants to buy it?’, current practice is based on looking at exactly what our customers want and need and then seeing how we can deliver it.

This is exactly what we do at Robinson College, where we target our offering to what each individual customer requires and don’t assume ‘one size fits all’.

To help achieve this, we have recently launched a portfolio of targeted products and services under an umbrella brand called Service+. All of these offerings are tailored to meet different sectors and types of customer which not only demonstrates that we want to do business with them, but we also understand their objectives and requirements.

For example, Association+ provides a range of specific services to meet the requirements of this type of organisation when it comes to holding events. These include providing administrative support in the lead-up to the event, offering the use of an online delegate invitation and registration tool (Delegate+) to help with bookings, flexible terms and conditions and payment routines, concessionary rates for registered charities and complementary wi-fi.

We have also developed different lines of communication to suit customers working in different sectors such as e-newsletters and special offer e-shots. Special ‘try before you buy’ deals are also popular, giving people the chance to sample our B&B in exchange for a showround of our facilities.

Above all, we believe in going the extra mile and differentiating ourselves from other venues. This often comes down to how our highly professional conference team interfaces with the customer before, during and after the event. We are delighted to receive feedback that shows this works!

But you can never be complacent which is why we constantly remember that it’s all about the customer and building and maintaining that relationship is the key to every success. .