Singapore Biennale 2008 sells an experience instead of tangible products. Therefore, the 'people' component of the marketing mix is significant in providing the intended experience. 'People' in the event include volunteers at the exhibition site as well as of course the participants for without them there would not be an exhibition.
The experience at the event largely constitutes of interactions between the customer and the frontline staff. The organisers understand this fact and in order to enhance the visitor's stay at the event, they set up a volunteer's programme with the mission of enhancing the experience of the Singapore Biennale through gracious service and knowledgeable guidance. Applicants of the volunteer programme have to go through an interview, after which they have to attend mandatory training sessions to familiarise them with specific duties and procedures relating to the individual’s role. However, I noticed inconsistency in the quality of service offered by the volunteers. While some are extremely enthusiastic in the promoting the event's cause, others are indifferent to the guests.
Although efforts have been made to train the volunteers prior to the event, however, it does not seem to be enough. I believe it could be due to the fact that they do not get any practical benefits from working at the event. I recommend that volunteers be given an allowance or other incentives for taking their time to take part which may prove to be a stronger motivator for them to provide better service to guests. Also, the event organisers may want to approach Hospitality students so that they may be assured of good standards of service.
Volunteer's Website: http://sb2008.volunteer.com.sg/
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