SERVICE MARKETING

FLOWCHART ASSIGNMENTS
EVENT ORGANIZER COMPANY

dr. Harry Sudarma

MHM 4 - 07120080060
 Example Press Accordance
Internal meeting Finalize design to budget
Receiving clients Conference Vendor and
Conceptual model Clients
brief dinner launching talent dealings
design approval
of a product
launching Accordance
to timeline

Budgeting Timeline Milestones Client

Update and
reporting
EO and Clients
Day -1 EO
Closing Report Internal EO team Loading and
and Review Unloading Stage set-up
With clients EO to Vendors & Talents
(MC, Artist, Venue) Registration handling

EO and Venues team Execution Day Press-Con Material

(Example: in a (stage, sound, MC and
Press Conference Venues and EOs floor
Restaurant) presentation)
team to End-Customer

Kitchen Preparation
Usher to table Even starts - (Foods and drinks)
Seating Registration Preparation
Dinner time arrangement
Floor staff re-briefing
The flow of event organizing company:
1. Clients approach the EO company with a brief about the
event. What, when, and how the event will be held and done
are in that brief.
2. After receiving the brief, EO team will then meet internally to
plan everything about the event, including the timeline,
budgeting, and milestones (step-by-step).
5. After sealing the deals in term of budget and time with all the
vendors, EO team, in a looping manner, constantly report and
update the client about all the progress
6. Loading and stage set up usually depends on vendors
approval, in this example of flowchart, the restaurant allows
EO team to load and build the stage for press conference one
day prior to event day.

Receive Spreading Preparing Moving all the Loading letter

Internal
brief briefing loading letter components to to venues
meeting
information be loaded security

Design and Internal Personal Build a stage (including Setting up

concept meeting research the screen and setting tables and
Finalization
up sound system) chairs

Budgeting Timeline Milestones
3. After internal team has finalized all the event planning
details, the final design then brought to client for approval.
Once the design is approved, the project starts.
4. After approval, EO starts contacting all the vendors needed,
including the events venue (including the date and what
foods and drinks to be served), production and hospitality
team (sometimes outsourcing this element), and talents such
as MCs, singers, comedians to be matched accordingly with
the approved budget and date of event (timeline)
7. On the day, before the event starts, there will be check and
recheck activities and preparation
8. On the clock, event starts with registration, dinner, and the
press conference itself. After the event ends, EO team will
need to unload all the things and disassembly the stage
9. Closing the events will be by project report and review
meeting with the client to address what went well and what
when wrong.
Problems on the flow
Problems may happen on each and every step of the flow.
But amongst them, the most frequent and the most Oher common problem during event organizing is budget, in
disastrous flow has always been executing the event flow on relations to vendors.
the day itself. Problems at budget and dealings
Vendor and
- The wanted elements of
Problems at registration: talent dealings vendors (venues, MCs,
Even starts - - Too many guests come at the caterings, artists, etc) ask for
Registration same time queue getting too way above the budget price
long where adjustment in price
- Unregistered guests Venues, Artists, usually will end up in disturbing
the quality of the events
MCs, Caterings,
Guests ushered Problems at seating arrangement: etc
to table - Not enough seats and or tables
- Ushering wrong guests to the
wrong place Another error may happen in loading and or unloading

Problems at Loading and or Unloading

Dinner time Problems at Foods and Drinks flow:
Loading and or - Delayed movement
- Kitchen couldnt provide enough
Foods and Drinks - Miscalculation of
drinks and foods in time Unloading loading/unloading duration
flow - Guests getting the wrong
leading to insufficient time to
foods/drinks
complete the process (extra
time = extra cost)
Problems at Press-Con
Press Conference - Presentation and or sound
system malfunction
- Other IT system-related
malfunction (internet, electricity,
etc)
- Talents are late
Solution Alternatives
According to Lovelock -in Essential of Service Marketing (2nd ed), 2014, 232- to find failing points and redesign a system that wont fail
again we need to first make a blueprint.
LOADING
PLANNING EVENT VENDOR DEALING (=UNLOADING) DINNER PRESS-CON
- Final - Found Venue, - Stage and - Food - Press-
Conceptual caterings, and sound and con
Front Physical Evidence
design talent system drinks
Stage Line of Interaction

Usher to table, F
F Loading and set- Present
Concept Meet the vendors serve foods materials
up stage (+ sound
presentation and deal and drinks F
system) F
Line of visibility Visible

Contact venue, Foods and Pre-make

Invisible actions Concept preparation presentation &
Discuss internally transport, and drink
and research Sound check
Line of internal production preparation
Physical interaction
Maintain research Maintain Maintain
Maintain equipment
and internet system seating plan
equipment
Maintain Presentation
material storage
foods and
(USB/Hard drive)
Back drinks supply
Stage Line of internal
IT Interaction

DATABASE

F = Point fails
Solution Alternatives
According to Lovelock -in Essential of Service Marketing (2nd ed),
2014, 240- the next step is to analyze why we are failing in the fail
points and create strategies to prevent those failures. The strategies
are: a). redesign process; b). use technology; c). manage customer
behavior; d). encourage customer citizenship; and e). improve
service scope.
Based on this we are going to take a look at event organizing
problems one by one:
1. Problems on event day
a. Problems at registration
We can use technology to help prevent both too
many guests coming and unregistered guests.
(Lovelock 2014, 241); use technology as one of the
strategy to prevent failures). We can implement a
self-service queueing system but well have to
provide queueing space accordingly. And to prevent
unregistered guests who are trying to force their way
in, we can use a system or program to help with both
data of invited guests and RSVPed guests.
b. Problems at seating arrangement
We can use both technology and manage customer
behavior to help prevent failure in seating
arrangement (Lovelock 2014, 241). Technology can
be used in a way where guests are given a self-service
ticket machine with their table number. But we have
to manage the customer behavior to by training staffs
to keep reminding themselves to double check and
match the customer name again before ushering
them to tables
c. Problems at foods and drinks flow
The use of technology can be helpful by also engaging
customer participation using self-service ordering
machine so the chance of failure in food-ordering can
be minimized. (Lovelock 2014, 250)
d. Problems at press-con
Problems at the press-con itself are almost always IT
related. So the prevention will mostly be involving
technology as well. By maintaining and making sure
that everything works properly before the event
starts. Proper rehearsal and system checking are
mandatory and not to be missed.
2. Problems in loading and unloading
Time management in loading and unloading can easily
prevented by redesigning process of calculation of estimated
loading/unloading time, either manually or by the use of
technology (computerized program)