Understanding Event Experiences.

“Experiences remain extremely challenging occasions to envision” Berridge (p70;2007)

Berridge (p73;2007) states “…experience itself is a by-product of a conciously designed environment where clear decisions have been made.” which demonstrates that, ultimately, not everyone will have the same experience. Further to this, Berridge (2007) also states that events are either active or passive, but participants are also either visiting the event or are part of the content.

For an event to be passive, Berridge (2007) states that attendees are involved in the consumption of experiences, artefacts or goods but the performance is produced, with them in mind, by others. For an event to be active, Berridge (2007) notes that attendees have an involvement in the production of the whole experience, skills and performance.

Overall, leisure activities are difficult to understand as a self contained sector. This is due to many factors impacting on how people perceive experiences.



Berridge, G. (2007). Events design and experience. Oxford: Butterworth-Heinemann.



Maslow’s Hierarchy

Maslow’s Heirarchy, pictured above, shows the psychological needs of human beings. It starts at the base, with basic human needs which, along with the safety level, are everything humans need for basic, physical survival.

According to Maslow’s Hierarchy of Needs (2015) the third level is psychological, and can only be reached with success of the first two levels. This is only possible because a person has become comfortable with themselves and feels they can share themselves with others.

Maslow’s Heirarchy of Needs (2015) also states that level four is achieved when a person feels comfortable with all they have had success with. Known as the esteem level, it means the person feels the need to be recognised for their accomplishments, possibly through a status or level of their success.

“At the top of the pyramid, self-actualization occurs when individuals reach a state of harmony and understanding because they have achieved their full potential.” Maslow’s Heirarchy of Needs (2015)

According to Deloitte.wsj.com (2016), Maslow’s Hierarchy applies to customer service because businesses need to meet the needs of their stakeholders. By applying basic customer service requirements, such as simple listening skills, you can meet many of a persons basic needs. Businesses are always developing new ways to enable consumers and customers, to voice their opinions. This helps the customers feel valued and listened to.



Deloitte.wsj.com, (2016). What Businesses Can Learn from Maslow’s Hierarchy of Needs – Deloitte CFO – WSJ. [online] Available at: http://deloitte.wsj.com/cfo/2014/10/07/what-businesses-can-learn-from-maslows-hierarchy-of-needs/ [Accessed 28 Jan. 2016].

Maslow’s Hierarchy of Needs. (2015). Boundless. [online] Available at: https://www.boundless.com/management/textbooks/boundless-management-textbook/organizational-behavior-5/employee-needs-and-motivation-46/maslow-s-hierarchy-of-needs-171-7621/ [Accessed 28 Jan. 2016].

Significant Facts and Figures Relating to Social Media.

All of the following facts and figures have been pulled from the article “48 Significant Social Media Facts, Figures and Statistics Plus 7 Infographics” from http://www.jeffbullas.com and relate to 2011/2012.

The first fact that struck me from this article is not directly related to social media. Bullas (2012) states that, in the world, there are 600 million more mobile phone users, than people who own a toothbrush.


  • Around 850 million monthly active users.
  • 250 million pictures were uploaded daily
  • 20% of all web page views were Facebook
  • 50% of users were on mobile devices
  • 100 billion connections
  • Zynga games were approximately 12% of Facebook’s total revenue
  • 57% of users were female
  • On average, users spent 20 minutes per visit on the site
    (Bullas, 2012)


  • 465 million accounts
  • 175 million tweets were sent per day
  • 1 million accounts were created per day
  • The US, in 2012, had 107.7 million accounts
    (Bullas, 2012)


  • Was attracting 2 new members per second, in 2012
  • Over 135 million users, in over 200 countries
  • 2116 employees by 2012, compared to 500 in 2010
  • 36th most visited site worldwide
  • The fastest growing demographics it attracts are students and college graduates
    (Bullas, 2012)


  • In 2012, YouTube was responsible for 10% of internet traffic
  • Had around 2 billion views per day
  • 829,000 videos were being uploaded per day
  • It would have taken 1700 years to watch all content that had been uploaded to that point
    (Bullas, 2012)


  • In 2011, 150 million pictures were uploaded
  • 30 million users in April 2012
    (Bullas, 2012)


  • In 2011 Pintrest had 11 million visits per week
  • Had 10.4 million registered users
  • The fastest site to break 10 million unique visitors
    (Bullas, 2012)



Bullas, J. (2012). 48 Significant Social Media Facts, Figures and Statistics – Plus 7 Infographics. [online] Jeffbullas’s Blog. Available at: http://www.jeffbullas.com/2012/04/23/48-significant-social-media-facts-figures-and-statistics-plus-7-infographics/ [Accessed 28 Jan. 2016].


Listen up!

Listening is a key part of customer service, without this skill you could miss vital information. There are many different aspects that make up effective listening,  Stevens (2010) states these as “Reflecting…Summarising…Paraphrasing…and Linear Probing…” and that by practising these skills can lead to some excellent customer service.  

Reflecting is understanding their emotion and why they are feeling that way.

Summarising is repeating back, in short, the main points of their issue.

Paraphrasing is the skill of repeating back key parts of a conversation, while it is still on going.

Linear Probing is the use of open questions, rather than closed ones, to obtain further information from the customer.

Stevens (2010) also recommends using the LISTEN acronym, as stated below:

– Look interested. This can be achieved through maintaining a good level of eye contact, keeping body language open, keeping relaxed and facing the speaker.

– Inquire with questions. This will enable you to use the various techniques of questioning to clarify the speakers meaning and to find out all relevant facts.

– Stay on target. Always remember what you are trying to achieve, listen for the complete message, don’t prejudge what they are trying to convey and don’t interrupt unless it is to bring them back to point.

T – Test your understanding. Check that you understand their request. Use your own words, and paraphrasing to clarify anything you are unsure of.

E – Evaluate the message. Identify the purpose of the customer, analyse what is being said and how they are portraying their feelings through body language and tone of voice.

N – Neutralise your feelings. Do not react adversely to what is being said, avoid becoming emotional or heated, keep your mind open and show a genuine interest.


It is well known across customer service industries that listening is made up of three aspects, these aspects are given a percentage of how they contribute to communication overall. The aspects of communication are words, tone and body language.

Words, so what is being said, contribute to 7% of communication.

Tone, how it is being said, contribute to 38% of communication.

Body language, how you are standing and facial expressions, contributes to 55% of communication.

These aspects and figures were noted by Albert Mehrabain, in 1981, in his research topic called “Silent Messages”.


Reference list:

Kaaj.com, (2016). “Silent Messages” — Description and Ordering Information. [online] Available at: http://www.kaaj.com/psych/smorder.html [Accessed 18 Jan. 2016].

Stevens, D. (2010). Brilliant customer service. Harlow, England: Prentice Hall.




Putting theory into practice.

The awards evening was our first time putting the theory we have learned, into practice. At times it was quite difficult, and produced a few problems, but in the end produced a great event.

Allen (2009) talks about how food can become a crucial point in the evening. If it is served too late, when drink is available, people may become intoxicated. We voiced these concerns to Fiona, but she remained certain that food should be served at the end, to prevent a lull in the atmosphere. We, as a group, believe that we should have put this theory into practice as we saw a lot of people start to leave straight after the awards, meaning they did not eat the food provided.

Adding value to the event was slightly more difficult, as guests were not paying to be there. We overcame this by having canapés and arrival drinks, on the red carpet entry, and providing some small bowls of nibbles to keep any hunger at bay. This added some value to the event, as it is something that wouldn’t always be provided at this kind of event.

The dressing of the room was fairly easy to do, with the event being held so close to Christmas, The Whitehouse already had some decorations in use, and the centrepieces for the tables were also Christmassy. We also used the college backdrop for photographs, which then enables the college to use the pictures for marketing purposes.


Reference list:

Allen, J. (2009). Event planning. Mississauga, Ont.: J. Wiley & Sons Canada.