Cultural sensitivity: The need of the hour for the Event Management Company

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Cultural sensitivity: The need of the hour for the Event Management Company

Managing individual customers is a common buzzword circumventing the cross-section of today’s industries. In order to serve the needs and requirement of individual customers or clients, companies are taking a step forward to serve and satisfy an individual needs through an effective approach to the whole concept of customer relationship management (CRM). Well, the logic behind the whole concept of customer relationship management lies in the fact that the organization really finds it expensive affairs to attract new customers and clients in their business net, then to retain the already existing customer base.

Telecom industries of today can be said to be the classic example of following the model of customer relationship management, and the similar route are being taken by hospitality industry and simultaneously being followed by the tourism sector. Serving individual customers can be a complex and tardy affairs but the benefits accrued can be immense and at times can provide synergetic effect to the overall benefits of an organization. This article focuses on the cultural aspects in dealing with the customer relationship management, the insensitivity to which could lead to a big blunder. This article would also give an insight to real life example of how an event management company can grow its strength by getting informed about the diverse culture and serving to their individual taste.

Student and faculty of Birmingham Trent University (name changed, to retain the reputation of the university), have had been a regular visitor to the Platinum Tree (name changed), a four star hotel, in Buxton. The purpose of the visit was to impart training to the new batch with professional skills that would improve their employability. An event management company was hired by the University that would organize and facilitate the training program to be delivered to the new batch of students from Birmingham Trent University. To mention about the demographics, the whole batch of students comprises of Indian, Pakistani, Srilankan, Chinese and the indigenous students from UK itself. The whole program was hectic and as per the schedule and students was really enjoying the whole trip of Buxton, but alas, the whole events took an ugly turn when some of the Pakistani and Srilankan guys who followed Muslim faith did not turn up for the get together party. All the rest started speculating the reason as to what has occured that has led to the awkwardness of faculty and the rest of the guys. In order to find out the real reason behind the whole Buxton issue, feedback forms were distributed back in the school. “Oh no” the issue was trivial, the whole drama started with the inclusion of “Ham” in the food menu and exclusion of “Halal chicken” (Ham & Non-halal foods are forbidden in their faith) and the University faculty didn’t enquired about it. Such was the pandemonium then after, that the next batch, protested before hand, and as a result of which the contract for the whole events were notified to the other events organizing company. Such incident could have been easily avoided had the previous organizer of events had done its homework and had they been sensitive to cultural issues.

In today’s era of globalization, it’s not surprising to see foreigner as a guest in someone marriage party or birthday party or any other such events. The event management companies can smartly delight these small groups or individuals by enquiring about their likes and dislikes.Take for instance; Government of Bihar (India) has been planning to revive the glory of one of the world’s oldest university i.e. Nalanda University. For this millions of dollars are being ushered as an aid from Japan, China, Taiwan and many other South-East Asian countries. The reason for such aid is cultural connection that these countries have with the old university. It is also the connection of Buddha teaching that has become the way of life in these countries and the old Nalanda University brings a personal connection to their age old tradition that turns them nostalgic. Recently China has sanctioned 1 million $ and has shown their interest in the building of Chinese style of Library and the similar demand, of their choice has been made by other south-east Asian countries. The point I want to raise here is that business of all type can raise enormous benefit from such personal connections especially when it comes to dealing with different culture and event management companies can be no exception in profiting the same. Globalization of today is now pressing on the industries to accept and respect each other culture and are evident in the working of today’s corporate culture.                 

Event organizers can be more creative and artistic in their approach to plan and organize multi-cultural events. For instance wedding party organized by the affluent Indian businessmen in a way can take care that the dinner menu prepared for the U.S and British guest get the option to choose for traditional English foods and best of the Indian cuisine. Similarly, Sheikh from middle-east countries is delighted when the invitation card encrypts Arabic script to invite them for an event. There can be similar other gestures that an event organizer can make, to create a positive enviornment for their organization.

Thus various examples has been put forward to explain how a positive environment can be build by being more cultural sensitive that are need of the hour with increasing globalization. Event management companies can build a reputation not only locally but globally as well, with their sheer display of cultural knowledge and its acknowledgement by their clients. Well, on the other hand cultural issues are delicate issue at the same time and can seriously damage the reputation as well if one does not have the deep insight into the whole knitty-gritty of a particular culture.