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.
Wedding events has always been considered to be one of the most
auspicious occasions in one’s life. Such events are not only important
for the couple going to tie a nuptial knot but also for the family,
friends and relatives surrounding the brides and grooms. During these
recent decade marriage events has experienced sea changes in how the
event process has professionalized itself. The upcoming of event
consultant and professionals has made it possible in bringing such
change that has transformed the whole events to be more joyous and
filled with fun.
Subh Tilak is actually a gift giving ceremony, in
which the tradition of gifts, clothes, utensils and dowry (still
evident) are being ushered to the groom and his family. Earlier the
duration between the Subh Tilak and the actual marriage day used to be a
more than a week or two. But with the changing times it’s been
shortened to three to four days for the purpose of less known ceremony
of Madwa and Mehndi rasam (ceremony).In the recent years due to the
cultural acceptance and mingling in India, Baarat (when actual day of
marriage), the modus operandi of Baarat events are almost same in all
religions. Event management companies expertise and cultural knowledge
in arranging these marriages tailor-made (due to the large cultural
diversity), mixed with the cocktail of western touch has really helped
the marriage events becoming memorable. Take for instance the marriage
events of Liz Hurley and Arun Nair, the ceremony being performed in
Jodhpur, India had drawn the global media attention that resulted in the
beeline of celebrity marriage from US, UK in India.
Baarat events are considered to be the most
important event of all the marriage events as on this day of events the
actual marriage is to take place. Band parties are booked by the groom’s
family three to four months before the actual day of marriage due to
their busy schedule and to make it low cost affairs. During the last
hour it is not necessary that one can engage reputed band party. Band
party includes musician and the light man that makes the event colorful.
Series of car and Bus accompany these Bandwala that accommodate family,
friends and relatives of groom. Grooms car follows the rest of the car
that are especially decorated with variety of beautiful flowers so that
the people surrounding could establish the groom car. Baarat actually
means the group of people of Groom acquaintances moves together towards
the Brides place (community place could also be booked for the
purpose).Family, friends and especially young lads of grooms
acquaintances dance and fire cracker before the grooms convoy. Finally,
after the Baarat reaches its destination, they are being welcomed by
Bride relatives and their family member. This is followed by Jaymala
ceremony.
Jaimala ceremony is a simple ceremony in which
brides and groom garland each other that demonstrates that both of them
accepts each other as to be a wife and husband that would eventually
happens in few hours. It’s a symbolic ceremony that gives the
opportunity to the bride family and her acquaintances’ to have the first
glimpse of Grooms look in his new specially designed attire. Similar is
the story from Grooms side to break the suspense of how beautiful the
bride is. Nowadays usually Sherwani are being preferred by the Grooms
especially designed for the marriage purpose. Brides wear saari for this
special occasion, the trend is to wear Banarasi silk sari with silver
linings and in the exceptional affluent case golden lining sari are
preferred by the bride for wearing on this particular day.After the
Jaymala ceremony is over all the guests are being invited for dinner
party. The dinner menus are carefully prepared taking in view the
cultural food habits and getting informed about their specific
requirements. Finally, the marriage ceremony takes place being
facilitated by the priest. Marriage ceremony is then followed by
Reception party being thrown by the Grooms family.
