An exhibition can have the best design in the hall and still lose visitors if the person greeting them at the door gets the first thirty seconds wrong. As global competition pushes companies to compete on service rather than product alone, exhibitions and conferences have become one of the toughest tests of an organization's customer-facing skills — official guests, demanding clients, and tight schedules, all at once.

The Arab British Fellowship Training Academy built this course to equip event and exhibition teams with the diplomacy, communication, and problem-solving skills that turn a routine event into a memorable one for every visitor and delegation who walks through the door.

Who Should Attend?

• Exhibition and conference managers, along with their designers and executives.
• Employees whose work touches customers of any kind, directly or indirectly.
• Anyone seeking a role in customer service who already has the basic skills for it.

What Participants Will Take Away

• Ability to plan and organize event management, and prepare effectively for committee meetings, seminars, and conferences.
• Skill in receiving official guests and visiting delegations with the right protocol.
• A clear understanding of customer service's role in making event management succeed.
• Working knowledge of customer service concepts, environments, and problem categories.
• The ability to deliver outstanding performance in customer care and diplomacy.

Module 1: Why Events Live or Die on Customer Experience

• Why customer service matters more in a competitive environment.
• Understanding the role of customer service in event management success.
• Planning and organizing event management, and preparing for committees, seminars, and conferences.

Module 2: The Fundamentals of Customer Service Excellence

• Customer service: its concept, characteristics, and stages.
• Concepts and standards of excellence in customer service, and the qualities of an outstanding service professional.
• Customer care elements and methods.

Module 3: Communicating and Connecting with Guests

• Effective communication skills and dialogue keys with clients.
• Receiving official guests and visiting delegations.
• The handshake, introductions, and speaking with others — including common speech errors and speaking a foreign language.
• The culture of listening and its importance for protocol and ceremony staff.

Module 4: Reading and Handling Different Client Types

• Behavior patterns, objections, and how to deal with each type of client.
• The key facts that govern a client's loyalty to an institution.
• Managing stress, tension, and pressure, and practicing techniques for managing customer expectations.

Module 5: Turning Problems into Opportunities

• Causes behind a low level of service, and what a customer service officer should avoid.
• The ten commandments for customer service and maintaining it, and converting service weaknesses into strengths.
• Creative ways to analyze and resolve complaints, and recovery strategies after major setbacks with clients.
• Thinking, creativity, persuasion, and agreement skills, including persuasive intelligence.

Module 6: Protocol and Diplomacy in Practice

• Official invitation card protocol.
• Protocol for preparing the program of an important visit.
• Applied workshop.

Delivery and Certification

• Delivered across the Academy's international locations — including Egypt, Jordan, Malaysia, Turkey, the UK, France, Italy, Germany, Sweden, Austria, Denmark, Australia, and the USA — at times that fit your schedule.
• Offered through group training, individual coaching, hands-on field sessions, and in-class theoretical instruction.
• Attendees receive a certificate accredited by the Arab British Fellowship Training Academy upon completion.