SMG Catering is the exclusive provider of event planning and catering for the Long Beach Convention & Entertainment Center and the Aquarium of the Pacific, among approximately 60 other facilities nationwide. Wanting to gain insight on their customer’s experiences at their two Long Beach venues, SMG and NHaK developed a tailored research program to assess client satisfaction in all aspects of event planning and execution.

The program consists of administering carefully designed phone surveys to clientele whose responses then contribute to a quarterly report detailing their comments, opinions and recommendations. Report findings have revealed the venues strongest appeals, which they can highlight in future marketing efforts, as well as their greatest weaknesses.

SMG has been able to monitor these areas of client dissatisfaction and make internal improvements. As a result, more clients have reported higher overall satisfaction and more have agreed they would recommend the facilities to others.

More importantly, research showed that the word-of-mouth referrals were a premier factor for generating new business, and by enhancing client satisfaction, SMG was simultaneously cultivating a consumer-driven advertising campaign.

The program has now been extended to multiple SMG-managed facilities throughout the US.