XFAIR’s services not only include software solutions and rental hardware offerings including system integration, but also comprehensive back-office services provided by our Customer Care team. Customer requests are prioritised, and implementation is taken seriously. Department Head Lina Herrmann explains in an interview how the team is structured and which services are delivered.
Ms Herrmann, your team is the main point of contact for every customer at XFAIR. What does the classic approach look like in the run-up to a new trade fair project?
The classic approach is that, as soon as the customer has signed and confirmed the offers, we begin with an internal project handover to a member of my Customer Care team and a colleague from the technical department. These two people then take primary responsibility for the project. With them, we go through the delivery note in detail, and Customer Care starts contacting the customer. This usually happens in writing. For new customers, we introduce ourselves as their contacts, and for existing customers we get in touch again in the same way. This means our existing customers typically continue to be looked after internally by the advisers they already know.
After the initial contact, several conversations follow in which we work out a rough milestone plan based on the delivery note, define delivery dates and clarify customer requirements that may be added during the course of the project — and, if necessary, any further developments within our systems. Naturally, the topic of data protection is also handled together with the customer and our data protection department.
As the project progresses, both teams — Customer Care and Technology — discuss their respective areas of responsibility with the customer and come together from time to time to document the project’s progress.
For Customer Care, these tasks can include, for example, creating an online registration with and for customers, in which customised query values for organising the trade fair are listed — such as participants’ attendance at the show, their respective product responsibilities, all parameters for hotel administration and meeting room bookings, or exhibitor pass bookings.
Of course, our apps are customised by my team just like the registration. We offer a check-in app and a catering app, and we also use our Lead App as well as our My Event App, which combines all of our solutions in the broadest sense and can provide the customer with additional information or a document download area. We also offer guest management services. That means we become active as part of hotel management if rebookings need to be made or if colleagues have questions for us. We also liaise with the hotels, adjust booking lists and much more — all as required.
What does customer support during and after the event include — and what makes XFAIR services special?
During the event or trade fair, we are usually on site with the project leads from Customer Care and Technology and, depending on the project size, we also bring additional support staff.
We train the information desk staff and, of course, the catering staff if our catering solutions are being used. We’re also happy to join pre-briefings on the stand — that’s simply part of our hands-on mentality at XFAIR in general, and in the Customer Care team in particular.
That means: wherever something is missing, we pitch in. We’re also happy to handle last-minute changes, and in my view we are characterised very strongly by our flexibility.
Trade fair life — or event life — is always unpredictable, and sudden changes or unforeseen incidents can happen at any time. Then you need to rethink quickly, perhaps adjust solutions, and respond fast but still precisely. That is definitely a key feature of XFAIR: customer satisfaction is our top priority.
After the event, the evaluations requested by the customer take place. We also hold a final feedback session to assess: what was good, where there is room for improvement, and what we might want to do differently together next time.
These points are then carried into the next cycle and sent to the customer together with the evaluations mentioned above.
Of course, for smaller events we may also be available remotely by phone or via Teams. You don’t necessarily have to book our on-site service if it exceeds the budget — or simply the scope of effort. We also have customers who have been using this very extensively this year (2024), and it works really well.
What are the most underestimated challenges in day-to-day trade fair life — and what makes work in customer service so rewarding?
I think one of the most underestimated challenges is, firstly, how quickly time flies when you’re in the middle of doing things and still have lots of last-minute tasks to complete. Secondly, in my view, another major point is that the event or trade fair is first created on the drawing board. In theory, you’ve planned everything well with all parties — and then something happens at the trade fair or event that means it doesn’t work as intended. Then you need a high degree of creativity, resourcefulness and flexibility. Then you say: “OK — plan A didn’t work. Here’s plan B, and if needed plan C, and now we’ll see how we can make the best of it and rescue the situation.” I think these are exactly the kinds of challenges we face.
In recent years, the challenges were mainly external. Due to the Covid pandemic, there were regulations everyone had to follow, and the question for the entire event industry was: how can events take place despite all the restrictions? These are things that can hit you without you having thought about them in advance.
But what definitely makes it rewarding is when, together with the customer, you can look back at the end of the day on a successful first trade fair day — or at the end of the trade fair on a successful project — knowing that you achieved it together. We genuinely build a very strong customer bond, also on a personal level, because these are very intensive projects. They have a long lead time, which means we grow very close with our customers. And that is actually very nice.
Are you planning a larger event? If you need support with topics such as invitation management and hotel administration, or are looking for digital solutions for complex tasks such as stand management and meeting room administration, you can rely on XFAIR. We’re happy to help. Simply contact us via our contact form.
