IMAGO HITS TOP SPOT IN NATIONAL SURVEY


Celebrations at imago are continuing after the venue brand was awarded top place in this year's Venuemasters Mystery Buyer survey, beating competition from 85 other venues in the UK.

The news comes just weeks after imago received two bronze awards at the MIMA (Meeting Industry Marketing Awards). Emma Boynton is Head of Sales for imago. "We are delighted at this news. For the last two years we have been awarded third place, so we are thrilled to have finally reached the number one spot." The Venuemasters Mystery Buyer Survey is now in its third year and aims to provide a benchmark of service and response levels for members to measure their performance against others. Researchers from an appointed agency telephoned 85 venues in the UK, with details of an event, their company was planning to hold later in the year. The researcher then recorded the venue's response to the enquiry against a checklist of actions a buyer would expect to encounter. The categories were split into four sections: initial response, how much information is gathered from the potential buyers, how staff provided information and quotes to the potential buyer, and the follow up. imago scored a total of 833 out of a total 1000 points, to put it in the top position. The average overall score was just 40%. imago scored particularly well in the initial response section, where venues were judged on how quickly the call was answered and how the phone was answered, scoring 91%. The average score for other venues was 70%. imago also scored exceptionally well in the follow up section, scoring a maximum 100%. The average in this section was just 40%. This section was judged on how quickly the enquiry was followed up after the initial response. Emma Boynton said: "We are really proud of this achievement for imago. Customer focus is something we pride ourselves on, and this shows that our dedication is paying off. We invest a lot of time and money into customer focus training, as to us the client is the most important element of the work that we do."

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