Golden Rules for Customer Communication in Event Planning

Price increases are never appreciated but sometimes unavoidable. Customers often react skeptically or angrily, especially if they feel the increases are unreasonable. Therefore, it’s crucial to communicate the reasons transparently and highlight the added value.

Why this approach?

Transparency creates trust. When customers understand why a price increase is necessary and what benefits they will gain, they are more likely to accept it. By mentioning specific improvements, such as better artists, higher quality technology, or additional services, you show customers that their money is well invested and that they can expect a better experience. This communication alleviates customer concerns and demonstrates that you take their satisfaction seriously

Subject: Important information about your event 

Dear [name of customer], we would like to inform you about an upcoming change. 
From [date] the ticket price for [name of event] will be increased 
from [old price] to [new price].
 
We have made this decision in order to continue to offer you a first-class event experience. 
The price increase will allow us to realise [examples of improvements such as better artists, 
improved technology or additional services]. 
We hope for your understanding and look forward to welcoming you to [name of event]. 

Best regards, 
[your name] 
[contact details]

Event cancellations are frustrating for everyone involved. Clear, honest, and empathetic communication is essential. Customers should be informed personally before they hear it from other sources, ensuring their concerns are understood and addressed.

Why this approach?

Honesty and empathy maintain customer trust. If you inform them immediately and transparently about a cancellation and explain the reasons openly, customers will feel respected and taken seriously. Additionally, offering an immediate ticket refund demonstrates appreciation and good customer service. Alternatively, offering vouchers is an excellent way to secure revenue and remain in the customer’s mind. Both actions show you recognize the inconvenience and are taking steps to minimize it, helping to reduce the negative impact and maintain customer loyalty

Subject: Cancellation of [name of event] on [date] 

Dear [name of customer], Unfortunately, we have to inform you 
that the event [name of event], which was to take place on [date], 
has to be cancelled. 
The reason for this is [honest explanation, e.g. unexpected organisational challenges, 
health concerns]. 

We deeply regret this decision and apologise for any inconvenience caused. 
You will of course receive a full conversion of the ticket into a voucher. 
As a small add-on, you will receive a glass of sparkling wine per person 
when booking the alternative event 
- this is the exclusive voucher code "SEKT-" & your surname in small letters. 
If you have any questions, please do not hesitate to contact us. 

With best regards, 
[your name] 
[contact details]

Negative reviews can be painful, but they offer an opportunity to improve and demonstrate your customer-oriented approach. Many organizers tend to ignore such reviews or react defensively, which is often counterproductive.

Why this approach?

By responding proactively and constructively to negative reviews, you show that you value customer feedback and are willing to address concerns. This can positively influence the opinion of the dissatisfied customer and shows potential customers that you take problems seriously and strive to improve continuously. This transparency and commitment to improvement strengthen customer trust and loyalty.