Peeved clients are welcome

Take on a "real challenge" and invite a disgruntled customer or two to speak at your company function, says Jillian Moran, director of Jillian Moran & Associates Ltd.

The format for company functions has changed - in some cases quite dramatically, she says.

Ms Moran has been organising speakers, trainers and entertainers for more than 12 years and for the past three years has run her own company. It trades as Captive Audience.

Business has become harder and more competitive, she says, and firms need to be more focused and up-to-date with new developments, and in touch with their customers. They need to know the perceptions clients "have of your business."

She suggests that in the privacy of company ranks disgruntled customers be given the opportunity to air their grievances and hear "what your company is going to change to improve your efficiency and rectify their complaints."

No longer is motivation the only message, she says. Motivation needs to be combined with a specific business message which can become part of the company culture.

"No longer do we hear only the high-profile keynote speaker, perhaps with limited areas of expertise. Now we demand the very successful business person who has the credibility of having succeeded in relevant aspects of business, and is willing to share the secrets of success..."

Ms Moran says "hype gurus" are no longer in vogue and briefs from clients are more specific. Speakers need to thoroughly research the topic, the company's background and culture, and perhaps even do some "shadow shopping."

Clients identify niche areas that need improvement then look for someone with experience in that particular area.

"...New rules for the 21st century will need to be written and continually rewritten."