LOGGIA'S 'MAGIC EXPERIENCE' FOCUSES ON CUSTOMER-SERVICE, COMMUNICATION

Byline: Tracy Taylor

LOS ANGELES--After massive growth over the last two years--including additional square footage for the men's show and the introduction of the WWD/MAGIC show last February--MAGIC International wants to be "more user-friendly," according to Joe Loggia, MAGIC International's chief operating officer and chief financial officer.
Since Loggia took over as chief operating officer from John Bernards in March, he and his staff have focused their attention on customer service and facilitating direct communication with exhibitors at MAGIC and WWD/MAGIC. All exhibitors are now assigned a customer service agent who will guide them from start to finish. "We wanted to make sure that people were getting personal attention," Loggia explained.
The new customer service program is called "The MAGIC Experience." Exhibitors will receive a letter including the agent's name, MAGIC's telephone number and the names of other personnel who can help them in the absence of their assigned representative.
The letter will tell exhibitors how to handle each step: before arrival in Las Vegas, move-in, at the show and move-out.
Loggia said phone calls to MAGIC for information about such issues start to increase about 90 days before the market. Just prior to the show, the calls increase to about 900 a day, he said. Loggia hopes to answer the questions before they arise. "Our customers want to talk to us and now we are going to reach out and make the initial contact," Loggia said.
MAGIC is improving its management of the convention services such as shipping, booths, telephone service, security and cleaning. "We want to make sure that exhibitors know they are getting the best service at the best rates possible," Loggia said.
Reservation services for hotels and on-site restaurants will be upgraded. MAGIC will acknowledge in writing hotel room reservations made through the organization. Although room confirmations are sent by the hotels, MAGIC will notify the exhibitor that the room request has been processed.
MAGIC hopes to improve communication and personal contact with retailers, Loggia said.

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