Source: Puzzle Partner Ltd.

The technology industry is no stranger to conferences; they are, if anything, the highlight of many fiscal calendars as companies seek out opportunities to network, learn, and establish new partnerships. Of course, when we think of conferences, we often think of those events which revolve around industry peers and competitors – but what about customers?

Customer conferences are one of the best ways for technology vendors to connect with their customers, curate more meaningful relationships, and leave a lasting impression. Moreover, it allows vendors to showcase key aspects of their company identity and values that may otherwise get glossed over during business-related touchpoints with customers.

The annual BirchStreet customer conference was brought to life with precisely this sentiment in mind and it’s become a highly-regarded (and highly-anticipated) event for members of the BirchStreet team and their incredible customers. I had an opportunity to sit down with Gareth Fraser, Vice President of Sales & Marketing Enablement at BirchStreet, to discuss their upcoming conference, which will commence on November 7th and run through November 9th.

After two years of event cancellations due to the COVID-19 pandemic, BirchStreet marks the return of their beloved customer conference. As a whole, the industry finds itself in an exciting period, with explosive growth in travel, hotel stays, restaurant volume, casino, sports, and entertainment patronage, shares Fraser. Notably, this is the first event we’ve hosted since the collaboration of Serent and Parthenon Capital as primary stakeholders of the company. This partnership has inspired historic and unprecedented investment and scaling, and the conference provides the perfect opportunity to highlight the exciting transformation and evolution of BirchStreet Systems. Our event sponsors and partners have also made significant contributions to this year’s event, to ensure it will be a truly unforgettable experience as we show our customers just how much we care about them, their voice, their needs and their success in the hospitality industry.

According to Fraser, this year’s event will run according to a tailored program of general sessions and breakout presentations featuring both BirchStreet and hospitality procurement industry leaders. The presenters will review a variety of pertinent topics, including:

  • KPIs and metrics
  • Centralizing item management
  • Enhancing productivity for select service locations
  • Product roadmap and innovation objectives review
  • The value of electronic payments to prevent fraud and increase efficiency
  • Change management for successful implementations
  • Best practices from BirchStreet software solutions

The conference will also feature networking sessions with our executive leadership, along with our teams from customer success, delivery, services engineering, sales, and marketing, explains Fraser. The best part – these sessions will feature an incredible spread of Four Seasons food and beverages, along with leading local musical talent just steps away from Ft. Lauderdale Beach.

As for surprises and stand-out moments, Fraser notes that the keynote presentation is not to be missed. With over twenty years of hospitality experience combined with a signature no-nonsense approach to business and an unstoppable drive, our keynote speaker, Anthony Melchiorri, is best known as the beloved creator and host of Travel Channel’s ‘Hotel Impossible’, ‘Five Star Secrets’, and ‘Extreme Hotels’, shares Fraser. Anthony has an innate ability to quickly assess any situation and create, develop, and implement a customized strategy to enhance profitability and elevate the guest experience. Whether you are looking for someone to inspire or educate, Anthony Melchiorri is guaranteed to leave your audience moved, motivated, informed and equipped with new tools and skills applicable to every industry.

Of course, Fraser wasn’t willing to divulge every special moment BirchStreet has in store for its customers. “There are a few other surprises we will have to share after the event, as they are kept under wraps for our attendees.” The conference will also be filmed, to ensure BirchStreet customers who are unable to attend in person due to distance and or scheduling obligations can still experience the event from afar via online streaming.

In the days following the event, BirchStreet will share key highlights from the conference, including speaker takeaways, memorable moments, and BirchStreet’s new product offerings and enhancements heading into 2023.

Lauren Ramesbottom
Head of Content, Puzzle Partner