INTRODUCTION:

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Tray: Today I am talking to Charlie Smith, founder of ‘At Your Service’, the UK's leading event staffing provider that he founded back in 1992. Charlie, welcome. Nice to be talking to you this morning.

Charlie: Thank you for having me.

Tray: For the benefit of our listeners today, tell us a bit about life before 'At Your Service.'

Charlie: I started my career when I left school. Career advice back then was poor, offering choices like the Church, Army, the city, or farming. I ended up in agriculture college before moving to London to work for a fine art insurance broker, which wasn't quite right for me. Eventually, I moved into recruitment, which led me to start my own journey.

THE START OF AT YOUR SERVICE

Tray: How did At Your Service come about?

Charlie: In 1992, after my previous recruitment job went bust, I started waiting tables just to make ends meet. That’s when I realised there was potential for a business in event staffing. With a £10,000 overdraft and little more than determination, I founded At Your Service.

OVERCOMING CHALLENGES AND GAINING MOMENTUM

Tray: The start of a business often comes from adversity, right?

Charlie: Absolutely. When I told my parents I was becoming a waiter after their investment in my education, it didn’t go down well. But this only motivated me more to prove I could succeed. It wasn’t easy, but the business quickly gained momentum because I identified a gap in the market for reliable, trained staff.

Tray: How do you approach event planning?

Charlie: We always start with the guest experience. It’s not just about the décor; it’s about how guests feel when they arrive. Our job is to make them feel relaxed and welcome from the moment they arrive. Service should be subtle, discreet, and ever-present.

Tray: It sounds like a simple concept, but why do you focus so heavily on the guest experience?

Charlie: People remember great service or bad service, not mediocre service. At At Your Service, we aim to provide a seamless, subtle service that makes guests feel at ease and ready to engage with others.

HOW TO DEAL WITH DEMANDING CLIENTS

Tray: Can you share insights into your more demanding clients?

Charlie: All our clients expect high standards. We’ve had unreasonable requests over the years, but our job is always to resolve any issues. It’s about delivering exceptional service, no matter the circumstances.

WORKING WITH EXECUTIVE ASSISTANTS AND PERSONAL ASSISTANTS

Tray: Do PAs and EAs typically reach out to you for events.

Charlie: Most of our clients are high-end caterers, but about 20-30% of our business comes directly from clients like luxury brands. Often, PAs and EAs will reach out to us directly for event staffing.

MANAGING A FLEXIBLE WORKFORCE

Tray: How do you manage such a large, varied workforce?

Charlie: Our workforce is diverse, ranging from 18 to 64 years old. The biggest challenge is ensuring reliability, but we’ve built strong relationships with our clients, some of whom have been with us since 1992. We also ensure we match staff with the right events to maintain quality service.

THE ROLE OF TECHNOLOGY IN BUSINESS

Tray: Has technology become a big part of your operations?

Charlie: Yes, tech has always been a major part of our business. From my early days creating a rudimentary database, to now using a sophisticated system that allows us to automate admin and focus more on client relations. We’ve evolved with technology to stay ahead of the curve.

THE FUTURE OF AT YOUR SERVICE

Tray: What’s next for At Your Service?

Charlie: Post-lockdown, we want to focus on quality over quantity. We're moving towards a more boutique model, working with clients we truly enjoy and providing exceptional service. Our goal is less work, better work, and happier faces.

Tray: Charlie, thank you for sharing your journey with us today.

Charlie: It’s been a pleasure.

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