PowerPoint to accompany Sessions 3, 4 & 5 Manage Quality Customer Service with Sue Cameron.
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PowerPoint to accompany
Sessions 3, 4 & 5
Manage Quality Customer Service
with Sue Cameron
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Agenda
Revision on Session 2 Class objective or learning outcomes More on what quality customer service
looks like A customer service activity Market Research
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is Quality Customer Service?
It is difficult to quantify quality customer service
Each of us believes we know what it is Each of believes we give it Each of us may be right
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is quality customer service?
But in the context of this session, quality customer service is more than playing the good host to our guests
It is more than friendly, courteous service from helpful staff who smile a lot!
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is quality customer service? …
Quality customer service is about: Understanding, implicitly, what our
customers want and providing it Developing and using knowledge about
our markets to meet identified preferences, needs and expectations
Developing and using knowledge about our products and identifying opportunities to promote them
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is quality customer service?
Proactively responding to the ever-changing needs of our markets
Managing conflict to achieve win-win at all times
Managing and using information about our customers to ensure every experience with the organisation is a positive one.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Product and service knowledge
Product and service knowledge helps us do our job. It helps ensure a quality service experience
The more know about our products and services the greater our level of confidence
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Product and service knowledge
Product and service knowledge is not just about knowing what’s on the menu; it’s about: understanding what the customer
wants and the experience they are looking for
the ingredients of each dish what wine best complements each
menu item
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Product and service knowledge
how long each dish takes to prepare
how to describe each dish to create a mental picture of it
how to correctly place the dish in front of the customer
how to respond to questions about the menu
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Market knowledge
Understanding our markets also helps us do our job
Understanding our markets also helps target our marketing effort
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is marketing?
Marketing is a range of activities aimed at identifying the businesses target markets and promoting the business to attract those markets
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Why bother marketing?
Without customers we don’t have a business. If potential customers don’t know we exist or don’t know what we are offering then how can we attract them?
If we don’t understand the types of customers we want to (and do) attract, how do we know what products and services to develop/offer?
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Role Play Activity
• In groups of 3 or 4 select a waiter/waitress, an observer and customer(s)
• You are in a restaurant and you are acting the roles to give good service
• The observer takes notes on the good and the room for improvement areas of the transaction
• The observer then reports to the class their findings
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Scenario
As the customer you are in a Thai restaurant in Sydney and you are hungry, you like good food and expect excellent customer service (it is expensive)
Role play your parts to provide or receive excellent customer service
Then give feedback to the waiter/waitress
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is research
Research is a set of formal and informal techniques used to locate information and to process that information so that we can use relevant data to build our knowledge
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Formal & Informal research methods
Definitions: Formal research is a structured research
style that allows students or researchers to present their findings in a detailed, almost scientific manner
Informal research or the informal method describes the data based on the intuition of the researcher
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Types of research
Formal Interviews Questionnaires Discussions.
Informal Newspaper articles Brochures Observation Training sessions.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Types of research
Qualitative research explores ideas, seeks feedback on performance and helps identify preferences
Quantitative research measures and monitors events and performance in terms of quantity, numbers and percentages
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Sources of information
Sources of information refers to where we get information: Media Reference Books Libraries Visiting attractions Leaflets and brochures Tourist offices and commissions.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Sources of information
Internet Personal experience Colleagues and associated Industry associations Industry contacts, mentors and
advisors Familiarisation trips.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Questioning techniques
Open-ended – questions that require more than a ‘yes’ or ‘no’ answer.
Closed – questions that make it easy to say ‘yes’ or ‘no’ (or make other non-buying decisions).
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is ‘tourism’?
Those activities that take people away from their usual place of residence for pleasure or a holiday, other than for work
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is a ‘tourist’?
A tourist is a person who travels for pleasure and for reasons other than employment or business, usually more than 40 kilometres from home and usually for a period of more than 24 hours
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is a ‘trip’?
A ‘trip’ is a journey that involves a stay away from home being at least 40 kilometres in distance and of at least 24 hours’ duration, but not for more than three months
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Tourism sectors
Industries are frequently divided into sectors so as to enable specialisation in the provision of services and products
It is important to understand the various tourism sectors as this can inform with regard career choice
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is a ‘visit’?
A visit, as a component of a trip, is defined as being made to each place where one or more nights is spent on the trip
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Tourism sectors
Hospitality Accommodation Restaurants Cafes/bars Entertainment.
Travel operations Retail travel agents Airlines and Cruise Ships Railways and Coaches
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Tourism sectors
Visitor services Attractions Regional tourist associations Visitor information centres.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Tourism services and products
Tourism products are the tangible aspects of the industry – those things consumers can touch or consume (holiday, accommodation, food, flight)
Services are intangible (booking a flight or holiday, providing information)
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Tourism markets
In a general context, a tourism market is a group of people with similar characteristics and buying habits that a tourism-business attracts
Broadly speaking, our markets fall into three categories: Inbound Outbound Domestic.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Inbound tourists
Visitors to Australia whose main place of residence is not in Australia
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Outbound tourists
Tourists whose main place of residence is in Australia travelling outside Australia
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Domestic tourism
Tourism undertaken by Australian residents within Australia, either interstate or intrastate
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Roles in travel operations
Travel Operations – businesses concerned with the manufacture, promotion, sales and distribution of travel products Owner/operator (principal) of a tourism/travel
product or service Tour wholesaler Travel agent Reservations/sales Product manager.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Roles in visitor services
Visitor Services – businesses concerned with attractions management, tourist information, destination marketing, events marketing. Visitor information booking agent/travel
advisor Events coordinator/manager Tour leader/guide Activities coordinator Marketing manager.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Industry expectations
Excellent service ethos Strong work ethic Excellent communication skills Excellent interpersonal skills High standard of grooming Good product knowledge Excellent work-related skills
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Industry expectations
Honesty Punctuality Reliability Initiative Positive attitude Dedication
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
3 Videos on Customer Service
Bad customer service (2 examples Plus one on Empathy
(go to session 1 lecture notes slide no 19)
Customer service tips:http://www.youtube.com/watch?
v=hz0IAjn3Ijk&feature=related
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is a ‘service ethos’?
It is the outstanding qualities and characteristics a tourism professional inherently possesses in the delivery of service to customers
Ethos – culture or philosophy
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is a ‘work ethic’?
Our attitude to work…how we feel about our work and therefore the level of effort we exert
A work ethic is influenced by our culture, family colleagues and leadership in the workplace (organisational culture)
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How do we measure work ethic?
There are a number of ‘tests’ that we generally use to measure our (and our colleagues) work ethic: (KPI’s) Time keeping (do we arrive on
time?) Absenteeism (do we take
‘sickies’?)
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How do we measure work ethic?
Manner of dress (do we take care in how we present for work?)
Flexibility Teamwork Attitude Effort (exerted) or productivity
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Work performance expectations
Irrespective of the sector or enterprise in which we work, it is expected that we provide service: efficiently knowledgably skilfully ethically courteously.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is ‘quality assurance’ (QA)?
The control of the variations in the provision of goods and services to ensure consistency
It is only through consist quality in the delivery of services and products that businesses are able to attract and retain customers
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What is a ‘standard’?
In order to facilitate achieving quality, businesses establish standards in the way they deliver services and products
Thus, a standard is a minimum level at which output is to be provided or produced to assure a consistent quality
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Standard examples
How a tour is conducted/guided How a guest room must look and
be cleaned how staff must present themselves
for work (correct uniform, name badge, etc)
how a telephone must be answered
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Standard examples
how a customer is greeted how a reservation is recorded. how information is
prepared/presented how an event is set up
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Why set standards?
By setting standards we are able to measure or judge the quality of the output often called KPI’s
By standardising what we do and how we do, all staff understand explicitly what is expected of them
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Customer service standards
Communicate customer services standards, issues and expectations to colleagues
These standards may relate to: Response times Service guarantees Pricing guarantees
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Customer service standards
Product quality Document presentation standards Personal presentation standards Complaint management Provide colleagues with access to
information on service standards and delivery
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Standards and KPI’s
Key Performance Indicators (KPI’s) are usually based on these standards
KPI’s is the method we use to measure staff performance
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Standards and KPI’s Activity
In small groups select a team leader Discuss ideas on what you think should
be some of the KPI’s for a service organisation – have at least 5
List these potential KPI’s Share these with the class
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Cost of not providing quality
Waste of time Loss of money Loss of customers Lack of consistency Customer complaints
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Accreditation systems
Many sectors of the tourism industry subscribe to industry-recognised accreditation systems
An accreditation system is a quality assurance program that sets standards for the delivery of services and products to meet specific quality requirements
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What are ‘ethics’?
A system of principles and values that govern the way we behave and act
Unethical practices may have legal implications
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Some of the ethical issues affecting the tourism industry
Confidentiality Money security Overbooking Product recommendations Pricing
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Some of the ethical issues affecting the tourism industry
Gifts, services free of charge and familiarisations
Codes of practice Commission procedures Tipping
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
The (poor) quality customer service experience
I walked into a café recently and ordered a take-away coffee. I paid. I waited. The barista, a young lady of about 25, acknowledged the waiter who took my order at the counter, but not me
I stood and waited while three (regular) customers came in after me, paid for, ordered, and received their coffee directly from the barista, before me
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
The (poor) quality customer service experience
The barista knew each of the three customers; she greeted them in a friendly manner, and by name
She didn’t need to ask what they wanted, she knew
She made their coffee, handed it over and wished them a lovely day
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
The (poor) quality customer service experience
The barista was more than a little disconcerted when I finally received my coffee and failed to say ‘thankyou’. She snarled ‘you’re welcome’ as I headed for the door.
I suspect she is still wondering why I’ll never return!
Often, businesses fail to understand why they lose customers.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How did this experience feel?
I did not feel important or welcome (yes, it was only a coffee, but it demonstrates that even very small events can negatively impact the business)
My order was taken promptly but delivery of the product was slow!
I liked the coffee but the service left me feeling unsatisfied
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How did this experience feel?
The only special need I had was to be served promptly and in order! (and a decent cup of coffee)
No, I will not return to this café No, I will not recommend it to others (in
fact, I had business to attend to in the same street so I told the people I was meeting with about my experience and recommended they go elsewhere for their coffee, to which they replied they had stopped going there because they had never been made to feel very welcome!)
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How could this experience be better?
Barista acknowledge me (‘you’re coffee won’t be long’)
Served customers in order ‘Regulars’ are important – I’m sure the one
directly behind me would have understood had he needed to wait 30 seconds longer to be served (especially had the barista said ‘morning, Bill. I’ll be with you in a moment’ or similar!)
It is said to cost seven times more to attract a new customer than to retain an existing customer (repeat business)
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How could this experience be better?
What happens to this café when the ‘regulars’ change jobs, move away or for some other reason stop patronising the venue? Because they are potentially failing to attract and retain new customers, this business may find it self out-of-business!
The bottom line is, what a customer wants is quality customer service!
This business failed to understand my specific needs and wants
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Moments of truth
Each and every encounter with a customer is a moment of truth – an opportunity to create an impression: Positive Negative Neutral
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Positive moments of truth
Occur when a good impression is made
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Negative moments of truth
Occur when a bad impression is made
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Neutral moments of truth
Occur when we fail to make any impression at all!
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What the customer wants
Positive moments of truth Accurate information about products
and services The provision of products and
services in a timely manner Service staff who are interested in
their job
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
What the customer wants
Service staff who are knowledgeable and skilful
Service staff who can ‘sell’ Service staff who can work as part of
a team
If these needs are not met it can lead to conflict
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Conflict
Conflict is any situation where two or more people can’t agree on a particular idea or outcome.
Conflict is caused by any number of factors: Differences in expectations Cultural differences Personality Negative moments of truth
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Conflict
Understanding and accepting that conflict is a common part of every-day life, but is not always a bad thing, is a positive step in the right direction for managing conflict well.
In fact, conflict can be good for business!
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Conflict
Assume I complained about having to wait for my coffee ‘excuse me, I don’t mean to be rude, but I was, in fact, before each of the other people you just served…’
How would you respond? We can turn a negative moment of truth into a positive moment of truth depending on how well we now manage the conflict.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
How would you respond?
Tough. Nothing I can do about it now.
Yeah, well. They’re regulars. I have to look after them first.
What’s your problem? You got your coffee didn’t you?
I’m very sorry. You’re right. I should have served you first…
Please accept my apologies. I hope this doesn’t mean you won’t come back.
I’m sorry. I wasn’t thinking. You were first. It won’t happen again.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Conflict and quality customer service
An effective conflict resolution turns a negative moment of truth into a positive moment of truth. It can make working life far more pleasant!
When viewed as an opportunity to improve how the business functions, the business retains customers and remains sustainable.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Managing customer information
An important feature of quality customer service is managing and using the information we have about our customers to provide consistency and personalised service.
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Keeping track
Maintaining a data base on our customers identifies specific details to help us ensure quality customer service.
It helps us target our marketing efforts. It helps us recognise changes in
preferences over time It helps us better manage conflict
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Back to research
As part of your research you need to research and review the internal and external envirnoments
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Internal and External Environments
Review changes in the internal and external environments, and integrate these findings into planning for quality customer service
These changes may include: Management changes Organisational restructures Introduction of new equipment
O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia
Internal and External Environments
Recruitment practices Technology changes affecting service
delivery Changes in the competitive
environment Economic climate Trends in customer preferences Introduction of e-business
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