Transcript
Customer ServiceBtec First Diploma in Travel and
Tourism
Sandra Healy
Objectives
To list at least 3 examples of what customer service is
To identify at least 3 ways how organisations can provide good customer service
To match at least 16 words – good/badTo identify 1 good and 1 bad experience
Activity
Working in groups :- List as many words and
phrases as you can think of to describe good customer service – flip chart
Match the photos with the scenario
15 mins - discuss
Activity
In pairs, list what you think organisations
should do to provide excellent quality
service – is there a difference from good
service?
5 minutes - discuss
Activity
On your own –
A Word for Service- good and bad
service
5 mins - discuss
Institute of Customer Service
DEFINITIONThe sum total of what an organisation does to meet customer expectations and produce customer satisfaction
Involves everybody – direct contact or indirect
Activity
Working in pairs:-
Think about the definition offered
by the Institute of Customer
Service. Is it sufficient to just ‘meet’
customer expectations? Justify
your answer
5 mins - discuss
Components
Product/service The process The personal
behaviour
Activity
Working in pairs:
Think about examples of good and bad customer service experiences you have had and then select one. Share with the whole group.
Look at whether Good or bad product Good or bad process and procedures Good or bad personal behaviour Or a combination of some or all of the
components
10 mins - discuss
Importance
So why is it important?
Question - discuss
Importance
Customers return and continue to spend Keep away from competition Costs 5 times more to get new customers
than to keep an existing one Stop customers telling others ‘you’ are not
good Compete on value and quality Organisation needs to be financially
secure and so do staff Staff need to feel good
Objectives
To list at least 3 examples of what customer service is
To identify at least 3 ways how organisations can provide good customer service
To match at least 16 words – good/bad
To identify 1 good and 1 bad experience
Objectives
To identify what is good service???? To identify at least one similarity and one
difference To identify the benefits/no benefits of having a
mission statement/charter To list at least 1 process and 3 procedures for
each heading in TC charter
Activity
Recap - individual
What is good service?
5 mins - discuss
Organisations
Ranges from giant organisations with
integrated businesses to small independent
companies.
Those which supply main goods and
services to those which supply support
services
Sectors - word search?????
Retail and business travel Tour operations Visitor attractions Cruising Accommodation Transport (road, sea and
air,rail) Tourism development
and promotion Trade associations and
regulatory bodies Ancillary services
SizeRange from small, medium or large
Small – less than 50 employees (annual turnover not exceeding 10m) – may have a ‘niche’ market
Medium – 50 – 249 employees (annual turnover not exceeding 50m)
Large organisations have to rely on systems to provide customer service
Types of organisations
Integrated – horizontal and vertical Independent Private sector – exists to make a profit for
owners or shareholders Public sector (not aim to make a profit – to
provide a service or to educate) – run by central, regional and local government – e.g. parks, some museums and tourist offices
Voluntary sector – e.g. National Trust, English Heritage, YHA
Mission Statements
A concise statement about an organisation’s
purpose and values e.g. Why do they exist?
They vary, but may contain information
about products, services, beliefs and values
Mission statements?
Asperion Guest House, Surrey‘We aim to create a high quality guest experience that is ethical, sustainable and rewarding.’
Virgin Atlantic‘To grow a profitable airline where people love to fly and people love to work.’
Merlin Entertainments Group‘The delivery to our visitors of high quality, memorable visitor experiences.’
What similarities and differences do you notice in these mission statements?
Customer charter – see handout
A statement of standards and/or procedures
that a business agrees will govern the
relationship between itself and its
customers.
Activity
In pairs discuss whether you think mission statements and customer charters are important for setting standards for customer service.
Some organisations have neither a missionstatement nor a customer charter. Why might this be?
As a customer, discuss the benefits of using a company that has a charter.
5 minutes – group discussion
Policies
Guiding principles for everything the organisation does. Many organisation describe their policies in their charter.
Will help decide what to sell, to whom, where and how, as well as how the organisation will interact with its customers, staff and general public e.g.
Customer service policy Complaints policy Health and safety policy
A customer service commitment
In pairs -
See activity sheet
20 mins - discuss
Objectives
To identify what is good service???? To identify at least one similarity and one
difference To identify the benefits/no benefits of having
a mission statement/charter To list at least 1 process and 3 procedures for
each heading in TC charter
Processes - interaction between the customer and the organisation
Customer interface – face to face, phone, IT – (see next slide - checking – in for e.g.)
Keeping records – e.g. Data Protection Act 1998, HASAWA 1974
Reacting to feedbackIncreasing loyalty???Staff training (see next slide for e.g.)Customer after sales service
Checking - in
Ryanair have withdrawn check – in desks at airports. Passengers must now check – in online, at a cost of £15.00 per passenger per flight. On – line check-in is available up to 4 hours before departure. Passengers arriving at the airport without a boarding card must pay a £40 ‘boarding card re-issue’ fee.
What are the adv/disadvantages of these processes?
Staff training e.g. wheelchair users on coach
Policy
Could be to make sure ALL passengers on
a coach are comfortable and safe
Procedure
1. Opening the door
2. Lowering the floor
3. Assisting the passenger in wheelchair to the wheelchair position on the coach
4. Securing safety belts to the wheelchair
Resources
Staffing – Hertzberg/MaslowOrganisations’ approach to staffFinancial budgets
Measuring and monitoring customer service
Comments cardsCustomer service questionnairesMystery shoppersCustomer forums/focus groupsCustomer reviewsStatistics from customer service
departments
Activity
Now you have a general idea of customer
service – working with a partner:-
Case study – measuring customer service at
Follifoot Farm
10 mins. - discuss