Enterprise Estonia Estonian Tourist Board Kerli Hallikmäe 6. Sept. 2005.

Enterprise EstoniaEstonian Tourist BoardKerli Hallikmäe

6. Sept. 2005

Destination quality

DESTINATION MANAGEMENT

INFRASTRUCTURE

CULTURE, TRADITIONS, ENVIROMENT

SERVICE, ATTITUDES,

KNOWLEDGE

H. Müller “Qualitätorientiertes tourismus management” 2000

TOURISTS

Why Estonian Tourism Quality Programme was established?

National tourism development plan 2002-2005

prioritises quality management in Estonian tourism

sector

International trends in tourism

Estonian tourism businesses lack of:

market awareness

customer orientation

cooperation

business skills

General principles in designing the programme

Definition of quality – in case of proper management, each tourism enterprise that has selected the right target group, succeeds in meeting and exceeding customer expectations with its service, i.e. offering quality.

The Estonian Tourism Quality Programme (ETQP) is based on the philosophy of total quality management (TQM) and organizational excellence

(the European Quality Award).

General principles in designing the programme

The model of the ETQP is tourism and service-

specific, in comparison with European Quality Award,

it is simple and suitable mainly for SMEs.

The emphasis of the model of the ETQP is on the

customer-centred development.

ETQP is a tool for businesses, which gives practical

help for starting with the quality management system.

Goals of ETQP

To increase tourist satisfaction with Estonian tourism

product and service

To raise the awareness of the businesses on

importance of continuous improvement of the

management, products, services.

To help businesses to be more customer orientated

and therefore more compatible in the market

How?- The model of ETQP

Recognition

Self assessmentSelection of improvement

areas

Joining the programme

Developing customer orientated approach

Customer feedback systemCustomer journey

12 months

Benchmarkingseminar

External assessmentFeedback report to the

business

Self assessment model

1.Leadership

2.People

3.Resources

4.Processes supporting

customer journey

5.Results

Customer journeyI nit ial

Cont ac t

Second ar y

Contact

Confi r med

Sale

brochure, advert,

call centre

Sales Staff ,

brochure

P roceedyes/ no?

Y ES

P roceedyes/ no?

Y ES

Opportunit ies?

Opportunit ies?

Financial

T ransactionOpportunit ies?

Pr oduc t

Exper ienc eQuality of

Product, ServiceOpportunit ies?

Seeks

A lternativesNO

Seeks

A lternativesNO

Cust omer J our ney

(EXAMPL E)

Ex pect a t ionsMet ?

Y ESPot ent ia l

d issa t isfi edcust om er

Exper ienc e

of

Assoc iat ed

pr oduc t s

Depar t ur e

Ex pect a t ionsMet ?

Dissatisfact ion Y ESNO

Follow-

up

Ex pect a t ionsMet ?

Y ESSeeks

A lternativesNO

Financial

T ransactionOpportunit ies?

Tools of the quality programme:

self-assessment questionnaire together with the

instruction,

sample questionnaire for getting customer feedback,

scheme for analyzing the customer journey,

forms of the quality plan and final report.

Seminars and trainings are provided in using the tools

during the programme.

Why the businesses should participate in the programme?

• A possibility to raise the competitiveness and long

term sustainability of the company

• Differentiation and public attention (in case of

recognition)

• Contacts and benchmarking with others

• External assessment and feedback

• Assistance in company development

(in trainings and seminars)

Some conclusions from the pilot phase of the programme

13 businesses from 2 counties of Estonia

10 advisers were trained to help businesses during the

12 months.

External assessment was done by 15 assessors, who

assessed the businesses in pairs.

Decisions were done by the commission:

3 businesses got the recognition for 2 years

6 businesses got the recognition for 1 year

Comments from the pilot project businesses “Participating in ETQP helped us to form a stronger team inside

the organisation. Now every person in the business knows why

we exist and where we want to go.”

“Customer journey analysis is a simple tool, which made us to

think like our customer and brought up things about which we

have never thought about.”

“Self assessment was so difficult and took so much time, that I

got an inflammation of the sciatic nerve.”

“External assessment was very useful, its very helpful when a

person outside of the business looks at Your company and

gives some hints, what to do better.

Principles of recognition

A business has to be committed to the quality development and

customer-centred approach. They are evidenced by:

the system of getting and analyzing customer feedback is integrated

into the organization's operations

the average evaluation score of the self-assessment criterion "The

supporting processes of the customer journey" has to be at least “2”

(i.e. there is clear evidence that the planned approaches have been

implemented);

the average evaluation score of the self-assessment criterion

"Customer-related results" has to be at least “2” (i.e. there is clear

evidence that the planned approaches have enabled the organization

to achieve the results);

the implementation of the selected improvement area

Recognition Märk kindlast arengust

Recognition People Committed to Quality