Pp1new

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