Effective Customer Service in the Travel and Tourism Industry Lesson 2

• Travel and tourims
• Higher Education (non-degree)

Effective Customer Service in the Travel and Tourism Industry

Learning Objectives

• At the end of the lesson 
• you will understand the assignment and grade criteria 
• you will be able to identify customer needs and obtaining feedback
• you will be understand why quality and quantity of information is important
• you will recognise the significance of timing of service and information's. 
• you will recognise the significance of appearance of environment, Training, being proactive and responding. 

The learner must produce a flow chart or report of the stages involved in the customer service journey and suggest ways of evaluating customer service.

Learners must then conduct different mystery shopper exercises to investigate the levels of customer service offered (this could be primary or secondary research). Examples could include:

• travel agents

• restaurants

• attractions

• museums

• galleries.

When preparing for and conducting different mystery shopper exercises, learners could consider:

• ease of booking or purchasing

• welcome

• meet and greet

• the appearance

• first impressions

• amenities

• the service provided.

The learner should produce a report summarising their experience and comparing it to current industry standards.

The learner must produce a flow chart or report of the stages involved in the customer service journey and suggest ways of evaluating customer service.

Learners must then conduct different mystery shopper exercises to investigate the levels of customer service offered (this could be primary or secondary research). Examples could include:

• travel agents

• restaurants

• attractions

• museums

• galleries.

When preparing for and conducting different mystery shopper exercises, learners could consider:

• ease of booking or purchasing

• welcome

• meet and greet

• the appearance

• first impressions

• amenities

• the service provided.

The learner should produce a report summarising their experience and comparing it to current industry standards.

Assignment Brief - LO1 Unit 2

The learner must produce a flow chart or report of the stages involved in the customer service journey and suggest ways of evaluating customer service.

Learners must then conduct different mystery shopper exercises to investigate the levels of customer service offered (this could be primary or secondary research). Examples could include:

• travel agents

• restaurants

• attractions

• museums

• galleries.

When preparing for and conducting different mystery shopper exercises, learners could consider:

• ease of booking or purchasing

• welcome

• meet and greet

• the appearance

• first impressions

• amenities

• the service provided.

The learner should produce a report summarising their experience and comparing it to current industry standards.

Grade Criteria - LO1 Unit 2

What do you already know about effective customer service in the travel and tourism industry?

Identifying Customer Needs and Feedback

Customer Needs: Requirements or expectations that customers have towards a service or product.

Identifying Customer Needs and Feedback

• It is the customer who decides what customer service is
  
• Organisations must encourage feedback from their customers
  
• If they do not they will not learn what has gone wrong
  
• Then they wont have the chance to put it right
  

Quality and Quantity of Information

Information Quality: The accuracy, relevance, and comprehensiveness of information provided to customers.

Quality and Quantity of Information

• Customers value accurate and interesting information
  
• Many hotels train staff in local knowledge and provide information on local tourist attractions/events
  

Timing of Service and Information Provision

Timing of Service: The provision of services and information at moments most beneficial or convenient for customers.

Timing of Service and Information Provision

Customers want good quality information and service at the right time e.g. airlines will provide customers with information to what they can take on a flight. 

They do this by displaying posters around airports and information is available on their websites and within check-in emails.

Appearance of the Environment

Environment Appearance: The visual and physical condition of the service setting, impacting customer perceptions.

Appearance of the Environment

It is the responsibility of the organisation and everyone who works in it to ensure the environment, both in customer areas and behind the scenes, is kept clean, replenished and in good condition.

Training for Excellent Customer Service

Staff Training: The process of educating employees about product knowledge, technical skills, and customer service skills.

Training for Excellent Customer Service

Unless staff are given induction and refresher training, including product knowledge, technical training and customer service training, an organisation cannot expect its employees to give superb, effective customer service.

Being Pro-Active and Responsive

Pro-Active and Responsive: Anticipating customer needs and promptly addressing them to enhance customer satisfaction.

Being Pro-Active and Responsive

• Excellent customer service depends upon being pro-active taking action before the customer asks for it.
  
• Watch good shop assistants, cabin crew and waiters, for example: they constantly scan their area, looking for clues that a customer needs attention, and checking with them their needs are met.
  
• As the public becomes more sophisticated, has higher disposable incomes and receives better customer service, so it will change its interpretation of what excellent customer service is.

Challenges in Providing Excellent Customer Service

Continuous staff training, staying abreast of customer expectations, maintaining high service standards.

Write down 3 things you learned in this lesson.

Have students enter three things they learned in this lesson. With this they can indicate their own learning efficiency of this lesson.

Write down 2 things you want to know more about.

Here, students enter two things they would like to know more about. This not only increases involvement, but also gives them more ownership.

Ask 1 question about something you haven't quite understood yet.

The students indicate here (in question form) with which part of the material they still have difficulty. For the teacher, this not only provides insight into the extent to which the students understand/master the material, but also a good starting point for the next lesson.

Summary

• At the end of the lesson 
• you will understand the assignment and grade criteria 
• you will be able to identify customer needs and obtaining feedback
• you will be understand why quality and quantity of information is important
• you will recognise the significance of timing of service and information's. 
• you will recognise the significance of appearance of environment, Training, being proactive and responding. 

In summary

Good organisations:

• know customers needs
  
• provide timely and quality information
  
• ensure the working environment looks good
  
• gain and act upon performance feedback
  
• train staff
  
• are responsive and proactive