1. Manage Quality Customer Service with Sue Cameron
Sessions 3, 4 & 5
Manage Quality Customer Service
with Sue Cameron
Refer to page 1

2. Agenda Revision on Session 2 Class objective or learning outcomes
More on what quality customer service looks like
A customer service activity
Market Research

3. 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

4. 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!

5. 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

6. 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.

7. 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
Refer to page 249

8. 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
This same scenario can be adapted for/applied to accommodation venues and services

9. 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

10. Market knowledge Understanding our markets also helps us do our job
Understanding our markets also helps target our marketing effort
Refer to page 252

11. What is marketing?
Marketing is a range of activities aimed at identifying the businesses target markets and promoting the business to attract those markets
Refer to page 252

12. 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?
Refer to page 252

13. 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

14. 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

15. 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
Refer to page 3

16. 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

17. Types of research Formal Informal Interviews Questionnaires
Discussions.
Informal
Newspaper articles
Brochures
Observation
Training sessions.
Refer to page 3

18. 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
Refer to page 3

19. 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.
Refer to page 5

20. Sources of information
Internet
Personal experience
Colleagues and associated
Industry associations
Industry contacts, mentors and advisors
Familiarisation trips.
Refer to page 5

21. 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).
Refer to page 4

22. What is ‘tourism’?
Those activities that take people away from their usual place of residence for pleasure or a holiday, other than for work
Refer to page 6

23. 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
Refer to page 7

24. 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
Refer to page 7

25. 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
Refer to page 7

26. 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
Refer to page 7

27. Tourism sectors Hospitality Travel operations Accommodation
Restaurants
Cafes/bars
Entertainment.
Travel operations
Retail travel agents
Airlines and Cruise Ships
Railways and Coaches

28. Tourism sectors Visitor services Attractions
Regional tourist associations
Visitor information centres.
Refer to page 8

29. 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)
Refer to page 8

30. 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.
Refer to pages

31. Inbound tourists
Visitors to Australia whose main place of residence is not in Australia
Refer to page 10

32. Outbound tourists
Tourists whose main place of residence is in Australia travelling outside Australia
Refer to page 10

33. Domestic tourism
Tourism undertaken by Australian residents within Australia, either interstate or intrastate
Refer to page 10

34. 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.
Refer to page 30

35. 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.
Refer to page 30 and session 11

36. 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
Refer to page 30

37. Industry expectations
Honesty
Punctuality
Reliability
Initiative
Positive attitude
Dedication

38. 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:

39. 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
Refer to page 30

40. 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)
Refer to page 31

41. 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’?)

42. 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

43. 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.
Refer to page 31

44. 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
Refer to page 35

45. 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
Refer to page 35

46. 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

47. Standard examples how a customer is greeted
how a reservation is recorded.
how information is prepared/presented
how an event is set up

48. 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
Refer to page 37

49. Customer service standards
Communicate customer services standards, issues and expectations to colleagues
These standards may relate to:
Response times
Service guarantees
Pricing guarantees

50. Customer service standards
Product quality
Document presentation standards
Personal presentation standards
Complaint management
Provide colleagues with access to information on service standards and delivery

51. 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

52. 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

53. Cost of not providing quality
Waste of time
Loss of money
Loss of customers
Lack of consistency
Customer complaints
Refer to page 38

54. 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
Refer to page 36

55. What are ‘ethics’?
A system of principles and values that govern the way we behave and act
Unethical practices may have legal implications
Refer to page 51

56. Some of the ethical issues affecting the tourism industry
Confidentiality
Money security
Overbooking
Product recommendations
Pricing
Refer to page 52

57. Some of the ethical issues affecting the tourism industry
Gifts, services free of charge and familiarisations
Codes of practice
Commission procedures
Tipping

58. 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
Refer to page 261

59. 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

60. 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.

61. 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
Refer to page 262

62. 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!)

63. 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)
Refer to ‘Determining what the customer wants’ Page 264

64. 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

65. Moments of truth
Each and every encounter with a customer is a moment of truth – an opportunity to create an impression:
Positive
Negative
Neutral
Refer to page 262

66. Positive moments of truth
Occur when a good impression is made
Refer to page 263

67. Negative moments of truth
Occur when a bad impression is made
Refer to page 263

68. Neutral moments of truth
Occur when we fail to make any impression at all!
Refer to page 263

69. 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
Refer to page

70. 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

71. 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
Refer to page 270

72. 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!
Refer to page 270

73. 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.

74. 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.

75. 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.
Refer to page 283

76. 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.
Refer to page 284

77. 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
Refer to page 285

78. Back to research
As part of your research you need to research and review the internal and external envirnoments

79. 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

80. 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