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PowerPoint to accompany Sessions 3, 4 & 5 Manage Quality Customer Service with Sue Cameron.

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Presentation on theme: "PowerPoint to accompany Sessions 3, 4 & 5 Manage Quality Customer Service with Sue Cameron."— Presentation transcript:

1 PowerPoint to accompany Sessions 3, 4 & 5 Manage Quality Customer Service with Sue Cameron

2 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

8 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

9 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Market knowledge  Understanding our markets also helps us do our job  Understanding our markets also helps target our marketing effort

11 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia What is marketing?  Marketing is a range of activities aimed at identifying the businesses target markets and promoting the business to attract those markets

12 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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?

13 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

16 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Types of research  Formal  Interviews  Questionnaires  Discussions.  Informal  Newspaper articles  Brochures  Observation  Training sessions.

18 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

19 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

20 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Sources of information  Internet  Personal experience  Colleagues and associated  Industry associations  Industry contacts, mentors and advisors  Familiarisation trips.

21 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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).

22 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia What is ‘tourism’?  Those activities that take people away from their usual place of residence for pleasure or a holiday, other than for work

23 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

24 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

25 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

26 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

27 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Tourism sectors  Hospitality  Accommodation  Restaurants  Cafes/bars  Entertainment.  Travel operations  Retail travel agents  Airlines and Cruise Ships  Railways and Coaches

28 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Tourism sectors  Visitor services  Attractions  Regional tourist associations  Visitor information centres.

29 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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)

30 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

31 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Inbound tourists  Visitors to Australia whose main place of residence is not in Australia

32 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Outbound tourists  Tourists whose main place of residence is in Australia travelling outside Australia

33 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Domestic tourism  Tourism undertaken by Australian residents within Australia, either interstate or intrastate

34 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

35 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

36 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

37 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Industry expectations  Honesty  Punctuality  Reliability  Initiative  Positive attitude  Dedication

38 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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: e=related

39 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

40 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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)

41 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

44 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

45 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

46 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Standard examples  how a customer is greeted  how a reservation is recorded.  how information is prepared/presented  how an event is set up

48 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

49 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Customer service standards  Communicate customer services standards, issues and expectations to colleagues  These standards may relate to:  Response times  Service guarantees  Pricing guarantees

50 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Cost of not providing quality  Waste of time  Loss of money  Loss of customers  Lack of consistency  Customer complaints

54 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

55 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia What are ‘ethics’?  A system of principles and values that govern the way we behave and act  Unethical practices may have legal implications

56 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Some of the ethical issues affecting the tourism industry  Confidentiality  Money security  Overbooking  Product recommendations  Pricing

57 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Some of the ethical issues affecting the tourism industry  Gifts, services free of charge and familiarisations  Codes of practice  Commission procedures  Tipping

58 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

59 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

62 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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)

64 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Moments of truth  Each and every encounter with a customer is a moment of truth – an opportunity to create an impression:  Positive  Negative  Neutral

66 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Positive moments of truth  Occur when a good impression is made

67 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Negative moments of truth  Occur when a bad impression is made

68 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Neutral moments of truth  Occur when we fail to make any impression at all!

69 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

70 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

72 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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!

73 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

76 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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.

77 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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

78 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia Back to research  As part of your research you need to research and review the internal and external envirnoments

79 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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 O’Shannessy, Minett & Hyde, The Road to Tourism 2e : © 2008 Pearson Education Australia 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


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