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Manage Quality Customer Service with Sue Cameron

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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

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