Types of customer (1) Internal customers Colleagues Management and supervision Staff teams Employees Staff in other functions or departments

Types of customer (2) External customers People who buy from the organisations People who use the organisation’s products / services Categories : Individual Group Age Culture Language spoken Customers with specific personal needs

Individuals and groups Individuals Private health clubs / personal service Exclusivity Groups Business groups / corporate service Business women – Crest Hotels Golf clubs Conferencing facilities

People of different ages Age group classifications Children, babies, toddlers, older children, teenagers Adults, young adults, middle aged adults Senior citizens Age combinations Parents with young children and / or babies Parents with teenage children Adults with grand children Adults with senior citizen parents

Different cultures Cultural background influences: Traditions Tastes Preferences Opinions Needs Assumptions cannot be made based on culture Could give offence Cause customer dissatisfaction

Language The impact on the tourism market Language can be a barrier Multi lingual staff are an advantage The communication process can be helped by: Gestures Diagrams and pictures Dictionaries to translate key words / phrases Learning a few simple phrases Use of signs and display panels

Customers with specific needs (1) Sensory impairment (visual, hearing, speech) Mobility problems (wheel chair, walking frame) Literacy or numeracy difficulties Special dietary requirements People with very young children Misunderstanding surrounds specific needs Misunderstanding leads to inappropriate service Labels are offensive when referring to specific needs

Customers with specific needs (2) Customers should not be made to feel: Different A nuisance Customers do require: Same level of service as all other customers A little extra care and consideration There are legal requirements and guidelines National Tourism Strategy

Disability Discrimination Act 1995 Access to goods, services and facilities Service providers cannot: Refuse a service Offer a lower standard or terms of service Service providers must: Make changes to products and services so that customers with disabilities are not excluded From 2004 take reasonable steps to remove physical barriers which make it difficult for customers with disabilities to gain access to goods and services

Avoiding offensive language Don’t saySay instead CrippleDisabled person InvalidDisabled person HandicappedDisabled Deaf aidHearing aid Mentally handicappedLearning difficulty/ disability Deaf and dumbProfoundly deaf Confined to a wheelchairWheelchair user Disabled toiletAccessible toilet

Key words and phrases Personal presentation First impression Appearance Uniform Personal hygiene Personality Attitude Internal customers External customers Individuals Groups Different ages Cultural background Non-English speaking Specific needs Disability Discrimination Act