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Transcript of Intro to Tourism & Hospitality Chapter 9. Copyright Introduction to Tourism and Hospitality in BC by...
Intro to Tourism & HospitalityChapter 9
Copyright
Introduction to Tourism and Hospitality in BC by Morgan Westcott, Editor, (c) Capilano University is used under a CC-BY 4.0 International license.
This chapter is by Ray Freeman and Kelley Glazer and is used under a CC-BY 4.0 International license.
Learning Outcomes
Explain the importance of customer service
Describe the characteristics of exceptional customer service and its benefits
Explain how the quality of customer service differentiates a destination
Describe how to recover from service failure
Explain how social media impacts customer service delivery
Overview
The success or failure of our businesses and destinations depends on service
Customer service has been a big focus since Expo ‘86
The “human element” is a critical part of Destination BC’s Remarkable Experiences program (DBC, 2014)
Figure 9.1: Checking in with great service
A Key Issue for Employers
A 2010 Tourism Vancouver Island survey found that customer service was one of the most significant issues for industry
A 2014 LinkBC Roundtable also saw this as a top concern, and that many students and grads were missing customer service fundamentals
Figure 9.2: Great service takes place across many platform
Quality of Customer Service
An experience of feeling valued or heard
Customers have ever-increasing expectations
Quality service is important way to achieve profitability (Erdley, 2002)
Higher client satisfaction = higher revenues for hospitality businesses (Cornell, 2012)
Figure 9.3: Does this sign send the right message to customers?
Total Quality (TQ) and TQM
Total quality (TQ) is a strategic approach to integrating all staff (front level to management) in a process of continuous learning
Goal is increasing customer satisfaction
Examining all encounters and points of interaction to find ways to improve
TQM in tourism and hospitality = expectations created by the whole team, delivered collaboratively (Kapiki, 2012)
Benefits to Employers
Many employers struggle with justifying expense of training
Especially hard to defend in seasonal tourism businesses
Can be hard to measure benefits
Studies show improved employee attraction/recruitment, retention, engagement, innovation
Training should be focused on developing potential, not fixing deficiencies (Saunders, 2009)
Benefits to Employees
Training provides a foundation for effective service delivery
Improved attitudes, better communication skills, better understanding of workplace practices
Increased morale, increased participation, more advancement, more independence (Grey, 2006)
Figure 9.4: Customers enjoyed this experience and posted a picture online
Customer Orientation
Set of activities, behaviours and beliefs
Place high priority on customers’ interests
Continuously create superior customer value
Must be fostered in training (goes beyond individual attributes)
(Kim, 2008)Figure 9.5: Service has always been a key component of our industry
SERVQUAL
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness
Five dimensions of service
When these are consistently met, a company is on its way to being customer oriented
CRM and Loyalty
CRM: customer relationship management
Manage every point of interaction (first visit to the website, personalized touches on arrival, follow-up cards and newsletters)
Loyalty programs help businesses identify, maintain contact with, and reward frequent customers
Figure 9.6: Customer loyalty cards are common in our industry
Moments of Truth: Outstanding Service
Tamara Turcotte, Sidney Airport Travelodge: found accommodations for hundreds of stranded travellers (including in the homes of friends and family)
Agazzi Abbay: reported for work after JetsGo closed down, to allow angry customers to vent as a sympathetic ear
Andrea Chan, Holiday Inn and Suites: accompanied a sick guest to the hospital after her shift was over, made sure she was okay
Moments of truth: when a customer’s interaction with a front-line employee changes their perception of the company (Beaujean, 2006)
Recovery from Service Failures
Service recovery: action that results in the customer becoming satisfied overall
Empathetic ear
Apologize
Offer a solution
Compensate
Follow-up
ReassureFigure 9.7: Handle complaints before guests take them online
Exceed Expectations: Remarkable Service
There is no formula
Get support from management
Use your observation skills
Have a willingness to “go the extra mile”
Always: make eye contact, smile, greet warmly, use the customer’s name
Figure 9.8: We set the bar high when we welcomed the world in 2010
Social Media and Customer Satisfaction
Use social media to “listen”
Respond to comments frequently and professionally
Monitor Yelp, TripAdvisor, Facebook, Twitter in a coordinated way
Figure 9.9: Management and staff should respond to online comments
Tourism and Hospitality HR Support
Canadian Tourism Human Resource Council (CTHRC)
Industry associations (e.g. the Association of Canadian Travel Agents)
WorldHost (formerly SuperHost)
Educational Institutions
Figure 9.9: We’ve come a long way since ‘86
Conclusion
Employers named customer service as the most important training topic
Customer service will make or break any marketing strategy
From Expo 86 to WorldHost workshops, our province places a premium on customer service skills
Figure 9.10: A satisfied guest shares the news
References
Beaujean, M., J. Davidson, & Madge, S. (2006). The ‘moment of truth’ in customer service. Retrieved from www.mckinsey.com/insights/organization/the_moment_of_truth_in_customer_service
Cornell Hospitality Research. (2012). Summit 2012: Building service excellence for customer satisfaction. Retrieved from www.hotelschool.cornell.edu/research/chr/pubs/roundtableproceedings/roundtable-17003.html
Destination BC. (2013) Remarkable service in the age of social media (video). WorldHost Training Services. Retrieved from www.youtube.com/watch?v=2q471_ano2E&feature=em-share_video_user
Destination BC. (2014) Remarkable experiences program. Retrieved from: http://strategy.destinationbc.ca/how-we-will-win/foster-remarkable-experiences/remarkable-experiences-program/
Erdly, M. & Kesterson-Townes, L. (2002). Experience rules, IBM Business Consulting Services’ vision for the hospitality and leisure industry. IBM Business Consulting Services.
Grey, A. (2006). Upskilling through foundation skills: A literature review.Report prepared for the Department of Labour. New Zealand. Retrieved from www.dol.govt.nz/PDFs/upskilling-through-foundation-skills.pdf
References
Kapiki, S. (2012) Quality management in tourism and hospitality: An exploratory study among tourism stakeholders. Retrieved from www.academia.edu/1160667/Quality_Management_in_Tourism_and_Hospitality_an_Exploratory_Study_among_Tourism_Stakeholders
Kim B. (2008). Mediated effects of customer orientation on customer relationship management performance. International Journal of Hospitality & Tourism Administration, 9(2), 192-218.
LinkBC. (2014). LinkBC roundtable 2014: Dialogue cafe. Retrieved from http://linkbc.ca/siteFiles/85/files/2014RoundtableDialogueCafeReport.pdf
Saunders, R. (2009). Employer investment in workplace learning. Canadian Policy Research Networks. Retrieved from www.ccl-cca.ca/pdfs/WLKC/EmployerTrainingInvestment_FinalSynthesisReport_EN.pdf
Tourism Vancouver Island (TAVI). (2010). 2010 Training and needs assessment survey. Retrieved from: www.tourismvi.ca/research/pdf/2010-Training-and-Education-Needs-Assessment-Survey.pdf
WorldHost Training Services. (n.d.). WorldHost: Hall of fame. Retrieved from www.worldhosttraining.com/halloffame/
WorldHost Training Services. (2013). Remarkable service in the age of social media. Retrieved from www.worldhosttraining.com/elearning/
Attributions
Figure 9.1 Family Checking In – WorldHost by LinkBC is used under a CC BY-NC-ND 2.0 license.
Figure 9.2 Woman on Headset – WorldHost by LinkBC is used under a CC BY-NC-ND 2.0 license.
Figure 9.3 huh? by Liz is used under a CC BY-NC 2.0 license.
Figure 9.4 Happy Birthday from Mom by Peter Lee is used under a CC BY-NC 2.0 license.
Figure 9.5 1954- Service by James Vaughan is used under a CC BY-NC-SA 2.0 license.
Figure 9.6 new currency by Roy is used under a CC BY-NC-SA 2.0 license.
Figure 9.7 Complaints button by SEO is used under a CC BY SA 2.0 license.
Figure 9.8 Welcome to Vancouver 2010 by roaming-the-planet is used under a CC BY-NC-ND 2.0 license.
Figure 9.9 Accent Inns Online Review by LinkBC is used under a CC BY 2.0 license.
Figure 9.10 Man on Blackberry – WorldHost by LinkBC is used under a CC BY-NC-ND 2.0 license.