Customer Service in Travel Tourism

8/12/2019 Customer Service in Travel Tourism

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Unit standard: 18223 Level: 3 Credit: 4

Title: Provide customer service in the

tourism and travel industry

Customer Service


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CUSTOMER SERVICE

18223

1 Assessment (project)1 Role Play covering

elements 1-4


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Principles fordelivering goodcustomer service

1.Appear friendly.Even if you arehaving a bad day, no need to take it outon your customer!


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2. Go the extra

mile. If you are helping a customer and

seem to run into a dead end, try

to go the extra mile. Call anotherwholesaler for a service they areseeking.

Carry their brochures out to their

car (or arrange for someone to dothis for them).

Have a magnifying glass readyfor small print


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3. Pay attention to the

customer.

Make sure to give the customer your fullattention when you are assisting them.


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4. Make eye contact.

When you are dealing with acustomer, be sure to make eyecontact with them.


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5. Give notice to otherpatrons that you will be

right with them.


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6. Keep brochures

stocked up.

.


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8. Tell them what you can do.


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7 ELEMENTS OF GOOD

CUSTOMER SERVICE

Clarity of speech

Appropriate language Questioning skills

Listening skills

Positive body language Meeting and exceeding

customer expectations

Product knowledge


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Because we all expect good service!


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A dissatisfied customer will tell 10 people 13% of that 10 will tell 20 people

Happy customers tell 3-5 people


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E ith t th


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Even without thecustomers................. if bad service isgiven this can relate back to the staffin other ways


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So what are the benefits of goodcustomer service?

More satisfied customers

So Why do Satisfied Customers Defect?.
http://www.youtube.com/watch?v=_3mswfndknU


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REPEAT CUSTOMERS

Satisfied customers becomeloyal repeat clients who feel you

are taking the extra service stepin order to exceed theirexpectations.


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New customers through word ofmouth advertising

Creating positive personal recommendationswill generate new visitor and businessgrowth which quickly translates into bottom

line profits. Word of mouth is potentially the most

important business-builder in the touristindustry


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ATTITUDES

It costs five times as much to win a new customeras it does to keep and existing one.


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Good or bad attitude?


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Personal factors that influencecustomer service

Motivation :You need toshow that you are motivatedso that your clients recognisethat you really want to help

them

Motivation, in and of itself, is littlemore than a feeling, an urge tomove ahead.


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Interest Showing interest allows the client to know that

you are going that extra mile.

That you are genuinely interested in them aspeople and not just making your agency money


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RESPONSIVENESS continuous product and serviceimprovement,

cost control and accountability,productivity andresponsiveness, and an emphasis on customersatisfaction.


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Customers know that it is getting hard to trust anyairline or travel agents to deliver long-termcustomer service

Some of the customers past experiences would

have seen them treated with complete disregard -like sheep.

And if they have done any waiting on the phonein order to speak to you, then they will be doublyannoyed at what they perceive to be a waste oftheir time.
http://www.youtube.com/watch?v=IeT4LSF4mhEhttp://www.youtube.com/watch?v=IeT4LSF4mhE


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Wow is king!

Word bank

Having spent money to gain thecustomer in the first place, itmakes sense to treat them wellin every respect so they comeback.

An example:" Let's try book that new agencyin the bay!?""Mary said that she and Billbooked a flight last week andthe service was great!"

All customers have a sphere ofinfluence. Friends, family &

neighbours. Research shows us that

customers who have a goodexperience dealing with acompany or a brand will tellpeople within their circle of

friends (their sphere ofinfluence) that we are a

Employee competence

the capacity of employees toact in a wide variety of

situations Internal structure

everything that does notleave at night: models,concepts, computer andadministrative systems, the

"culture" or "spirit" of theorganisation.

External structure

relationships with customersand suppliers, networks,brand names and reputation

or "image".


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Wowword of mouth

Form of influence

To receive a brand recommendation from one friend toanother is a very powerful form of influence. The trustfrom the friendship overlays onto the recommended

product and new product barriers are overcome. WOM (Word of mouth) is the most valuable form of

advertising/marketing you can ever have. However, there is a huge downside to this form of

advertising. Because, if they have a bad customer

experience with our company, they also tell otherpeople but this time they tell more.

FACT: People talk more about their negativeexperiences than their good ones


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REMEMBER....... Rule of Thumb:Stats show that a happy

customer will tell 10 other people of theirsatisfaction. An unhappy customer will tell 20.

Furthermore, it's nine times more expensive to

get a new customer than it is to sell to an existingcustomer. And you know as well as I do thatcustomers vote with their feet!


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THE GREETING

A standard

professional call

opening shouldcontain the

following elements:

The WelcomeThis can be anything from goodmorning / afternoon orwelcome.Just using "Welcome to..."

means that you won't get thetime of day of wrong!!It is also warmer as you arewelcoming the caller into thecompany...

The name of your company /

divisionThis should be clear andconcise - NOT too long! Forexample:"Welcome to Polytechnic Traveland sales, customer serviceoffice..."Informative, BUT just a little toolong... how about:"Welcome to Polytech travel" -short, sharp and concise

Your nameYour callers should know whothey are talking to,this is just polite and

l th i t


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lose their customers; someof them are obvious whilesome of them may be less

obvious

YOUR TASK: What

do you think are thepercentages of eachreason whyorganisations lose

customers?

1. Customer was turnedaway by the indifferent

attitude of a companyemployee

2. Customer wasdissatisfied with theproduct

3. Customer was luredaway by competition

4. Customer wasinfluenced by a friend togo

5. Customer moves


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68

14

95 3 1

Why customers leave

indifference

Dissatisfied withproduct

Lured away

Influenced by friend

Moved away

Death

Meeting the customer's needs


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Meeting the customer s needs

For us to offer excellence incustomer service we first haveto understand what thecustomers actually want or

expect from us. How do we do that? ByLis ten ing!

By learning how to listenactivelya lot of informationcan be gained from thecustomers.

CHINESE SYMBOL TO
http://www.youtube.com/watch?v=OCbvCRkl_4Uhttp://www.youtube.com/watch?v=OCbvCRkl_4Uhttp://www.youtube.com/watch?v=OCbvCRkl_4Uhttp://www.youtube.com/watch?v=OCbvCRkl_4U


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CHINESE SYMBOL TO

LISTEN

DID YOU KNOW?


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DID YOU KNOW?

Experts say that about two-thirds of everything you learn,you learn through listening.

Yet, very few people are good

listeners. "The average person

remembers only about 25percent of what he or shehears, and some peopleremember as little as 10percent. The problem is thatwhile hearing is incrediblyeasy, listening takes a real

effort."


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What affects listening?

What do you think of the subject matter?Is it new or have you a lot of experience with it?Will it be difficult to understand, or simple?Is it important to you, or just fun?

Is the speakerexperienced or nervous?What are the non-verbal cues of the speaker?What frame of mind is he or she?How personable, threatening, intelligent, etc.?


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Prepare with a positive, engaged

attitude

Focus your

attention on thesubject

Stop all non-relevant activitiesbeforehand toorient yourselfto the speaker orthe topic


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Review mentally what you already

know about the subject

Organize in advance relevant material in order todevelop it further(previous familes, TV programs, newspaperarticles, web sites, prior real life experience, etc.)


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Avoid distractions

Seat yourself appropriately close to the speakerAvoid distractions (a window, a talkative neighbour,noise, etc.)

A k l d ti l


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Acknowledge any emotional

state

Suspend emotions until later, orPassively participate unless you can control youremotions

Set aside your prejudices, your opinions

You are present to learn what the speaker has tosay,not the other way around
http://www.youtube.com/watch?v=LZ7lI6Ic9cwhttp://www.youtube.com/watch?v=Gjw585ZnJwI


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Lets recap on actively listening:

Be other-directed; focus on the personcommunicating

Follow and understand the speaker as if you werewalking in their shoes

Listen with your ears but also with your eyes andother senses

Be aware: non-verbally acknowledge points in the

speech

Be involved:

Actively respond to questions and directionsUse your body position (e.g. lean forward) andattention to encourage the speaker and signal your

interest

F ll i i i


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Follow up activities

One-to-one In a group/audience

Give the speaker time and spacefor rest after talkingExpress appreciation for thesharingto build trust and encourage dialogue

Check if you have understood

Restatekey points to affirm your understanding& build dialogue

Summarizekey points to affirm your understanding& build dialogue

Ask (non-threatening) questionsto build understanding

Continue dialogue:

Reflect on your experienceto demonstrate your interest (feedback)

Interpretafter you feel you have grasped content

Apply what you have learnedto a new situation

Give the speaker space to regroup,to debrief after talkingDuring Q & A

If posing a question

Quickly express appreciation

Briefly summarize a preliminary point

Ask the relevant question

If making a point

Quickly express appreciation

Briefly restate the relevant ideaas presented

State your idea, interpretation, reflection

Invite a response

Continued development Get contact information

for later reference

Invite friends/colleagues/etc.for discussion afterward

Write out a summary with questionsfor further review

So why should we do it?


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So why should we do it?What difference does it make to us if

we offer good service or not?

Job security

Better environment

Personal satisfaction

Increased business from customers

Recognition from management

Bonuses or incentives

th t k d ff i th


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are on the track and offering theservice people want?

Compliments from customers

Happier customers

Reduced stress Customers ask for you

Repeat business

New customers by referral


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By offering the best possible service it means thecustomers have an enjoyable and easyexperience which will probably make them wantto come back again, not to mention telling other

people.

F L l f B i


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Four Levels of Business

There are four stages we all go through as acustomer. Some of the stages we may not

reach depending on how we are treated by the

companies we are dealing with.


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ADVOCATE

Advocate - An existing customer who openlyrecommendsyou as a business partner. The advocate

approach is thebasis for many loyalty programmes or 'friend get

friend' programmes. We are generally advocates every day. We tell

people about a great movie we saw, a fantastic salethat is on, a good book or restaurant. The power ofword of mouth is very successful because it is built ontrust. Research has shown for many years that weare more likely to believe someone we know thanadvertising.

How many of your customers are advocates or

raving fanswhen someone asks them for a recommendation?

C i ti i b i lif kill


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Communication is a basic life skill.

People are being constantly presented withsituationswhere effective communication skills are needed.

Relationships, both personal or those with your

co-workerswill affect how each person chooses to behaveand communicate.


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STYLES OF COMMUNICATION

Styles of communication are learned behavioursthat can be grouped into the categories of

assertiveness,

aggressiveness,

and passiveness.


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It' t h t


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It's not what you say -but the way that you say it!

Well how many times have you heard that said?Right through your childhood if you were like

most kids. Well guess what? Nothing has changed!

As a Customer Service Professional, you are

completely reliant on your voice.

You will learn in this module, it is thetone of yourvoice that is your major communication tool.


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Key point:

It is quite common to have two behavioural stylesdepending on the circumstances we are in.

For example, we may act differentlywhen relaxed compared to being at work.

Customers also can be very different and cancommunicate in different ways.

So, first of all we need to gain some sort ofunderstanding of the particular types of behavioursand communication styles.

This knowledge will aid in understanding thetypes of responses and skills that are required ineffectively dealing with them.


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You need to be aware that your behavioural stylecan affect how you communicate with thecustomer.

Our behavioural styles are also likely to differ

depending on the circumstances we are in. For example, we may act differently when relaxed

compared to being at work or in a social setting.

Wh d li ith t


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When dealing with customers we

need to be assertive.

As customers we are looking for assistance,advice and guidance from the people we aredealing with.

This must be communicated in a positive and

assertive manner so that customers build faith inthe people they are dealing with.

Different Communication


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Different CommunicationRequirements

Depending on whether we are face to face or on

the telephonewith someone will determine howour messages are being transferred.

Once we understand this we then know where toput our focus and attention to ensure themessage gets across.


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TELEPHONE SALES

Over the telephone we lose the aspect of 'seeing'the other person, therefore what we have to relyon is how they sound.

It is amazing how much information can be

picked up just from someone's tone of voice!

0

50

100

VOICEWORDS


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Key Points:

Over the telephone, the majority of yourmessage will be communicated via your voice,

So you need to:

Listen actively

Ask Open and Closed Questions

Employ a sense of humour

Be aware of the tone you are using

Passive Behaviour


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Passive Behaviour

Styles

When people allow their ideas or rights to berestricted by another individual or situation,they are behaving passively.

Actions that indicate passive behaviour are: Use excessive professional courtesy. Use ambiguous statements and beat around

the bush. Express concerns in the form of a question,

rather than making a statement.

Avoid conflict. Refrain from challenging questionable

procedures used by another team member. Are labelled as, along for the ride.

Word bankAmbiguous:vague, unclear


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Passive Communication Make long rambling statements (often

justifying themselves) Avoid making I statements or qualify

them, e.g. Its only my opinion but.

Use other qualifying words, e.g.

Maybe

Would you mind very much? I wonder if

Just.

Sorry to bother you but.

If it's OK with you....

Passive communicators use fillerwords, e.g.

UhYou know., Sort of, I mean Put themselves down, e.g.

I seem to be hopeless at this

I cant

I keep trying but.

Use phrases that make it easierfor others to ignore their needsor wants, e.g. Its not important really It doesnt matter I only meant Never mind.

Passive words include qualifierssuch as "maybe I guess would you mind if only just I can't if that's what you want."

Problems with Passive


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Problems with Passive

Behaviour:

These people tend to keep their feelings inside.

Their emotions, such as fear, anxiety, depression,

fatigue and nervousness may build to unsafelevels and cause internal conflict which caneventually lead to health problems

So what does this mean for the


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So what does this mean for thecustomer?

From a customers point of view this behaviourcan be very frustrating.

A customer wants and needs to know the personthey are dealing with is in charge of the

situation and assisting them to the outcome theyrequire.

Indirect or Passive Aggressive


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ggBehaviour:

The purpose of passive-aggressive behaviour isto express anger without having to be

responsible for that anger,so anger can bedenied.

This type of communication is frustrating forpeople who have to deal with it because the

person using it is not willing to actually deal withwhatever is bothering them, but would prefer toplay guerrilla-warfare by 'pecking at others' inoblique ways.


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Examples:

why would you think I would be angry at being takenfor a ride?"

"no, no, there's no problem" (when clearly there is)

These people use what is termed as "below the

radar "behaviour.

This means that they are manipulative in their

dealings and make others around them begin to

question their own abilities.

Passive-aggressive behaviour is the term used todescribebehaviour that is passive in expression but isaggressive or malicious in intent.

Word BankMalicious: nastyIntent: aim

Actions that indicate passive


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Actions that indicate passive

aggressive behaviour are:

Never dealing with issues head onbut always complaining about them

Having snipes at other peoplebehind their back when they are

supposed to be friends. Denying issues if directly confronted

with them.

Blaming others around them fortheir mistakes and believing it istheir fault

Passive AggressiveCommunication

Putting down people aroundthem

Avoids taking personalresponsibility forthings andblames others

Fails to come out and say /ask what they want Well I wouldn't have I didn't say that... I wonder if Is it just me or. If you are sure you don't

mind....

Use phrases that make it

easier for others to ignoretheir needs or wants, e.g. Its not important really It doesnt matter I only meant Never mind.


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These people will:

Try to undermine us and catch us out.

We need to be direct and honest with these

people


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AGGESSIVE BEHAVIOUR

Problems With Aggressive Behaviour Inappropriate anger,

rage or misplaced hostility

expresses aggressive responses.

this behaviour restricts communication within theteam.

trust is non existent as people around them feel

they will get the blame if something goes wrong.
http://www.youtube.com/watch?v=teMlv3ripSM&feature=related


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customer?


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customer?

Nobody likes to be talked down to, bullied or evenmade to feel like they have been threatened.

This is no way to try and conduct business as it is

a sure fire way of pushing customers to thecompetition.

Problems with Assertive


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Problems with Assertive

Behaviour

Assertive people feel empowered to speak upand do it with respect.

The team leader, supervisor or manager must be

able to harness the energy of assertive teammembers.

They may stand out from the others as beingthought of as out spoken or direct.

So what does this mean for the


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So what does this mean for thecustomer?

The ability to be assertive means you soundconfident,

you take control of the situation

and you guide others to a solution or an outcome

that is suitable.


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Customers will be more relaxed and happyknowing they are dealing with a professional andsomeone who will take care of their needs withlittle effort on their part.

Did you know?


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Did you know?

We can think four times faster than we cantalk?

This is the reason that 'listening' is a hard skill to

master

What customers want:


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What customers want:

Clients want a chance to get their own ideas and opinionsacross first.

Remember they call/come to see you because they havesomething to ask or something to say.

A consultant who is a good listener lets them do it.

Wait until they finish talking before you speak. If you letthem do that upfront, the rest of the call will go easier.

Try and listen "between the lines" - in this case 'betweenthe words'.

Listen for sighs, exasperated intakes of breath.

A raised voice is a sign of someone who feels as if theyhave been given the run around.

Concentrate on what is not being said as well as what isbeing said and the way it is said.

to Manage and Calm


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to Manage and Calm

an Upset Customer:

This model uses every requirement a customer

is looking for:

SORRY- acknowledgement / empathy ownership GLAD - acceptance / willingness to help

SURE - action plan / solution


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What they want

Upset customers may want a varietyof responses from you:

to be taken seriously

to be treated with respect

to get immediate action

to gain compensation/restitution to have the party who wronged them reprimanded and/or

punished

to clear up the problem so it never happens again

to be listened to Expressions of empathy such as, "I can see why that

would make you feel that way" are phrases to show thatwe care.

How they might react!


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How they might react!

How these customers react when they reach youwill depend on a number of things:

Are you the first person they have spoken to?

How serious is the issue?

How many times have they had to repeat theirstory?

Is this the first time they have complained aboutthis issue?

How long have they been kept waiting?


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Successful agents manage to find out whatcustomers want, expect and need.

They go out of their way to do this by

, ,and Rude customers!


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and Rude customers!

Here we look at 4 types of aggressive clientsand strategies to either end or take control of thecall/or the person in front of you!

Angry client-Dont react to


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Angry client Don t react to

emotion, react to information

Be Calm

Example: control your breathing,try standing up

Empathise

Example: I can see why thatwould be frustrating; if thathappened to me I would be angrytoo.

Get the customer details

Example:In order to help you,may I ask you some questions?

Let them know you are listening

Example: uh huh mmm okay

Apologise

Example: I apologise for theinconvenience this has caused

Paraphrase

Example: So if I understand May Iconfirm

Propose action plan

Example: What I can do; What I cansuggest

Follow Through

Example:Do what you say you are

going to do!


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The know it all client

Step One: Acknowledge their

knowledge

Example: as you would beaware, as you would

appreciate as you wouldunderstand

Step Two:

Ask open/probing questions

Example: Tell me more

about Step Three:

Be firm but polite

Example:In order to help

you, I need tounderstand/know

Step Four: Be honest

Example: Let me confirm thisfor you, Let me check

Step Five:

Make sure you know yourproducts/services

Example:Find out whereinformation is stored/usemarket research

Step Six:

Make sure you have thedelegated authority

Example: Check this out withyour manager

Dealing with the non-stop talking


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g p g

customer

This customer telephones with a query and thenwants to talk about everything else.

You may have been the first person they have

spoken with all week. They can frustrate you and they prevent other

clients from getting through

a language barrier


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g g

Until they become completely fluent in English,people who speak English as a second languagenormally go through the following process:

they hear what you say in English

they translate what youve said into theirlanguage

they construct their answer in their first

language

they reply to you in English


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Remember raising yourvoice does not act as a

translator!!

Be patient with these

people

The steps are:


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p

a) identify yourself, listen, record details and determine what the clientwants;

b) confirm the details received;

c) acknowledge the clients feelings and empathise with the client in acourteous manner;

d) explain the courses of action available, i.e. that the complaint will besent to the appropriate person for immediate attention

e) do not attempt to lay blame or alternatively do not be too defensive atthis stage;

f) ensure that the client is informed that the complaint is receiving

attention and the likely response time for the client to receive an updateon the progress of the complaint;

g) set a timetable and take action to gain a resolution within thetimetable;

h) report the complaint to the appropriate business department


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Acknowledge feelings

Acknowledge the person's feelings and apologizefor the inconvenience the customer hasencountered. Make an effort to be sincere.

In today's impersonal society, it's incredibly rare

to hear the words "I'm sorry that happened. Letme get the ball rolling to fix it."

You'll probably spend about 80 percent of yourtime massaging the caller's feelings and 20

percent actually solving the problem.

Sympathize and empathize with


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y p p

the caller.

Phrases like, "I can understand why you'reupset," help soothe ruffled feathers.

Pretend it is you calling.

Then get busy solving the problem.

Accept 100 percent responsibility


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p p p y

for the call

.This is probably the toughest part. Chances are you had nothing to do with the

problem.

However, it is your job to accept responsibility

and initiate work on a solution.


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Prepare to help

Begin by reintroducing yourselfcallers don'tusually remember your name.

State that you will be able to help.

Use the caller's name, if possible, which helps

diffuse the anger.A willing attitude is essential because if the caller

senses insincerity or indifference, he will stayangry.

It's exasperating to file a complaint with someonewho obviously doesn't care.


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THE COST OF POOR SERVICE

a. Annual revenue$10,000.00

b. Total number of customers2500.00

c. % of dissatisfied customers x0.25

d. Number of dissatisfied customers =

625e. % of dissatisfied likely to switch =

0.70

f. No. of customers who will switch =


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Lost Opportunity Revenue

i. Number of other people dissatisfied

customers tell (437.5 x 10)4375

J. Number of potential customerswho buy elsewhere due to negative

word of mouth (assume one in 50 tell,

therefore 1 x.02)87.5

k. Potential lost revenue (JXG)$(350,000)


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Customer replacement cost

l. Customer acquisition costs(66% of A) $6,600,000

m. Average cost per customer $2640

n. Replacement cost of lost customers

$(13200)


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Total Costs

o. Total annual cost (H+K+N) $(2,113,200)

o. Total cost over customer's lifetime of doingbusiness for 10 years (o x 10)

$(21,132,000)
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As you can see from this frightening example, ourhypothetical company will lose more than

$2million a year due to poor customerserviceand customer retention.
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Customer Service in Travel Tourism

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