Customer Service for Tourism

• newEditor
• Hospitality
• Higher Education (non-degree)

Level 2 Principles of Customer Service

Introduction and Overview

• Michael Bradley & Ryan Manning- Belfast Met

• Carolyn Boyd - Tourism NI

• 9:00am – Tea, coffee and pastries on arrival 

• Titanic Belfast Visitor Experience

• Tea, coffee, sandwiches and wraps

Objectives

_{By the end of the workshop you should be able to:}

• _{Understand the importance to the organisation in providing excellent customer service in the hospitality, leisure, travel and tourism industries}

• _{Understand the role of the individual in delivering customer service in the hospitality, leisure, travel and tourism industries}

• _{Understand the importance of customers’ needs and expectations in the hospitality, leisure, travel and tourism industries}
  

Content

_{Session 1}

Introduction to Customer Service

Content

_{Session 2}

Effective Communications

_{Session 1}

Introduction to Customer Service

Content

_{Session 3}

Presenting a positive professional image

Content

_{Session 3}

Presenting a positive professional image

_{Session 4}

Handling customer complaints

Introductions

• Who are we.

• Who are you?

• Where do you work?

• Where else have you worked?

Introduction To Customer Service

- What is service?

- Why is it important?

- Identifying customer needs.

What is Service?

Customer Service is all about:

• _{Providing customers with what they want}

• _{Offering consistent levels of service}

• _{Staff – Product Knowledge}
  

• _{Exceeding and not just meeting expectations}

• _{Fulfilling all customer needs}

• _{Going out of your way to delight customers}  

Q3

Best and Worst Service Ever

Instructions

Put learners into small groups (3–4 people).

Ask them to discuss:

1. The best customer service they have ever experienced.

2. The worst customer service they have ever experienced.

3. Ask them to identify what the staff did that made the difference.

Feedback discussion

Customer Service & Loyalty

• _{Exceed the expectations of their customers} 

• _{Treat customers with respect}

• _{Do not just aim to satisfy – they aim to delight} 

• _{Provide solutions to problems}

• _{Consistently deliver outstanding service to their customers} 

• _{Make customers feel that they are the most important part of their business …… which they are!}

2b

Why is Service important?

• Intense competition

• Customers have a choice

• It is the only thing that can make us different from our competitors
  

• Satisfied and delighted customers will come back – builds customer loyalty and repeat business
  

• Results in recommendation to friends & family

• Easier to sell to existing loyal customers 

Q2a

Why should a potential use your business?

The benefits to a customer service deliverer from providing customer service are:

• Excellent relationships and rapport with the customer

• Job satisfaction and motivation

• More sales as the customer will return

• Sales targets met and potential for bonuses or promotion

• Job Security

Q6

Customer Expectations and Building Loyalty

Customers:

• Expect the core service to meet their needs for price, quality value for money
  

• Expect polite treatment at all times – even when they are being difficult

• Need to see attention is being paid to their requests

• Want to feel their needs are important

• Do not want to hear “No” or “I do not know”
  

• Want to feel secure in the knowledge that you have all the answers and solutions
  

Q10 Q2b

Customer Expectations and Building Loyalty

Customers:

• Want mistakes admitted to and rectified
  

• Expect promises that are made to be honoured

• Expect to be treated with respect

• Need to have time given to them for explanations

• Need to know when a problem arises

• Expect you to know about your job and your company

• Expect you to be able to answer questions

• Expect you to find solutions to their problems

Q2b

The Benefits of Product Knowledge to the Service Provider are:

• Increased opportunity to upsell products and services
  

• Meet products to match customer

• Motivating

• Increased sales/tips

• Meet targets

Q3

In groups, discuss what products/services you have available and can upsell? Where is the opportunity to upsell each product/service?

Cleanliness

• Why is it important?

• What areas do you need to look after?

• What are the positive and negatives of having a clean vs unclean area?

Atmosphere

• What do we mean by atmosphere?

• How can you create an appropriate atmosphere?

Comfort Break

Effective Communications

- Effective and ineffective communication skills

- Questioning and listening techniques

Effective Communications

• Increases quality of service

• Saves time

• Improves customer care

• Avoids misunderstandings

• Builds good relationships

• Creates a positive atmosphere 

• Encourages open discussion

• Allows for achievement of goals
   

Ineffective Communications

• Hampers relationships

• Wastes time

• Affects customers and colleagues

• Destroys morale

• Creates a negative atmosphere

• Builds a negative reputation

• Hampers achievement of goals 

How do you communicate effectively in your job?

Listening

• Look at people

• Nod

• Turn off negative thoughts

• Ask questions

• Lean towards people

• Do not interrupt

• Stick to the subject 

Question Technique

Open Questions
Who? – What? – Why? – Where? – How? – When?

Closed Questions

Do you? - Are you? - Is it? - Have you?

Reflecting Questions

To summarise, check back and clarify

Non-Verbal Techniques

• Lets the customer know you are interested

• Allows you to listen to customers’ feelings as well as their words

• The moment a customer walks up to you, regardless of what you are doing, make immediate eye contact

Q4

The Listening Test

Step 1 – Facing Away (Poor Communication)

Put learners into pairs.

Ask them to sit or stand back-to-back.

Person A speaks for 1 minute about:

Their favourite holiday

Or the best customer experience they’ve ever had.

Person B must listen but cannot see them.

After the minute, Person B must answer:

Where was the place?

Why did they like it?

One detail they remember.

Most people will struggle.

Step 2 – Facing Each Other (Active Listening)

Now ask the pairs to turn and face each other.

Person B now talks for 1 minute about:

A bad customer service experience.

Person A must use active listening techniques:

Eye contact

Nodding

Smiling

Asking one clarifying question at the end

Then Person A repeats what they heard.

Debrief Questions

Ask the group:

Which conversation felt easier?

Which felt more respectful?

What helped you remember more information?

Typical answers:

Eye contact

Facial expressions

Body language

Engagement

Teaching Point

You can then link directly to your slide:

Communication is made up of:

7% words

38% tone

55% body language 

Customer Service for Tourism

So when we remove visual communication, understanding becomes harder and customers feel less valued.

The Power of a Name

Using a guest’s name helps build rapport, makes customers feel recognised, and improves service perception. 

These techniques can help you remember a name:

Q4

The Power of a Name

1.

Repeat the Name Immediately

Repetition helps move the name from short-term memory to longer-term memory and confirms you heard it correctly.

Q4

The Power of a Name

1.

Repeat the Name Immediately

Repetition helps move the name from short-term memory to longer-term memory and confirms you heard it correctly.

2.

Associate the Name with Something Memorable

The brain remembers images and associations more easily than isolated information.

Q4

The Power of a Name

1.

Repeat the Name Immediately

Repetition helps move the name from short-term memory to longer-term memory and confirms you heard it correctly.

2.

Associate the Name with Something Memorable

The brain remembers images and associations more easily than isolated information.

3.

Use the Name Naturally During the Interaction

Using someone’s name reinforces memory and also creates a more personal customer experience.

Q4

Facial Expressions

• Facial expressions often show how you feel:

• Smile if you are happy!

• Frown if you are not!

Combined Use Of Verbal and Non-verbal Communications

7%

actual words

38%

voice, tone, pitch, pace and quality

55%

body language

Break

Presenting a positive professional image

- First impressions

- Presenting a positive attitude and image

- Identifying and using appropriate body language

First Impressions

You never get a

second chance

to make a

first impression

Attitudes – Who are you?

Someone who makes things happen?

Someone who watches things happen?

Someone who wonders what happened?

Attitude and Behaviour

• Professional

•  _{Show understanding}
  

• _{Be patient}

Professional Image/First Impressions 

• Neat & tidy personal presentation

• Acknowledge

• Smile

• Helpful & willing

• Friendly - welcoming - well mannered

• Use names

• Listen

• Ask questions
  

• Reassure them

Q5

Take Responsibility for Helping the Customer and promoting excellent communication skills

• Be enthusiastic

• Be confident

• Be welcoming

• Be helpful & willing

• Be polite

• Show you care

• Comply with hygiene, health and safety guidelines

Q5

Projecting a Positive Image

_Appearance:

• Personal grooming and uniform standards
  

• Your work area

Eye contact:

• Look at people

• Shows you are interested

Projecting a Positive Image

_{Facial expressions:}

• Look positive
  

• Look natural

Posture and gestures:

• What impression are they creating?

Personal space:

How comfortable are you?

Negative Messages

You:

• Do not like your work

• Are stressed

• Are not friendly

• Do not show respect for other people

• Do not want to help - when you do help, you do so reluctantly

Special requirements a customer may have:

• None English Speaker

• Confused/Elderly

• Hearing Impaired

• Mobility Impaired

• Blind/Visually Impaired

How would you communicate with each of these types of customers?

Q7 & Q8

Handling customer complaints

Why customers complain

- Resolving difficult customer situations

- Handling complaints positively 

Handling Complaints

What are they?

An opportunity to:

• Make things right
  

• Turn dissatisfied customers into delighted customers
  

• Show you care
  

• Turn complainers into ambassadors

Calming Customers

Listening
Actively show you are listening

Empathy
Show that you do care and are concerned

Agreeing on Common Ground
Find something to agree with

Why would customers complain?

• Slow service

• Negative staff attitude

• Poor quality of product/service

• Overcharging/price not as expected

• Poor cleanliness of facilities

• Lack of availability of product or service

Q11a

Recognising Verbal and Non-Verbal Complaints

Not all complaints are spoken—some are non-verbal.
Verbal Complaints:

• Directly mentioning an issue.

• Asking for a manager.

Non-Verbal Signs of Discomfort:

• Customers looking around impatiently.

• Whispering or appearing frustrated.

Reading Customer Body Language

Happy Customers:

• Open body language, relaxed shoulders.

• Smiling and engaging with staff.

Unhappy Customers:

• Folded arms or tense posture.

• Short responses, avoiding eye contact.

• Fidgeting or checking their watch/phone frequently.

Handling Complaints

• Listen - acknowledge - 

• “I understand, and I’m really sorry about that.

• Apologise - for inconvenience

• Solve – prompt attention, investigate, resolve

• “Let me fix this right away for you.”

• Thank

• Check back to ensure the issue is fully resolved.

•  Make the most of your LAST chance!

11b

Fix the Complaint

Instructions

Give groups a quick scenario:

Examples:

Scenario 1

A tourist booked a boat tour but the tour is cancelled because of weather.

Scenario 2

A hotel guest complains the room was not cleaned properly.

Scenario 3

A customer waited 30 minutes for food.

Each group must decide:

1️⃣ What should the staff member say first

2️⃣ How they would apologise

3️⃣ How they would solve the problem

Then groups share answers.

Link to slides

Listen

Apologise

Solve

Thank the customer

Reasons organisations need to know about complaints

• In order to rectify the matter

• To improve product and service quality

• To try and avoid losing the customer

• To see where staff are not performing as expected

• To make improvements to the service or product

Q11b

Handling complaints:

Did you know………?

• 96% of dissatisfied customers do not go back and complain

• But they do tell 7 other people how bad you are

• 13% will tell at least 20 others

• 90% will never return

• What would the consequences of a customer putting this on social media be!

• It probably costs 5 times as much to attract a new customer as it does to keep an existing one.

What are your key takeaways from this course? What small change will you make in your customer service behaviour?

Questions?

Further Opportunities:

If you are interested in further courses with Belfast MET speak to Michael or Ryan.

We offer fully funded Hospitality Apprenticeships:

- Level 2 - Team Leading

- Level 3 ILM  Management