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.