OBJECTIVES

• Increase understanding of what good Customer Care is and why it is required for

Eventsec Staff working in The SSE Arena

• Provide an awareness of how quality Customer Care benefits both Eventsec and

The SSE Arena

Customer Care

Definition - The process of ensuring customer satisfaction with a product or service.

• Customer Care is an extremely important part of maintaining client relationships as

they are key to continuing revenue

Stewards, Rover Teams and Supervisors interact directly with customers and through this

interaction, visitors will develop perceptions of Eventsec and The SSE Arena

The different types of customer

• Every single person you come into contact with is a customer

Internal Customers

These include:

• Work colleagues

• Supervisors

• Managers

• Plus anyone working for any

other company or organisation

on the site

External customers

These include:

• Visitors to the site

Eventsec Customer Care Training

• Workmen

• Delivery drivers

• The emergency services

• Neighbours

• Members of the public.

Diverse customer needs

Keep in mind that all customers:

• are individuals

• have differing needs and expectations

• may be from different countries, religions & age groups

Customer Needs

Customer needs are the basic needs which all customers require when they attend an

event at The SSE Arena

• Friendly, professional members of staff

• Safety

• Toilets

• Food and drink

• Comfort

• Entertainment

Managing Customer Expectations

Customer expectations will vary dependant on individuals, with this in mind it is

important that we try to manage this by:

• Listening carefully

• Apologising

• Showing empathy

• Keeping customers informed in changes in circumstances

What is Good Customer Care?

• Being professional, approachable, friendly and helpful with every customer

• Treating others in the manner in which you would like to be treated

• Showing understanding (this includes acknowledging others e.g. a nod or smile to

others when you are busy)

• Exceeding customer expectations, going out of your way to help customers

• If all this happens then the Customer will leave feeling pleased with how you have

dealt with them

What is Bad Customer Care?

• Scruffy appearance.

• Using poor communication skills.

• Lack of eye contact, appearing bored or impatient.

• Ignoring or failing to acknowledge the customer.

• Jumping to conclusions because you haven’t listened.

• Having a negative attitude (e.g. making jokes, being ignorant, rude or generally

unfriendly)

• Being aggressive and/or using inappropriate language.

• Failing to do what you have promised. Using poor communication skills

What is the aim when dealing with a customer?

• To leave the customer feeling that they have been dealt with professionally,

correctly and personally. How we treat people when we deal with them is very

important

• Customer care is all about how we deliver our service, how we provide security to

our customers on a day-to-day basis.

Creating a positive first impression

1. Make sure that you are appropriately groomed every day and check your

appearance frequently

2. Always greet customers as soon as they enter the arena. If you are busy, give a

smile and a nod to indicate that you know they are there and that their business is

important to you.

3. 3. Keep your work space clean and tidy

4. 4. Never make assumptions. Greet all of your customers courteously

5. 5. Treat your co-workers the way you would like to be treated.

6. 6. Be aware of your posture, poise and facial expressions

7. 7. Smile, it’s a universal language.

The importance of communication

Effective communication helps us to:

• Get the job done

• Create a good impression

of ourselves to customers

• Create a good impression

for the organisation to customers

• Reduce incidents of conflict,

aggression or violence

Communication skills and Customer Care

Verbal communication - using word and tone to convey our message. The words we use

are obviously important but so is the tone in which we use those words. It’s not just what

we say, but how we say it is important.

Non – verbal communication - is everything else we do when we communicate with

another person. How we stand, what we are wearing, how close we stand, what we are

wearing, how we use our hands, other body gestures. These all help to convey our

message.

How do we communicate with Customers?

Communicating effectively with customers is an important part of delivering

customer care.

When we first deal with a customer we should make a good impression by

acknowledging that they are there, being polite and showing that we are willing to

assist them, finding out how we can help and decide on the best course of action.

Use the customer’s name if you know it.

Speak slowly and clearly – don’t mumble

Use clear speech – in other words don’t use jargon or technical terms.

Remember 2 eyes, 2 ears, 1 mouth. That means twice as much watching and

listening than talking.

Be friendly but not over familiar.

Effective Listening Skills

1. Use attentive body language

2. Learn to use your thinking time constructively

3. Become an Observer

4. Listen with an open mind and avoid prejudice

5. Don’t jump to conclusions

6. Let the speaker know that you hear and understand

Using Attentive Body Language

• Lean forward, make eye contact and face the customer with open non-verbal body

language

Learning to use your thinking time constructively

• Try not to be distracted by thinking your own thoughts

Becoming an Observer

• It’s impossible to speak and listen at the same time

Listening with an Open Mind

• Avoid the tendency to resist ideas that are of no personal interest to you and try to

not blank out ideas which you would rather not hear

Jumping to Conclusions

• Avoid judging the customer, finishing sentences for them or interrupting them

Letting the speaker know you hear and understand

• Give encouraging responses

• Summarise what you understand the customer has said

• Reflect the feelings of the customer not just the words

Giving Clear Directions

Many of our customers may be visiting The SSE Arena for the first time and require

directions, consider the following:

1. Give short and concise instructions

2. Provide the correct information

3. Speak slowly, clearly and distinctly

4. Explanations should be checked

5. Use non-verbal communication in addition to verbal communication

Why Handle Customer Concerns

1. The average business never hear from 96% of its unhappy customers

2. Dissatisfied customers may tell 10 people about their experience

3. For every complaint received the average business in fact has 26 customers with

similar concerns.

4. Of the customers who register a complaint as many as 70% will do business again

with your organisation if the complaint is resolved effectively. This figure goes up

to 95% if the complaint has been resolved quickly

5. 5. Customers who have had their complaints satisfactorily resolved tell an average

of 5 people about their treatment they received

6. 6. It costs 5 times more to attract a new customer than it does to keep an existing

customer.

Dealing with Customer Concerns

• Always remember that you do not know who the customer is that you are talking

to. They could be the client, a relation of the client or a mystery shopper.

• Do not make comments regarding any shows or give personal opinions to

customers about The SSE Arena. Do not make any comment about a customer.

• Never give a comment to people, parents / guardians waiting outside on their

friends or family coming from the event or show.

• Never give an interview or comment to the Media.

• If a customer brings an issue to your attention and you are able to resolve the issue

without supervisor help, always make sure that your supervisor is made aware of

the issue and the action you have taken to resolve it.

• If a customer advises you of an issue or complaint they may have, direct them to

your Supervisor - do not direct them to the Customer Services Desk.

• Always familiarise yourself with your area of work noting closest male/female

toilets, lift facilities, VIP Areas etc. so you can correctly answer any directional

queries. There is nothing worse than sending a customer the wrong direction.

• If you are unsure of how to answer a customer query, seek help from the nearest

Supervisor/Radio Holder and tell the customer what you are doing. Do not guess

as you could misinform the customer.

Journey of the Customer

Visitors to The SSE Arena start their experience before they arrive into the Arena e.g. Box

office, car parking, food and entertainment outlets in the pavilion etc.

After entering the Arena they can have contact with concessions and merchandise. All

contractors should work together to provide a professional image and promote good

customer service.

Journey of the Customer with Eventsec

• External of Arena

• Foyer Turnstiles

• Floor Area

• Tiered Seats

• VIP Suites

• Egress

External of Arena

• External staff are the first people customers see, first impressions are important so

make them count.

• Staff should be friendly and welcome everyone.

• Staff should interact in a polite, courteous and professional manner with

customers queuing early for standing shows and ticket releases.

• Disabled customers should be directed to the media door.

• Guests for Suites, Heineken Lounge or EIL should be welcomed and allowed access

through barriers and directed to media door where they will gain further access.

• NB: They do not need to join general queues.

Foyer Turnstiles

• The foyer of the arena should be welcoming. All public areas should be clean and

tidy and good housekeeping should be practiced at all times.

• Scanning staff should always be friendly and welcome everyone to the arena. If

you are busy please take time to smile/nod to acknowledge customers awaiting

your attention.

• Staff should be aware of customers approaching the foyer with accessibility issues

and be ready to open barriers.

• Staff should be aware of location of lift, toilets, and concessions offering

directional assistance at all times ( especially to latecomers )

Floor Area

• Before Doors are open, staff should locate emergency exits, toilet locations etc.

• Door 1 and Door 2 Staff should greet all customers courteously (including a smile)

whilst checking customer tickets and directing them onto floor.

• Stewards located inside Door 2 at the dasher should act as directional and politely

direct customers to the steward in their seat location.

• Floor stewards should, as with Tiered Seating, bring the customer to their seat

advising them of no camera/video policy if applicable and how to find their seat

location for the event.

• At low light points, stewards should shine their torch (where possible) when

assisting customers. Customers should be politely informed of the location of

ramps and have them illuminated by the stewards torch on approach.

• Staff should be proactive and report any spillages or issues to Supervisor so they

can be addressed as soon as possible.

Tiered Seats

• Before Doors are open, staff should locate emergency exits, toilet locations so as to

give customers directions.

• Stewards should again greet the customer courteously (including a smile) and

should act as ushers bringing each customer to their seat.

• At low light points, stewards should shine their torch when assisting customers.

• Stewards should politely inform customers of the location of ramps and illuminate

with their torch.

• Stewards should be observant and watch and listen for any potential problems and

report them to Supervisor as necessary.

• Stewards should let Supervisors know of any customers with mobility issues in

case of emergencies.

VIP Suites

• All suite staff should be appropriately groomed paying close attention to their

image in order to present a professional, corporate image of both the company

and client.

• Bottom suite stewards should always hold the door open and greet customers in a

friendly and courteous (with a smile) manner, checking tickets and directing

customers to the host.

• Any ticket issues should be directed to the host or Victor 1.

• Staff on suite level and concourse positions should be able to give customers

directions to all services

• Concourse suite staff are on radio to assist all stewards. Any issues on concourse

should be directed to concourse supervisors so that the customer’s positive

experience is maintained.

• Staff on suite level at start of evening should take up position outside lift, greeting

each customer politely with a smile before directing them to suite host. Doors

should be held open for patrons entering.

• Staff on suite level should be vigilant at all times. If they have any concerns

regarding customer behaviour, it should be directed to Victor 1 as soon as possible.

• Any incident at suite level should be reported to Victor 1 and Victor 4 as necessary.

• At egress, staff should be proactive and call lifts for the customer

• Staff should ensure no alcohol or glassware leaves suite level (with the exception

of customers moving to Mc Cools bar in which case alcohol must be decanted in

plastic).

• As guests leave staff should smile, thank them and wish them a safe journey home

• Any negative comments overheard must also be reported to Victor 1 and/or Victor

4 so that these may be handled correctly and efficiently.

Egress

• When asking customers to leave an area, staff should always do so politely and in a

courteous manner. Please do not raise your voice.

• Should any customer require assistance to leave, Customer Services should be

informed as soon as possible and steward tasked to assist.

• Customers should be allowed adequate time to leave the venue.

• All Toilets should remain open and available for all patrons wishing to use them.

• Stewards should not enter toilets to ask people to leave or knock accessible toilet

doors.

• The customer services desk should not be approached by staff for any reason while

there are customers present.

• Where parents/guardians are waiting to collect patrons at the end of an event they

should not be stopped from entering the foyer. They should be directed to the

designated waiting area as per House Manager/Supervisor.

• Customers should not be stopped re-entering the building.

Backstage

We haven’t’ forgotten about you…..

• Backstage staff interact with representatives working with the promoter, artist and

production company meaning that good customer care comes into play at the

highest level. All skills, attributes and abilities mentioned previously are essential

and critical in this location. Through this interaction, clientele will develop

perceptions of both Eventsec and The SSE Arena.

Control Room

• Customer Care, both face to face and via telephone, is essential in providing

excellent service. Customers will form an impression of the SSE Arena and

Eventsec based on how they are treated or the way they are spoken to on the

telephone.

• Customers may contact the Control Room or Main Office post event regarding

issues relating to an event or lost property. It is important that these are handled

politely and professionally.

What’s expected from me?

• Understand your role & responsibilities.

• Recognise how your image affects public perception of yourself, The SSE Arena and

the company.

• Be helpful to customers at all times.

• Your own personal stereotypes should not come into play – neutral venue.

• Be pleasant and friendly at all times.

• Know when to seek help or assistance - ask if you are not sure!

• Stay calm and treat each customer as an individual.

• Be aware of how to handle customers with a disability.

• You are a customer everyday – What would you expect?

The Art of Service Recovery

Even the best service professionals are not perfect but when they make a mistake

they know how to keep a customer’s business by putting into practise the art of

service recovery.

Remember a true test of your professionalism is your ability to respond when

things go wrong for a customer.

Take Ownership

Whenever possible take immediate steps to resolve a problem. This shows your

customer that the problem is as important to you and your organisation as it is to

them. Remember managers can’t handle all the problems, you have to take

responsibility and initiative too.

Have a positive approach

This involves taking positive considerate steps that will encourage a dissatisfied or

disappointed customer to have renewed satisfaction with your business.

Apologise

An apology is not an admission of guilt. It really doesn't matter who is at fault. A

service professional is always quick to acknowledge that the customer is

experiencing an inconvenience, to apologise and show concern.

Solve the problem together.

Work together towards a solution that is satisfactory to both parties. Aim to solve

the problem with care and concern. If necessary refer the problem to your

supervisor.

Keep your promises

Be realistic about what you can and can’t deliver

Thank them

A sincere thank you to the customer will encourage them to return to your

business.

Follow up

This shows your commitment to the customer and ensures that the situation was

resolved to their satisfaction

Handling Difficult Customers/The Argumentative Customer

Use the L.A.S.T Technique

• Listen – let them vent or get it off their chest

• Acknowledge how they are feeling – don’t take it personally

• Solve their problem – if you can but don’t forget to tell your Supervisor

• Thank them – all feedback is good feedback if we can learn from it

More than one customer complaining.

• Get assistance

• Don’t allow yourself to be cornered – walk away or move to another location

• Ask one person to speak at a time so that you may hear everyone

• Establish what exactly the issue is

• Don’t be aggressive.

Conclusion

• Be polite, courteous and professional at all times.

• Be assertive, friendly and welcoming.

• Ask questions & listen to answers.

• Get the customer involved.

• Learn from your mistakes.

You never get a second chance to make a first impression!