http:// copyright 2006 – biz/ed issues and complications of customer service btec travel and...

http://www.bized.ac.uk

Copyright 2006 – Biz/ed

Issues and Complications of Customer Service

BTEC Travel and Tourism



The Big Issue

Many travel and tourism organisations talk about delivering good customer service:

• They include it in their mission statements.

• They talk about making customers feel special.But the key is consistency.



Consistent Customer Service

• Making customers happy 100% of the time is the aim.

• It’s no good getting it right one moment and then failing to maintain customer service the next.

• Inconsistent service leads to customers not knowing what to expect.



Inconsistent Customer Service

• Will they want to book that hotel room, this flight or that cruise next time?

• Faced with uncertainty, customers will probably choose to book through a competitor.

• The previous session showed that it is about five times as expensive to win over a new customer as it is to work with an existing one.



Benefits of Consistency

• An organisation with consistently high levels of customer service has an edge over its competitors.

• It may lead to lower marketing costs.• People may pay more to be certain of

the service they’ll receive.• This may help the firm achieve a higher

profit margin on its activities.



Importance of Employees

• Employees are vital in this attempt to achieve consistently high customer service.

• Organisations must have the right systems in place in order to achieve their goals.

• If staff cannot take the right action when dealing with customers, the business will suffer.



Helping Staff Achieve

Effective staff in travel and tourism:• Take pleasure in seeing that their customers

are happy.• See the value of their work. • Are empowered to deliver high levels of

customer service.Travel and tourism organisations should work hard to recruit people who fit this bill



What Next?

• Think about how travel and tourism staff can be motivated to be good at customer service.

• Go to the Activity to practice your skills in recruiting customer-focused staff.

• Find out more about a case where external events can shape the customer service experience.

http:// copyright 2006 – biz/ed issues and complications of customer service btec travel and...

Documents