sitxccs007 enhance customer service experiences · title: sitxccs007 enhance customer service...

Learner guide

Enhance customer service experiences

SITXCCS007

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Version number 2.0

Copyright 2016

© This product and the concepts, information and material contained in it are the copyright of Didasko Digital ACN 167 648 062 and may not be used or reproduced in whole or in part without the prior written consent of Didasko. All rights reserved.

© 2016 Didasko Digital. All Rights Reserved.

Contents

Overview ........................................................................................................ 3

Section 1: Provide a quality service experience ............................................. 3

Section 2: Proactively respond to difficult service situations ........................ 29

Section 3: Resolve customer complaints ..................................................... 39

Section 4: Develop customer relationships .................................................. 55

Glossary ....................................................................................................... 63

Please note the following condition

This Didasko learning resource should be used as a training tool for students and trainers. While the information contained within addresses the elements and performance criteria, and the knowledge and performance evidence of individual competencies it remains the responsibility of the training organisation to ensure it meets training framework requirements and to provide additional documentation where necessary.

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SITXCCS007 Enhance customer service experiences

2016 Edition 3

Overview What does it mean to enhance customer service?

When we enhance something, we intensify it further, improve its quality, and add value to it.

When we enhance customer service, we turn an ordinary purchase experience into something extraordinary. We magnify or amplify the customer experience in a way that elevates it or lets it take flight. It becomes more memorable and even more valuable in the customer’s eyes.

So how can you enhance the customer service experience?

Let’s look at what you will learn on completion of this unit.

Section 1: Provide a quality service experience

Section 2: Proactively respond to difficult service situations

Section 3: Resolve customer complaints

Section 4: Develop customer relationships

Section 1: Provide a quality service experience

On completion of this section you will learn the following.

• How to anticipate customer preferences, needs and expectations. • How to determine and confirm customer preferences, needs and expectations. • How to advise customers about appropriate products and services. • How to offer extras and add-ons and additional services and products. • How to provide products and services promptly. • How to provide a quality service experience. • How to check actioning of special requests. • How to share customer information. • How to liaise with team members and suppliers.

1


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Why enhance customer service? It’s important to deliver additional levels of service above and beyond customers’ immediate requests. Why? Keeping existing customers is more cost effective than constantly finding new customers. Loyal customers are good for business!

Click on the icon to learn how valuable a loyal customer can be.

Satisfied customers have a positive influence on your organisation and bring significant benefits to your business.

Let’s say the typical family spends $5,000 for a holiday package. Multiply that by 20 years and their business is worth $100, 000.

But that’s not all! What about the referrals? Say that the original family refers 20 other families. If we retain each of the 20 families for 20 years, the total amount of their business is worth $2,000,000’!

And that’s just one single happy family on one single holiday!

How can you meet and exceed customers’ needs well enough to be this successful?

It’s simple.

• Find out who your customers are. • Anticipate their needs. • Determine what they want. • Then, give them more than they expect!

Click to the next screen to get started.

Who are your customers? You have 30 seconds to list them.

Click start to begin.

Who are your customers? List them.

How did you go?

When you think of customers, who do you think of first? Usually someone who purchases your products or uses your services.

But did you know that others outside your business, including those who help you provide products and services, are also your customers?

Click to the next screen to find out more.


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Who are your external customers? Every organisation has different types of external customers. These include existing regular customers as well as completely new customers. Know who they are and look after them so you retain their loyalty!

Click on the people to learn about different types of external customers.

Individuals

Remember that individual customers both in person and online have certain requirements based on their age, gender, culture, or special needs.

Groups

Your customers may actually be a group of people: a tour group, a family, a group of friends, a team, a committee, workmates, etc. Remember to accommodate their group needs while at the same time catering for them as individuals.

Suppliers and retailers

These are the companies that provide products or services to your organisation, business to business, usually over a long period of time. These external customers might include cleaners, produce suppliers, grounds keepers, linen suppliers, e-businesses, etc.

Agents

An agent is a person or company that has permission to act for another. In the hospitality, tourism and events industry, this includes travel agents, real estate agents, talent agents, etc.

Business people

A wide variety of corporate customers who work in business or commerce at an executive level: CEOs, managers, senior sales representatives, etc.

Government agencies

Especially if you are holding an event, you may need to consult with government agencies such as these.

• Broadband, Communication and the Digital Economy Agencies • Climate Change and Energy Efficiency Agencies • Education, Employment and Workplace Relations Agencies • Families, Housing, Community Services and Indigenous Affairs Agencies • Foreign Affairs and Trade • Infrastructure and Transport Agencies • Regional Australia, Local Government, Arts and Sport Agencies • Resources, Energy and Tourism Agencies • Sustainability, Environment, Water, Population and Communities Agencies

New or regular visitors

These could include volunteers, contractors, sales reps, etc.


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Media representatives

These include people representing radio, TV, newspapers, magazines, or any other medium that reaches large numbers of people.

Who are your internal customers? Many people think that external customers are the only people they need to serve. But they couldn’t be more wrong!

You need to serve internal customers too. This includes any person inside your establishment who benefits from your efforts. These people vary depending on your particular organisational structure.

Click on the people to learn more about internal customers.

Colleagues

We’re in the same profession, business or organisation as you. We can also be fellow employees or co-workers who work alongside you in your organisation.

Supervisors/managers

We monitor your performance of assigned tasks. We can usually hire, promote, discipline, reward and provide training for employees in their departments.

Team members

We’re the other people on your team. We work as a group towards a common goal. You might participate on a team or be in charge of one!

Staff from other departments

We’re internal customers that don’t work on your particular team. We work in another section of the organisation. You many need to be of help to us.

Staff from other branches or locations

If you work for a large organisation with many branches, some of your internal customers may not even work on site with you. However, you must still consider serving and interacting with them as a priority.

Hot tip

Internal customers are just as important as external customers. Why?

They all work together to satisfy external customers’ needs.

Without them, an organisation couldn’t possibly be successful.


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What enhances the customer service experience? Quality service is whatever the customer says it is! This often involves certain principles and characteristics.

Click on the customers to learn what they think.

Identify my needs and take action

I feel valued and important when staff identify and act on my needs, without me having to ask. This sort of personalised treatment demonstrates excellent customer service!

Give me information and advice

I hate it when people show me every product and service available. What a waste of time! It’s better when staff are attentive to my personal circumstances and provide relevant, accurate information and advice.

Surprise me!

When staff know you’re celebrating a special occasion like a birthday, anniversary or wedding, I love it when they surprise you with cards, complimentary drinks, meal discounts, etc. Even better is when word spreads to other staff, so they can express their well wishes.

Meet my special requests

When I’m running a conference, team building exercise, meeting, or other event, I need quick responses to my special requests. This type of specific attention makes a huge positive impression on me and guarantees my repeat business.

Give me help when I need it

It might seem obvious to open a door, carry a bag or get a product down for a struggling elderly person or someone in a wheel chair, but it’s astounding how many people don’t! I like it when staff anticipate my needs and I don’t have to go searching around asking for help.

Exceed my expectations

I have certain expectations about the quality of products and services: professionalism, cleanliness, timeliness. Problems occur when staff don’t meet these expectations: the meal could be cold, staff are rude, hotel is dirty, etc., etc.

Deal with my problems

The establishments I return to are the ones that recognise problems and deal with them promptly. I can easily overlook a cold meal or delay if staff see I’m not happy, apologise and provide a solution.


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Hot tip

Don’t make promises you can’t keep! Never overestimate your ability to meet customers’ needs.

To tell the customers that you can’t meet their request will see them temporarily unhappy. But how do you think they’ll feel when you promise something and don’t deliver?

There are certain preferences, needs and expectations that you can assume. Show your initiative and don’t wait to be asked to help customers. Anticipate what they want before, during and after service delivery.

What does it mean to anticipate customers’ needs? Click to the next screen to find out.

What do customers want? How do you give your customers a quality service experience? Determine and anticipate their preferences, needs and expectations throughout service delivery. Remember, requirements vary from customer to customer and depend on the product or service you provide.

Click on the smiley faces to learn some different customer service needs and expectations.

Assistance

Courtesy

Comfort

Empathy and support

Emergency support

Friendliness

New experiences

Prompt service

Special requests

Value for money

Customers’ needs and expectations are unique and often relate to their specific circumstances.

• Special needs • Language needs • Dietary needs

If you keep these in mind, it’s easier to determine and anticipate what customers want. Then, you can provide the most professional and personalised service possible.

Let’s learn more about each of these needs over the next couple of screens.


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Special needs Create a quality service experience for customers by anticipating what they need. Give them professional, personalised attention.

Click on the tabs to learn how to provide professional, personalised service.

Sight impaired

Always ask how you can best be of assistance.

In general, you can help by giving accurate verbal descriptions of things which are usually written. Watch for body language which indicates that they’re ready to order, want to pay their account, or need any other assistance.

When guiding a sight impaired person, allow them to hold your arm and take them where they want to go without pulling them along. Let them know when there’s an obstacle or steps to navigate.

Inform sight impaired customers when you do something. Likewise, let them know when you’re leaving them and when you’ve reappeared. If there’s been a lapse in time, always reintroduce yourself and your role.

Hearing impaired

There are varying degrees of hearing impairment, from partial to full loss of hearing. When communicating with hearing impaired customers, speak clearly and slowly. Look directly at them to help them lip-read. Use visual aids if necessary. Write down information and point to menu items, brochures, maps, timetables, price lists, etc.

Hearing impaired people often speak in sign language through a translator. Always direct your questions and responses to your customer rather than to their translator.

Mobility impaired

Again, there are varying degrees of mobility impairment from partial to full loss of mobility. Offer assistance where necessary to help customers get themselves and their possessions around safely and comfortably.

When responsible for a customer in a wheelchair, ensure that the brakes are on when stopped and that your customer is positioned comfortably at all times.

Customers in wheelchairs require ramp access as well as wheelchair-compatible tables and toilet facilities. Public transport providers, such as planes, cruise ships and coaches and most accommodation venues, make special provision for people in wheelchairs.

Aged people

Some elderly customers may have a sight, hearing or mobility impairment. Make sure to provide easy access, good lighting and extra assistance where appropriate.

Parents with young children

You can add value in virtually any aspect of tourism, hospitality and events by supporting families.

• Designate parking spaces for families with prams. • Ensure pram access and/or places to park prams.


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• Provide high chairs and booster seats. • Offer children’s menus. • Be quick to serve children their food. • Give amusement activities. • Encourage staff to interact with children. • Seat families where they’ll be least disruptive to others, but still part of the environment. • Establish a family friendly room where parents can still see and hear an event without

their children disrupting it. • Offer cots or bassinettes for babies. • Provide access to child care, babysitting, kids’ clubs. • Give a cuddly toy upon arrival.

Unaccompanied children

An unaccompanied child is one travelling without (or in a different class, cabin or compartment to) their parents, guardians, or siblings (over 15 years of age). They may miss caregivers, be afraid to ask for help, or become confused in unfamiliar environments.

• Strictly follow your organisation’s policies and procedures regarding the care of unaccompanied children. Their safety and lives are in your hands!

• Do your best to ensure they’re entertained during travel. • Check on them regularly to ask if they’re warm enough, comfortable, hungry, thirsty,

need to go to the toilet, etc. • Accompany them to toilet facilities and ensure they attend to their hygiene. • Ensure you know when and how to safely administer any required medication.

People with special requests

Individual requests can include a birthday cake, a table near a window, a non-dairy meal, or room service for a special occasion.

Business requests may include equipment such as projectors, Internet access, audio/visual equipment, catering, conference facilities, etc.

Ensure that both are well catered for.

Gender-specific needs

Be aware that men and women require separate changing rooms, toilet facilities, etc. and may have different interests and requirements when it comes to entertainment, food, transport. Be sure to provide a balance of products and services for males and females.

Always be considerate of pregnant women.

• Be respectful of their body space. (Do not touch their belly!) • Ensure frequent access to toilet facilities, food and water. • Provide immediate access to medical care if necessary. • Give pillows to help make them more comfortable. • Offer to help them carry heavy items. • Have places for them to sit or lie down and rest. • Offer aisle or roomy seating. • Remember that pregnant women are entitled by law to their choices regarding food,

alcohol and caffeine. Provide required service with no judgement.


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Cultural needs

Be respectful of your customers’ culture, social customs and dress. People from other cultures may have gestures, greetings or habits which are different to yours.

They may also wear special face, head and foot coverings or clothing suited to their region, climate, socioeconomic status, religion, etc. Accommodate these and treat each customer with the kindness they deserve.

Be aware that people from other cultures may also have specific language requirements. Click to the next screen to learn more about how to help them.

Language needs English isn’t everyone’s language of choice! Anticipate customers’ language needs. Think carefully about your response: what you say and how you say it. Speaking loudly isn’t helpful and may embarrass customers. Get a translator where possible and if required.

Click on the light bulbs to shed some light on providing professional and personalised service.

Speak slowly.

Speak clearly. Don’t raise your voice or speak too fast.

Use simple words in the other person’s language if you know it, including any Australian Indigenous languages common to your region.

Give simple directions and instructions using simple words and short sentences.

Use body language, non-verbal actions and gestures. (Be careful with these so you aren’t misunderstood!)

Use pictures and signs.

Check that you are understood by looking for non-verbal indicators (a nod or smile) and clarify meanings if necessary.

Don’t use slang.

Avoid sarcasm.

Don’t use technical jargon.

Avoid humour. What you think is funny may not be funny to others.

Hot tip

Remember that hearing impaired customers also speak a different language! Learn sign language to enhance communication with them.

‘Thank you for shedding some light on my service. You deserve a drink’]


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Dietary needs Some customers are allergic or intolerant to certain foods. Others are vegetarian, vegan, diabetic or just ‘fussy’ eaters. Still others follow cultural or religious protocols. People with special dietary needs will usually let you know. However, it never hurts to ask or research the customs of any international tour groups so you can respond appropriately.

Click on the pictures to learn how to provide professional, personalised service for those with special dietary needs.

Eggs, nuts, nut oils, seafood, soybeans, sesame seeds, fruit acids, lactose, gluten, chemical preservatives, artificial food colourings, and flavour enhancers cause allergic reactions in some people.

Know which meals on your menu contain them and be ready to offer alternatives or ingredient replacements.

Provide some food on the menu which is in its natural state, such as green salads or fruit salads.

Label food on menus or in buffets to indicate if it’s halal, kosher, vegetarian or vegan (glossary). Ensure that staff are aware of the ingredients in the food.

Place pork-based products on plates separately to non-pork-based products. Keep this in mind when preparing platters of sandwiches and cold starters in particular.

Cook and place meat-based products separately to non-meat products.

Serve cheeses which are free of rennet or gelatine. Indicate if the cheese contains these products.

Ensure that there’s a wide selection of beverages so that customers have alternatives to tea, coffee and alcohol.

Keep in mind that some religions and cultures have strict times when they’re allowed to eat. Where possible, ensure that food is available throughout the day.

When catering for tour groups with special diets, check their requirements in advance to provide adequate food for large numbers of people.

Hot tip

Treating visitors with respect, showing sensitivity to their needs and being eager to make them feel welcome may encourage them, their friends and family to return.

How do you clarify customers’ needs? As you’ve learned, there are certain preferences, needs and expectations that you can assume. However, assumptions can be dangerous!

It’s crucial to know if your customer is happy, how they want their steak cooked, what time they need to arrive at their destination, or whether they prefer a relaxing or an active holiday.


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To provide high quality customer service and facilitate effective two-way communication, you can use three different techniques.

Click on the pictures to learn what these are.

Observe customers

Ask the right questions

Listen actively.

Note

These techniques show the customer you care about what they want and what they have to say. It also helps you gather useful information to determine their needs, meet their requirements and enhance their experience.

This may sound obvious, but it’s surprising how often staff disappoint customers by not paying attention to them, asking for basic information or listening to basic requests.

Click to the next screen to get started.

Observe customers Pay attention to your customers’ non-verbal signs, and respond appropriately to them.

Click on the pictures for some useful tips.

Eye contact

Actively scan the room when you’re in a service position to see if there is anyone trying to catch your eye to get your attention. They’ll be very grateful you noticed them and were there to lend a hand.

Posture

If you see customers slouching, it could mean they’re feeling uncomfortable or less than happy. Approach them in a friendly manner to check that they’re OK.

Facial expressions

If your customers’ facial expressions show they’re upset, but they’re not saying anything, take the initiative to improve the situation.

Gestures

People whose first language isn’t English may use gestures and body language to get their message across: nodding, shaking their head, pointing to what they want, etc. Pay attention.


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Dissatisfaction

When they’re upset about something, internal and external customers change their normal way of behaving. When this happens, take swift action to resolve or refer the issue, before it escalates. Here are some obvious and subtle signs to look for.

• Agitation or irritation in their facial expression: a long stare, angry look • Angry, aggressive, closed body language and gestures • Hostility, anger or resentment in their tone of voice • Raised voice • Choice of words • Avoiding interaction with others • Lack of cooperation or participation • Working below capacity • Inability to speak calmly • Being unusually quiet, cool or calm

Ask the right questions There are three types of questions you can use to gather information about your customer’s needs. Each type has its advantages when used in the right way and at the right time.

Click on the pictures to find out what they’re called.

Open questions

Closed questions

Reflective questions

Open questions Open questions ask the customer to provide you with information. Use them in the early stages of your conversation. They encourage the customer to be open with you about their needs, thoughts and feelings.

Click on the question marks to see some examples of open questions.

? What type of holiday are you looking for?

? When would you prefer to travel?

? Why is a winter holiday important to you?

? Where would you like to base yourself?

? Which room do you prefer: standard, deluxe or an executive suite?

? Who will you be travelling with?

? How often do you intend to use the child care facilities?


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In a nutshell

Open questions are often called ‘Wh’ questions because those are the letters the questions begin with. There are six of them: what, when, why, where, which and who. The only exception is the seventh question which begins with ‘How’.

Closed questions Closed questions ask the customer to provide you with a ‘yes’ or ‘no’ answer or very specific details. They aren’t helpful in promoting conversation and can make the customer feel as if they’re being interrogated. Use them sparingly.

Click on the icon to see some examples of closed questions.

Have you stayed with us before?

Do you have a loyalty card?

Are you in a hurry?

Is the lake view important to you?

Will you be staying another night?

What’s your address please?

Reflective questions Reflective questions usually follow open questions and show the customer that you’ve been listening carefully. They usually involve two steps: paraphrasing what the customer said and asking another question to clarify something.

Click on the icon for some examples of paraphrasing and clarifying.

Paraphrase what the customer said Ask another question You said your children are coming with you. What are their ages? How can we help you

best provide for them? I heard you say that you want to be sure our venue is safe.

What aspects of safety are you concerned about?

You mentioned you’re concerned about how you would get around the resort.

Do you have any specific requirements regarding transport that would help make your stay more pleasurable?

Hot tip

Paraphrasing what customers say is a great way to build rapport. Remember this for your review in Section 4.


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Listen actively Now that you know how to ask questions, the next steps are to actively listen to the answers, develop rapport, facilitate effective two-way communication, and demonstrate the caring attitude your organisation expects of you.

Click on the tabs to learn how to listen actively and establish rapport.

Be attentive

• Give customers your full attention. • Show sincere interest in what they have to say. • Listen to their tone of voice. This gives you clues about their priorities and

uncertainties. • Look at their body language to understand what they’re thinking and feeling. • Remember to maintain eye contact and connection with them as they speak, and focus

on their main points.

Be a mirror

Create rapport by repeating or ‘mirroring’ back the customer’s needs, main points, priorities, thoughts, feelings, problems or questions. If you paraphrase skilfully, your customer won’t even notice you’re doing it.

There are many ways to do this. Here are a couple of examples.

• So if I understand you right, you’d like me to …

Is that right?

• From what you’re saying, I could help you by ...

Shall I go ahead?

This shows you’ve been paying attention and have understood. It also provides an opportunity for the customer to clarify anything you’ve misunderstood.

Be respectful

Customers may have unusual requests or ask questions that have seemingly obvious answers. Always treat every customer with respect. If you make them feel foolish, it’s doubtful you’ll get their business in future.

If a customer asks you for assistance, respond so they know you’re happy to help them with even the smallest concern.

Be proactive

Actions speak louder than words. Once you’ve heard your customer out, take immediate action to assist them, and get feedback on how they feel about the results.


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Hot tip

These techniques are a great way to develop rapport. Remember them for your review in Section 4.

What are your products and services? Sometimes customers know exactly what they want and ask for it. But what if they aren’t sure? You need to be able to advise them. Your organisation’s products and services can both equally contribute to its appeal and profitability.

Click on the tabs to learn more about products and services.

Service

Service is assistance you offer customers. You can offer service verbally, through body language, or together with a product (such as delivering meals to a table). The standard of service your establishment offers can put you one step ahead of your competition and make the difference between success and failure.

Consider two restaurants that have exactly the same menu. Both use good quality ingredients and have similar pricing structures. However, one has the edge over the other because it offers room service, takes telephone bookings, and is open 24 hours a day.

Product

Product is a tangible item. It can be a consumable such as food or drink, or a non-consumable like a room or entertainment. When customers make judgements about products, they consider two factors: range and quality.

Having a wide range of products attracts customers. Why? Because it gives them more opportunity to find a product that suits them personally. Quality, on the other hand, speaks for itself. High quality products like well-chilled beer and fresh fish are good for repeat business.

Why is product and service knowledge so important? You can’t advise customers without it!

You can best represent your establishment and satisfy your customers by having an updated knowledge of your products, services, current promotions, etc.

Click on the tabs to learn other reasons.

Give information and advice

When you know your products and services, you can provide your customers with reliable information. When customers follow your advice and have a positive experience, they have even more confidence in you and the organisation as a whole. They’re more likely to return in the future and tell others about the benefits they received.


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Deal with questions and complaints

Knowing your range of products and services helps you answer customers’ questions quickly and accurately. Not only that, you’re better equipped to deal with complaints. You know the expected standard of service, can identify when it is slipping, and provide solutions or compensation if things go wrong.

Suggest products and services

Up-to-date product and service knowledge enables you to promote specials or discounts. Not only that, this kind of training can help you to be better prepared to suggest products and services to customers.

Increase sales

Knowing your establishment’s products and services can help you in subtle ways. For example, you can encourage customers to spend their money by upgrading a standard room to an executive suite or buying a bottle of wine instead of a glass. You can only apply sales techniques like these if you have strong product and service knowledge. You’ll learn more about this soon.

Note

Everything mentioned here results in increased profits. When you give reliable information and advice, answer questions and suggest products, your organisation's reputation is enhanced and that means more repeat business.

But how can you develop product and service knowledge?

Click to the next screen to find out.

How do you develop product and service knowledge? Research! It provides valuable information you can draw on when advising your customers about appropriate products and services to meet their needs. It can be as simple as reading industry-related books, magazines, newspapers and brochures, but if you want to take your research further, there are plenty of options.

Click on the employees to see the different research examples.

Informal research

• Observations: viewing and experiencing different restaurants, bars, hotels, events, travel agencies or other customer service environments.

• Discussions with colleagues. • Interviews: verbal questions to develop an understanding of what customers want or

need. • Trade shows and promotional events: places that show latest release products,

processes and equipment. • General media: newspapers, television, radio and film. • Reading organisation information.


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Formal research

• Library catalogues: databases help you find information on specific topics. • World Wide Web. • Periodicals, journals and magazines written for a specific market. • Audio-visual: films or DVDs relevant to your sector. • Questionnaires and surveys. • Professional associations: organisations that provide information on industry networks,

conferences, hospitality industry initiatives and changes to the law.

Hot tip

How do you get customer satisfaction, sales and profits to skyrocket?

• Know your products and services well. • Use selling techniques to promote them.

How can you provide tailored and additional services and products? Use your initiative! Delivering additional services is good for your customers and your business. Suggestive selling is a sales technique used widely in the hospitality industry. It involves offering customers options that suit their needs, resulting in increased revenue, happier customers (and, sometimes, bonuses for you!).

Click on the pictures to see techniques in offering the best service or product for your customer.

Down-selling

Start at the highest priced item and work down to the lower priced items until you find a price range that the customer is happy with.

Up-selling

Up-selling encourages the customer to upgrade an original choice.

Offer them alternatives to increase spending.

Start at the lowest price and work up to the most expensive.

Extras and add-ons

‘Would you like fries with that?’

Staff at McDonald’s use this selling technique regardless of what customers order to suggest options the customer hasn’t considered.

Add-ons are extras you can sell to complement the main product the customer has selected (side salads, fries, garlic bread, etc.).


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How can you offer more? No matter what tourism, travel hospitality or event business you’re in, you can always offer customers products and services that might suit them (even if they haven’t asked for them directly).

Click on the piggy banks to find out what your options are.

Additional destinations Additional tours or cruises Cocktails and liqueurs to enhance the dining experience Coordination services at events and conferences Entrance to events, festivals and entertainment scheduled during customer stay at

destination Entrance to major attractions at the destination Extra food items such as entrees, desserts and cheese plates Flight fuel emissions offset fee (flying carbon neutral) Local guiding services Optional meals and dining experiences Optional tours Prepayment of baggage charges Prepayment of in-flight meals Pre-travel seat selection Private car transfers in lieu of regular transportation options Special offers or packages Specialised styling for events Storage for luggage after check-out Travel insurance Upgraded accommodation and flights Wine or boutique beers to match meals ordered

Hot tip

Get to know your organisation’s products and services. Make sure you can answer these questions.

• What are the general features of products and services? • Are there any special features? • What are the benefits? • Are there any disadvantages to be aware of? • How much does each product or service cost? • How are bookings made and how do you check availability? • How are orders processed? • Does your establishment offer special packages or discounts? • Are there any special offers available?


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The three Ps Now that you know what your customers want and you’ve offered them what you can, it’s time to provide!

Use the three Ps to help you provide a quality service experience to customers.

Click on the characters to see what the three Ps are.

Prompt service

Personalised service

Professional service

Prompt service Meet all reasonable customer preferences, needs and requests as promptly as possible and within designated response times. If you have a lot of customer demands at once, prioritise! Always follow a logical sequence. But how can you decide which people to deal with first? Use the two types of service to help you.

Click on the customers to learn more about the two types of service.

Urgent

Urgent service is required immediately (or disastrous consequences will follow!). You should give priority to people requiring urgent service, such as a customer who requires medical attention or is in danger.

Here are some more examples of people who may need urgent care.

• People who are late or on a strict time schedule • Someone who is in obvious emotional distress • Business people running conferences • People who are in immediate danger from an emergency

Non-urgent

If your customers are healthy, not under time pressure, calm and not in danger, then handle more pressing concerns first.

Be sure to call for assistance from other staff if you are overwhelmed. You don’t want to keep customers with non-urgent concerns waiting for too long. After all, their needs are urgent to them (and even the most tolerant person’s patience will run out eventually!).

Personalised service We all feel special when someone remembers us. Know your regular customers’ preferences and accommodate them without having to be reminded. Always check the actioning of regular customer requests before product or service delivery.

Click on the pictures to see examples of requests to action.


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Preferred seat

Do they prefer aisle or window?

Do they have a preferred seat for regular events they attend at your venue?

Remember what it is and offer it.

Preferred table

Offer them their preferred table when they enter your restaurant.

Preferred room/view

Automatically give them their preferred room type or view when they book into your hotel.

Meal requests

When they order something, remember how they like it cooked and their favourite accompaniments.

Favourite creature comforts

When they book a room, make it up with two single beds, one with two extra pillows, just the way they like it.

Drink requests

A customer orders a latte. She doesn’t need to ask for it in a china cup instead of the standard latte glass because staff already know it’s her preference.

A great start to the day

You know to deliver your regular customer a newspaper, order them a continental breakfast, and book their window table for 7 am.

In a nutshell

Continual improvement demands that organisations keep in touch with and show interest in their customers’ ever-changing needs and expectations. That way, they can explain and match products and services perfectly to them.

You’ll learn more about how to provide personalised service to repeat customers in Section 4.

Professional service Why provide enhanced customer service? Why give your customers superior, professional service? Going the extra mile and sticking to (even exceeding!) the standards expected of service industry personnel benefits you in many ways.

Click on the tabs to find out how professional service benefits employees.


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Increased inner satisfaction

When I think of service, I usually think of helping another person. When I serve someone, I meet their needs so they feel happier than they did before, and I feel a sense of inner satisfaction too.

Increased job satisfaction

When I go above and beyond the call of duty for my customers, they will refer us to their family and friends. Knowing that, I feel really satisfied with the job I’ve done and motivated to come to work every day. That’s not my only motivation, though.

Increased motivation

Last year my success rate in customer service was 95%, so I got a bonus. If I can do better next year, I’ll get a pay rise and maybe a promotion. That, plus the happiness of my customers, motivates me to do even better.

Increased loyalty

Our customers are really loyal, and I feel loyal to them too. The Mendoza family has been coming here for years. It’s been lovely watching their kids grow up and learn to ski.

Increased team spirit

There’s a common spirit that seems to permeate the whole organisation. We’re enthusiastic and really devoted to each other and our customers. I suppose that comes from the top. We’re good to each other and to our customers.

How can enhanced service benefit your organisation? Providing professional service benefits your business too. Here’s what it leads to.

• Increase in customer satisfaction • Increase in customer spending • Increase in profitability • Improved reputation • Repeat business

What are the types of standards? Standards, as defined by law, relate to an industry benchmark or define an organisation’s minimum acceptable level of performance, such as designated response times.

Click on the tabs to learn about different types of standards.

ISO standards

The International Organisation for Standardisation (ISO) aims to ensure that there’s continual improvement in operational consistency and performance in both production and service delivery processes.


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The group is comprised of business professionals who determine quality standards criteria between nations. The standards can relate to quality management, environmental management, food safety, risk management, etc. These standards concentrate on creating, documenting and implementing procedures to meet continuous improvement aims.

Product standards

Most product standards are defined by law. Organisations can make sure these standards are met by taking the following actions.

• Systematically build quality into products and services. • Monitor for quality. • Design quality systems and processes. • Use qualitative and quantitative tools to pinpoint and resolve problems. • Streamline systems.

Service standards

Some service standards are defined by law, such as service guarantees and the customer’s right to a refund or compensation under certain circumstances.

However, service standards can also reflect an organisation’s commitment to customer service and the standard customers can expect. These standards may involve the following.

• The customer environment • Customer service personnel • Documents • Promotional materials

Performance/training standards

Customer-driven organisations set performance standards and then provide training to close up gaps in performance in various areas such as:

• customer service • complaint handling • technical skills.

It’s through meeting performance standards that organisations can check if their training programs are working.

What does the service industry expect from you? The tourism, travel, hospitality and events sectors require you to have a commitment to continuous improvement. You also need certain attributes to enable you to work professionally with customers.

Click on the letters to find out what they are.

High motivation Cooperative behaviour Positive attitude


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We’ll look at each of these elements in more detail over the next few screens.

High motivation Your motivation is why you serve your customers to the best of your ability: your purpose. In a customer-driven organisation, your motivation stems from a number of factors.

Click on the checkboxes to find out what these are.

Your desire to align yourself with the organisation’s vision and mission.

Your aspiration to be of benefit to others.

Your sense of inner satisfaction when you help customers.

Your feeling of job satisfaction that keeps you coming back to work.

Your feeling of loyalty towards your organisation and customers.

Your sense of team spirit.

Your financial compensation.

Hot tip

Financial compensation is last on the list for a reason. You may be financially compensated for good customer service, but if this is your primary motivation, your customers will sense it. You may lose their loyalty if they feel you have your own interests at heart rather than theirs.

Positive attitude Your attitude is how you serve your customers. Having the right attitude is essential to establish rapport with the customer and to encourage them to purchase products and services.

Click on the tabs for some examples of having the right attitude.

Be professional

Regardless of how you might be feeling, how difficult the customer may seem, or how impossible their request, always be professional. Never raise your voice, argue, blame the customer or complain.

Be helpful

Customers look to you for your professional advice and recommendations. Be positive and helpful by offering products and services that best meet their needs.

It will undoubtedly affect the customer’s service experience and have a significant impact on whether or not they return to your establishment.


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Be courteous

Respect the fact that all customers are different. Be courteous when customers request your help and when you are offering products and services. Here are some examples of how you can display courtesy to your customers.

• Smile at customers and be prepared to initiate contact with them. • Give the customer your undivided attention. • Use the customer’s name if you know it. • Excuse yourself if you need to leave the customer for a time. If customers need to wait

for you, explain to them why and apologise. • Genuinely thank the customer when you have finished your interaction. • If a customer complains, use this as an opportunity to demonstrate your

professionalism by being courteous and sympathetic to their needs.

Hot tip


In a nutshell

You can make a great first impression on your customers and increase customer loyalty by having correct motivation, behaviour and a positive attitude. Keep these factors of quality customer service in mind throughout this section as you discover more about your individual role in customer service.

Cooperative behaviour with external customers Your behaviours are what you do to serve your customers: the actions you take every day on their behalf. You should always be cooperative and professional in your dealings with customers.

Click on the service bells for some examples.

Checking availability

Completing financial transactions

Answering questions

Answering the phone

Looking after children in a kids’ club

Teaching people to ski, play golf, swim

Coordinating events


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Organising transportation

Taking bookings

Giving advice

Handling complaints

Guiding tours

Serving food/drinks

Driving a tour bus

Booking flights

Selling tickets

Note

Every contact between you and your customers is an opportunity to create or change a customer’s impression of you and your organisation. Your behaviour and how you conduct yourself in these ‘moments of truth’ is of vital importance.

Cooperative behaviour with internal customers Aside from doing the tasks assigned to you, use your teamwork skills to liaise and communicate with your team. Otherwise, providing quality products and services is just not possible!

Click on the icon to learn more.

Sharing information

• Liaise with team members on an on-going basis. Share customer information with them to ensure efficient service delivery.

• Customers’ preferences, needs and expectations • Customers’ special needs • Customers’ special requests • Frequent customer requests • Any information that affects the establishment (day-to-day duties, etc.) • Positive or negative customer feedback (You’ll learn more about providing internal

feedback in Sections 2 and 3.)

Why liaise and communicate with your team and manager?

• Ensures the team gives quality service. • Ensures the team provides efficient service delivery. • Enhances your relationship with team members. • Helps you promptly identify and rectify product and service deficiencies. • Allows you the opportunity to share information, knowledge and skills. • Gives management a chance to evaluate the product or service and change it

according to customers’ preferences. • Helps management adjust existing practices to improve customer satisfaction in the

future.


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Who else might you communicate and liaise with? Depending on which area of the tourism, travel, hospitality and events sector you work in, you need to liaise with various suppliers (and other people in the supply chain) to ensure continuity of supply and efficient service delivery.

You’ll learn more about liaising with suppliers in Section 2.

Click on the checkboxes to learn who you want to have good working relationships with.

Accommodation providers

Attractions

Vehicle rental operators

Entertainment venues

Event organisations

Guides

Restaurants

Tour and cruise operators

Tour wholesalers

Transport operators

Senior management and purchasing staff

Representatives from other departments or sites

Administrative staff such as financial control staff

Inwards goods staff

Warehouse representatives

Individual supplier representatives

Representatives from freight or delivery companies

End of section You have reached the end of Section 1.

Click to the next section to continue.


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Section 2: Proactively respond to difficult service situations


• How to identify problems with products and services and take immediate action. • How to anticipate delays in product and service provision. • How to advise customers of alternative products and services. • How to compensate for the service difficulty. • How to provide feedback on service issues and suggest improvements.

What could go wrong? There are certain problems that occur again and again in the tourism, travel, hospitality and events sector. It helps to know what they are so you can take responsibility and act quickly to address them (or prevent them in the first place).

Click on the icon to learn about typical issues.

Difficult or demanding customers

Incorrect pricing or quotes

Provision of incorrect product or service

Problems or faults with the service or product

Customers with unmet expectations of products and services

Other team members or suppliers not providing special requests

Other team members or suppliers not meeting special needs

Misunderstandings or communication barriers

Escalated complaints or disputes

How can you address these problems? Take immediate action to address customer problems or complaints in a way that minimises the effect on customer satisfaction.

Click on the tabs to learn how to prevent or deal with each problem.

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Difficult customers

Some customers are more than happy with a standard level of service, coupled with good food and drink. Others require special attention.

• Impatient customers who expect to not have to wait for anything. • Difficult or demanding customers who are never happy (no matter how hard you try!). • Rude customers who don’t show common courtesy and respect. • Angry customers who treat you like a doormat.

Treat all customers in a pleasant and respectful manner while delivering high standard of service. Remain professional while establishing the nature of the complaint. You’ll learn more about how to deal with escalated complaints or disputes in Section 3.

Incorrect pricing

Ever got to the checkout or received an invoice and been shocked by the total? Then you know how customers feel when items are deceptively priced.

Always make sure products and services are accurately priced on price tags, in brochures, in advertisements, on websites, etc. If a mistake happens, apologise and follow your organisation’s policy to fix it.

Incorrect product or service

Calm and reassure customers who are disappointed with their product or service. You can do this in a number of ways.

• Use open hand gestures. Face the customer. Give them your full attention. • Don’t argue. Avoid embarrassing, belittling or blaming the customer. • Apologise to calm the situation and ease their frustration. If the customer is at fault,

apologise for inconveniencing them. • Show concern: ‘I understand why you’re annoyed. I’m sure I’d feel the same way’. • Don’t fold your arms, roll your eyes, turn your back or put your hands on your hips. • Focus on what can be done to resolve their problem.

Product problems

Faulty products displease customers and result in complaints. Prevent this by seeking new suppliers, improving quality control procedures, disposing of old/damaged stock.

Customers are usually entitled to a refund or exchange if they request it within a reasonable time frame and provide proof of purchase (glossary).

• A receipt • A bank statement • A credit card bill • An invoice • Shop’s packaging • Witness account of purchase

However, consumer rights regarding refunds and exchanges can be complex. If you’re unsure, seek assistance from the appropriate person.


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Falling short

Service problems resulting in unmet customer expectations are often due to systemic issues. Make sure you know what customers want and meet their needs as you learned in Section 1.

Staff may lack skills and knowledge or be complacent about work practices. Resolve this through regular communication, training, coaching and, where necessary, counselling.

Deficiencies caused by facilities and systems may need to be resolved by higher management. As a supervisor, you’re expected to suggest possible solutions.

Communication barriers

As you learned in Section 1, observe customers, ask the right questions, and listen actively to facilitate two-way communication and make sure you understand your customers in the first place.

If a misunderstanding does occur, apologise and resolve the misunderstanding to the customer’s satisfaction wherever possible.

How can you anticipate delays in product provision? Monitor delivery progress! If your establishment is large and gets stock from a central warehouse, monitor internal communications for news on delivery problems. If your organisation is small and has a wide variety of suppliers and stock to track, closely monitor lead times, order cycles and delivery arrangements.

Click on the icon to learn what other stock monitoring systems to have in place.

To monitor delivery progress, you need to have sufficient warning about problems with product supply or late arrival of orders. This allows you to make alternative arrangements to obtain the stock or update customers on a possible delay. At the very least, your system should alert you if a stock order is overdue.

There are a number of systems you can use. They can include a manual diary system to remind you to check that deliveries have arrived when expected, or a computer-reporting system that shows delivery due dates.

If your establishment has several different suppliers, make sure that the supply agreements require them to inform you in the event of supply issues. Closely monitor orders from new suppliers until you’re confident that they’ll do this. This allows you the opportunity to find alternative suppliers if required.

Hot tip

Remember, the further the supplier is from your establishment the longer the lead time is likely to be (and the greater the potential for delivery problems!).

Keep a special eye on progress of deliveries from interstate or overseas suppliers.


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How can you prevent product and service delays? When the same delays happen over and over again, the issue is probably procedural. First, identify the true source of the problem. This could be your staff, your establishment (the receiver), a warehouse (the supplier) or someone in between (such as a delivery company).

Click on the tabs to find out how to resolve procedural problems.

Resolving procedural problems in your establishment

• Call a meeting and involve your staff. • Clearly state the exact problem. • Brainstorm solutions together. • Choose the best solution. This could be changing a procedure, training people to better

follow an existing one, or any number of other actions.

Then choose one of three ways to implement your solution.

1. Delegate the responsibility of dealing with it to your team. Ensure they follow company procedures and keep you informed of their progress.

2. Implement the solution yourself if that’s more appropriate and within the scope of your responsibility.

3. Refer it to the appropriate senior level person for action.

Resolving procedural problems with other establishments

Contact them and discuss the issue to find a resolution, as you learned earlier. Simple!

How can you address service delays? Most customers can forgive you for delays, especially if you take responsibility and keep them regularly updated on expected outcomes.

Click on the smiley faces to learn some tips on responding to service delays.

Recognise body language and facial expressions, which show that customers are tired of waiting. (Or better yet, recognise signs before customers get upset!)

Apologise for the delay.

Give them an explanation for the wait.

Tell them how you’re resolving the issue.

Let them know how much longer it will be. If you aren’t sure, keep them informed about what’s happening.

Provide them with the product or service.

Apologise again.


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What if you just can’t deliver? No matter how hard you try to prevent them, delays with products and services are inevitable. The reality is that sometimes you won’t be able to provide what the customer wants when they want it.

You need to use your initiative and your imagination to offer advice on comparable alternative products or services.

Click on the situations to see possible alternatives to offer the customer.

Problem Solution There may be no more aisle seats on the flight.

Suggest an emergency exit seat.

The event they want to go to may be sold out. Suggest tickets for a similar event. The honeymoon suite is booked for the weekend of their wedding.

Suggest a room with a view, spa bath and complimentary gifts.

The restaurant has run out of ingredients for the vegetarian meal they ordered.

Suggest other vegetarian meals or ways to adapt other meals to suit them.

The gluten-free cake is all gone. Suggest alternative gluten-free desserts. There’s not enough wind for their hot air balloon ride.

Suggest windsurfing instead!

How can you compensate customers? If you can’t prevent or resolve the product or service difficulty, take initiative to proactively compensate the customer according to your individual empowerment and organisational policy. Consider negotiating with suppliers on the customer’s behalf to gain reduced rates or extra services.

Click on the checkboxes to learn what other compensation you can provide.

Special attention during the service period

Some or all services free of charge

Some or all services at reduced rate

Discount vouchers to attend at a future time

Inexpensive add-on products

Small gifts

Special customer service delivery on next attendance


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How do you compensate customers without blowing the budget? When offering any kind of compensation, consider the financial constraints of the organisation and the profitability of the sale.

Click on the icon to follow the path to profit.

The path to profit

This equation neatly sums up the path to profit.

Income from product or service – expenses to produce it = profit or loss

Click and drag the bag of money across the path to see this equation in action.

Money comes in from paying customers.

Money goes out to pay your expenses (running costs).

If your income is higher than your expenses, you’re on the path to profit.

If your income is lower than your expenses, you’re operating at a loss and on the road to ruin.

Your job is to calculate the expenses incurred in product or service delivery and compensate customers accordingly.

To do this, you need some idea of the costs involved in running a business.

Click to the next screen to learn about major business expenses.

What are your major expenses? Money goes out the door on many expenses in the travel, tourism, hospitality and events sectors. Your expenses depend on the type of business you’re in. Your management considers them when calculating profitable selling prices of your products and services.

You need to remember them when offering customers compensation!

Click on the pieces of the chart to see an example of restaurant expenses.


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Why provide internal feedback? Compensating customers when difficulties arise is a good first step. However, organisations need to know about individual and recurring complaints to avoid future occurrence. They also need workers’ feedback on service practices, policies and procedures as well as their suggestions for improvement.

Click on the feedback buttons to see why.

To help the organisation meet designated goals

To ensure you maintain high standards

To save energy, time and money

To improve efficiency

To increase profits

To reduce errors

To improve service delivery

25% Food costs

26% Labour costs

11% Utilities (electricity, gas, telephone, council and water rates, etc.)

7% Business costs (loans, interest, permits, etc.)

21% Taxes (GST, payroll, income, etc.)

8% Net profit

2% Maintenance (cleaning, repairs, upgrades etc.)


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Hot tip

Scared to tell your manager about difficulties with service or customer complaints? Don’t be.

Good employees highlight problems so they can be fixed. A good manager won’t want to place blame on you or your colleagues. They’re interested in continuous improvements. They’ll just want your suggestions on measures to put in place to avoid future service difficulties and customer disappointment.

You’ll learn more about how to suggest improvements in Section 3.

What feedback do you communicate? There’s no simple answer. Use your best judgement to decide what feedback to pass on to your colleagues, team, supervisors or managers. It helps to share any relevant information that might do the following.

Click on the icon to see the benefits of feedback.

Minimises customer complaints

Improves products and services

Encourages colleagues by acknowledging satisfactory performance

Improves unsatisfactory performance

Helps your customer service team meet their goals

Improves efficiency

Reduces workplace hazards

How do you provide feedback diplomatically? No one likes to be the one to deliver bad news, but often you have to avoid the problem happening again in the future. Plan what you’re going to say and how. Then, make sure it goes down easily by providing it in a feedback sandwich!

Click on the tabs to find out more.

Compliment

Identify something positive about what the person did.

‘I really appreciate how you worked so hard to finish those dessert displays. They’re beautiful.’


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Give feedback

Let the positive statement sink in for a moment so the person is receptive.

Then, give constructive feedback in a firm, friendly way, using ‘we’ rather than ‘I’ and ‘you’ if possible. This way the person receiving the feedback feels supported, not attacked. Also, let the person know what happened or could happen as a consequence of their action/inaction.

Look at the difference.

‘We need to work on how to do displays and serve customers at the same time. Some of them weren’t happy with the waits at lunch today.’

‘I’ve had six complaints about the lunch queues today. You’re spending too much time on displays and not serving customers fast enough.’

Give a suggestion for improvement

Offer your assistance to put the person on the right track.

‘One thing you can do is keep an eye on the register while you’re organising food displays. That way, a queue doesn’t build up without you noticing.’

Encourage

‘You’ve been doing a great job so far, and people are really noticing your creativity. If you can keep queues small and meet designated response times, too, we might consider moving you from the café to the restaurant so you can work on the larger food displays.’

Note

These are examples of giving feedback to an individual person. However, you can use the same strategy in a meeting. State something positive about the person, team, etc., first. Then, give constructive feedback using ‘we’ followed by your suggestions for improvements.




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Section 3: Resolve customer complaints


• How to use questioning techniques to establish details of the complaint. • How to assess impact on customer. • How to take responsibility for resolving complaints. • How to determine options to resolve complaints and decide on optimal solutions. • How to act swiftly to resolve complaints and prevent escalation. • How to turn complaints into opportunities. • How to provide feedback on customer complaints and feedback. • How to review and evaluate complaints and solutions.

What are the benefits of complaints? Complaints are a form of feedback. Feedback from staff and customers is essential to enhancing service delivery.


Customers who don’t complain usually just take their business elsewhere. The damage worsens when they tell their friends and family about their negative experience. The organisation then misses out on their business as well.

Complaints are your opportunity to improve service. You can take action to address the causes of customer dissatisfaction.

These are just some of the benefits of dealing with complaints.

• You show the customer you care. • You can improve your service. • You can restore reputation. • You’re able to prevent the same problems from recurring.

Note

Consumer research indicates that most businesses hear complaints from as little as 10% of dissatisfied customers.

This means that for every ten complaints an organisation receives, there are another 90 which go unreported.

For every customer that complains about something, there are likely to be ten others that feel the same way, but just haven’t said anything!

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Why deal with complaints in a positive manner? If you treat each complaint as an opportunity to improve, you can turn a potentially negative experience into a positive one. Respond to customer complaints sensitively, courteously, discreetly and cooperatively.

Click on the tabs to find out how.

Maintaining customer satisfaction

Maintaining customer satisfaction is at the heart of everything you do in the tourism, hospitality and events sectors.

As you’ve learned, customer problems are detrimental to business success. Dealing with these complaints in a positive way to the customer’s satisfaction is an essential part of your organisation’s commitment to quality service.

Enhance reputation and goodwill

Demonstrate that you welcome the opportunity the customer is giving you to make things right. This way you can enhance the establishment’s reputation for service and maintain the goodwill (glossary) and loyalty of the customer.

Build lasting relationships

Your challenge is to build lasting relationships with customers, including those who are difficult or demanding.

Customer-driven organisations are committed to providing high quality service. They fight hard to retain the loyalty of unsatisfied customers by being positive and receptive towards complaints. They’re prepared to do whatever it takes to retain a complaining customer’s business because they understand the value of long-term relationships.

Keep customers loyal

Research also indicates that more than 90% of complaining customers will continue to do business with the establishment if their complaint is satisfactorily and promptly resolved. So encourage feedback from customers and ensure positive resolution of their complaints.

How can you deal with complaints in a positive manner? Be sensitive, courteous and discreet for your customer’s sake and your own.

Customers don’t want to be made the centre of attention in a restaurant, reception area, tour group, bus or anywhere else. Similarly, you don’t want to alert other customers to a complaint someone is making.

If a customer complains, don’t share it with others at nearby tables, in the same queue, on the same tour, etc.

Click on the characters to learn some other tips.

Keep your voice quiet. Step aside to deal with the matter discreetly. Allow other staff to help other customers if possible.


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How can you communicate with complaining customers? To assist with the management of the complaint, communicate positively, using the same communication techniques you normally would to provide optimum customer service.

Click on the checkboxes to learn principles of positive communication.

Use the right language

Use the right tone

Use the right pitch and volume

Be clear

Use the right body language

Use the right gestures

Hot tip

Communication takes place when a message is sent by one person and received by another. This can happen verbally or non-verbally.

Effective communication is the exchange of information, thoughts, opinions, ideas and feelings between two or more people. It only takes place when the message is received and understood exactly the way the sender intended.

Use the right language In the service industry, you work with many different social and cultural groups. When dealing with complaints (or any other service issue) use appropriate language. Pay attention to your level of formality and informality with internal and external customers.

Click on the tips to learn more.

Tip 1

Avoid language or terms others might find offensive.

• Many people object to being referred to as ‘love’ or ‘dear’. • Never use slang referring to a person’s ethnic origin or colour. This language is

offensive and condescending. • Never use slang that might be seen as demeaning referring to a person’s age or

disability.

Tip 2

Avoid making judgments or assumptions about others based on their appearance, age, gender or race. Here are some examples.

• Don’t assume a customer who appears to be from another country doesn’t speak English well.

• Don’t assume a female customer lacks technical knowledge. • Don’t assume that only an older person or a male can be a manager.


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Tip 3

Use inclusive language.

This means referring to the possibility that a male or female can carry out a certain role, particularly if the person is unknown to you.

It also means using gender-neutral language.

• Sales assistant or salesperson (not salesman) • Delivery driver (not deliveryman) • Room attendant or cleaner (not cleaning lady) • Workforce (not manpower) • Hand-made or manufactured (not man-made)

Use the right tone Customers often respond more to how you say something than to what you say.

Handle complaints and other service issues using a friendly, professional, helpful tone. Avoid letting negative emotions such as boredom, annoyance, anger or exhaustion come through. Empathise with the customer‘s situation while upholding organisational policy

Rachel works in a ski resort travel agency. A cranky customer is complaining about lack of snow and wants to change their flight dates so they can leave earlier.

Click on the tuning forks to hear how she hits the right note compared to a trainee.

‘You’d like to change your flight dates? No problem. I’ll just bring up your details. OK. On the ticket you purchased, this kind of change will incur a fee. Is that OK with you?’

‘Hmm…you’d like to change your flight dates? OK…No problem. I’ll just bring up your details. Um…OK. Um…the ticket you purchased this kind of change will incur…uh…a fee. Is that OK with you?’

Use the right pitch and volume Pitch is the high or low variation in your voice. When dealing with complaints or providing any other kind of service, correct pitch instils trust. Incorrect pitch destroys it instantly. Volume is how loudly or softly you speak.

A tourist is complaining that the tour bus to the Aboriginal sites is late. They want to know when it will arrive.

Click on Rachel and the trainee to hear the difference in their responses.

Well, the bus normally leaves at 9am, but there may be road closures due to last night’s snow storm. I might just double-check with Dan, the assistant tour operator, to see if he’s heard anything. Just a moment, please.


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Do customers really notice the pitch and volume of your voice?

Absolutely! Customers expect you to provide information clearly, confidently and concisely.

A quiet, high-pitched, squeaky voice sounds less competent. When your voice goes up at the end of your sentences, you sound unsure of yourself. You can instil confidence in your abilities by using medium level volume and a lower pitch at the end of statements.

Hot tip

Environments in hospitality, tourism and events are often noisy, so don’t mumble. Project your voice so customers can hear you, but remember not to yell (no matter how angry you might be with complaining customers!).

Be clear and concise When responding to complaints, use language that’s clear and conveys exactly what you mean. Avoid slang or jargon that may confuse customers.

Rachel has discovered the reason the bus is late and needs to tell the complaining customer what’s happening.

Click on the speech bubbles to see different ways of communicating the same message.

OK. I spoke with Dan who spent ages trying to work out what’s happening with the roads. Apparently, ploughing took forever because they had trouble with the salt spreaders. Finally, they opened it but had to close it again because of an accident. The ambos got bogged. Anyway, the tour of the Aboriginal sites has been slightly delayed.

OK. Sorry, but you’re right. The tour bus has been slightly delayed due to a road closure. The bus is now leaving at 10.30am. I can print you a new itinerary if you like, and there’s a café just there where you can have a warm drink while you wait.

Number two is the clearer message. It’s simple, concise, not repetitive, doesn’t use slang or jargon, and actually answers the customer’s question!

Use the right body language Did you know that up to 70% of our communication is non-verbal? It’s the number one way to develop (or ruin!) rapport. Always use appropriate body language when dealing with complaints.

Click on the pictures for some useful tips.


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Posture

Maintain a good standing and sitting posture at all times, especially when speaking to, interacting with, or in plain view of customers. A straight back demonstrates confidence and capability. Slouching doesn’t!

Facial expressions

A smile shows your customers that you’re open, friendly and approachable. If you want to have successful customer interactions, avoid sighing, scowling, rolling your eyes, yawning or any other facial expressions which demonstrate negative attitude or lack of concern for your customers.

Eye contact

Use eye contact when you speak or listen to customers. It shows that you’re giving them your undivided attention and makes them feel special.

Use of space

• How close do you stand to the person you’re communicating with? Your answer depends on your personal preferences and cultural conditioning. Some people and cultures feel comfortable standing very close together. Others need a bigger gap!

• Be conscious of this difference, especially when dealing with complaints. You don’t want to seem too overbearing by standing too closely, or too uncaring by standing too far away.

• If you notice a customer backing away from you during a conflict, it may be because they feel you’re ‘invading their space’ or vice versa! Practise building rapport by letting the customer determine the gap and adapting yourself to their use of space.

Hot tip


Use the right gestures Gestures vary from place to place, and different cultures interpret them differently. When dealing with people from other countries or whose first language isn’t English, use gestures appropriately so you don’t lose rapport.

This is especially important when dealing with complaints. You don’t want to add insult to injury!

Click on the pictures to find out more.

Pointing an index finger

People in some countries point an index finger to attract someone’s attention or show directions. However, in some Asian countries this is considered impolite.


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Thumbs up

Thumbs up can be a positive way to indicate a job well done. However, in many countries it’s the same as the middle finger, so keep your thumbs down, please!

OK

In some countries touching the index finger and thumb together means ‘OK’ or even ‘great’.

However, in some European countries, it means zero and has a negative connotation. For the Japanese it means ‘please give me change’. To make things even more confusing, this gesture can be quite an offensive insult in some cultures.

Again, use caution with this one.

Patting or touching someone’s head

In Australia, people touch or stroke each other (especially children) on the head as a sign of affection. However, for Indians and Malays this is not acceptable. They believe this part of the body to be sacred.

Come here

In some countries, placing your hand palm up and curling your fingers towards you is a way to get people to come your way. However, in other countries this gesture is only used for animals. People are called with the palm facing down.

Be aware of this when guiding tours, leading people to tables, getting groups to board a bus, or any other situation where you’re calling international customers towards you.

Crossed arms

Crossed arms indicate that a person is closed and not willing to listen. Keep your arms open and uncrossed to demonstrate your willingness and availability to customers.

Fanning your face

In Australia, fanning your hand sideways in front of your face means you’re hot, but in Japan it means ‘no’.

In a nutshell

Most of the time, people aren’t even aware of their body language and gestures. When it comes to serving complaining customers, that’s a big mistake! To achieve high quality customer service, pay careful attention to the silent messages you and your customers convey to each other.

Hot tip

You can develop rapport through appropriate use of gestures. Remember this for your review in Section 4.


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How can you establish the nature of the complaint? It’s natural for customers to feel angry or frustrated when things don’t turn out as they expect. Use conflict resolution techniques to calm and reassure them. Then, maintain a positive and cooperative manner while you establish the facts and work towards an agreeable solution.

Click on the icon to learn how.

Actively listen

Customers express anger and frustration in a variety of ways. Some will shout, pound the counter and generally make a scene. Others may be rude, sarcastic, arrogant or demanding. Still others may hide their feelings and appear to be quite controlled and calm.

The best way to diffuse the customer’s anger is simply to listen. Allow them to get their feelings off their chest so you can begin to establish the facts. This first step helps you deal with both the facts and the emotions surrounding the complaint.

Don’t argue

Avoid the temptation to argue. This will inflame any emotion the customer is feeling. You might win the argument but lose the customer’s business as a result.

Empathise

Show the customer you understand their feelings and are concerned about what has happened. Communicate this using a phrase like ‘I understand why you are annoyed. I’m sure I would feel the same way if this happened to me’.

Say things that encourage the customer to speak, such as, ‘I see’.

Use appropriate body language

Use open and non-threatening body language. A defensive stance (folding your arms, rolling your eyes, turning your back or putting your hands on your hips) is sure to enrage the customer. Rather than calming and reassuring them, you’re more likely to end up in a heated argument.

Use open hand gestures. Face the customer when they’re speaking to you and give them your full attention.

Ask questions

Questioning establishes the nature, possible cause and details of the complaint. The more information you gather, the better you’ll understand the complaint and the easier it will be to resolve it.

As you want to get your customer talking, reflective questions work well when dealing with complaints. They help you probe for specific details and clarify any ambiguities.

• You mentioned that the waiter was rude to you. What did he say to offend you?’ • You said that your pasta was the worst you’ve ever had. What exactly was wrong with

it? • I understand that you were disappointed with the tour. What were you hoping to

experience? How could we have made it better for you?


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Distinguish between the facts and the customer’s feelings. Angry customers sometimes exaggerate what’s happened.

Acknowledge the complaint

Regardless of whether or not you think the customer has a valid complaint, acknowledge what they’re saying and feeling, and avoid trivialising what’s important to them.

Say things that encourage the customer to talk about their concerns, such as ‘I see’, ‘I understand how you must feel’, or, ‘That’s terrible’.

Verify your understanding

Verify your understanding by repeating or summarising what the customer has said, ‘So you said you booked a table for ten adults and a baby, but the table provided only sits six adults and no infants, so you are naturally concerned about everyone having a seat.’

By rephrasing or summarising what the customer has told you, you’re reassuring them that their complaint has been heard and understood.

Apologise

Apologising to a customer can help calm the situation and ease their frustration. The fact a customer has complained means that they think the organisation is at fault. You can be sure they are expecting an apology.

Once you have established the facts, you may find that the problem has been caused by something the customer has done. The customer may have failed to fully explain their needs, misunderstood information provided by the establishment, given the organisation incorrect information, or failed to read instructions.

If the customer is at fault, apologise for the fact the customer has been inconvenienced. Avoid embarrassing, belittling or blaming the customer. Focus on what can be done to resolve their problem.

Take responsibility!

When a customer complains, it means that you haven’t met their expectations about a product or some aspect of service. Take responsibility for finding a solution.

Follow your specific organisation’s complaint-handling policies and procedures to ensure that you not only resolve complaints professionally, but are seen to resolve them professionally (and in accordance with the law!).

Check your organisation’s guidelines so you know exactly what to do when confronted with an angry customer.

This ensures that customers receive consistent care and that you, other staff and the establishment are personally and legally protected.

How can you resolve complaints? Once you have listened to the customer, calmed and reassured them, you need to take swift action to prevent escalation. Determine options to resolve the complaint and promptly analyse and decide on the best solution. Be sure to consult your organisational procedures and policies.


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Click on the steps to read one organisation’s procedure.

Step 1

Identify and confirm the problem Identifying the problem isn’t enough for you to resolve the issue. You need to establish and confirm all the facts to determine what’s happened to cause the complaint. This may mean speaking to other staff, referring to records, or asking the customer for more information.

Step 2

Consult the customer to seek solutions Sometimes the customer will explain what they want or even demand it! Other times the customer will complain but not propose a solution. The customer will continue to be dissatisfied unless a fair solution is found. Remember that what one customer considers ‘fair’ may be completely different for the next.

There’s more than one way to resolve a problem. The trick is finding the solution that best satisfies the customer.

Step 3

Refer to the complaints procedure Remember, the action you take must comply with the establishment’s complaint-handling policy and procedure. Most establishments have a system for recording and reporting complaints, and employees have varying levels of authority depending on their position.

Be aware of your limitations. Never make promises you cannot keep or offer the customer something that is outside your level of authority.

This may mean referring the customer to your manager, establishment owner or more senior personnel.

Step 4

Explain what action you propose to take Involving the customer at every stage of the resolution process is essential. Don’t tell the customer what you think they want to hear. Tell them honestly what action you intend to take to rectify the situation.

Step 5

Seek customer approval and satisfaction The customer won’t always be happy with your chosen course of action. They might have different expectations about what should happen to compensate them.

Remember your primary goal is to resolve the problem to the customer’s satisfaction. This may mean further negotiations and compromise with the customer, until both parties have reached a mutual decision about the best action to take in the circumstances.

Seeking customer approval is as simple as asking them if they’re happy with the course of action you’ve described.


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Step 6

Take agreed action Next, it’s time to take action and implement the steps you agreed to take. The customer has already lodged one complaint. This is your chance to make things right and restore your reputation and relationship with the customer.

Obviously the action you take depends on the nature of the complaint and what you have agreed to do for the customer.

Keep the customer informed throughout the process. They shouldn’t have to chase you or other staff to find out what action has been taken. If you encounter problems or delays, let the customer know. They’ll be more understanding if you maintain honest and open communication with them.

Step 7

Follow up with the customer Once the agreed action has been taken, follow up with the customer to make sure they’re happy with the end result. This might mean writing them a letter or email, sending them a survey or contacting them on the telephone.

The purpose of following up with the customer is to find out if you've resolved the situation to their satisfaction. Have you restored your relationship and their trust in the establishment’s ability to provide excellent customer service?

Step 8

Record or report the incident Depending on the nature of the complaint, you might need to document the incident. A customer complaining that their food took too long would not warrant documentation. However, an incident that may have caused injury to a person should always be documented.

For example, if a customer injured themselves on a tour, they could decide to follow through with litigation against the establishment. By documenting this information, the facts are written down. This may prove useful in case of a legal claim.

What else should you keep in mind? It would be lovely if you could make every customer happy using the steps you’ve learned. However, the reality is that you can’t always give every customer everything they ask for. As you’re resolving complaints, weigh up the impact on the customer vs the impact on the organisation and act accordingly.

Click on the tabs to learn more about assessing complaint resolutions.


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What are your organisational constraints?

Be sure to take the following organisational constraints into account when resolving customer complaints. Resolve issues in a way that keeps negative impact on the organisation to a minimum.

• Costs and budgets: Your solution must be financially viable. Consider compensating customers in small ways (a complimentary drink, a small discount, a parking voucher, etc.).

• Feasibility of providing the solution: Make sure the solution is possible to implement. • Own empowerment to resolve the complaint: The solution you come up with must be

within the scope of your job role and level of responsibility. • Policy and procedures: Make sure you follow your specific organisation’s regulations. • Profitability of the sale: As you learned in Section 2, you wouldn’t offer a customer a

complete refund on a five-day travel package just because they demanded it and were unhappy with the food on day five. Offering a small voucher to use towards other tours would be more appropriate.

• Ultimate responsibility of the organisation: Ensure you follow consumer protection laws and be responsible when offering refunds, exchanges, etc.

How can you assess the impact on your customer?

Any negative impact on your customers can create a negative ripple effect for your business. However, if you resolve the situation so there’s a positive impact (or at the very least no impact), you win and so does your customer.

Here are some questions to keep in mind.

• Are they going to be severely disappointed and tell all their friends about your poor service?

• Are they going to be inconvenienced? • Are they going to be financially out of pocket? • Will their opinion of your organisation be lower than before? • Does your solution hurt them more than help them?

If you answer ‘yes’ to any of these questions, use your initiative, think outside the box, and see if you can come up with better solutions which have a more positive impact on your customer.

How can you reduce the negative impact on the customer?

This goes back to consulting the customer to seek solutions.

Remember that customers will be dissatisfied unless a fair solution is found. This sense of what’s fair varies from customer to customer.

The more closely the customer agrees with the solution the more positively it will impact them.

Why report complaints? In Section 2, you learned some good reasons to provide internal feedback about difficult service situations and customer complaints.


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Can you remember what they are?

You have 30 seconds to list as many as you can.


Why should you provide internal feedback? List as many reasons as you can.

How did you go? Compare your answers to these.

• To help the organisation meet designated goals • To ensure you maintain high standards • To save energy, time and money • To improve efficiency • To increase profits • To reduce errors • To improve service delivery

How do you identify opportunities for improvement? Reflect on complaints, evaluate them, determine their underlying causes and come up with solutions.

Customer service improvements don’t happen by chance. They come from innovative ideas and suggestions from workers just like you. To provide better customer service, liaise with your team to challenge assumptions (glossary)in certain areas of your workplace.

Click on the tabs to learn typical opportunities for improvement.

Work procedures

You don’t need to do things as they’ve always been done. Find a way to do your tasks better, faster, easier or cheaper. Then, share your strategies so your team can improve.

Remember to review and make updates to procedures in line with industry and community changes too!

Products and services

How could you improve products and services? Ask your customers! Discover what they want and what they have difficulty finding. Then, provide it.

This makes your business more competitive.

Systems

Your business undoubtedly uses electronic or manual systems for some of the following on a regular basis.

• Tracking stock movement • Completing financial transactions • Transferring phone calls • Taking and relaying messages • Training staff


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• Creating rosters • Placing orders • Tracking and accepting deliveries • Managing accounts • Making bookings • Handling complaints • Guiding tours • Serving food/drinks

Are your systems the best and most efficient available? If not, improve them!

Materials and tools

What materials and tools do you use in your organisation?

Are they the only ones available? Or do other businesses in your industry have ones that in the long run may be more profitable and efficient to use ?

What are you doing manually that you could be doing electronically?

Working conditions

It’s easy to think of ways to make your working conditions better!

• Change the physical working environment: crowded areas, poor lighting, unsatisfactory security equipment, no break room for staff, etc.

• Consider hours and flexibility of employment: issues related to shift work, breaks, leave entitlements, flexible hours, work from home arrangements, etc.

• Deal with sexual harassment, discrimination or workplace bullying. • Identify WHS concerns: improper manual handling procedures, mechanical, physical,

chemical and biological hazards, improper hygiene/infection/pest control, lack of appropriate PPE, work-related fatigue, psychological stress, etc.

Note

Always liaise with your team when suggesting improvements. Keep the long-term goals of both the business and the team in mind. Also, make sure you communicate clearly and effectively.

How do you suggest improvements? Discussing service difficulties is not necessarily always easy. Be diplomatic when providing feedback on and suggesting improvements to service practices, policies and procedures.

Click on the tabs to find out how.

Negotiate

Do you always have exactly the same opinions and ideas as your team mates? Do you agree all the time? Of course not!


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When you don’t agree on how to solve a problem, it’s time to negotiate. This means openly discussing issues, ideas, and different ways of doing things, etc. to reach a solution for your customer. If you can’t work it out, refer to your manager.

Compromise

Compromising is meeting in the middle to reach a mutual decision. How can you do this?

• Voice your opinions in a non-threatening way. • Consider your colleagues’ ideas with an open mind. • Respect your colleagues’ opinions. • Be willing to change your behaviours and ‘meet in the middle’ for the benefit of your

customer service team and the customers.

Contribute

The whole is greater than the sum of its parts! If everyone contributes to solving problems, the customer service team can do more together than the individuals separately.

• Share your ideas for improvement. • Contribute to discussions in meetings. • Be determined to begin and follow through on what you say. • Take active steps to discuss problems with colleagues to help your customers. • Participate actively in problem-solving discussions.

Show empathy

Have you ever heard someone say, ‘Put yourself in my shoes!’? Empathy is exactly that: the ability to truly understand how someone else feels.

Empathy is essential in any business. Listening actively and understanding why a colleague is upset, what pressures your manager is under, or how angry a customer is about a problem all enable you to be of more support to them.




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Section 4: Develop customer relationships


• How to promote repeat business. • How to provide personalised service to customers to build repeat business. • How to maintain customer profiles. • How to provide tailored products and services.

What do you promote? Whether you work in a night club or on a tour bus, in a hotel or a travel agency, you need to promote your products and services according to your individual empowerment and organisational policy.

Click on the tabs to see how your knowledge can give you the competitive edge.

Tours and transport

Fairy penguins in Victoria?

Uluru in the Northern Territory?

Sightseeing in Sydney?

Travel agents and tour operators need staff to promote services, sights or amenities specific to their location and mode of transport (bus, train or plane).

Conferences and conventions

These centres rely on large groups of people using their facilities. Staff can sell this ‘space’ by promoting the advantages of the services on offer. It could be a team-building conference for a large corporation or a vintage car convention for car lovers!

Function facilities

Types of functions are many and varied.

• Wedding receptions • 21st birthdays • Corporate award nights • Wine tastings • Balls • Bucks’ and hens’ nights

Provide customers with a range of services specific to their function (whether it’s a Jewish wedding or Kenworth truck dealer of the year!).

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Entertainment

Nightclubs, live bands, dancing, theatre, shows, gambling, etc. all rely and survive on public patronage.

To succeed, staff working in these sectors must be able to capture the interest of the public.

Shopping services

Anyone working in the retail market is a salesperson. Whether you’re selling clothes, Aboriginal artefacts or Chinese artwork, product knowledge is essential. Know your products, offer advice and direct the public to your range.

Accommodation

Five star hotels, bed and breakfasts, backpacker hostels, motels, ski lodges, resorts, etc. all compete to attract a certain segment of the population. Their success is determined by how well they sell and promote their services and products.

Food and beverage

Cafés, restaurants, bistros, wine bars and takeaways all require product and service promotion.

How can you promote repeat business? Did you know it costs 500% more to win a new customer than to keep an existing one? Promote repeat business by offering promotional services according to your individual empowerment and organisational policy.

Click on the pictures to see the kinds of promotional services you can offer.

Birthday gifts

Everybody loves a present!

• A discounted tour, meal, drink, room, ticket, etc. • A free tour, meal, drink, room, ticket, etc. • A buy-one get-one-free offer • A gift left in a customer’s hotel room • A card upon arrival • Staff singing to them

Use your imagination to delight customers on their special day.

Newsletters

Provide monthly newsletters updating customers on new products/services or changes to existing ones.

Use this opportunity to promote special deals and offers.


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Email notifications

Send daily, weekly, monthly notifications of the following.

• Sales • New product ranges • New services • Specials • Reminders of forthcoming special occasions (Mother’s day, Valentine’s day, etc.)

Vouchers

Give discount vouchers to loyal customers.

Sell gift vouchers so they can share you with others!

Customer loyalty programs

These are so varied they deserve their own screen! Click to the next screen to learn about types of customer loyalty programs.

Implement customer loyalty programs Reward customers for their loyalty and business! Identify what appeals to your customers and would encourage them to return. Rewards may involve discounts on certain items/packages, extra credit rating/credit terms, and free entry to functions/events at your establishment.

Click on the trophies to see how customers can be winners through different loyalty programs.

Loyalty cards with built-in rewards, points, advantages, discounts, etc.

Tiered loyalty cards with more rewards for more loyalty (bronze, silver, gold cards).

Special offers and discounts for bronze, silver, gold, platinum club members, VIP club members, etc.

Package discounts and special schemes for frequent buyers, flyers, visitors, customers, etc.

Benefits and discounts for ‘liking’ and ‘friending’ your organisation.

Contests, games, entries into draws for purchases.

Stamp cards: Buy six drinks. Get the 7th free.

Promote products Product promotions are another way you can encourage customers to support your organisation. There are a number of different ways you can promote products.

Click on the pictures to check out a few examples.


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Samples

• Daily specials of new meals • Give free tastes of new desserts, starters, foods and drinks • Sound bites of bands or singers

Advertising

• Product information leaflets • Radio • Television • Newspaper • Website • Social media

Discounts

Everyone loves a bargain!

Offering discounts and special deals draws attention and encourages purchase.

Displays

Use special display stands to promote your holiday, event, rooms, food, tours, etc.

Use window displays to promote a particular product or service.

Invitation-only event

Invite VIP customers and guests to attend events to sample different products, look at the upcoming release of new products, experience a new service.

All these strategies are worth implementing to secure repeat business. However, as you learned in the previous three sections of this unit, one of the most important ways to ensure repeat business is to develop close relationships with your customers.

Can you remember how?

Click to the next screen to find out.

How do you develop rapport? Rapport is a bond based on trust and understanding. Developing rapport with your customers enhances the credibility of the establishment and its staff. Establishing rapport also promotes goodwill during service delivery.

If you have good rapport with customers, they’re more likely to listen to your recommendations, make a purchase and return in the future.

Throughout this unit you’ve learned many different rapport-building strategies.

You have 30 seconds to write different ways you can develop rapport through communication and action.



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How can you establish rapport through communication and action?

How did you go? Compare your answers to these.

• Be attentive • Be a mirror • Paraphrase their needs • Be respectful • Be proactive • Be professional • Be helpful • Be courteous • Use correct body language • Have good posture • Use positive facial expressions • Don’t sigh, scowl, roll eyes, yawn, etc. • Make eye contact • Use space wisely • Use appropriate gestures

How can you remember what everyone wants? Maintain customer profiles to enhance service delivery. Use your database to check customer requests, preferences, etc. so you can provide them with tailored products or services.

Click on the checkboxes to learn what different customer data profiles contain.

Names and contact details

Birthdays and anniversaries and other special occasions celebrated with you before

Special requests made: newspaper delivery, view, extra pillows or a particular alcohol in the mini bar

Special needs

Preferred products, services, room or table

How the customer likes certain foods cooked or prepared

Details of products and services received in the past

Comments and feedback provided

Details of past complaints and how they were dealt with

Previous discounts or special offers

What systems can you use? Different organisations have different kinds of customer profiles and various ways of tracking customers.

Click on the tabs to find out what they are.


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Manual system

Establishments that use a manual system rely on their staff to recognise customers and remember their preferences or repeated requests.

This type of system demands that staff pay attention to detail and have an interest in wanting to know and please regular customers. It’s most effective in small establishments that have low staff turnover and minimal roster changes.

If you work in an establishment that uses a manual operating system and have difficulty remembering details, try leaving yourself reminder notes at your work station.

Computerised system

More and more establishments are enjoying the benefits of computerised systems. Customer information can be recorded and updated for future reference.

When a customer places an order, makes a reservation or books an event, you can look up their history and have instantaneous information about them.

Linked computer system

Many hotels and event centres use a linked computer system that allows each department access to the same information.

In a hotel, daily ‘arrival reports’ including details about customer requests, and preferences are distributed to each department. This allows staff the opportunity to personalise the service offered before the customer even checks in.

Do you have the skills you need? Be sure to check with your organisation to learn what sources of information they use to generate customer profiles. Familiarise yourself with the technological skills necessary to access customer records including: contact details, past bookings, current bookings, request records and conversations as well as accounts payable and receivable.


Read manufacturer's instructions and product manuals.

Before using any electronic devices new to you, make sure you have the training to do so.

Ask your colleagues or supervisor for guidance, support, feedback and advice.

Attend workshops or training sessions.

Ask a more experienced person to demonstrate.

Practise!


Click to the next screen to read the unit summary.


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Summary You now have the skills and knowledge necessary to provide professional and personalised customer service experiences.

You can meet customer preferences, develop customer relationships, respond to difficult service situations, and take responsibility for resolving complaints.

Most of all, you now have the ability to truly transform an everyday customer experience into a truly memorable one that helps them, you and your business take flight.

GLOSSARY

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Glossary

Word Meaning

Assumptions Things that we believe, take for granted, or assume are correct (even though they may not be!)

Goodwill The favourable relationship a business develops with its customers.

Halal The Arabic word for ‘permitted’. In terms of food, it means food that is permissible according to Islamic law.

Kosher Food which conforms to Jewish dietary laws.

Proof of purchase Something that verifies that a customer actually bought a product from the retailer.

Vegan A strict vegetarian who eats only plant foods and consumes no animal products such as eggs, cheese, milk, honey, etc.

Vegetarian A person who does not eat meat, poultry or fish.