UNIT 4 – CUSTOMER SERVICE

4.1 IMPORTANCE OF CUSTOMER SERVICE IN TOURISM

Customer service plays a crucial role in the tourism industry, as it directly impacts the overall
satisfaction of tourists and their likelihood to return or recommend a destination or service.

Impacts of good and bad customer service

Good customer service is crucial for building positive relationships, customer loyalty, and a strong
brand reputation. On the flip side, bad customer service can result in lost business, negative reviews,
and long-term damage to a company's image. Businesses that prioritize customer satisfaction tend to
enjoy a range of benefits that positively impact their bottom line and long-term success.

Importance/ Impacts of good and bad customer service

1. Customer Satisfaction: Providing excellent customer service ensures that tourists have a
positive experience throughout their journey. Satisfied customers are more likely to enjoy
their trip and are more likely to become repeat visitors or recommend the destination to others.

2. Repeat Business: A satisfied customer is more likely to return to the same destination or use
the same travel service in the future. This repeat business is essential for the sustainability and
growth of tourism-related businesses.

3. Word-of-Mouth Marketing: Happy customers become ambassadors for a destination or

service. They are likely to share their positive experiences with friends, family, and on social
media, contributing to positive word-of-mouth marketing, which is highly influential in the
tourism industry.

4. Brand Reputation: A destination or travel service with a reputation for excellent customer
service is more likely to attract new visitors. Positive reviews and testimonials enhance the
brand's credibility and appeal, creating a positive image in the minds of potential tourists.

5. Competitive Advantage: In a competitive tourism industry, excellent customer service can

be a key differentiator. Tourists often choose destinations or services based on the quality of
their customer experience, giving businesses that prioritize customer service a competitive
edge.

6. Customer Loyalty: Building a loyal customer base is essential in the tourism industry.
Consistently providing excellent customer service can foster loyalty, encouraging tourists to
choose the same destination or service for future trips.

7. Quality Assurance: Customer feedback and interactions provide valuable insights for
continuous improvement. By listening to customers and adapting services based on their
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 feedback, tourism businesses can enhance the quality of their offerings and stay relevant in a
dynamic industry.

Service delivery in different travel and tourism organisations

Service delivery in different travel and tourism organizations can vary based on the type of
organization, its size, target market, and the nature of services provided. Here are some key
considerations across various types of travel and tourism entities:

1. Hotels and Accommodations:

• Check-In/Check-Out Processes

• Room Service
• Cleanliness and Maintenance
2. Airlines:

• In-Flight Services
• Baggage Handling
3. Tour Operators:
• Itinerary Planning

• Tour Guides
• Safety Measures

4. Travel Agencies:
• Personalized Services

• Clear Communication
• Post-Sale Support

5. Cruise Lines:
• Onboard Services
• Port Excursions
• Safety Protocols
6. Car Rental Services:
• Vehicle Condition

• Customer Support
7. Online Travel Agencies (OTAs):
• User-Friendly Platforms

• Customer Reviews

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Customer service standards in tourism industry

Here are some key customer service standards that are commonly emphasized in the tourism sector:

1. Professionalism:
• Staff should exhibit professionalism in appearance, behavior, and communication.

• Courteous and respectful interactions with customers and colleagues are essential.
2. Communication:

• Clear and effective communication is vital in providing information about services,

policies, and any relevant details.

• Multi-lingual staff or translation services can be beneficial in catering to a diverse

customer base.

3. Promptness:
• Respond promptly to customer inquiries, whether made in person, over the phone, or
through digital channels.
• Timely service delivery, including check-in/check-out processes and baggage
handling, is crucial.
4. Reliability:

• Consistency in service delivery is key to building trust with customers.

5. Empathy:
• Demonstrate empathy and understanding towards customer needs and concerns.

• Address complaints and issues with a customer-centric approach, seeking solutions

that prioritize customer satisfaction.

6. Personalization:
• Strive to offer personalized experiences based on customer preferences and profiles.

• Tailor services to meet individual needs, creating a more memorable and enjoyable
experience.

7. Knowledgeable Staff:
• Staff should be capable of providing accurate and helpful information to assist
customers.
8. Safety and Security:

• Implement and communicate clear safety and security measures to ensure the well-
being of customers.

• Provide guidance on emergency procedures and maintain a safe environment.

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Sustainability standards in customer service in tourism

Sustainability standards in customer service in the tourism industry are increasingly important as the
global focus on environmental and social responsibility grows. Implementing sustainable practices
not only contributes to the well-being of the planet but also aligns with the preferences of many
modern tourists who prioritize eco-friendly and socially responsible options. Here are key
sustainability standards in customer service within the tourism sector:

1. Environmental Conservation:

2. Paperless transactions

3. Local Sourcing and Community Engagement:

4. Educational Initiatives

5. Biodiversity Protection

6. Reducing Single-Use Plastics

By integrating these sustainability standards into customer service practices, tourism organizations
can contribute to a more sustainable and responsible industry, meet the expectations of
environmentally conscious tourists, and positively impact the destinations they operate in.

4.2 Delivery of customer service

Customer complaints and Handling procedures

Reasons why customers complain

The main reasons why customers complain are given below.

1. Poor quality of services

Customers would complain if the services provided are not satisfactory to them.

2. Delay in receiving products and services

Another reason why a customer would complain is in the delay of receiving products and services.

3. Being given incorrect information

Customer would complain if they are not getting the correct information or if they didn’t get the
required information

4. Standard not meeting customer expectation

A very common reason why customers complain is that when the needs of the customers or services
of the hotel industry are not satisfactory to him/her
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Complaint handling procedure

1. Listen to complaint: listen carefully to everything the customer has to say, don’t interrupt or
argue.

2. Recap: once the customer has finished making their complaint, you need to firstly recap the
issue to let them know that you have understood the reason for their complaint. Once that’s
agreed, you should then apologize to the customer

3. Apologize the customer: apologize in general terms for the inconvenience to convey
sympathy for the problem.

4. Inform the customer that the problem will be investigated: inform the customer that the
problem will be investigated and steps will be taken to put things right

5. Remain calm: remain calm and do not take the claim personally even if the customer appears
to be critical of you personally. Remember that it is the organization against which the complaint
is really being made.

6. Find a solution: fina asolotion to the problem and if the customer still does not agree take the
customer to the supervisor or a manager, who will be able to deal with the matter

7. Ensure promises made to the customers are kept: make sure that the actions are being
taken to ensure that the promises made to the customers are kept.

8. Record the details: record the details of the complaint and the actions taken to solve it.

Handling customer enquiries/ Different customer enquiries

In the tourism industry, customer inquiries can vary widely based on individual preferences, travel
plans, and concerns. Here are some examples of customer inquiries in the tourism industry:

1. Destination Information
2. Accommodation
3. Transportation
4. Activities and Tours
5. Travel Packages

6. Visa and Documentation

7. Health and Safety

8. Payment and Refunds

9. Special Requests

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Making reservations

Usually, the reservations are done through following steps

• Customer enquiry
• Providing information
• Clearing doubts
• Checking availability
• Providing alternative options
• Confirmation with customer
• Make the bookings

Taking payments

In the tourism sector, various payment methods are utilized to facilitate transactions for travel-related
services. These payment methods cater to the diverse needs of tourists and businesses within the
industry. Here are some common payment methods used in the tourism sector:

• Cash
• Credit/debit card
• Online transfer
• Apps
• Contactless payments
• Travel cards
• Vouchers

Customer care policies

Customer care policy is the written documents which set as the guidance for the staffs in an
organization to handle the customers in an effective manner.

Need for customer care policy

• Increase customer, sales and profit

• Gain repeat customers
• Enhance reputation or image of organization
• Create market share in the competitive market
• Create a committed workforce

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Good product knowledge

For tourism staff, having comprehensive product knowledge is crucial for providing excellent
customer service, making accurate recommendations, and ensuring customer satisfaction. Continuous
learning and staying updated on industry trends are essential for tourism staff to maintain a high level
of product knowledge. Regular training sessions, attending workshops, and engaging with industry
publications can help staff members stay informed and provide top-notch service to tourists.

4.3 Provision of customer service for different types of tourists

Access to Information:

• Customer service representatives need access to accurate and up-to-date information about
products, services, policies, and promotions.

• A well-organized knowledge base or customer relationship management (CRM) system is

essential to provide quick and accurate responses to customer inquiries.

Customer service for tourists with specific needs

Tourists with specific needs may include individuals with disabilities, medical conditions, dietary
restrictions, or any other unique requirements. Here are some key considerations and strategies for
delivering customer service tailored to tourists with specific needs:

Mobility needs

Mobility needs are crucial for providing inclusive and accessible services in the tourism sector.
Individuals with mobility challenges may include wheelchair users, those with mobility impairments,
and seniors who may require additional assistance. Here are some considerations and strategies for
accommodating mobility needs in the tourism industry:

1. Accessible Transportation

2. Wheelchair-Access

3. Accessible Facilities and Amenities

4. Guided Tours and Attractions

5. Accessible Restrooms

6. Accessible Routes and Signage

7. Accessible Parking

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Visual impaired

Addressing the needs of individuals who are visually impaired is essential for creating an inclusive
and accessible experience in the tourism sector. Here are some considerations and strategies for
accommodating individuals with visual impairments:

1. Accessible Websites

2. Accessible Accommodations

3. Tactile Signage and Information

4. Audio Guides and Descriptive Tours

5. Accessible Transportation

Hearing disabled

Addressing the needs of individuals who are deaf or hearing-impaired is essential for creating an
inclusive and accessible experience in the tourism sector. Here are some considerations and strategies
for accommodating individuals with hearing disabilities:

1. Accessible Websites and Communication

2. Text-Based Communication

3. Video Content Accessibility

4. Sign Language Interpretation

5. Assistive Listening Devices

Dietary needs

Accommodating dietary needs is a crucial aspect of providing excellent customer service in the
tourism sector. Tourists often have diverse dietary preferences, restrictions, or requirements. Here are
considerations and strategies for addressing dietary needs in the tourism industry:

1. Dietary Information on Websites

2. Communication with Guests

3. Menu Labeling

4. Flexible Menu Options

5. Allergen-Free Cooking Practices

Language needs

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Addressing language needs is crucial for providing effective communication and excellent customer
service in the tourism sector, where visitors may come from diverse linguistic backgrounds. Here are
considerations and strategies for accommodating language needs:

1. Multilingual Staff

2. Language Selection on Websites

3. Translation Services

4. Multilingual Signage

5. Language Information at Attractions

6. Language Apps and Guides

Cultural needs

Addressing cultural needs is essential for providing a positive and respectful experience for tourists
from diverse backgrounds. Cultural needs encompass a wide range of factors, including customs,
traditions, values, and expectations. Here are considerations and strategies for accommodating
cultural needs in the tourism industry:

1. Cultural Awareness Training

2. Multilingual Staff

3. Cultural Information on Websites

4. Cultural Cuisine Options

5. Cultural Decor and Art

6. Cultural Awareness Events

Sustainably managed facilities

Sustainably managed facilities in tourism customer service involve integrating environmentally

friendly, socially responsible, and ethical practices into the interaction between the facility and its
guests. Here are some key aspects of providing sustainable customer service in the tourism industry:

1. Educate Guests on Sustainable Practices:

• Provide information to guests about the facility's sustainability initiatives, including

energy conservation, water-saving practices, waste management, and any other
relevant environmental efforts. Encourage guests to participate in these initiatives.

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 2. Local Community Engagement:

• Connect guests with local communities and encourage them to explore and support
local businesses. Provide information on cultural and community events to foster a
deeper understanding and appreciation of the destination.

3. Responsible Tourism Practices:

• Encourage responsible tourism behaviours such as respecting local cultures and

customs, minimizing waste, and supporting conservation efforts. Provide guidelines
on responsible wildlife viewing and other eco-friendly activities.

4. Eco-friendly Transportation Options:

• Provide information and support for sustainable transportation options for guests, such
as public transportation, cycling, or walking tours. Promote eco-friendly transportation
services and initiatives.

5. Local Sourcing:

• Source products and services locally to support the local economy and reduce the
carbon footprint associated with transportation. Prioritize fair trade practices when
sourcing goods.

6. Guest Involvement in Conservation Activities:

• Offer guests opportunities to participate in local conservation activities, such as beach

clean-ups, tree planting, or wildlife monitoring programs. This allows guests to
contribute positively to the destination.

7. Energy and Water Conservation:

• Implement energy-efficient technologies and water-saving measures. Encourage

guests to be mindful of their energy and water consumption during their stay.

8. Waste Reduction and Recycling Programs:

• Establish comprehensive waste management systems that prioritize recycling and

minimize single-use plastics. Educate guests on proper waste disposal practices.

By integrating these sustainable practices into tourism customer service, facilities can not only attract
environmentally conscious tourists but also contribute positively to the destinations they operate in,
fostering long-term sustainability in the tourism industry.

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4.4 Skills required when working in the travel and tourism industry

Personal and interpersonal skills

Personal skills, also known as “soft skills” or “life skills,” encompass qualities that revolve around
self-awareness, self-management, and personal development. Some of the examples are:

• Communication
• Clear speech
• Numeracy and Literacy
• ICT
• Problem solving
• Personal presentation
• Body language

Interpersonal skills are the tools staffs use to interact effectively with others. Some examples are:

• Listening
• Patience
• Welcoming
• Flexible
• Team work
• Multilingual (able to speak more than one language)

Body language and Personal presentation

Body language: interactions between staff and guests are often non-verbal communication can greatly
impact the overall guest experience. Here are some body language examples:

• Facial expression

• Eye contact

• Gestures and hand movements

• Posture
Personal presentation: how staff present themselves to customers. Personal presentation includes how
staff look, what they say and what they do. Some examples are:

• Dress

• Grooming

• speech

• behaviour
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Importance of good teamwork and training

Team work is a vital part of success for any group or tourism providers. The ability to work well helps
people get tasks done more effectively and allows for more pleasant and productive working
environment.

Travel and tourism organizations have introduced team working for a variety of reasons, including:

➢ To improve productivity

➢ To improve quality of product and service

➢ To improve customer focus

➢ To speed and spread of ideas

➢ To respond to opportunities and threats and to fast-changing environment

➢ To increase employee motivation

➢ To introduce multi-skilling and employee flexibility

It is important to give quality customer service training and help them to think and works as a part of
a team. Working as a team helps to deliver a more reliable customer service.

Benefits of Teamwork

➢ Teamwork increases efficiency

➢ Team work helps in problem solving

➢ Teamwork improves performance

➢ Team work builds trust

➢ Team work reduces stress

➢ Teamwork leads to innovation

➢ Team work creates a good impression

➢ Teamwork improves quality of service

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Types of training

Training is very important in travel and tourism industry. Trained staff deliver better customer service.
Below are some of the types of training provided to the staffs.

On-the-job training: On-the-job training is when new employees learn applicable skills for their
role while in the workplace. It's a practical training under the guidance of a supervisor or mentor.

• Work shadowing: is a type of on-the-job training that allows an interested employee to

follow and closely observe another employee performing the role
• Job rotation: moving an employee to different positions, departments, or geographical
locations to professionally develop the employees by exposing them to new knowledge, skills,
and perspectives.
• Mentoring: Mentorship training can include learning about goals and benefits, best practices
for conducting mentorships and key skills for success.

Formal learning-based training: Formal learning is structured training that enables team members
to expand their knowledge, skills, and abilities. It often comes in an instructor-led course, workshop,
seminar, or training session with clear objectives and goals.

• Class room-based training: It is a traditional training approach where learning takes place
in a physical classroom setting. It involves an instructor delivering content to a group of
learners in a face-to-face environment.
• Online learning: organizations and managers teach people skills and knowledge over the
internet via a computer, smartphone, or other device.

Some common training/skills required for staffs in tourism industry

• Communication
• Multilingual
• First aid
• Health and safety
• Food hygiene
• Numeracy and literacy
• Product knowledge

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