Customer Service for the Travel and Tourism Industry

Understand the importance of excellent customer service to the travel and tourism industry.

Learning Outcome 1: Indicative Content 

Importance of excellent service

• Customer satisfaction
• Repeat business
• Increase in customers
• Increased turnover
• Increased efficiency
• Improved internal relationships/team work and efficiency
• Improved morale of employees/job satisfaction
• Bonus or salary increase

Assessment Criteria

• 1.1
  Explain the importance of excellent customer service for
  a) travel and tourism organisations
  b) customers and clients
  c) employees.
  

Know how to provide excellent customer service.

Learning Outcome 2: Indicative Content 

First impressions

• Body language
• Personal appearance
• Tidy environment e.g. desk

Examples of personal presentation in different service situations

• On the phone: warm friendly greeting
• Face to face; smiling, smart image
• In writing – error free, correct form of address (Dear Mr …. or Hi James)

Body language and tone of voice

• Open gestures
• Smiles
• Approaching people
• Establishing rapport e.g. by leaning forward
• Active listening
• Warm friendly voice vs assertive

Policies and procedures

• Customer service policy
• Employee Code of Conduct
• Complaints policy

Assessment Criteria

• 2.1
  Outline how to provide a positive first impression and why this is important.
  
• 2.2
  Describe how to present oneself appropriately in different customer service situations.
  
• 2.3
  Explain how body language and tone of voice can be used to enhance customer service.
  
• 2.4
  Describe policies and procedures needed to ensure standards of service.

Understand how travel and tourism customers and their needs vary.

Learning Outcome 3:

Customer can be differentiated by:

• age
• specific needs
• destinations
• size of group travelling e.g. single vs family

Assessment Criteria

• 3.1
  Outline different customer types and why they have diverse needs.
  
• 3.2
  Describe specific travel and tourism products and services that meet the needs of specific customer types.

Be able to provide excellent service to a range of customers.

Learning Outcome 4: Indicative Content 

Learners need to provide sufficient and valid evidence to meet the assessment criteria.

Evidence may include witness statements, peer assessment and/or a personal log.

Learners need to understand:

• the importance of first impressions to give confidence, create rapport and provide good service

• information will vary according to product but may include price, extras, benefits, exclusions, weather, service.

• when dealing with dissatisfied customers the importance of
• remaining calm
• active listening
• empathy and trying to understand
• apologising
• not giving excuses
• using initiative/finding a solution or escalating if appropriate
• solving complaints quickly
• keeping records.

Assessment Criteria

• 4.1
  Create a positive first impression with customers, using
  a) greetings
  b) body language
  c) tone of voice
  d) personal appearance.
  
• 4.2
  Provide information on a given product to a customer demonstrating excellent product knowledge.
  
• 4.3
  Deal with dissatisfied customers in given situations.