Study Notes: How T&T Organisations Serve Customers and Meet Their Needs (Syllabus Topic 4.1)

Welcome to the essential chapter on customer service! In Travel and Tourism, customer interaction is everything. This section, 4.1, is the foundation: it teaches you who your customers are and what they actually need from airlines, hotels, tour operators, and everyone else in the industry.

Understanding these needs is vital because T&T products are often intangible (you can't touch a plane journey until you take it). Customer service is the part they *can* experience, making it a crucial differentiator in a competitive market. Don't worry if the term 'internal customer' sounds strange—we'll break it down!

4.1 (a) Serving External Customers

External Customers are the people who buy and use the travel and tourism products and services. They are the tourists, the travellers, and the guests.

(i) Types of External Customers

Organisations must recognise that travellers are not all the same. Their needs change drastically depending on who they are and who they are travelling with.

1. Families and Individuals (Different Age Groups)

  • Families with young children: Need child-friendly facilities, discounts, high chairs, and activities.
  • Teenagers/Young Adults: May prioritise nightlife, technology (Wi-Fi), and adventure activities.
  • Older Travellers (Seniors): Often require ease of access, slower-paced tours, and medical facilities nearby.

2. Groups (e.g., Educational Groups)

  • Require coordinated bookings, group rates, dedicated contact persons, and specific logistical planning (like bus transfers).
  • Educational groups need resources relevant to their study topic and safe, supervised environments.

3. Visitors with Language and Cultural Differences

  • Need information translated (e.g., menus, safety instructions, signage).
  • Staff must be aware of and respect cultural norms (e.g., dietary restrictions, prayer times, customs regarding tipping or dress).
  • Did you know? Many large airports now employ staff members who are trained in cultural awareness to help visitors from specific countries feel welcome.

4. People with Specific Needs

This category requires T&T organisations to go beyond the standard offering to ensure accessibility and comfort.

  • Mobility and Access: Requiring ramps, lifts, accessible toilets, and priority seating (e.g., wheelchair users).
  • Sensory Needs: For visually or hearing-impaired customers (e.g., Braille menus, induction loops, audible announcements).
  • Dietary Needs: Requiring specific meal preparations (e.g., halal, kosher, vegan, gluten-free, or allergy-specific meals).

Quick Review: The T&T industry focuses on differentiating its service based on these customer types, moving away from a one-size-fits-all approach.

(ii) Needs of External Customers (The Services They Expect)

Customers expect four core areas of service from every T&T provider:

1. Products and Services that Meet Particular Needs

  • This is the core product itself (the flight, the room, the tour).
  • It also includes Ancillary Products and Services—these are extra services offered alongside the main product, often designed to enhance the experience.
    • Example: A hotel offering laundry service, a spa treatment, or a guided city tour. An airline offering in-flight Wi-Fi or lounge access.

2. Information and Advice

Travel is complex, so clear, timely, and accurate information is critical.

  • Information: Facts about bookings, times, prices, and locations (e.g., "Your flight departs at 10:00").
  • Advice: Recommendations or guidance based on expertise (e.g., "We advise you leave for the airport two hours early due to peak traffic").

3. Assistance

Customers need help when things go wrong, or when navigating complex processes.

  • Help with check-in/out, luggage handling, transportation transfers, or emergency support (e.g., if a passport is lost).

4. Problem and Complaint Resolution

When expectations aren't met, organisations must have clear processes to fix the issue and restore trust quickly.

  • This includes refund procedures, service recovery actions (e.g., upgrading a room after a complaint), and transparent communication.
  • Analogy: Think of this like a doctor treating a wound. They first stop the bleeding (apologise and fix the immediate issue) and then provide long-term care (ensure future service is excellent).

Key Takeaway (External): External customers demand tailored products, clear information, practical help, and effective complaint resolution.


4.1 (b) Serving Internal Customers

This is a major concept! An Internal Customer is anyone within the organisation (or closely linked to it) who depends on others within the organisation to do their job effectively. Organisations must meet the needs of their internal customers before they can successfully satisfy external ones.

Think of it this way: If the kitchen staff (internal) don't get the ingredients they need from the supplier (internal), they can't make the food, and the guest (external) doesn't eat!

(i) Types of Internal Customers

1. Staff Members (Colleagues, Supervisors, Managers)

  • The most direct internal customers. A waiter relies on the chef; the receptionist relies on the manager for schedule approval.

2. An Organisation's Suppliers

  • Even though they are external companies, the relationship treats them as internal customers. They need clear orders, timely payments, and good communication from the T&T organisation.

3. Staff of Partner Organisations

  • These are often found in large operational environments like airports.
    • Example: A retail outlet staff member working in an airport terminal is an internal customer of the airport management. They rely on the airport management to provide clean facilities, good security, and reliable utilities so they can sell their products.
(ii) Needs of Internal Customers (The Support They Expect)

For staff to deliver quality service, the organisation must provide a supportive working environment:

1. Safe Working Environment

  • A fundamental legal and ethical requirement. Includes physical safety (clean, well-maintained equipment) and psychological safety (freedom from bullying or harassment).

2. Training Appropriate to Job Role

  • Training ensures staff have the competence to perform their duties. This might be technical training (how to use a booking system) or soft skills training (how to handle an angry customer).

3. Knowledge of Procedures, Routines, and Performance Standards

  • Staff need to know how to do their job and what is expected. If standards aren't clear (e.g., "Answer the phone within three rings"), service quality will be inconsistent.

4. Motivation

Motivation drives staff to perform well and stay loyal to the company. Key elements include:

  • Job Satisfaction: Feeling happy and fulfilled by the work itself.
  • Incentives and Rewards: Tangible benefits for excellent performance (e.g., bonuses, paid time off, employee travel discounts).
  • Respect from Colleagues, Supervisor, and Manager: A positive and respectful workplace culture is essential for high morale and effective teamwork.

Memory Trick: Remember the key internal needs using the acronym S.T.A.N.D.:

Safe Environment
Training
Acceptance/Respect (from colleagues)
Need for Knowledge (Procedures/Standards)
Drive (Motivation/Satisfaction)

Key Takeaway (Internal): Meeting the needs of internal customers (through safety, training, and motivation) directly leads to a workforce capable of providing high-quality service to external customers.