Module 4: Customer Relations and Services
Hello everyone! Welcome to one of the most important topics in Tourism and Hospitality: Customer Service. Why is it so important? Because happy customers come back, and they tell their friends! In this chapter, we'll learn the secrets to providing amazing service that makes every guest feel special. We'll explore what makes service 'good', how to be a top-notch service professional, and how to handle tricky situations with confidence. Let's get started!
1. Understanding Professional Customer Service
At its heart, customer service is about taking care of your customers' needs and making their experience a positive one. But what does "good service" actually mean? Let's break it down.
(i) The Nature of Customer Service: The RATER Model
To measure and understand service quality, experts often use a simple but powerful tool called the RATER model. It breaks down "good service" into five key dimensions. Don't worry if this sounds complicated, it's actually very logical!
Think of it like this: RATER helps us see all the ingredients needed to make a customer happy.
The Five Dimensions of the RATER Model:
- R - Reliability: This means doing what you promised to do, dependably and accurately. It's the most important dimension!
Example: If a hotel website says check-in is at 3 PM, the room must be ready for the guest at 3 PM. Not 3:30 PM. - A - Assurance: This is about making the customer feel safe and confident in your abilities. It's built through your knowledge and professionalism.
Example: A tour guide who can confidently answer questions about a historical site gives the tourists assurance that they are in good hands. - T - Tangibles: This refers to the physical things the customer can see and touch – the appearance of the staff, the hotel lobby, the restaurant menu, the cleanliness of the facilities.
Example: A clean, modern airport terminal with clear signs is a good tangible. A flight attendant with a neat uniform is another. - E - Empathy: This is the ability to understand and share the feelings of another person. It means showing you care about the customer as an individual.
Example: A hotel receptionist sees a family arrive late at night looking tired. She shows empathy by saying, "You must be exhausted after your long flight. Let me get you checked in as quickly as possible." - R - Responsiveness: This is about being willing and ready to help customers promptly. It's about speed and efficiency.
Example: When a diner in a restaurant signals for the bill, the waiter responds quickly instead of making them wait for a long time.
Memory Aid: How to remember RATER!
Just remember the word itself: R-A-T-E-R. Each letter stands for one of the five dimensions. Practice saying them out loud: Reliability, Assurance, Tangibles, Empathy, Responsiveness.
Key Takeaway for Section 1(i)
Great customer service isn't just about smiling. It's a mix of being reliable (doing what you promise), showing assurance (being knowledgeable), having good tangibles (looking professional), feeling empathy (caring about the customer), and being responsive (acting quickly).
(ii) Personal Attributes of a Service Professional
The RATER model shows us *what* good service looks like, but *who* delivers it? You do! A great service professional needs certain personal qualities. Let's look at the key ones.
- Grooming: This is about your personal appearance. A clean and tidy uniform, neat hair, and good personal hygiene show respect for your customers and your job. First impressions matter!
- Quality: This refers to a commitment to excellence in everything you do. It means paying attention to detail and always trying your best, whether you're making a coffee or planning a major event.
- Sensitivity: This is about being aware of and responsive to the feelings and needs of others, including cultural differences. It's closely linked to empathy. Example: Noticing a guest is shivering and offering to adjust the air conditioning.
- Integrity: This means being honest and having strong moral principles. It's about doing the right thing, even when no one is watching. Example: A housekeeper finds a wallet in a room and immediately hands it in to security.
- Patience: This is essential! Customers can be confused, upset, or take a long time to make a decision. A professional remains calm, helpful, and never rushes them.
Did you know?
Studies show that it takes only about 7 seconds to form a first impression of someone! This is why professional grooming is so important in the hospitality industry.
Key Takeaway for Section 1(ii)
To be a great service professional, you need more than just skills. You need the right personal attributes: look professional (grooming), aim for excellence (quality), be aware of others' feelings (sensitivity), be honest (integrity), and stay calm under pressure (patience).
(iii) Cultural Issues: Customs and Etiquette
Tourism is a global industry! You will meet people from all over the world. Understanding their culture and customs is a sign of respect and is crucial for providing excellent service.
Basic Differences: Eastern and Western Traditions
While we must avoid stereotypes, some general differences can be helpful to know.
- For example, in many Western cultures (like the USA or UK), communication is often direct. People say exactly what they mean.
- In many Eastern cultures (like Japan or China), communication can be more indirect to maintain harmony. A 'yes' might sometimes mean 'I hear you' rather than 'I agree'.
Being sensitive to these differences can prevent misunderstandings.
The Role of Etiquette and Greetings
Etiquette is simply the set of rules for polite behaviour in a society. A simple greeting is often the first point of contact, so getting it right is important!
- Handshake: Common in many Western countries and in business settings worldwide. A good handshake is firm (but not crushing!) and brief, with good eye contact.
- Bow: Used in many East Asian countries, especially Japan and Korea. The depth of the bow can show the level of respect. It is a sign of politeness and humility.
- Hug: Common among friends and family in many parts of Europe and the Americas. It is generally not used in professional settings with new customers.
- Cheek Kissing: A common greeting in parts of Europe (like France) and Latin America. The number of kisses and which cheek you start with varies by country! This is also usually reserved for informal situations.
Common Mistakes to Avoid!
When in doubt, a friendly smile and a simple nod is a safe and universally understood greeting. It's better to be a little reserved than to use a greeting that makes someone uncomfortable.
Key Takeaway for Section 1(iii)
Respect for other cultures is key. Understand that communication styles can differ. When it comes to greetings, be aware of different customs like handshakes and bows, but always be observant and respectful of the other person's comfort level.
2. Building Strong Customer Relations
Good service isn't a one-time event. It's about building a long-term relationship with customers so they trust your company and want to return.
(i) Company Policies and Service Recovery
Mission and Service Pledge
A company's mission is its overall goal (e.g., "To create memorable holiday experiences"). A service pledge is a specific promise to the customer (e.g., "If your pizza isn't delivered in 30 minutes, it's free!"). These guide employees and set customer expectations.
The Magic of Service Recovery
Sometimes, things go wrong. A flight is delayed, a hotel room isn't clean, or an order is incorrect. This is where service recovery comes in. It is the action a company takes to fix a problem and "recover" the customer's loyalty.
A good service recovery can turn an angry customer into your most loyal fan! Here's a simple 4-step process:
- Listen: Let the customer explain the problem fully without interrupting. Show you are listening and taking it seriously.
- Apologise: Offer a sincere apology. It doesn't matter who was at fault; the customer is upset. An apology shows empathy. e.g., "I'm so sorry that this happened."
- Solve: Take action to fix the problem quickly. If possible, offer a solution that makes up for their trouble. e.g., Offer a free dessert if their main course was cold.
- Follow-up: Check back with the customer later to ensure they are happy with the solution. This shows you genuinely care.
Key Takeaway for Section 2(i)
Companies guide service with a mission and pledge. When things go wrong, use service recovery. A fast and sincere response (Listen, Apologise, Solve, Follow-up) can save the relationship and even make it stronger.
(ii) The Challenge: Parasuraman's Gap Model of Service Quality
Why does bad service happen? The Gap Model helps us understand this. Don't worry, we'll use a simple analogy!
The main idea is that there is often a gap between what a customer expects and what they actually receive. This is the big Customer Gap. This big gap is caused by four smaller gaps that happen inside the company.
Analogy: Ordering a Coffee
Your Expectation: A hot latte with a nice foam heart on top, just like in the cafe's advertisement.
- Gap 1 - The Knowledge Gap: The company doesn't understand what the customer wants.
Cafe manager thinks customers just want cheap coffee, so they don't train staff on latte art. (They don't KNOW you want the foam heart). - Gap 2 - The Policy/Design Gap: The company knows what customers want, but fails to create the right policies or standards.
Manager knows you want latte art, but they tell staff "just make the coffee as fast as possible, don't worry about art." (The POLICY is wrong). - Gap 3 - The Delivery Gap: The company has the right standards, but employees don't follow them (due to poor training, lack of motivation, etc.).
Manager tells the barista to make latte art, but the barista was never properly trained, so they can't do it. (The DELIVERY fails). - Gap 4 - The Communication Gap: The company promises something in its advertising that it can't actually deliver.
The advertisement shows a perfect latte with a beautiful foam heart, but the cafe can't actually make one. (The PROMISE is broken).
Any of these four gaps will lead to the big Customer Gap – you get a plain, boring latte and you are disappointed because your expectation was not met.
Key Takeaway for Section 2(ii)
Bad service happens when there's a gap between customer expectations and their experience. This is caused by internal company problems: not knowing what customers want (Gap 1), designing the wrong service (Gap 2), failing to deliver it correctly (Gap 3), or making false promises (Gap 4).
(iii) Dealing with Difficult Customers
Handling a difficult customer can be stressful, but with the right approach, you can manage the situation professionally. The first step is always to remain calm and not take it personally.
Here are tips for handling different types of customers:
- The Angry Customer: Let them express their feelings (vent). Listen patiently. Use a calm and soothing tone. Don't argue. Focus on finding a solution.
- The Dissatisfied Customer: This person isn't necessarily angry, just unhappy with the product or service. Ask specific questions to understand exactly what went wrong and what would make them happy.
- The Indecisive Customer: They can't make up their mind. Help them by narrowing down the options. Suggest two or three choices and explain the benefits of each. Don't overwhelm them with too much information.
- The Demanding Customer: They want everything, and they want it now. Be polite but firm. Acknowledge their request, and then clearly state what you *can* do for them. Don't promise what you can't deliver.
- The Rude or Inconsiderate Customer: The key here is to maintain your professionalism. Be polite, even if they are not. If the behaviour is abusive, you may need to get a manager's help.
- The Talkative Customer: They may be lonely or just very friendly, but they are taking up your time. Listen for a moment, then use polite phrases to gently steer the conversation back to the task. e.g., "That's very interesting! Now, to make sure I get this booking right for you..."
Quick Review Box
A great general rule for difficult situations is L.A.S.T.:
Listen
Apologise
Solve
Thank (Thank them for bringing the issue to your attention)
3. Communication Skills
Great service is impossible without great communication. It's not just about what you say, but how you say it, what your body is doing, and even what you write.
Communicating with Customers: The Three Ways
1. Verbal Communication
This is the words you speak. To be effective, you need:
- Clarity: Speak clearly and at a moderate pace. Avoid using slang or jargon the customer won't understand.
- Positive Language: Instead of saying "I don't know," say "That's a great question, let me find out for you."
- Tone of Voice: Your tone should be warm, friendly, and professional.
- Active Listening: Pay full attention, nod, and ask clarifying questions to show you understand.
2. Non-Verbal Communication
This is communication without words. It's often more powerful than verbal communication! It includes:
- Facial Expression: A genuine smile is the most important tool you have! It makes you seem approachable and friendly.
- Eye Contact: Shows you are engaged and confident.
- Posture: Stand up straight to show you are attentive and professional. Don't slouch or lean.
- Gestures: Use open-handed gestures. Avoid pointing or crossing your arms, which can seem defensive.
3. Written Communication
In today's world, a lot of communication is written, such as emails, booking confirmations, and social media messages.
- Professionalism: Always use a polite and professional tone. Start with a proper greeting (e.g., Dear Mr. Chan) and end appropriately (e.g., Sincerely).
- Clarity and Conciseness: Get to the point quickly and clearly. Use short sentences and paragraphs.
- Proofread: Always check for spelling and grammar mistakes before sending. Errors can make you look unprofessional.
Final Key Takeaway
Effective communication is a three-part skill. You must master what you say (verbal), what you do (non-verbal), and what you write (written). When all three work together, you create a professional image and build strong relationships with customers.