Travel and Tourism (0471) | Delivery of customer service

Welcome to Section 4.2: Delivering Excellent Customer Service!

Hello future tourism professionals! You already know that great customer service is important (from Section 4.1). But how do you actually do it? This chapter is your toolkit, giving you the essential, practical procedures for delivering service every day—from taking a booking to handling a major complaint.
Mastering these steps means you can handle any situation confidently, making sure your customers have the best experience possible!

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The Foundation of Delivery: Knowledge and Policy

Good Product Knowledge: The Essential Tool

If you work in travel and tourism, your first job is to know your product inside and out. Good product knowledge means understanding all the details of the services and products your organisation offers, and those in the surrounding area.

Why Product Knowledge is Non-Negotiable

• Accuracy: You can give correct information, avoiding costly errors (e.g., quoting the wrong ferry time).
• Confidence: You sound professional and trustworthy when answering questions immediately.
• Recommendations: You can suggest suitable alternatives or upgrades (e.g., recommending a quieter hotel wing for a couple versus the family wing).
• Problem Solving: If a product is unavailable, you immediately know a comparable substitute.

Think of it like this: If you are a travel agent, you shouldn't just know that Paris has the Eiffel Tower; you should know the opening hours, which train line goes closest, and where the best local bakery is located nearby!

Customer Care Policies

A Customer Care Policy is a set of formal guidelines and procedures that staff must follow to ensure customers are treated consistently and fairly. These policies turn good intentions into reliable actions.

Key Elements of a Customer Care Policy

These policies cover how staff should behave during specific interactions:

• Response Times: How quickly emails, calls, or complaints must be answered (e.g., "All email enquiries must be acknowledged within 4 hours").
• Refunds and Compensation: Clear rules on when and how customers are eligible for money back or vouchers.
• Sustainable Practices: Instructions for staff on promoting sustainable options (e.g., always recommending local, non-chain restaurants).
• Standard Greeting: A defined way to answer the phone or greet guests (e.g., "Good morning, thank you for calling/visiting [Organisation Name], how may I help you?").

Key Takeaway: Product knowledge gives you the facts; customer care policies give you the framework for professional behavior.

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Core Service Delivery Procedures

1. Handling Customer Enquiries

An enquiry is any question or request for information. Whether it’s face-to-face, over the phone, or via email, a clear process is vital.

The key steps for handling enquiries are:

1. Listen and Clarify: Fully understand what the customer needs. Repeat the request back to them (e.g., "So you are looking for a hotel near the airport for two adults for three nights?").
2. Gather Information: Use your product knowledge, brochures, or booking systems to find accurate information.
3. Deliver the Answer: Provide the required information clearly and concisely.
4. Offer Recommendations: Use this opportunity to upsell or enhance the trip (e.g., "I can recommend a great guided tour of the city centre that fits perfectly into your itinerary!").
5. Confirm Satisfaction: Ask if the customer has everything they need (e.g., "Does that answer your question completely?").

Specific Types of Enquiries:

• Directions: Use landmarks and clear steps. (Common mistake: assuming the customer knows the area as well as you do!)
• Itineraries: Help plan the sequence of activities for a trip, ensuring realistic travel times between points.
• Information: Providing facts about attractions, opening times, costs, and weather.

2. Making Reservations (Bookings)

This process needs to be accurate to prevent major disappointment for the customer later.

1. Check Availability: Instantly check the booking system (CRS - Central Reservation System) for the requested dates and products.
2. Quote Price and Confirm Details: State the total price clearly, including any taxes, and verify the customer details (name, contact, dates, requirements).
3. Collect Payment: Move to the payment process (see next section).
4. Issue Confirmation: Provide a written or emailed confirmation containing all details, booking reference numbers, and cancellation policies. This creates a legally binding contract.

3. Taking Payments

This step requires efficiency and security.

• Identify Method: Ask the customer how they wish to pay (credit card, debit card, cash, mobile payment).
• Processing: Enter the payment amount accurately. Ensure credit card payments are processed securely, often using a PIN or secure online gateway.
• Provide Proof: Always give the customer a printed or emailed receipt showing the amount paid, the date, and the service purchased.
• Currency Handling: If dealing with international customers, clearly explain the exchange rate or any foreign transaction fees.

Did you know? Many modern systems integrate reservations and payments, speeding up the process and reducing human error!

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Handling Complaints: Service Recovery

Procedures for Handling Complaints

No matter how good your service is, mistakes happen. How you handle a complaint is called Service Recovery, and it can turn an unhappy customer into a loyal one.

Follow this simple, repeatable procedure:

Step 1: Listen and Acknowledge

Allow the customer to fully explain the problem without interruption. Show empathy and sincerity. Use phrases like, "I understand why you are upset," or "Thank you for bringing this to our attention."

Step 2: Apologise

A sincere apology is critical. Apologise for the inconvenience or frustration, even if the error wasn't your direct fault. This validates the customer's feeling.

Step 3: Investigate and Record

Quickly and discreetly find out what happened. Record the details of the complaint (date, time, nature of complaint, customer details) for future analysis and to ensure follow-up.

Step 4: Offer a Solution

Work with the customer to find a mutually acceptable resolution. This might involve:

• A quick fix (e.g., moving rooms, replacing a meal).
• Compensation (e.g., a partial refund, a voucher for a future service).
• If you cannot solve it immediately, explain what the next step is and when the customer can expect an answer.

Step 5: Follow Up

This step is often forgotten! Follow up later (a phone call or email) to ensure the solution was satisfactory and that the problem has not resurfaced. This reinforces trust and shows your organisation cares beyond the transaction.

Memory Aid: The 5 A’s of Complaint Handling

Acknowledge
Apologise
Ascertain (find out the facts)
Action (take steps to solve it)
Assure (follow up to ensure satisfaction)

Key Takeaway: Handling complaints is an opportunity for service recovery. Procedures ensure staff deal with stressful situations calmly, professionally, and consistently.