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DTH1013

PROFESSIONALISM AND CUSTOMER SERVICE

TOPIC 5:
CUSTOMER SERVICE AND SATISFACTION
NOR ASMAHANI BINTI KUTIP

CHAPTER 1
OVERVIEW
CLO1:
Apply professionalism, excellent hospitality and customer service in tourism and
hospitality profession.

5.1 Demonstrate understanding to the importance of excellent customer service and meeting customer needs in tourism
and hospitality services
5.1.1 Explain the meaning of customer service
5.1.2 Discuss the importance of providing excellent customer service in tourism and hospitality business
5.1.3 Explain the impact of quality customer service to public perceptions about tourism and hospitality service
providers
5.1.4 Differentiate between customers, guests, tourists and visitors from tourism and hospitality perspective

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OVERVIEW
5.2 Recognize the customer’s attributes of tourism and hospitality services.
5.2.1 Identify customers of tourism and hospitality services
5.2.2 Differentiate between customers, guests, tourists and visitors from tourism and hospitality perspective
5.2.3 Identify customer needs in tourism and hospitality business
5.2.4 Examine the difference between the needs of internal and external customers
5.2.5 Identify considerations for serving customers with special needs

Assessments: Theory Test

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CHARACTERISTICS of Service

1 2
Perishability Intangibility
• The probability of a product becoming • Services cannot be seen, tasted, smell,
unusable within a limited amount of etc. before they are purchased
time • Hospitality goods and services relate to
• There is no inventory to service unlike memories and experiences
tangible goods
• Services cannot be produced and • Brochures, menus, etc. may provide
stored today for consumption in the basic idea before guest purchase, but
future actual experience is tangible in nature
CHARACTERISTICS of Service

3 4
Variability Inseparably
• Quality of service depends on who • Services cannot be separated from their
provides, where and when they are providers and customers are also part of
provided the product
• Services are produced and consumed • Service provider and customer must be
immediately, which limits quality control present for the transaction to take place
• Variability is the major cause of • Customer-contact employees are part of
customer disappointment in hospitality the product
industry
CHARACTERISTICS of Service

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Non - ownership

• Service is not belonging to the customer


• They just entitled for the service for a
temporary period
• For example, guest check in to the room for 3
days and 2 nights, thus they only get service
from the hotel for their period of stay

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WHAT is Customer Service
Customer Service refer to:
• Providing a quality product or service that satisfies the needs and wants of a
customer and keeps them coming back
• An organization ability to supply customers’ wants and needs in the way that
has been promised
• Phrase used to describe the process of taking care of our customers in
positive manner
• A series of activities designed to enhance the level of customer satisfaction

Anything we do for customer that enhances the customer experience


Customer Service QUALITIES
There are four (4) basic qualities that customer service require, which
are:

• Most basic quality staff should have


Friendliness • Associated with courtesy and politeness

• Means understanding
Empathy • Make customer knows that they are appreciated

• Customer want to feel they receive adequate attention and


Fairness reasonable answer

• Give correct and up to date information to customer but I


Information time-sensitive manner
IMPORTANT of Customer Service

Ensure returning Good word of


customer mouth
Why It Is Important?

Increase sales Good reputation


Con’t…
Returning customer
• Make sure your service is good enough to get the customer back
• Returning customer is usually a sign of three things:
• Convenience
• Good product
• Good service

Good reputation
• By providing good customer service, it will build up your company’s
name
• Thus, it leads to more profit and retain customer
Con’t…
Word of mouth
• News travel fast
- It only takes one customers to spread out negative or positive words to
dozen of potential customers
- Make sure customer tells about your excellent service
• One of the marketing tools for business

Increase sales
• Instead of customer retention, it helps to generate more income to
company
IMPACT of Poor Customer Service
Increase customer complaints

Sales drop

Profits fall

Customer choose competitor

Loss potential customer

Negative word of mouth


Promoting Good Customer Service
• What you should do are:
• Deliver your promises
• Solve customer problems
• Show understanding and empathy
• Present a positive image at all time
• Develop a customer friendly attitude
• Give customers your undivided attention
• Always check if there is more you can do
• Be responsive to the needs of customers
• Work in safe and organized way to avoid accidents
• View customers as the most important part of your job
What is FIRST IMPRESSION

• Refer to customer perceives in the first 30 seconds of interaction


• It is one of the most important thing in hospitality industry
• Impressions are the key to develop trust and confidence in the
customer
• Plus, customer prefer doing business with those they like and trust
Con’t…
How to create What will create
positive first negative first
impression? impression?

• Smile • Not smiling


• Neatness • Making customer wait
• Friendliness • Speaking loudly to customer
• Polite and courteous manners • Not saying ‘please’ and ‘thank you’
• Offering immediate assistance • Do not care about appearance
• Address customer with their name • Not focus when servicing customer
TYPES of Customer

External Customer Internal Customer

• People who work within the • Someone who uses the


organization company's products or services
• Satisfied them first then they • Essential to the success of any
will motivated to satisfied the business
customer • Satisfied external customers
• e.g. superior, subordinate often make repeat purchases
Con’t…
Good environment

Internal Training

Good resources

Good service

External Good knowledge and advice

Difference between the needs of internal and external To be kept up to date


customer
CUSTOMER GUEST

Customer Guest

• Anyone who buy goods or service • Customer of a hotel or restaurant


• A person who buy or patronize and • A person entertained at the home of
establishment another
• Anyone who receives or benefits • A person who appears or perform on
from the output of someone works a program by special invitation
TOURIST VISITOR

Tourist Visitor

• A temporary visitors staying for at • Any place travelling to place other


least one night but not more than than their usual environment for less
one year in a country visited than 12 consecutive month
BASIC NEEDS of Customer
• Customer expect the • The price charged must
service provided is be reasonable with the
Service

equal to the amount of service provided

Price
money they spend • Also, provide different
• The service must be price range for different
done in timely manner level of income

• The best quality in • Customer expect to • Thank you are the


their price range have a feedback and best appreciation

Appreciation
solution for every
Quality

Action

• Customer expect • Service provider


product or service to inquiry or problem can send or give
be durable and • Staff must ready and special discount as
functional until they willing to help an alternative for
decide to replace it customers appreciation
SPECIAL NEED

• Four (4) consideration should be noted:


• Initiative
• Sensitivity
Purpose: To ensure that this special customer need is fulfill
• Flexibility
• Attention to detail