Putting the customer first

Michael CaseyBTEC First Travel & Tourism

Submitted 26/1/08

Introduction

An investigation of two travel and tourism related organisations in the greater Belfast area:

W5 Ice Bowl

P1. Investigate and then describe how

two travel and tourism organisations approach customer service in terms of policies, processes, resources available and customer service.

What is customer service ?

“ The sum total of what an organisation does to meet customer expectations and

produce customer satisfaction.”

The Institute of Customer Service

W5 Introduction Located in Belfast at the Odyssey It is an interactive centre with 160

exhibits Has a conference centre 2007 it won customer service

awards Owned by National museums NI.

W5 Policies Mission statement“Fire the spirit by unlocking creativity

and the scientist in everyone”

Customer feedback – comment card, survey forms & exit / entrance poll

Staff Friendly & welcoming Uniforms Name badges Chosen for their suitability to do

the job not necessarily qualifications

Well trained

Processes- records kept

W5 keeps accurate records to help them look after customers well

Feedback sheets/ cards Accident books

How do they approach customer service?

They believe that good service will enhance visitors experience and attract new and complete services.

All staff are trained in customer serve skills as they believe they need to constantly give really good service

Ice Bowl

Dundonald

Ice Bowl – What is it ? Located on Old Dundonald Road

Dundonald N.I. leading leisure facility Olympic sized Ice rink Extreme ten pin bowling Indiana Land – indoor adventure

area for children Camp site

Policies Mission Statement ‘Dundonald International Ice Bowl has

developed a reputation for providing innovative leisure/entertainment provision for its customers throughout Northern Ireland and beyond. Dundonald International Ice Bowl is a market leader that seeks, through its management and staff, to maintain a high standard of service to its customers and give value for money.’

Feedback PolicyVerbal Complaints – Solved immediatelyLetter complaints / Complaints from local

councillors – Respond within 72 hours and give solution with 14 days

Complaints or suggestion box – Emptied weekly, and log in complaint book and 10 working days to get back to the person who complained

Health & safety Accident book – The staff member who sees an

accident or is on duty has to make sure the accident form is filled in. This is at reception. The manager on duty has to make sure it is filled correctly and that the customer is looked after properly

Staff 100+ full and part time Experience – depends on job Training- induction, customer

service etc.

How do they approach customer service?

Aim to give good service Have a customer charter Have a system for complaint

handling Try to be proactive-

P2 Describe the needs of different

types of customers in travel and tourism

What Are Their Needs?

Visitors with special needs: Limited mobility Visually impaired Partially hearing Language Diet

Customers have different needs

Customers are all different: Age Ethnicity Interests/ groups Customers with special needs Demographics

W5- who are the customers? Educational groups Families Tourists Corporate Special needs visitors

What are their needs?

Educational groups- Talks Accommodation for larger groups Somewhere to eat Health & Safety Range of ages

What are their needs?

Families- Economical price Events at times when children are

off school Changing exhibits Range of activities for all the

family

What are their needs?

Corporate/Business Conference facilities Catering High standard of facilities Parking Accommodation

What are their needs?

Couples:- Interesting exhibits Somewhere to eatTourists: Range of languages Interesting place to visit Indoor attraction

Icebowl Educational groups Families Tourists Corporate/ business Teenagers Special interest groups

What are their needs?

Educational groups Individual specialist interests Accommodation for larger groups Activities Somewhere to eat H&S Range of ages

What are their needs?

Families/ tourists Economical price After school activities/ school holidays Activities for all family Singles: teenagers/ adults Birthday parties Accommodation

What are their needs?

Corporate/ business Team building days Conferences/ meetings Catering

What are their needs?

Special needs: Dietary Limited mobility

P4 Describe ways of measuring

customer service – this will include both proactive and responsive ideas and indicator e.g.. Training, timing of services, information provision and correct identification of customer needs.

Why do we measure customer service ? To see if customers are satisfied. Find out how good your

organisations is compared to others in the same market.

To see if staff are trained correctly.

What Do You Measure ? Friendliness Helpfulness Speed Exceeding needs Patience Effectiveness

How Do the Ice bowl Measure Customer Service?

Customer comment cards Verbal comments from customers Mystery shoppers Local councillors Observation

How Do W5 Measure Customer Service ? Questionnaires- Comment cards - Annual exit poll - Educational

evaluations 1/3 party researchers Google web analysis Staff asking customers