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Enterprise EstoniaEstonian Tourist BoardKerli Hallikmäe
6. Sept. 2005
Destination quality
DESTINATION MANAGEMENT
INFRASTRUCTURE
CULTURE, TRADITIONS, ENVIROMENT
SERVICE, ATTITUDES,
KNOWLEDGE
H. Müller “Qualitätorientiertes tourismus management” 2000
TOURISTS
Why Estonian Tourism Quality Programme was established?
National tourism development plan 2002-2005
prioritises quality management in Estonian tourism
sector
International trends in tourism
Estonian tourism businesses lack of:
market awareness
customer orientation
cooperation
business skills
General principles in designing the programme
Definition of quality – in case of proper management, each tourism enterprise that has selected the right target group, succeeds in meeting and exceeding customer expectations with its service, i.e. offering quality.
The Estonian Tourism Quality Programme (ETQP) is based on the philosophy of total quality management (TQM) and organizational excellence
(the European Quality Award).
General principles in designing the programme
The model of the ETQP is tourism and service-
specific, in comparison with European Quality Award,
it is simple and suitable mainly for SMEs.
The emphasis of the model of the ETQP is on the
customer-centred development.
ETQP is a tool for businesses, which gives practical
help for starting with the quality management system.
Goals of ETQP
To increase tourist satisfaction with Estonian tourism
product and service
To raise the awareness of the businesses on
importance of continuous improvement of the
management, products, services.
To help businesses to be more customer orientated
and therefore more compatible in the market
How?- The model of ETQP
Recognition
Self assessmentSelection of improvement
areas
Joining the programme
Developing customer orientated approach
Customer feedback systemCustomer journey
12 months
Benchmarkingseminar
External assessmentFeedback report to the
business
Self assessment model
1.Leadership
2.People
3.Resources
4.Processes supporting
customer journey
5.Results
Customer journeyI nit ial
Cont ac t
Second ar y
Contact
Confi r med
Sale
brochure, advert,
call centre
Sales Staff ,
brochure
P roceedyes/ no?
Y ES
P roceedyes/ no?
Y ES
Opportunit ies?
Opportunit ies?
Financial
T ransactionOpportunit ies?
Pr oduc t
Exper ienc eQuality of
Product, ServiceOpportunit ies?
Seeks
A lternativesNO
Seeks
A lternativesNO
Cust omer J our ney
(EXAMPL E)
Ex pect a t ionsMet ?
Y ESPot ent ia l
d issa t isfi edcust om er
Exper ienc e
of
Assoc iat ed
pr oduc t s
Depar t ur e
Ex pect a t ionsMet ?
Dissatisfact ion Y ESNO
Follow-
up
Ex pect a t ionsMet ?
Y ESSeeks
A lternativesNO
Financial
T ransactionOpportunit ies?
Tools of the quality programme:
self-assessment questionnaire together with the
instruction,
sample questionnaire for getting customer feedback,
scheme for analyzing the customer journey,
forms of the quality plan and final report.
Seminars and trainings are provided in using the tools
during the programme.
Why the businesses should participate in the programme?
• A possibility to raise the competitiveness and long
term sustainability of the company
• Differentiation and public attention (in case of
recognition)
• Contacts and benchmarking with others
• External assessment and feedback
• Assistance in company development
(in trainings and seminars)
Some conclusions from the pilot phase of the programme
13 businesses from 2 counties of Estonia
10 advisers were trained to help businesses during the
12 months.
External assessment was done by 15 assessors, who
assessed the businesses in pairs.
Decisions were done by the commission:
3 businesses got the recognition for 2 years
6 businesses got the recognition for 1 year
Comments from the pilot project businesses “Participating in ETQP helped us to form a stronger team inside
the organisation. Now every person in the business knows why
we exist and where we want to go.”
“Customer journey analysis is a simple tool, which made us to
think like our customer and brought up things about which we
have never thought about.”
“Self assessment was so difficult and took so much time, that I
got an inflammation of the sciatic nerve.”
“External assessment was very useful, its very helpful when a
person outside of the business looks at Your company and
gives some hints, what to do better.
Principles of recognition
A business has to be committed to the quality development and
customer-centred approach. They are evidenced by:
the system of getting and analyzing customer feedback is integrated
into the organization's operations
the average evaluation score of the self-assessment criterion "The
supporting processes of the customer journey" has to be at least “2”
(i.e. there is clear evidence that the planned approaches have been
implemented);
the average evaluation score of the self-assessment criterion
"Customer-related results" has to be at least “2” (i.e. there is clear
evidence that the planned approaches have enabled the organization
to achieve the results);
the implementation of the selected improvement area
Recognition Märk kindlast arengust
Recognition People Committed to Quality