LEARNING UNIT 1: COMMUNICATION ... - touroperations.co.za€¦ · Web viewVerbal communication Good speech conveys exactly what the speaker intended to say to the listener – neither

Module 4Client care

Component 1 Communication, barriers and etiquette

CUST-121

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© LIN SMITH 2016 Version 1.8:16

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LEARNING UNIT 1: COMMUNICATION METHODS AND REQUIREMENTS

Forms of communication

Written

Memos

Briefing notes

Itineraries

Policies and procedure manuals

Promotional material, e.g. brochure

Oral

Face-to-face

Telephonic

Electronic

Email

Internet

SMS

Facebook

The following are important in communication and influence people’s perceptions about us:MGTMGT What we say (our actual words)MGTMGT How we say it (e.g., tone of voice)MGTMGT Our body language and facial expressions

Verbal communication

Good speech conveys exactly what the speaker intended to say to the listener – neither more nor

less. It involves all levels of being - physical, mental, emotional and spiritual. It is not something

that can be learned in a quick-fix course and it is therefore recommended that any aspiring tourist

guide practices speech in the classroom situation during role-plays, as it is the main instrument

used during guiding


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How you communicate is far more important than what you communicate

Non-Verbal

Vocals

Content

Non-verbal communication

Also referred to as “body language”.

Facial expression MGTMGT Surprise is conveyed by raised eyebrows, wide eyes and a “wow”

expression of the mouth.MGTMGT Happiness and joy are conveyed by a soft face and eyes and the corners

of the mouth rose up.

The face is the image of the soul – Cicero (Roman philosopher)

Eye contact Very important for engaging people.MGTMGT Eyes should reflect a softness, friendliness and relaxed message.MGTMGT Staring and threatening looks are taboo.MGTMGT Remember that some cultures, for example some Asians, keep their

eyes lowered as a sign of respect and do not necessarily mean that they

are not listening.

Movement, gestures

and mannerisms

Non-verbal” bad habits” can become very disturbing to the listeners.

Positive non-verbal

expressions

Facing the individual and group squarelyMGTMGT Adopting a relaxed, open and attentive stanceMGTMGT Friendly mannerismsMGTMGT Avoiding annoying and distractive habits.

Negative, non-

verbal expressions

can include

MGTMGT Tightly crossed armsMGTMGT Chewing gum or smokingMGTMGT Twitching of the mouth or shouldersMGTMGT Continuous rubbing of eyes, chin, hair or other parts of the bodyMGTMGT Cracking knucklesMGTMGT Repetitively looking at your watch or cellMGTMGT Weak handshakeMGTMGT Pacing up and downMGTMGT Crossing your lower legs at the anklesMGTMGT Pointing with fingersMGTMGT Arms clutched at sides/clasped at the back/hands in the pockets.MGTMGT Repetitive manner of speaking

Grooming and

clothing

MGTMGT Your appearance and what you wear are one of the main ways in which

people form their first impressions of you.


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MGTMGT Although body piercing is becoming a more accepted practice, rather

take a conservative approach and remove visible body piercing.

Personal

space/spatial

awareness

A person’s territory (Pastorelli, 2003)MGTMGT The distance you can stand from someone without making, them feel

uncomfortable.MGTMGT This is different for different cultures.MGTMGT Mediterranean cultures accept being close whereas others (i.e. British,

Germans, Asians etc.) would require more space.MGTMGT It also varies from person to person (personality, self-confidence and

self-esteem) and the situation or environment (walk in a park or a

casino).MGTMGT Follow the tourist’s non-verbal clues as to give an indication when they

feel their space has been invaded. For example, someone stepping

back when you approach or greet him, indicates that he needs space

Listening skills

Listening is an important aspect of communication. The lack of attention and respectful listening

can be costly – leading to mistakes, poor service, misaligned goals, wasted time and lack of

teamwork.

However, how your listen is most important. By listening in a way that demonstrates

understanding and respect, you cause rapport to develop, and that is the true foundation from

which you can sell, manage or influence others.

Skills for good listenerMGTMGT Change your physical body language from that of a deflector to that of a receiver.MGTMGT Look at the other person.MGTMGT React to the speaker by sending out non-verbal signals.MGTMGT A good listener will stop talking and use receptive language instead. Use “I see…”, “un hunh...”

and “oh really” words and phrases that follow and encourage your speaker.MGTMGT Concentrate fully on what the speaker is saying. You can’t fully hear their point of view or

process information when you argue mentally or judge what they are saying before they have

completed talking. An open mind is a mind that is receiving and listening to information.


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Let the other person convey his or her message.

Involve yourself in the message.

Summarise and paraphrase what they are saying.

Speak only to ask questions or to clarify.

Empathise with the other person's view.

Nurture and practice the listening skills required.

If you are the one speaking or sending the message, clarify any uncertainty or confusion that you

may pick up from the listener’s body language. Do this by:MGTMGT Asking questionsMGTMGT Rephrasing what you have just said.

A poor listenerMGTMGT Talks too much and too oftenMGTMGT Shows no interest in the conversational input of othersMGTMGT Is only interested when speakingMGTMGT InterruptsMGTMGT Does not ask questionsMGTMGT Uses “I” and “we” rather than “you”MGTMGT Is insensitive to othersMGTMGT Has unresponsive body language.

If you do not listen properly, this can lead toMGTMGT MisunderstandingsMGTMGT Missing important informationMGTMGT Taking incorrect action


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Providing information

Information refers to facts and details which you are expected to know but which the customer

does not. Wherever you work, you can only obtain a wealth of information over a period of time.

In many cases people cannot be expected to remember everything - they need to know where to

look to find the information they need. If you visit a travel agent, they will look up information on

holidays, flights and climate using reference books or the Internet.

Customers who ask for information expect staff to give accurate, truthful and up-to-date

information in response to their requests. Over time, you are expected to become more of an

expert in your job and to be able to answer increasingly difficult questions because of your

knowledge and past experience.

Questions

Many people consider that questions for information can be divided into those which start with

each of the following words. The examples below all relate to the travel industry.

What: 'What is my duty-free allowance?'

How: 'How long is the coach trip?'

Why: ‘Why do we have to vacate the room at noon?'

When: ‘When will we be visiting the museum?'

Where: 'Where do I check in my baggage?'

Who: 'Who will meet us at our resort?'

Which: 'Which direction is the restaurant?'

Provide assistance

Assistance may be needed by a variety of different customers, e.g. a single parent with very young

children, people who are physically disabled, people who have difficulty seeing or hearing, the

elderly, young children, visitors who cannot read or speak English.

In the above instances you might have to respond without being asked. Be observant and helpful

at all times!


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Provide advice

Advice is different from information - it is more personal and related to a person's own needs.

Imagine that you ask at a local leisure center for general Information on the opening hours and

the activities which are on offer. However, once you have decided on the leisure activity you want

to pursue, you may then require more specific details or advice for example: “What equipment

will be needed? Why some forms of exercise are more suitable than others? When lessons can be

booked? How long it will take to become proficient?

In each of these cases you will be asking for advice, because the answers will depend upon the

person who is asking - you - and the particular activity that you want to pursue. The answers for a

60- year-old man wanting to take up golf will be different from those for a 20-year-old girl who

wants to start step aerobics!

Avoid sharing your own preferences or what you enjoy without stating it! For example, “I

personally enjoy the spinning classes.”


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LEARNING UNIT 2: RESPECT, CULTURAL DIFFERENCES AND BARRIERS TO

COMMUNICATION

Showing respect and courtesy

Respect involves MGTMGT A positive feeling of esteem for a person, culture, religion, etc.

MGTMGT It is also reflected in actions.

Respect should not be confused with tolerance, since tolerance doesn't necessarily imply any

positive feeling.

To be courteous means to be ..MGTMGT Polite

MGTMGT Considerate

Addressing clients appropriately

Customers value being recognized, they appreciate you remembering their names and addressing

them by their names in conversation. If you don’t know a customer’s name use ‘Sir’ or ‘Mam’.

When talking to customers avoid over familiarity, e.g. my darling, sweetie.

Respect for social and cultural differences

What is culture?MGTMGT Culture is how people think and feel as a community.

MGTMGT Cultures define values and the perception shared by people.

MGTMGT It defines the constructs and concepts people hold of their environment.

MGTMGT It directs the accepted behaviour among a group of people.

It is often a reflection of shared history.


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http://en.wikipedia.org/wiki/Person

http://en.wikipedia.org/wiki/Esteem

Avoiding cultural insensitivity

Ethnocentrism The belief that one’s own nationality or ethnic group is superior or all others

(Mancini, 2001)

Stereotyping This refers to statements and beliefs that everybody from a certain country or

ethnic group behaves and acts in the same manner (Mancini, 2001).

Ethnocentrism and stereotyping should be avoided at all times and discouraged among group

members.

Practices varies

and can be

opposing

MGTMGT What is right in one culture might not be right or accepted in another.MGTMGT Cultural values are neither right nor wrong, they merely differ.MGTMGT Religion often plays an important role in cultural practices.MGTMGT Your values must never be imposed on others.

Cultures are

forever changing

MGTMGT For example, modern technology and urbanization effects the lifestyle of

people.

Cultural considerations

MGTMGT Ways of greeting and communicating. MGTMGT Personal space. MGTMGT Mannerisms and other characteristic types of behaviour.MGTMGT Language. MGTMGT Dress. MGTMGT Status. MGTMGT Ways of eating and types of food eaten. MGTMGT Religious beliefs and practices.MGTMGT Attitudes regarding protocol and etiquette. MGTMGT Sexual preferences. MGTMGT Expressions of emotion.

The above does not only apply to International tourists but also to the culturally diverse domestic

tourism in South Africa.


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Barriers to communication

Barriers Possible solutions

Physical time, environment, comfort, etc.

In a hurry; noisy, hot, cold, uncomfortable seating, standing too long – cannot concentrate.

Ensure that person is comfortable, has time or that you don’t take up too much time.

Perception viewing what is said from your own mindset

Pre-conceived ideas, negative self-talk, biased, subjective: Not open and receptive

Be open and objective to other people’s opinion and suggestions.

Emotional personal feelings at the moment

Upset, angry: Cannot concentrate or be objective

Calm person down Show empathy Remove yourself from your own

emotions

Cultural differences

Spatial awareness: The distance you can stand from someone without making, him / her feel uncomfortable.

Eye Contact: Be aware that in some African and Middle-Eastern, it is considered rude and impolite to look people straight in the eyes

Before doing a tour to go and study the different customs of a culture.

Show respect

Linguistic-different

languages or vocabulary

Talking too fast / using difficult words

Too difficult words or words not generally used.

Offensive

Talk slowly pronounce your words clearly and ask if they did understand what you.

Use signs and body language or write down times and dates.

Use uncomplicated words and sentences especially if the group’s first language is not English

Voice modulation /

tone

Speaking too loud, to high pitch or

on the same tone

Change your tone of voice

Poor listening skills

Not paying attention

Looking uninterested

Pay attention

Focus on the person

Disrespectful behaviour

Rude ; interrupting speaker; background talking

Respond in a polite, yet firm way

Insufficient information

Failure to provide sufficient logistics will result in misunderstandings and poor arrangements

Provide sufficient detail e.g. ‘where’ and ‘when’ in order to ensure that people know exactly where they need to go/meet and at what time / how long


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LEARNING UNIT 3: Etiquette when using technology to communicate

Telephone courtesies and first impressions

Telephone – the tour operator makes extensive use of telephones and cell phones to do business.

One of the major benefits of the telephone is that one can communicate over a wide geographical

area. Communication over the phone is more personal than other methods and one can

negotiate with the suppliers. If something happens to your vehicle while you are on tour (en

route) it is easy to us a cell phone and solve the problem. One of the disadvantages of the

telephone is that people do not always answer the phone and then they will phone another

service provider. Certain organisations do answer their phones but then you speak to a recorded

message or you can leave a message

It is important that you present a professional image on the telephone as well.

Taking care of your customers over the telephone and making them feel well informed and

appreciated is essential.MGTMGT Speak clearly. A picture paints a thousand words but the caller on the other end of the

phone can only hear you. They cannot see your face or body language. Therefore, taking

the time to speak clearly, slowly and in a cheerful, professional voice is very important. MGTMGT Use your normal tone of voice when answering a call. If you have a tendency to speak

loud or shout, avoid doing so on the telephone. MGTMGT Do not eat or drink while you are on telephone duty. Only eat or drink during your coffee

break or lunch break. MGTMGT Do not use slang words or Poor Language. Respond clearly with “yes” or “no” when

speaking. Never use swear words. MGTMGT Address the caller properly by his or her title. (i.e. Good morning Mr. Brown, Good

afternoon Ms. Sanders). Never address an unfamiliar caller by his or her first name.MGTMGT Listen to the caller and what they have to say. The ability to listen is a problem in general

but it is very important to listen to what the caller has to say. It is always a good habit to

repeat the information back to the client when you are taking a message. Verify that you

have heard and transcribed the message accurately.MGTMGT Be patient and helpful. If a caller is irate or upset, listen to what they have to say and then

refer them to the appropriate resource. Never snap back or act rude to the caller. MGTMGT Always ask if you can put the caller on hold. If you are responsible for answering multiple

calls at once, always ask the caller politely if you may put them on hold. Remember that © LIN SMITH 2016 Version 1.8:16

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the caller could have already waited several minutes before getting connected to you and

may not take lightly to being put on hold. Never leave the person on hold for more than a

few seconds or they may become upset and hang up. MGTMGT Always focus on the call. Try not to get distracted by people around you. If someone tries

to interrupt you while you are on a call, politely remind them that you are on a customer

call and that you will be with them as soon as you are finished.

Making Calls

MGTMGT Always identify yourself properly. When calling a client or customer, whether in person or

when leaving a message, always identify yourself properly by providing your name, company

name and contact telephone number. For example, "Good afternoon Mr. Brown, this is Ms.

Brown from Officeskills.org. My telephone number is 082 321 7569." Always be aware of

confidential information when leaving messages. Also, be aware of people around you while

talking on the phone. Be discreet! Someone next to you might overhear confidential

information that could negatively affect your business. MGTMGT Avoid leaving long winded messages. Remember, someone has to listen to your message,

write it down and then act upon it. Your message may be just one of many messages that

need to be handled. It is often a good habit to write down or type out your message in

advance. Keep it brief and to the point.

http://officeskills.org/telephone_etiquette.html


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Email

This has become a vital business tool – bookings, reports, budgets, publications, brochures are

daily created and distributed through e-mail. You need to know how to use e-mail as effectively

as possible for your business. If bookings were done through the e-mail it is important to print the

confirmation. If you are connected to the internet you will have your own e-mail address. This will

enable you easy access to potential tourists who can use e-mail to acquire information, confirm

bookings and any other requirements.

Uses of e-mail:

Correspond with clients to determine needs and to design options for the quotes

To make reservations

To confirm bookings

To acquire information

To do marketing

Guidelines for using e-mail:

You need to remember the following when using e-mail:

MGTMGT Be professional at all times as this is the only way to create an impression of your

organisation to the potential client. If your e-mail is sloppy and has errors, they will think

that your tour will also be sloppy and have errors.

MGTMGT Retain formality e.g. Dear Sir/Dear Mr. Jones

MGTMGT Accuracy is important and you have to ensure that the document has been spell checked.

MGTMGT To avoid any problems, make sure that you print copies of every important document and

file it in the relevant file. If you experience problems with your computer you still have

hard copies of the e-mails.

MGTMGT You can also attach all the necessary information by making use of the attach function on

your e-mail screen. This way you can send a pre-spell checked document to the customer.

MGTMGT ‘Kind regards’ is a polite closing.

Below is an example of an e-mail enquiry that was sent to a customer.

MGTMGT


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Potty PotgieterTo: Bo Jangles ([email protected])Subject: 3-day Tour Kruger National ParkDear Mr. JanglesHerewith the information concerning the itinerary. Hope you find it in order and hope to hear from you soon.Itinerary:Day 1:P/U at ORTIA and depart for Malelane, stopping at Halls for Lunch (own account) and proceed to Malelane Gate for entry into Kruger National Park.Overnight at SkukuzaDay 2:Early morning open vehicle game drive (pre-arranged), breakfast back at Skukuza. Siesta time during the heat of the day with an afternoon game drive in our vehicle.Dinner at Skukuza (Restaurant)Day 3: Early morning game drive in our vehicle with breakfast at Pretorius Kop. Exit Kruger National Park at Numbi Gate, making our way back to ORTIA.Included: Transport, dinner, bed & breakfast, tourist guide, entrance fees/levies,Excluded: DrinksKind regards,PottyPOTTY POTGIETERMANAGING DIRECTORPOTLUCK TOURSPO BOX 17Pot ‘O Gold1717Tel: +27 11 171 7171


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mailto:[email protected]

Fax machine

Although seldom used today fax machines are used to confirm reservations and bookings. It is

always important to have proof in writing of all arrangements and negotiations. If you send a fax,

make sure that it reaches the destination by ensuring you have a fax transmission report as this

verifies that the fax has gone through to the recipient.

MGTMGT The tour operator can use the fax machine in the following ways:

MGTMGT To confirm reservations

MGTMGT To send booking details to the suppliers

MGTMGT To receive deposit slips

MGTMGT To send and receive information

Below is an example of a fax page that you can use for your business:

POTLUCK TOURS

ATTENTION: FROM: Potty Potgieter

FAX NUMBER: FAX NO: 011 171 7172

TEL NUMBER: PG. INCL:

SUBJECT: DATE:

MESSAGE:


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Instant Messaging

Skype, WhatsApp, etc.

Online chat which offers real-time text transmission over the Internet.

Using instant messaging is like knocking on the door of client / business contact’s virtual office.

Start the conversation with a polite greeting ‘Hello John. Is now a good time to ask a question?

Tshepo (Potluck tours).” This give the person the opportunity to respond, or decline if not

convenient.

It is very important to indicate who the message is from by using your name and surname / name

and company.

Always start the conversation with the person’s name (if it is the first time you are contacting the

person) to ensure that you reach the right person, and write your name. Don’t assume that the

person knows who the message is from. Your name/company’s name should be stored on the

other phone

Advantage Disadvantage

Quick way to get attention Requires that the party is connected to internet

/ phone switch one.


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SKYPE to SKYPE and video calling

SKYPE is a free application and can be downloaded from the internet. It offers instant messaging

(similar to whatsapp), offers VoIP (Voice over Internet Protocol), and internet conferencing. There

are other similar programmes on the market now but SKYPE is still the most common and widely

used. For SKYPE to SKYPE the person you are contacting also needs to programme installed with a

user’s name. Internet connection, a microphone, and a webcam (only required for video-calling)

are also required.

In order to engage in this type of communication, one party must have sent an invitation, and the

other person must accept before a call can be made.

General considerations

Be prepared and mindful to be viewed (and seen) as professional.

Ensure that all your equipment is working beforehand by performing the test.

Be careful what you do as the camera might not be off.

Be careful what you say whilst you think the other person can’t hear you!

Skype profile This make the first impression.

User name should be appropriate

Profile

Profile picture

Location is accurate for the business

Background When using the video feature ensures that background is professional,

Avoid calling from distracting places that is noisy or with a lot of movement.

Depending the type and sensitivity of the microphone, tapping with a pen,

typing on keyboard, or even background conversations sometimes can be

heard.

This also applies for when you are multitasking. For instance, quickly

answering a whatsapp, or responding to an urgent email.

Dress the part Whatever the time or circumstances dress professionally.

Wear a contrasting shirt / dress

Time zones Be aware of time differences.

Send a courtesy

check before you

start.

Send a message to check if the person is free and that the appointment is

still good.

If there is no reply immediately, be patient since this may mean that they are

not ready for you.

Mind the volume After the initial greeting, ensure that the person can hear you loud and clear. © LIN SMITH 2016 Version 1.8:16

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When there is a bad connection, or any other disturbance, suggest to hang

up and try calling again to try and obtain a better connection.

When using the webcam remember the following

Eye contact This is a bit more complicated that face to face conversations.

Once the video started, maintain eye contact with the webcam not image on

the screen. If you don’t do this you won’t make ‘eye contact’.

Body language Sit up straight as if the other person is sitting across from you.

Don’t fiddle with a pen, or use any distracting movements.


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RESOURCES

Dempsey, L. (2011) Eight Simple Rules of Skype Etiquette Accessed on

http://liamdempsey.com/eight-simple-rules-of-skype-etiquette/ on 10 August 2016.

Eyring, P. (2013). Modern Etiquette: Doing business via Skype. Accessed on

http://www.reuters.com/article/us-etiquette-skype-idUSBRE9AA09920131111 on 10 August

2016.

Kruger, ML. (2011). Becoming a tourist guide of excellence. Culturalguiding.com.

Kruger, ML. (2010). Basics of guiding. Culturalguiding.com.

Macinini, M. Conducting Tours. Delmar – Thomson Learning.2001.

Pastorelli, John. Enriching the Experience. Hospitality Press (2003).

Smith, L. (2015). Tour Operator. SATSA

Smith, O. 1995a. Module 1. Pretoria: Drumbeat Academy.

Van Dyk, P. Prof. Introduction to Tourist Guiding. Impzimpilo C&S Publishers. 2003.


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http://www.reuters.com/article/us-etiquette-skype-idUSBRE9AA09920131111

http://liamdempsey.com/eight-simple-rules-of-skype-etiquette/

Documents

LEARNING UNIT 1: COMMUNICATION ... - touroperations.co.za€¦ · Web viewVerbal communication Good speech conveys exactly what the speaker intended to say to the listener – neither