The Business of Leisure Customer Service at Alton Towers Resort

The Business of LeisureCustomer Service at Alton Towers

Resort

Customer Service

• Customers are the most important factor of the leisure and tourism industry.

• It is vital to provide a high level of customer service at all times to ensure customers return and recommend us to their friends and family.

• It is easier for a business to retain its existing customers than it is to attract new ones.

Customer Service Good Customer Service involves putting the

customer first Customer

Satisfaction LoyalCustomersReturn to

park

IncreasedTicket sales

Increase in profits

Staff JobSatisfaction

SecureEnvironment

ForCustomers

& staff

SafeEnvironment

ForCustomers

& staff

Goodreputation

GoodCustomerService

Delivering Good Customer Service

• To help deliver good customer service, it is vital that we recruit the most suitable employees and train them as best as possible.

Human Resources are responsible for achieving this journey.

Transport&

Accommodation

Welfare

Employee Engagem

ent

Support &

Guidance

Learning &

Growth

Recruit

• Once staff are recruited, we need to ensure they have the knowledge to respond to any queries

• Training Courses- Welcome & Dazzle to introduce and live our company values-

– Forever Forward

– That’s Entertainment

– All for one

– Facing Reality

• A staff handbook is issued to all new members and contains specific information about the park and other useful information


• There are 10 magical rules that help create good customer service

1. Warm welcome2. First impressions3. Stars of show4. Appearances count5. Excuse me?6. Fun, Fun, Fun7. Be prepared8. Positive thinking9. Litter10. Winning team


• Alton Towers Resort customers are classed in two ways:– Internal customers– Those who work in another department within the same

organisation– 1600 Theme Park & 600 Hotel employees– Permanent & Fixed Term

– External customers – Those who visit an organisation to purchase or use

goods/services, but are not linked with the organisation in any way

External Customers may use or buy– Goods - tangible things you can touch

– Services- intangible and what people do for you


Alton Towers Resort Internal Customers

Conference & Events Customer

Services

Retail

Rides

Hotel

Finance

Health &Safety

Medical &Security

Guest Services

HR

Tech Services

Entertainments

Costume

Sales &Marketing

Central Administration

Alton Towers Resort

• With diverse customer base, not every guest has the same needs

• We must recognise different customer needs to ensure that all of our guests receive the best customer service

• Customer service does not only include face-to-face interaction on the park, but also any phone calls

• We receive approximately 15,000 calls a week to live operators; of which approximately 3,750 are related to Alton Towers Resort

• All of these calls must be handled quickly and efficiently to ensure that the customer can get the accurate response to their call

External Customers

• Every one of our employees is trained on how to deal with complaints

• We use the HEART acronymH Hello (Introduce yourself)E Empathise (I can understand…)A Apologise (I’m very sorry this has happened to you)R React (Do something to help)T Thank You (Thank them for their feedback)

• Complaint handling process:– Complete Form– Use satisfaction pad (where necessary) for complimentary

coffee/meal/retail item– Complaints entered into database and monitored monthly – Review complaints and take necessary action

Dealing with Customer Complaints

• Market research tells us what the customers think of their experience at the Alton Towers Resort

• Questionnaires cover all aspects of the Alton Towers Resort

Measuring Customer Service

2007 STATSoverall enjoyment of Resort experience -8.7 out of 10Customer Service- 8 out of 1013% of guests were visiting us for the first time and 28% of respondents visited us the previous yearQ Spoilt my day – 27%

2008 STATSoverall enjoyment of Resort experience -8.9 out of 10Customer Service- 8.3 out of 1013% of guests were visiting us for the first time and 29% of respondents visited us the previous yearQ Spoilt my day – 25%

• We have discussed how good customer service is essential as it leads to an increase in sales and intention to return.

• Good levels of customer service are important for both internal and external customers, we use various methods of market research to measure our effectiveness.

• By delivering the right training to internal employees, external customers will receive a better service.

• Positive complaint handling is a vital tool in delivering good customer service.

Conclusion

Any Questions?

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Documents

The Business of Leisure Customer Service at Alton Towers Resort