The characteristics or dimensions of service excellence can be developed based on stated and implied needs (and any extra to delight the customers). Customers look for these dimensions of service excellence:
- Time – How much time must the customer wait?
- Timeliness – Will the service be provided as promised? Is it relevant or suitable to the need?
- Completeness – Is the service complete?
- Courtesy – Do front-line staff greet each customer cheerfully, politely and with respect?
- Consistency – Are services delivered in the same fashion for every customer, and every time for the same customer?
- Accessibility and convenience – Are the services easy to obtain?
- Accuracy – Are the services performed right the first time?
- Responsiveness – Can the service personnel react quickly and resolve unexpected problems?
This is not an inexhaustible list and you can add extras to this list! We can also look at customer service excellence differently from four different perspectives.
Further key points that you need to remember from this unit are:
- The working definition for “conversation”
- The do’s and don’ts when having a conversation, and the types of conversations you would have with different groups.
- The difference between hearing and listening and the steps to active listening.
- The importance of good presentation skills of the content and of the tour guide.
- The use of the telephone as a communication tool and the techniques for using it properly so that the tour guide can maximize the job was also discussed.
Tips for using equipments, microphone
It is recommended that the microphone (“mic”or mike) should be one foot away from the face as holding the PA system too close to the mouth is definitely not feasible
- Keep the “mic” close to the mouth but do not speak loudly
- Be sensitive to your voice level and adjust the volume control accordingly
- Beware of feedback, that irritating whine when the microphone is directly over the loudspeaker. Some tour guides may therefore choose to purchase their own quality “mic” but should ensure it is compatible with the motor coach or tour bus PA outlet.
Most organizations have a greeting to be used by anyone answering a call on the phone. These greetings usually consist of:
- Passing the time of day – good morning/afternoon/evening or hello;
- the name of the business/department;
- the name of the person taking the call;
- extending an offer of help.
Example: “Good afternoon, Happy Tours, Customer Service Desk, Philip speaking, how can I help you? “
Procedures for dealing with enquiries
When you receive enquiries from your customers, it is important that you handle them in a professional manner and that you reply in the way that your organization requires. By doing this you will give a good impression to the enquirer, who may be a potential customer and you will only provide authorized information.
For these reasons, organizations develop procedures to be followed when enquiries are received. These typically explain
- the information you are authorized to provide;
- the way in which you should reply;
- who to refer enquiries to, when you are not able to deal with them yourself.
Procedures for handling financial transactions
If your job includes handling customers’ financial transactions, your organization will have procedures that you have to follow. Whether you take payments for services from customers or send invoices to customers, these procedures will be designed to ensure that:
- the organization’s systems are followed;
- financial transactions are accurate and confidential, and
- the security of the organization’s money is maintained.
Refund policy and procedures
If your organization charges its customers for services there may be occasions when customers are entitled to receive their money back. The circumstances in which customers are offered a refund and the methods used to administer the repayment should be included in the organization’s refund policy. A clear and fair refund policy can be a good customer service tool which gives customers confidence in their dealings with the organization. They would know that if things go wrong they would be able to get their money back. For example, when a trip is cancelled, your customers are entitled to a refund of payments made because of this many organizations display their refund policy where their customers can examine it. It is important that you are fully familiar with your organization’s policy for refunds and that you adhere to it in your dealings with your customers.
- Procedures for medical urgencies
Sometimes it may happen that one of your customers suddenly falls sick and needs urgent medical care. To respond to any such emergencies, you should already know:
- What to do if a medical emergency occurs (involving a customer or colleague)?
- Where first aid materials are kept?
- Who are the certified first aiders?
- How to contact the emergency services if required?
- Who authorizes calls to external medical services?
Procedures for complaint handling
It is important for organizations to have set procedures to be followed when customers complain. In this way all complaints will be handled in the same way and the interests of the customers and the organization can be protected.
What are the effects of these procedures and legal requirements on customer service excellence?
You will realize that the organization policies, internal procedures and legal obligations impact on the quality of services provided. These include the following:
- Consistent and reliable service
Consistent and reliable service is achieved by maintaining the same high standards of customer service with every customer on every occasion
- Compliance with legal obligations and conventions
By meeting your legal obligations you will not only be doing what the law requires but you will treat your customers in the most appropriate way.
- Enhanced reputation
Your consistent and reliable customer service will soon be noticed by your customers who will be delighted. They will tell other people about the professional way that you take care of their needs. This will enhance your reputation and that of your organization.
- Customer satisfaction
Satisfied customers will enjoy the experience of dealing with your organization and will be unlikely to have cause to complain but engage in repeat business so increasing the company’s bottom line.
- Knowledge of services
Personal preparation also includes being properly trained about the tour guiding services provided. A thorough knowledge of the services provided is vital.
- Providing Information and Advice
There are a myriad of ways customers are provided with information, advice, assistance and help. However on some occasions the customers’ needs will be for services rather than information.