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Unit 4: Customer service and selling skills in travel and tourism (LEVEL 3)
Assessment objectives Knowledge, understanding and skills
1 Analyse the benefits of excellent customer service and the methods used to achieve them
Benefits:
• customer satisfaction
• repeat business
• recommendations to other customers
• increase in customers
• increased turnover
• improved efficiency
• improved internal relationships/teamwork
• competitive advantage
• company image
• improved morale of employees
• job satisfaction
• bonus or salary increase
Methods:
• establish recruitment criteria for customer facing staff
• induction programmes
• staff training and development
• incentives and rewards
• product training
• technology
• product database
• customer database
1 Cont.
Analyse the benefits of excellent customer service and the methods used to achieve them
• regular updating of customer records
• customer feedback systems (formal and informal)
• corporate image, eg use of templates and house style, standard
telephone answering techniques
• customer charters
2 Investigate one travel and tourism organisation and describe how it meets the needs of its different customers
Examples of customer types:
• individuals
• couples
• groups, eg special interest, ad-hoc, schools
• families, eg with toddlers, teenagers, older children and single
parent
• different age groups, eg babies, toddlers, children, teenagers,
adults, middle aged, senior citizens
• different cultures
• specific needs, eg disabled access, people travelling with babies,
religious requirements, dietary needs
• leisure, pleasure and business travellers
Examples of how different needs are met:
• tour operators, eg different products/brands for each age
group/customer type
• airlines, eg first, business and economy class
• hotels, eg business facilities
• tourist information centres (TICs), eg foreign language speakers
• visitor attractions, eg range of ticket types
3 Investigate one travel and tourism organisation and outline the information that employees need in order to provide excellent customer service
Organisational information may include:
• opening times
• organisation structure, eg roles and responsibilities
• correct use of telephone, eg what to say, how to transfer calls
• products available
• dress code, eg uniform, hair and jewellery
• health and safety
• legislation
Product information may include:
• range of products
• where to find information about products
• prices or where to find them
• geographical information, eg routes, travel times and where to
source information
• accommodation types, availability and where to find the details
• how to use timetables and schedules
4 Identify and demonstrate the skills and qualities required to provide excellent customer service in three situations, including one complaint
The three situations must be:
• one face to face communication
• one telephone communication
• one written communication
One of the above situations must be a complaint.
Examples of customer service situations:
• selling
