Transcript Chapter 11 - Goodfellow Publishers

Chapter 11
Promoting customer service
internally and externally
© Hudson & Hudson. Customer Service for Hospitality & Tourism
Topics Covered
o Communication strategies
o Approaches to service promises
o Managing service promises
o Ethical issues in communication
‘At Your Service’ Spotlight:
From Russia with love
Superior customer service and real people behind the website.
o Personalized service message and delivery
• Connects with website readers
• Creates ‘real-life stories’
o Develops personal relationships
• Initial phone contact
• Welcome gifts, at home dinner
• Post visit communication, photos, referrals
o Full service travel arrangements
• Guides, price matching
o Circumvents obstacles to independent travel
• Required registration
• Rudimentary transit system
• Language, general knowledge barriers
Integrated communication strategies
for customer service
The worst mistake a business can make is to over-promise and under-deliver.
o Managing communications and expectations
• Integrated marketing communications (IMC)
• Consistent, persuasive message
• Coordinated message and sources of communication
o Branding increasingly important
• Create unique identity
• Impart meaning beyond functional roles
o Steps for brand building:
• Analysis of market situation
• Development of brand identity
• Communication of brand vision
• Evaluation of brand’s performance
Approaches to service promises
Figure 11.1 (Source: Based on Zeithaml et al, 2007)
Managing service promises
o Create effective service advertising
o Coordinate external communication
• Unify communications tools, corporate and brand messages
• Consistent, persuasive message to target audiences
o Make realistic promises
• Accurately reflect what customers will receive
• Effective internal communication in an organization
o Communications tools may include:
• Interactive websites
• International conferences
• Awards and third-party endorsements
• Publicity stunts
• Short, online films
• Reality shows e.g. ‘Can You Serve?’
Managing service promises - continued
o Vivid language that evokes emotion
Managing service promises - continued
o Use of employees to establish reliability, perceptions of quality
Managing service promises - continued
o Employees portrayed as anticipating wants and needs
Managing service promises - continued
o Stunts can generate much-needed publicity
Managing service promises - continued
o Branded entertainment, short online films
Service Snapshot:
Behind the scenes at the Burj Al Arab
The World’s Most Luxurious Hotel.
o Discovery Channel documentary
o Featured architecture, technology
• Manmade island 280 meters offshore
• Rocco interior design
• World’s tallest atrium
o Service personnel
• Personal butlers
• Marine biologists
o Luxurious facilities
o Exclusivity, security and privacy
Ethical issues in communication
o Potential misuse of advertising
o Internet descriptions and photos
o Ethical behavior and service recoveries
• Higher satisfaction with ethical service recovery
o Product placements not labeled as advertisements
Case Study:
Promoting medical tourism
with a personal touch
Thailand is taking advantage of the new wave of medical tourism.
o Level of care and affordability
•
International accreditation, training
•
Nurses with advanced degrees
•
1:1 nurse to patient ratio
o Personalized medical tourism services
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Coordinate all aspects of diagnosis, treatment and convalescence
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Carefree experience including vacation packages
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Services extends to family and friends
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Post-procedure communication