Chapter 11 Promoting customer service internally and externally

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 • Coordinate all aspects of diagnosis, treatment and convalescence • Carefree experience including vacation packages • Services extends to family and friends • Post-procedure communication