Promoting customer service internally and externally Chapter 11 © 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 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 The worst mistake a business can make is to over-promise and under-deliver.

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 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 Thailand is taking advantage of the new wave of medical tourism.