Provide quality service to customers This unit describes the interpersonal, communication and customer service skills required to create a positive impression and to establish rapport with the customer. It involves the skills and knowledge of understanding, clarifying and meeting customer needs and expectations. These fundamental customer service skills are required by a wide variety of people working at all levels across a range of cultural industry workplaces.

Types of customers and colleagues including: Internal Customers: Colleagues

Types of customers and colleagues including: External customers and clients local residents Visitors Media theatre/cinema/event patrons outside contractors venue hirers event organisers.

Quick HSC question Which of the following is an example of an internal customer in the entertainment industry? (A) Venue hirer (B) Event patron (C) Venue manager (D) Media representative

Quick HSC question Which of the following is an example of an internal customer in the entertainment industry? (A) Venue hirer (B) Event patron (C) Venue manager (D) Media representative

Brief overview of the communication process/cycle. Sender Feedback Receiver Message

A longer HSC question A technical malfunction of the sound desk occurs ten minutes before the audience is due to enter the venue for a major concert. How would the front of house manager and stage manager effectively use the communication cycle to provide customer service to the waiting audience? • Outline the elements of the communication cycle – Sender – Receiver – Message – Feedback • Identifies the Role of the FOH and Stage Manager in this situation • Importance of – Active listening – Open/closed/reflective questioning – Courteous language – Friendly tone – Appropriate language – Clear voice – Audible volume Sample answer: The communication cycle of sender, message, receiver and feedback could be used to clearly and concisely relay the details of the unfolding incident. It is important to use courteous and appropriate language with a clear audible voice. The FOH manager would need to relay information in a timely manner to the audience to keep them updated on the progress. The FOH manager’s role is to communicate with the audience whilst the Stage Manager’s responsibility is solving the technical issues and updating the FOH manager when appropriate.

HSC Marking centre notes: In stronger responses, candidates specifically identified the steps in the communication cycle (sender, message, receiver, feedback). Candidates demonstrated an understanding of the flow of communication between the sound technician, stage manager, the front of house manager and then the audience. Characteristics of effective verbal communication were also discussed. 

In average responses, candidates defined the communication cycle in an example but missed the cyclic nature of the process. They often missed the feedback step. They also made limited reference to customer service and focused too much on verbal communication strategies.

In weaker responses, candidates confused the flow of communication. They often confused the roles of the stage manager and front of house manager.

Types of communication: verbal non-verbal written.

Barriers to effective communication: negative subtext cultural differences bias and stereotyping lack of empathy gender issues.

Another quick HSC question Which of the following presents a barrier to communication? Empathy Stereotyping Active listening Cultural sensitivity

Another quick HSC question Which of the following presents a barrier to communication? Empathy Stereotyping Active listening Cultural sensitivity

Interpersonal skills.

The importance of communicating in language that is: clear concise directive purposeful correct courteous culturally sensitive.

Media for communicating in writing: messages electronic mail internal memos facsimiles general correspondence handwritten and printed material.

Effective verbal communication: appropriate language clear voice audible volume courteous tone active listening asking questions or rephrasing/repeating to clarify or confirm understanding.

Effective non-verbal communication: understanding body language interpreting subtext gestures standards of dress accessories voice tone and volume use of space culturally specific communication customs and practices.

An appreciation of how cultural diversity contributes to differing social values, expectations and customs. The importance of respecting cultural differences and adopting a sensitive approach when dealing with communication issues in the workplace.

Recognising potential for conflict through: active listening observing body language reading subtext.

An understanding of how the following may contribute to potential conflict: poor customer service variation in colleagues’ work practices/methods cultural misunderstanding barriers to communication aggressive behaviour.

An understanding of conflict resolution techniques, specifically those that: minimise adversarial contests promote the concept of ‘win-win’ allow for solutions that meet all parties’ needs follow due process – listen, acknowledge, respond, report and follow-up. HSC word alert

L.A.R.R.F listen acknowledge respond report follow-up

Personal presentation, image and hygiene standards required in the workplace: clean hands and nails positive and friendly attitude clean and tidy hair clean uniform attention to grooming deportment pleasant body odour Etiquette good oral hygiene correct posture attention to personal hygiene

Dress standards, uniform care and maintenance.

The extent to which personal presentation standards are influenced by enterprise: work location job role OHS issues customer expectations in relation to personal presentation standards.

What is the difference between a need and an expectation? One minute discussion

Customer preferences, needs and expectations: friendliness courtesy value for money prompt service assistance empathy and support comfort new experiences basic needs for food, comfort, shelter or other services. - Primary Lights are Red, Green and Yellow Secondary lights are Purple (Magenta), Light Blue (Cyan) and Yellow (Amber)

Establishing customer preferences, needs and expectations through: active listening using open, closed and reflective questions observation and recognition of non-verbal signs.

Factors influencing needs and expectations: social cultural economic health age personality personal interests likes and dislikes available time perceptions.

Typical needs and expectations of customers in the entertainment industry, including those with special needs.

Customers with special needs Written Task: Create a list of customers you consider that would have special needs. first-time patrons VIPs pregnant women those with a disability – physical and sensory patrons with intellectual disabilities unaccompanied children those with special or cultural needs aged people infants parents with young children patrons with particular cultural or language needs school groups groups

Customers with special needs may require: wheelchair access hearing assistance translation assistance special seating

Industry standards for workplace interaction: courtesy discretion confidentiality structured follow-up procedures.

Matching preferences, needs and expectations with the most suitable product or service by knowing customer and product/services.

Quality Service definition of customer-focused service characteristics of quality service customer service skills including meeting customer requirements handling customer requests and complaints developing rapport promoting suitable products and services responsibilities of the enterprise/organisation and staff for service contribution of staff behaviour in delivering quality customer service ethics of professional service behaviour work ethic importance of quality customer service to the entertainment industry.

T Establishing good customer service practices: knowledge of enterprise products/services and policies language that is targeted to the specific customer friendly and courteous manner positive gestures and body language prompt response to resolve complaints solutions-oriented approach.

Opportunity to develop internal product and service knowledge: through the department throughout a variety of departments within the enterprise/organisation throughout the enterprise/organisation as an entity. prompt response to resolve complaints solutions-oriented approach.

Effective responses to a range of different customer service situations. Common causes of customer dissatisfaction and complaints.

Procedures for handling customer complaints: listen acknowledge identify nature of problem identify and agree on an acceptable solution action record follow-up to maximise customer satisfaction.

Handling complaints diplomatically so all parties recognise that: the issues have been raised with relevant authorities all points of view have been aired discretion will be applied in resolving the matter due process will be followed action will be taken to seek a remedy to the matter.

The importance of acting within level of authority in terms of: taking initiative problem-solving decision-making.

Understanding the lines of reporting and communication with supervisors and peers within the workplace.   How and when to seek assistance.   Awareness of the scope of responsibility of personnel to enable referral of complaints to the most appropriate person.

The value of amicably resolving customer complaints in terms of: promoting goodwill customer relations publicity promoting enterprise service ethic.

That’s it folks!