1. The Business of Leisure Customer Service at Alton Towers Resort

2. Customer Service
Customers are the most important factor of the leisure and tourism industry.
It is vital to provide a high level of customer service at all times to ensure customers return and recommend us to their friends and family.
It is easier for a business to retain its existing customers than it is to attract new ones.

3. Customer Service Good Customer Service involves putting the customer first

4. Delivering Good Customer Service
To help deliver good customer service, it is vital that we recruit the most suitable employees and train them as best as possible.
Human Resources are responsible for achieving this journey.

5. Delivering Good Customer Service
Once staff are recruited, we need to ensure they have the knowledge to respond to any queries
Training Courses- Welcome & Dazzle to introduce and live our company values-
Forever Forward
That’s Entertainment
All for one
Facing Reality
A staff handbook is issued to all new members and contains specific information about the park and other useful information

6. Delivering Good Customer Service
There are 10 magical rules that help create good customer service
Warm welcome
First impressions
Stars of show
Appearances count
Excuse me?
Fun, Fun, Fun
Be prepared
Positive thinking
Litter
Winning team

7. Delivering Good Customer Service
Alton Towers Resort customers are classed in two ways:
Internal customers
Those who work in another department within the same organisation
1600 Theme Park & 600 Hotel employees
Permanent & Fixed Term
External customers
Those who visit an organisation to purchase or use goods/services, but are not linked with the organisation in any way
External Customers may use or buy
Goods - tangible things you can touch
Services- intangible and what people do for you

8. Alton Towers Resort Internal Customers

9. External Customers
With diverse customer base, not every guest has the same needs
We must recognise different customer needs to ensure that all of our guests receive the best customer service
Customer service does not only include face-to-face interaction on the park, but also any phone calls
We receive approximately 15,000 calls a week to live operators; of which approximately 3,750 are related to Alton Towers Resort
All of these calls must be handled quickly and efficiently to ensure that the customer can get the accurate response to their call

10. Dealing with Customer Complaints
Every one of our employees is trained on how to deal with complaints
We use the HEART acronym
H Hello (Introduce yourself)
E Empathise (I can understand…)
A Apologise (I’m very sorry this has happened to you)
R React (Do something to help)
T Thank You (Thank them for their feedback)
Complaint handling process:
Complete Form
Use satisfaction pad (where necessary) for complimentary coffee/meal/retail item
Complaints entered into database and monitored monthly
Review complaints and take necessary action

11. Measuring Customer Service
Market research tells us what the customers think of their experience at the Alton Towers Resort
Questionnaires cover all aspects of the Alton Towers Resort
2007 STATS
overall enjoyment of Resort experience -8.7 out of 10
Customer Service- 8 out of 10
13% of guests were visiting us for the first time and 28% of respondents visited us the previous year
Q Spoilt my day – 27%
2008 STATS
overall enjoyment of Resort experience -8.9 out of 10
Customer Service- 8.3 out of 10
13% of guests were visiting us for the first time and 29% of respondents visited us the previous year
Q Spoilt my day – 25%

12. Conclusion
We have discussed how good customer service is essential as it leads to an increase in sales and intention to return.
Good levels of customer service are important for both internal and external customers, we use various methods of market research to measure our effectiveness.
By delivering the right training to internal employees, external customers will receive a better service.
Positive complaint handling is a vital tool in delivering good customer service.

13. Any Questions?
Thank You