1. 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.

2. Types of customers and colleagues including:
Internal Customers:
Colleagues

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

4. 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

5. 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

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

7. 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.

8. 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.

9. Types of communication:
verbal
non-verbal
written.

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

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

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

13. Interpersonal skills.

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

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

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

17. 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.

18. 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.

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

20. 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.

21. 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

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

23. 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

24. Dress standards, uniform care and maintenance.

25. 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.

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

27. 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)

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

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

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

31. 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

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

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

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

35. 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.

36. 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.

37. 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.

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

39. 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.

40. 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.

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

42. 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.

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

44. That’s it folks!