Download External customers

Provide service to customers
SITXCCCS303
Element 1: Communicate with internal and external customers
Element 2: Deliver service according to defined standards
Element 3: Provide service to customers
Element 4: Respond to customer complaints
Element 5: Provide internal feedback on customer practices
1
Essential skills and knowledge:

Effective communication techniques in
relation to;




Listening
Questioning
Non-verbal communication
Basic written and literacy skills in
relation to; messages, notes, emails,
fax and telephone.
2
Essential skills and knowledge
continued…




Teamwork principles and the ability to work
in a team.
Identifying and dealing with conflict
situations, complaints and
misunderstandings.
Ability to respond effectively to a range of
customer service situations.
Meeting personal presentation standards
according to organisation requirements.
3
Essential skills and knowledge
continued…




Ethics and professional hospitality and
tourism behaviour.
Characteristics of different types of
communication medium.
Understanding of communication and
customer service and its importance in
tourism/hospitality context.
Ability to meet customer requirements and
requests, develop a rapport and promote
suitable products and services.
4
Workplace communication




Workplace communication occurs between
ourselves and our internal and external
customers.
Internal customers: co-workers, supervisors
and managers.
External customers: people outside the
organisation with whom you have contact, e.g.
customers, potential customers, suppliers, etc.
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5
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Effective communication


Exists when what one person
communicates is received by another as
intended.
Our ability to communicate is measured
by:
What we say
 How we say it
 Our accompanying behaviours/actions
【change your words,change your world】

6
Communication model
message
Listening
skills
environment
Language
message
Non-verbal skills

Listening
skills
Language
Non-verbal skills
The communication process is also affected by ‘internal distractions’ occupying their
minds. These include prejudice, perceptions, and distracting thoughts.
Image source http://www.enjayservices.ltd.uk/contacts.htm Retrieved 27 March 2008
Image source http://enhancedheatingandair.net/contact.nxgRetrieved 27 March 2008
7
What is the ‘channel’?

The channel is the means by which we
choose to communicate

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Oral
Non-verbal; body language and other nonverbal cues.
Vocal – voice tone
Written; fax, email, letters
Other technologies, e.g. telephone, mobile
phone.
8
Choosing the right channel

The effectiveness of our communication can
be influenced by the channel we use.
Therefore it is important to select the right
channel. We need to consider:



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

The intended audience
The purpose of the communication
The situation
The degree of formality required
Urgency
Access of the sender and receiver to the
necessary equipment
9
Oral communication



Oral communication is communication using
the spoken word.
Every time we speak, three elements of
communication are involved which must be
synchronised to convey the same meaning:
These 3 elements are



Verbal - words
Vocal - tone
Visual – body language
10
Total Impact of a Message
using oral communication

55% Non-verbal cues;


38% Vocal;


body language and other
non-verbal cues such as
personal space.
Non-verbal
cues
38%
55%
Voice, tone, pitch,
volume, articulation.
7% Words;

Vocal
The words used,
language level.
7%
11
The verbal element


The verbal element refers to the words we
use.
We need to think about the situation we are
in and use language appropriate to the
situation.
Image source http://www.gotaxnow.com/ Retrieved 27 March 2008

12
The verbal element continued
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Each profession has words or
terminology（术语） particular to that
profession.
This is known as jargon. People outside
of, or new to that profession, might not
understand these words.
Student Activity: List 10 jargon
words specific to the hospitality
industry.
13
Verbal element continued

We need to:

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Speak clearly
Avoid slang（俚语） and
jargon
Develop our vocabulary
Put words in the correct
context
Make content appropriate
and relevant

Image source http://orphan.org/blog/ Retrieved 27 March 2008
14
The vocal element


The vocal element is
the how component of
speech.
It refers to our voice
projection, tone, pitch,
speed, articulation (发
音清晰）.


It is important to have
an effective voice.
Image source http://www.thehindubusinessline.com/2008/03/04/stories/2008030452360200.htm Retrieved 27 March 2008
15
What is a good voice?

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Factors such as parents, environment and
conditioning shape the sound of your voice.
Infants and young children breathe naturally
and produce free, musical, well projected voices.
As we grow and develop we fall into a pattern
and stay with it, believing it is our only option.
A poor voice is reflective of ingrained（根深蒂固的）
bad habits. Often the person with a poor self
image speaks with a dead, lifeless tone.
16
A vibrant, energetic voice is
based upon the combination of…

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Good breath support
Correct pitch
A focused, balanced tone
Speaking well means discovering the
vitality of your own speech and having
confidence in it. It means making your
speech more positive and alive.
17
Voice Health


Looking after your voice is essential for
those people who use their voice a lot at
work.
Misuse can lead to sore, tender throats,
hoarseness, frequent laryngitis or a voice
that tires easily. Long term it can lead to
irritation of the vocal cords, nodules and
even cancer.
18
Warm up your voice before
starting work by…

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Singing a few tunes
Having a warm drink
Avoid yelling – project your voice to be heard
over crowds
Drink water regularly
Rest your voice – never try to talk when you
have laryngitis [‘lærɪn’dʒaɪtɪs]咽炎
19
The visual element



The visual element refers to what the
receiver sees when they are receiving
our message.
The receiver interprets the visual
element in conjunction with what they
are hearing.
The visual element includes body
language and non-verbal cues, such
as personal presentation, hygiene and
personal space.
Images source http://inexorablyloved.wordpress.com/2007/03/19/green-eyes/ Retrieved 31 March 2008
20
Written Communication


Written
communication is any
communication in the
written form such as
letters, telephone
messages, emails and
memos.
Image source http://www.thewritersworkshop.net/classes_fiction.htm retrieved 28 March 2008
21
Elements of good written
communication
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Clarity
Conciseness
Tone
Presentation
Correct Language
Ability of the
receiver
Image source http://pro.corbis.com/search/Enlargement.aspx?CID=isg&mediauid=30946381-8730-4108-8027-EB8140DC48BE Retrieved 28 March 2008
22
Student Activity – basic
written messages

Constructing and sending
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Emails
Faxes
Memos
Messages
Image source http://www.spalding.edu/content.aspx?id=1882&cid=962 Retrieved 31 March 2008
23
Electronic communication

Electronic communication is
written communication
conveyed using:

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Image source https://secure.lmntree.com/services.html Retrieved 28 March 2008

Internet
Intranet
E-commerce
24
Non-verbal communication

Non-verbal communication is more than
body language. It is other non-verbal
cues such as:

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Personal space
Physical characteristics and appearance
Environment
Silence
Signs, signals and symbols
25
Non-verbal cues:
Personal Space

The term people use to describe the
distance required between two people
when interacting.
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The relationship between people
determines how much personal space is
required.
In general terms, the closer the
relationship, the closer the personal space.
Personal space varies between cultures.
26
Personal space

Personal space can be broken down to:
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Intimate space
Personal space
Social space
Public space
Image source http://www.daleyblog.com/weblog/2006/06/ Retrieved 31 March 2008
27
Personal space continued

Intimate space

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This is our most private area. It lies within
centimetres of our body.
Personal space

This is usually within 1.5 metres. It is
space into which we allow close friends
and those we are intimate with.
28
Personal space continued

Social space

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This is the distance in which we are usually
comfortable conversing with acquaintances or
colleagues while transacting impersonal business.
It is roughly 1 – 3 metres.
Pubic space

This is the range beyond social space. It extends
out as far as might be possible for us to recognise
and interact with others in some way.
29
Non-verbal cues: Physical
characteristics and appearance

This includes how people look, how they
dress and their hygiene standards.

People judge others based on these physical
characteristics – they form an opinion (right or
wrong) about a person’s standards, integrity,
intelligence and personality based on physical
appearance.
30
Physical characteristics and
appearance continued

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First impressions are important in the
hospitality industry.
A business will have a uniform, dress
code and hygiene standards to create
the image they want.

Activity: think of 3 different
hospitality businesses. What sort of
image does its staff convey?
31
Non-verbal cues:
Environment

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This refers to the physical environment
we create around us, e.g. our home,
office, workplace, etc.
People gather information about us and
the organisation by how it looks.
The physical environment can reflect
personality, organisational culture and
standards.
32
Non-verbal cues: silence

Silence can be used to convey a message.
For example:

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Silence can be used for dramatic affect
To emphasise a point
To convey to others you are in a bad mood.
To ‘punish’ someone by not talking to them.
To show respect in certain situations, e.g. religious
ceremonies, funerals, etc.
33
Non-verbal cues:
Signs, signals and symbols.


Image source http://bioethicsdiscussion.blogspot.com/2007/10/disability-rights-groups-sacrificing.html
Retrieved 27 March 2008

Signs and signals can be used
effectively to convey a message.
Examples Sign language for deaf
people

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Hand gestures used in sports
Road signs, flags, religious symbols.
General signage in organisations, eg. exits,
toilets, emergency information.
Signs can often be understood across
language and cultural barriers
Image source http://www.stephanie-design.de/index_en.html Retrieved 27 March 2008

34
Types of body language

Open – receptive to the message,
interested in the other person.
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Smiling
Good eye contact
Palms open and upwards
Nodding
Body facing the sender/receiver
Good poise and posture
35
Types of body language

Closed – not receptive or interested in
the message
Poor eye contact
Shaking head
Shrugging shoulders
Arms crossed
Legs crossed
Frowning
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Image source http://www.dkimages.com/discover/Home/Business/Managing-Meetings/Managing-Meetings-12.html Retrieved 2 April, 2008
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36
Physical Contact
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Greetings involving touching, such as shaking
hands or kissing cheeks, varies from culture to
culture.
If in doubt – don’t! A verbal greeting is enough.
In Western culture it is polite to shake hands in
a business environment.
Men – it is polite and acceptable to shake hands
with a woman.
Keep the handshake firm, but not vice （老虎钳）
like and never limp. 2 – 3 shakes is enough.
37
Styles of communication in the
workplace
Formal
 Informal
 The ‘grapevine’
（葡萄藤，小道消息）


Image source http://www.bridgesconsultinggroup.net/communication.htm Retrieved 27 March 2008
38
Effective listening

Listening is a learned behaviour. Not
only is it polite to listen, but it:

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Helps us understand the message
Helps us make intelligent decisions
Improves our vocabulary
Makes us better communicators
Helps us maintain an open mind.
39
Effective listening involves:

Paying close attention to the other
person

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Eye contact, open body language, appropriate
voice tone.
Encourage the other person by:

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Show positive and interested body language
Brief responses and asking questions when
necessary – avoid interrupting.
40
Effective listening continued

Reflect or mirror the message
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Paraphrase - repeat back the message in your
own words.
Seek to clarify your understanding of the message
Listen to the whole message

Both content and feeling

How is the message conveyed? Remember those nonverbal cues.
41
Listening Quiz – answer ‘yes’
or ‘no’ to the following:1.
2.
3.
4.
5.
6.
Can you tell whether someone is worth listening to
just be looking at them?
Do you make a habit of writing down messages?
Do you ask questions when you don’t understand
someone?
Do you pretend to pay attention when you are not?
Are you usually more concerned to express your
own view than listening to others?
If you disagree with people, are you prepared to
hear them out?
42
Barriers to effective
communication

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A barrier to effective communication is
anything that gets in the way of, or inhibits the
communication process.
Barriers can be within our environment, caused
by the type of communication channel we use,
our ability to communicate and our internal
distractions.
List examples of barriers to communication
that you can think of.
43
Barriers to effective
communication
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Selective listening
Cultural differences
Lack of confidence
Environmental barriers
Problems with the
communication channel
used
Lack of time
Thought speed
Impatience
Image source http://www.buzzle.com/editorials/2-15-2006-89030.asp Retrieved 28 March 2008

44
Barriers to effective
communication continued…
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Emotions
Language barriers
Jumping to conclusions
Inconsistency in the
delivery of the message
Internal distractions
Prejudice, perceptions
Bad habits
Noise
Image source: http://www.businessownerscoachingclub.com/businessownersblog/category/communication-and-influence-tips/ Retrieved 3 April, 2008
45
Effective questioning
techniques
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Open questions: Are those that begin with
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Why?
What?
How?
When?
Explain, etc
They are questions that cannot be answered
with a yes/no response.
They are used to encourage discussion.
46
Effective questioning
techniques continued…


Closed questions: are those that
direct a the response to a specific short
answer, usually yes/no/maybe. E.g.
“Did you post the roster information on
the intranet?”
They are usually used to obtain quick,
specific responses and clarify
information.
47
What are ‘Interpersonal
Skills’?


Those skills that enable us to
communicate and interrelate effectively
with others.
Interpersonal skills are defined by our:

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Actions
Words
Personal presentation
Behaviour
Ability to communicate in the workplace
48
Choose to have effective
interpersonal skills

Some people seem to be good
communicators with little effort. Some
of us need to learn to be effective
communicators by:
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Listening to understand
Learning how to work in a team
Improving our personal presentation
Being polite and courteous – using your manners
Using open body language
Maintaining a friendly and positive attitude
49
Choose to have effective
interpersonal skills continued…
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Try to remember and use
people’s names
Think about what you say and
how you say it, before you say it
Respect cultural differences
Use inclusive language – avoid
jargon
Don’t make people feel excluded
through personal conversation
50
Image source http://interviewthis.blogspot.com/2007/06/attitude.html Retrieved 3 April, 2008
Personal presentation and
communication


Personal presentation is an important aspect of
communication because the way we look and
present ourselves influences how we are
perceived by others
It communicates to the other person our level
of self respect, self confidence, respect for
them and our professionalism.

We never get a second chance to make a
positive first impression.
51
Personal presentation
standards

Industry standards


The hospitality industry demands we meet a
minimum standard in personal presentation and
hygiene, irrespective of the sector.
Enterprise standards

The organisations we work for determine their
own personal presentation standards to which we
must adhere.
52
Personal hygiene


A high standard of personal hygiene in
hospitality is essential.
Our hygiene standards can have a direct
impact on our guests. For example:


Body odour and bad breath is offensive to people
The appearance of being dirty, e.g. dirty nails or
hair can repel customers.
Too much perfume or aftershave can give people
headaches and interfere with food and wine
appreciation.
53
Grooming

Grooming is the attention to detail that we
give to how we look. This includes:

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Being clean and smelling good
Wearing your uniform/work clothes with pride.
Having clean, neat hair
Washing hands regularly
Maintaining good oral hygiene
Look good, feel good!
54
Oral hygiene:
Causes of Bad Breath
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Going long periods of time without eating
or drinking
Foods such as garlic, onion, spicy food
and mature cheeses
Smoking
Dieting
Not brushing and flossing regularly
Medical problems: a tooth infection,
throat infections, stomach problems.

Suffers of chronic bad breath should seek
medical advice.
55
Image source http://www.straightfromthedoc.com/50226711/prevent_bad_breath_lose_weight.php Retrieved 2 April, 2008
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Oral hygiene
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Brush teeth at least twice a day, after
meals.
Use a fluoride toothpaste to help prevent
decay and toughen tooth enamel.
Floss regularly.
Mouth washes are optional.

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Avoid alcohol-based ones
Change your toothbrush every 2 – 3
months.
Visit your dentist every 6 months.
Eat healthy foods.

Avoid sugary snacks. Image source http://www.smilebuilderz.com/oral-hygiene.php Retrieved 2 April, 2008
56
Preventing body odour

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Bathe or shower daily.
Use an antiperspirant deodorant, low scent.

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Deodorant provides the pleasant smell
Antiperspirant reduces sweating
Use a small amount of aftershave or perfume.
Use a body scrub weekly to remove dead skin
and unclog pores.
Use a moisturiser
Have a healthy diet
Drink plenty of water
57
Foot care:
Preventing foot odour

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Dry feet thoroughly after bathing, especially
between the toes.
Air shoes after wearing them.
Use odour-absorbing inner soles.
Wipe the inside of shoes with disinfectant after
wearing them.
Avoid plastic or rubber show, leather is best.
Regularly remove dead skin from your feet
with a pumice stone.
Image source http://www.abc.net.au/spark/smelly/whats/f.htm Retrieved 2 April, 2008
58
Personal presentation in the
workplace – general standards
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Hair shoulder length or longer must be tied
back. No extreme colours or styles.
Shoes must be closed in at the front and back
Nails to be neatly manicured – no polish
Jewellery; wedding & engagement rings, plus
small earrings (one per ear) may be worn.
Wear your name tag at all times
No visible tattoos
Men: no beards. Moustaches must be carefully
trimmed.
59
Chefs – personal presentation
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Hats must be worn
Hair not to be exposed to food
Neck tie
Double breasted chefs jacket
Check patterned trousers
Apron – length to just below
knee
Safety shoes
Image source http://www.theage.com.au/news/tv--radio/cooking-up-a-second-chance/2006/09/13/1157826947624.html Retrieved 2 April, 2008
60
Tips for maintaining a
healthy lifestyle

Hospitality is a physically demanding industry
involving; stress, long hours, irregular days off,
disrupted sleeping patterns and perhaps irregular
meal times. It is important to pay attention to: Sleep
 Nutrition
 Exercise
 Social time
 Stress
61
Image source http://www.chisel-fitness.com.au/news/month/12_2007 Retrieved 2 April, 2008

Who is your customer?

External Customers


These are the people/organisations who purchase our
products and services – those we traditionally think of
when talking about customers.
Other names for external customers include:

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

Guest
Client
Patron
Consumer
62
Who is your customer?
continued

Internal Customers



These are the people who work together to
provide the products and services to the
customer.
They are employees, contractors and
suppliers.
They are critical to successful customer
service and should be seen as equally
important as the external customer.
63
Providing service to customers


Within the industry, there are a wide range of
customers each with their own particular
needs and expectations.
These needs and expectations are often
determined by:





Cultural factors
Socio-economic factors
Health factors
Available time
Age
Personality/mood
64
Satisfying Customer Needs



Before we can satisfy our customers,
we first need to know what they
expect!
It is important for each business to
segment their market and identify their
customer needs and wants.
However, there are general
expectations that all customers have.
65
Possible customer expectations of
the organisation


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

Being professional.
Creating a pleasant
atmosphere.
Maintaining cleanliness of the
establishment.
Providing a safe environment.
Providing value for money.
Providing entertainment.
Meeting the individuals needs.
66
Image source: http://offthebroiler.wordpress.com/2005/05/31/new-orleans-dining-hansens-sno-bliz/ Retriev
Meeting customer
expectations
We can also meet customer needs through:
 Developing excellent interpersonal skills.
 Possessing the right level of technical skills.
 Maintaining a high level of personal
presentation.
 Developing our product knowledge.
 Providing quality service consistently.
 Reading customer signals.
 Listening.
67
Guests with special needs

While all of our
customers are special
and important, some
need particular
attention:
 Wheelchair and
walking aid users
 Hearing impaired
and/or mute
 Visually impaired
people

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





Children/families
Customers with special
dietary requirements
Women
Single people
People from other
cultures
The elderly
Smokers
Pregnant women
68
Student Activity

In pairs or smalls groups, for each of
the customer types listed on the
previous slide;


List the possible requirements these
customer groups might have
Strategies to meet these requirements.
69
Building a rapport with
customers and colleagues


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
Friendly greetings
Use and remember names
Pay genuine interest in others
Listen without interrupting
Make eye contact
Be respectful
Smile
70
Taking responsibility for
service



We are in a unique position to
influence a guest’s perception of
our establishment, therefore we
have a responsibility to ensure
guest satisfaction.
Our success will depend on our
skills, the issues at hand and what
we are allowed to do
If in doubt, seek help from a
supervisor

Image source: http://www.astorhotel.com.au/Metropole/Room_Types_Rates.html retrieved 2 April, 2008
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Customer dissatisfaction


Customer dissatisfaction can occur even
when we have tried our best.
Customers who are dissatisfied with our
services, their experiences or our
products, may not only complain, but
may also tell others if we can’t fix the
problem.
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Customer complaints


Customer complaints help the organisation
improve the way things are done.
When a customer complains they expect:





To
To
To
To
be taken seriously
get an immediate response
have the problem resolved
have someone listen to them
Most customers just want their problem fixed!
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Resolving customer complaints
Complaint Handling Strategy
6 step method

Most complaints are satisfactorily resolved
when an appropriate complaint handling
strategy is used. Most strategies include:






Listen
Apologise
Thank the customer for their feedback
Agree on a course of action
Implement the resolution
Follow up
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74
Working in a team


Successful organisations have effective
teams.
A team is a small number of people
with complementary skills who are
committed to a common purpose, a
set of performance goals and
approach for which they hold
themselves mutually accountable.
(Katzenbach & Smith)
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What is a ‘group’?




A group is a collection of people in the
workplace who are brought together because
of a common link, for example similar skills.
Any gathering of people can be called a
group.
A group can develop into a team.
Team spirit is demonstrated when team
members display commitment to each other,
the job and themselves
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Types of groups

Formal groups


Are made up of people who work in the
same department and have the same
supervisor and perform similar duties.
Formal groups are not necessarily formed
by choice
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Types of groups continued

Informal groups


Are composed of people who have similar
tastes, ideals, personalities and are usually
sub-groups of formal groups.
Members of informal groups usually
choose, or are chosen, to belong to the
group
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Team development - stages





Forming
Storming
Norming
Performing
Adjourning
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Image source http://fasttrackcoaching.co.uk/page4.htm Retrieved 2 April, 2008
Cultural differences in teams

The nature of the hospitality industry almost
guarantees that every workplace will be
comprised of a variety of cultures. The
cultural differences can influence the
dynamics of the team in areas such as:




The value of teamwork
Work ethics
Religious and political beliefs
Interpersonal and communication skills
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Feedback in Teams


Giving and receiving
feedback is essential to
improve relationships,
work processes and goal
achievement.
When giving feedback, it
should be:


Specific
Immediate
Constructive
Image source: http://www.mormonsinbusiness.org/mormon_businessmen.html Retrieved 2 April, 2008

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