Travel Reference
In-Depth Information
professional customer service staff - who must try to
exceed customers' expectations at all times. By the
same token, if service standards are poor, it is the
customers who suffer fi rst.
Weblink
Check out this website for more details
about Virgin Atlantic's frequent fl yer
programme.
www.virgin-atlantic.com
Any customer service operation should be built around
giving the customer complete satisfaction at all times
and meeting their individual needs. Failure to offer a
consistent and reliable standard of customer service
can result in a less than enjoyable experience for the
customer and could lose the company business in
the long run, as this research from the US Offi ce of
Consumer Affairs demonstrates:
Importance of excellent customer
service to employees
Staff working in organisations that place a high value
on delivering excellent customer service can reap a
variety of rewards and benefi ts. To begin with, they
are likely to enjoy a happier working environment
with good job satisfaction - working with like-minded,
professional and committed colleagues. They are also
likely to benefi t from increased job security by knowing
that their employer is among the best in the sector for
customer service. Through planned and co-ordinated
training programmes, staff will also advance their
personal and professional development while at the
same time boosting their chances of promotion. Finally,
staff will enjoy higher self-esteem and are likely to
receive bonuses and other non-cash incentives. There
are, of course, costs associated with training staff in
customer service, but in the long run this is often a very
good investment for both employer and employee.
•
96 per cent of dissatisfi ed customers never
complain;
•
But 90 per cent of them will not return in the
future;
•
One unhappy customer will tell at least nine
others.
One way that travel and tourism companies try to
maximise their customers' experience is by offering
a customer satisfaction guarantee. For example,
train companies often agree to pay compensation to
travellers if their train is delayed by a certain amount
of time.
Travel and tourism companies also try hard to keep
the customers they already have by building customer
loyalty. This could be via regular mailings about
special offers, discounted deals or customer loyalty
programmes, as the next example demonstrates.
Activity 4.5
Produce a poster for travel and tourism customer
service staff that explains the importance of excellent
customer service to organisations, customers and
employees.
FOCUS ON INDUSTRY
This activity is designed to provide evidence for P1.
IMPROVING CUSTOMER LOYALTY AT VIRGIN
ATLANTIC AIRWAYS
Flying Club is Virgin Atlantic's frequent fl yer
programme. Travellers taking a qualifying fl ight with
the company or one of its partner airlines earn one
Flying Club mile for every mile travelled in the air.
The miles earned can be exchanged for fl ights, hotel
stays, car rental and other Virgin Group products
and services.
