Travel Reference
In-Depth Information
complaint, or informal, such as a hand-written telephone
message from one member of staff to another.
Remember too that written communication may be
targeted at external customers, for example a poster
or advertisement, or circulated to internal customers in
an organisation, for example a staff newsletter.
FOCUS ON INDUSTRY
CUSTOMER COMMUNICATIONS AT
THOMAS COOK
Like many UK-based tour operators, Thomas Cook
now offers its customers a number of ways of making
a booking or getting advice on holiday choices. They
can choose any of the following:
Whatever type of written communication is used, there
are certain important rules that should be followed,
including:
•
Make sure that there are no mistakes in spelling,
•
Call in to any of the company's 800 travel shops
grammar and punctuation;
throughout the UK and talk face-to-face with a
trained consultant. This is particularly useful for
customers who need extra advice on holiday or
destination choices.
•
The intended message should be conveyed
effectively and accurately;
•
In the case of messages, it should be made clear
who it is to, who it is from, when it was received and
if any action has been taken or needs to be taken;
•
Call Thomas Cook Direct, the company's call
centre operation, with telephone lines open
later than the holiday shops. This method offers
convenience and fl exibility, allowing customers
to book a holiday at a time and in a place that
suits them. Using the call centre is particularly
suited to customers who have a good idea of
where they want to go and when they want to
travel.
•
The written communication should be clearly legible
and pleasing to the eye, whether it is a professional
business letter, a company report or a memo;
•
The language used should be appropriate for the
intended audience.
Electronic communication
•
Log on to the Thomas Cook website at
www.
thomascook.co.uk
, the company's online travel
shop containing details of all holidays and resorts.
Like all websites this has the advantage of being
available 24 hours a day, every day of the year.
Communicating electronically is becoming the norm
in many travel and tourism organisations. Whether
it is used between colleagues in the same company
or by customers requesting information, e-mail
communication is far more convenient and much faster
than circulating memos and writing letters. It also has
the advantage of a written record of what was discussed
and agreed. E-mail marketing is growing rapidly in
travel and tourism, for example a tour operator sending
e-mails to everybody listed on its database to inform
them about special offers and last-minute deals.
•
Watch Thomas Cook TV on satellite and cable TV.
The channel presents the latest holiday and fl ight
offers, directing callers to one of the company's
call centres for further advice or to make a
booking.
Weblink
Check out this website for more
information on the work of Thomas Cook
travel shops and tour operations.
www.thomascook.co.uk
Activity 4.9
Working in a small group, design and produce a
poster that lists the 'ground rules' to be followed
by customer service staff when using face-to-face,
telephone, electronic and written communication.
This activity is designed to provide evidence for P3.
