BTEC Level 3 in Travel and Tourism. Assignment Brief. Unit 4 Customer Service in Travel and Tourism

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1 BTEC Level 3 in Travel and Tourism

2 BTEC Level 3 in Travel and Tourism In order to ensure that this resource offers high quality support for the associated BTEC qualification, it has been through a review process by the awarding body to confirm that it fully covers the teaching and learning content of the specification or part of a specification at which it is aimed, and demonstrates an appropriate balance between the development of subject skills, knowledge and understanding, in addition to preparation for assessment. While the publishers have made every attempt to ensure that advice on the qualification and its assessment is accurate, the official specification and associated assessment guidance materials are the only authoritative source of information and should always be referred to for definitive guidance. BTEC examiners have not contributed to any sections in this resource relevant to examination papers for which they have responsibility. No material from an endorsed resource will be used verbatim in any assessment set by BTEC/Edexcel. Endorsement of a resource does not mean that the resource is required to achieve this BTEC qualification, nor does it mean that it is the only suitable material available to support the qualification, and any resource lists produced by the awarding body shall include this and other appropriate resources.

3 Introduction Customer service is of vital importance to all organisations in the travel and tourism sector. Excellent customer service results in a high level of satisfaction and encourages customers to return and to recommend the organisation to others. Many organisations in the travel and tourism sector offer the same or similar products and services, and it is often the quality of the customer service which distinguishes one from another. Travel and tourism organisations realise that consistently high standards of customer service will ensure customer loyalty and improve business performance. This unit introduces learners to the principles of customer service as they apply to travel and tourism. The skills needed by an employee of a travel and tourism organisation are developed in this unit. Aspects such as personal presentation, teamwork and communication skills are all exceptionally important to the provision of excellent service. Travel and tourism organisations are in the business of providing information and selling products and services, and learners will have the opportunity to develop and demonstrate these skills with customers in real or simulated situations across different industries within the sector. Meeting the specific needs of different customer types will be dealt with to ensure that all learners appreciate the importance of treating customers as individuals. The knowledge that learners gain from this unit will help to prepare them for offering excellent customer service within any travel and tourism organisation. Grading Criteria P1 P2 P3 P4 P5 M1 M2 M3 D1 D2 Explain the importance of providing excellent customer service in travel and tourism organisations Describe customer service provision in travel and tourism organisations to meet the individual needs of different types of customers Describe the customer service skills required to meet customer needs in travel and tourism contexts Demonstrate customer service skills in travel and tourism situations Demonstrate selling skills in a travel and tourism situation Assess how customer service provision meets specific customer needs in travel and tourism organisations Deal independently with customers in travel and tourism situations Demonstrate effective selling skills in a travel and tourism situation Make recommendations for how a travel and tourism organisation can improve its customer service provision to meet specific customer needs Demonstrate good product knowledge, customer service and selling skills to provide a consistently high standard of customer service in different situations 3

4 Learning Outcomes and Criteria Targeted: Learning outcomes Learning outcome 1 Understand the importance of providing excellent customer service in travel and tourism organisations Learning outcome 2 Know how travel and tourism organisations adapt customer service to meet the individual needs of customers Learning outcome 3 Know the customer service skills required to meet customer needs in travel and tourism contexts Learning outcome 4 Be able to apply customer service and selling skills in travel and tourism situations. Grading criteria covered P1, P2, M1, D1 P2 P3 P4, P5, M2, M3, D2 Assignment 1 Task Grading criteria covered Task 1 Presentation P1, P2, M1, D1 Assignment 2 Task Grading criteria covered Task 2 Training booklet P3 Assignment 3 Tasks Grading criteria covered Task 3a Face to face scenario P4, M2, D2 Task 3b Phone call scenario P4, M2, D2 Task 3c Written scenario P4, P5, M2, M3, D2 Task 3d Selling scenario P5, M3, D2 4

5 Unit Content 1 Understand the importance of providing excellent customer service in travel and tourism organisations Customer service: first impressions; company image eg. logo, premises, organisational efficiency; speed and accuracy of service; consistency; products and services offered; meeting customer needs; offering information and advice; dealing with complaints; dealing with problems; meeting and exceeding customer expectations. Importance to the organisation: keeping existing customers satisfied; increasing customers loyalty; ensuring repeat business; enhancing an organisation s image; providing an edge over the competition; increasing sales and usage by attracting new customers; the consequences of poor customer service for the customer, the staff and the organisation. Importance to the customer: meeting individual customer needs; exceeding customers expectations; safe and secure environment for internal and external customers; Importance to the employee: a happier working environment; job satisfaction; job security; higher self-esteem; possibility of promotion. 2 Know how travel and tourism organisations adapt customer service to meet the individual needs of customers Different types of customer: individuals eg. leisure, business; groups. Individual needs: products and services; stated; unstated; special needs eg. medical conditions, mobility; customers with cultural and language needs; other needs eg. relating to age, gender, socio-economic group, family circumstances. 5

6 Unit Content 3 Know the customer service skills required to meet customer needs in travel and tourism contexts Communication skills: face to face; telephone eg. call centre; building rapport; effective listening; questioning; developing a dialogue; non-verbal communication eg. body language, eye contact; written communication. Presentation: of self eg. hygiene, dress, personality, appearance; of working environment. Teamwork: eg. motivation, team roles, delegation of tasks, lines of authority; benefits of teamwork to colleagues, customers and the organisation. Business skills: completion of documentation eg. tickets, forms; use of IT eg. , computerised reservations system (CRS), internet; business standards eg. accuracy, legibility, business conventions. Complaint handling: listening; questioning; empathising; understanding the problem; taking control of the situation; agreeing solutions; follow up. Selling skills: building rapport; establishing customer needs and expectations; product knowledge; features and benefits; overcoming objections; closing the sale. 4 Be able to apply customer service and selling skills in travel and tourism situations Customer service: providing information and advice; providing assistance; dealing with complaints; dealing with problems eg. overbookings, lost property; making sales; after sales advice; product knowledge. Situations: verbal (face to face, telephone); non-verbal (written, electronic); holiday sales eg. accommodation reservations, flight bookings, ticket sales, excursion sales; requests for information eg. flight and journey details; requests for advice eg. visa and health requirements; complex requests eg. airport assistance, priority seating and flight upgrade; complaints eg. flight delays, poor quality accommodation. 6

7 Assignment 1 Tasks Task 1: Presentation T1 You must: P1 P2 M1 D1 Explain the importance of providing excellent customer service in travel and tourism organisations Describe customer service provision in travel and tourism organisations to meet the individual needs of different types of customers Assess how customer service provision meets specific customer needs in travel and tourism organisations Make recommendations for how a travel and tourism organisation can improve its customer service provision to meet specific customer needs. Produce a digital presentation to be shown to the students that explains the importance of excellent customer service and describes and assesses how customer service provision meets individual needs. You should then make recommendations on how to improve the provision for one of the organisations. Scenario: You work as a recruitment officer for a travel industry training organisation known as Travel Train. You have been invited to a local college to make a presentation to a group of students who are wishing to take up employment in the industry. You have been asked to represent your organisation, Travel Train, and produce a presentation explaining the importance of customer service, and how it is provided by two travel organisations of your choice. In your answer, you must explain the following elements in relation to two travel and tourism organisations. Customer service: first impressions; company image eg. logo, premises, organisational efficiency; speed and accuracy of service; consistency; products and services offered; meeting customer needs; offering information and advice; dealing with complaints; dealing with problems; meeting and exceeding customer expectations. Importance to the organisation: keeping existing customers satisfied; increasing customers loyalty; ensuring repeat business; enhancing an organisation s image; providing an edge over the competition; increasing sales and usage by attracting new customers; the consequences of poor customer service for the customer, the staff and the organisation. Importance to the customer: meeting individual customer needs; exceeding customers expectations; safe and secure environment for internal and external customers; Importance to the employee: a happier working environment; job satisfaction; job security; higher self-esteem; possibility of promotion. 7

8 Your presentation should be split up into four sections. The information you need to include within each section is listed below: Your presentation should include: Section 1 (P1): An explanation of the importance of excellent customer service to the organisation, to the customer, and to the employee. Include examples of how excellent customer service has its benefits in at least two travel and tourism organisations You should refer specifically to the different aspects of customer service which you have learnt about in this assignment. For each organisation you should explain the principles of customer service, the importance of providing excellent customer service to the organisation, customer and employee, different types of customers and individual needs. You should also provide examples for each organisation to support the points you make in the presentation. Section 2 (P2): A description of customer service provision within the travel and tourism organisations, and the ways in which they adapt their provision to meet the individual needs of different types of customers The different types of customers you should discuss are individuals on a day trip, groups, and internal customers (staff who work there) You must include products and services, stated and unstated needs, special needs, customers with cultural and language needs and other needs (for example, age, gender, socio-economic group, family circumstances etc.) Section 3 (M1): A report which assesses the customer service provided by the organisations. You will need to judge whether customers were left with a positive impression of the organisation, and whether or not their needs were met Section 4 (D1): Make recommendations of how one of the selected organisations could better meet their specific customer needs. 8

9 Assignment 2 Tasks T2 Task 2: Training booklet P3 Describe the customer service skills required to meet customer needs in travel and tourism contexts. Scenario: You work as a trainer for a travel industry training organisation known as Travel Train. You have been invited to a family-run travel agency to host a customer service training event for all new staff. You must: Produce a training booklet to be handed to staff at the agency that describes the customer service skills required to meet customer needs in travel and tourism contexts. Your training booklet must describe the skills required to meet customer needs in travel and tourism contexts, including: Communication Presentation Teamwork Business skills Selling skills Complaint handling. You should refer to more than one travel and tourism organisation and include examples of each of these customer service skills within each organisation. 9

10 Assignment 3 Tasks Task 3a: Face to face scenario T3a P4 M2 D2 Demonstrate customer service skills in travel and tourism situations Deal independently with customers in travel and tourism situations Demonstrate good product knowledge, customer service and selling skills to provide a consistently high standard of customer service in different situations. A witness statement will need completing by an independent witness, reporting on your role play activity. Once the document has been completed, save it to your zip folder (instructions on how to create a zip folder are on the task page), and upload your file. Video footage can also be included. Scenario: You have worked at The Deep, a large Aquarium, as a member of the customer relations team for the past year. Your main role is to ensure that customers who visit the attraction are happy and their needs are being met. You work with a range of customer types and enjoy meeting new people. A customer has come to you to report that another member of staff has been rude to them when they asked for information on one of the products. Taking this scenario as a role play situation, you must establish the full details and complete a customer complaints form. You must demonstrate the full range of customer service skills: Communication skills Presentation skills Teamwork Business skills Complaint handling skills. Complete the complaints form to properly record the complaint that is made. You should create a.zip file with all your documents in for this assignment task and then upload the zipped file. 10

11 Assignment 3 Tasks (cont d) Task 3b: Phone call scenario T3b P4 M2 D2 Demonstrate customer service skills in travel and tourism situations Deal independently with customers in travel and tourism situations Demonstrate good product knowledge, customer service and selling skills to provide a consistently high standard of customer service in different situations. A witness statement will need completing by an independent witness, reporting on your role play activity. Video footage can also be uploaded. Scenario: You have worked at The Streetlife Museum in Hull for two years. You are in charge of taking bookings for the attraction and promoting the range of events and services they offer. Your main role is to take bookings and ensure that staff at the venue are aware of any group visits, and that people who come to the Streetlife Museum as a group are risk assessed and safe on site. You also arrange talks for visitors. A call is put through to you from a tutor who wishes to make a group visit for 20 students. They want to visit the Streetlife Museum to learn about customer services and Hull as a tourist destination. They want a talk and somewhere to eat their sandwiches. As a role play situation, you must establish the full details of this scenario and complete a booking form. You must demonstrate the full range of customer service skills in the role play, including: Communication skills Presentation skills Teamwork Business skills. 11

12 Assignment 3 Tasks (cont d) Task 3c: Written scenario T3c P4 P5 M2 M3 D2 Demonstrate customer service skills in travel and tourism situations Demonstrate selling skills in a travel and tourism situation Deal independently with customers in travel and tourism situations Demonstrate effective selling skills in a travel and tourism situation Demonstrate good product knowledge, customer service and selling skills to provide a consistently high standard of customer service in different situations. Scenario: You have worked at Flamingo Land, a large amusement park and zoo, for five years as a customer service assistant. Your main role is to help with enquiries, direct customers around the attraction and upsell your products and services, including events and activities. Two customers have written to you and you need to respond to each one, demonstrating your customer service skills and selling skills within your written responses. You can view the two letters on the task page. The first customer has asked for advice, information and guidance in relation to upcoming events and activities. In your response to this customer, you must promote your What s on guide, try to sell tickets to this customer for one of the events or activities, and establish the full details of this scenario via a reply letter. The second customer wants to book a large birthday party at the amusement park and is asking what special offers you can provide, including any special discount. You should demonstrate your customer service and selling skills within your reply letter. You must demonstrate the full range of selling skills in your response letters, including: Building a rapport Establishing customer needs and expectations Product knowledge Features and benefits Overcoming objections Closing the sale. You can demonstrate selling skills by building rapport, establishing customer needs and expectations, showing product knowledge, including some features and benefits, and demonstrating some skills to overcome objections and close the sales. 12

13 Assignment 3 Tasks Task 3d: Selling scenario T3d P5 M3 D2 Demonstrate selling skills in a travel and tourism situation Demonstrate effective selling skills in a travel and tourism situation Demonstrate good product knowledge, customer service and selling skills to provide a consistently high standard of customer service in different situations. A witness statement will need completing by an independent witness, reporting on your role play activity. Video footage can also be uploaded. You must: Demonstrate effective selling skills, highlighting good product knowledge and customer service. Scenario: It is a busy Saturday morning at your travel agency and an elderly couple come in to book a holiday with you. They require a walking holiday for seven nights in the Yorkshire Dales, but would like to stay in a hotel that offers an evening meal followed by entertainment. Advertise to them the products you can offer, taking into account their requirements, and react to their rejections of certain suggestions you make. You need to: Demonstrate selling skills Demonstrate good product knowledge, highlighting the relevant features and benefits and how to overcome any objections that may present themselves Demonstrate strong selling skills, including switch selling and upselling, as well as additional sales. You should create a.zip file with all your documents in for this assignment task, and then upload the zipped file below. 13

14 All the material in the publication is copyright. The Skills Network (2015) The Skills Network T: