Promoting customer service internally and externally

Chapter 11

© Hudson & Hudson. Customer Service for Hospitality & Tourism

Topics Covered

o Communication strategies

o Approaches to service promises

o Managing service promises

o Ethical issues in communication

‘At Your Service’ Spotlight: From Russia with love

Superior customer service and real people behind the website.

o Personalized service message and delivery

• Connects with website readers

• Creates ‘real-life stories’

o Develops personal relationships

• Initial phone contact

• Welcome gifts, at home dinner

• Post visit communication, photos, referrals

o Full service travel arrangements

• Guides, price matching

o Circumvents obstacles to independent travel

• Required registration

• Rudimentary transit system

• Language, general knowledge barriers

Integrated communication strategies

for customer service

o Managing communications and expectations

• Integrated marketing communications (IMC)

• Consistent, persuasive message

• Coordinated message and sources of communication

o Branding increasingly important

• Create unique identity

• Impart meaning beyond functional roles

o Steps for brand building:

• Analysis of market situation

• Development of brand identity

• Communication of brand vision

• Evaluation of brand’s performance

The worst mistake a business can make is to over-promise and under-deliver.

Approaches to service promises

Figure 11.1 (Source: Based on Zeithaml et al, 2007)

Managing service promises

o Create effective service advertising

o Coordinate external communication

• Unify communications tools, corporate and brand messages

• Consistent, persuasive message to target audiences

o Make realistic promises

• Accurately reflect what customers will receive

• Effective internal communication in an organization

o Communications tools may include:

• Interactive websites

• International conferences

• Awards and third-party endorsements

• Publicity stunts

• Short, online films

• Reality shows e.g. ‘Can You Serve?’

Managing service promises - continued 

o Vivid language that evokes emotion

Managing service promises - continued 

o Use of employees to establish reliability, perceptions of quality

Managing service promises - continued 

o Employees portrayed as anticipating wants and needs

Managing service promises - continued 

o Stunts can generate much-needed publicity

Managing service promises - continued 

o Branded entertainment, short online films

Service Snapshot: Behind the scenes at the Burj Al Arab

The World’s Most Luxurious Hotel.

o Discovery Channel documentary

o Featured architecture, technology

• Manmade island 280 meters offshore

• Rocco interior design

• World’s tallest atrium

o Service personnel

• Personal butlers

• Marine biologists

o Luxurious facilities

o Exclusivity, security and privacy

Ethical issues in communication

o Potential misuse of advertising

o Internet descriptions and photos

o Ethical behavior and service recoveries

• Higher satisfaction with ethical service recovery

o Product placements not labeled as advertisements

Case Study:Promoting medical tourism

with a personal touch

o Level of care and affordability

• International accreditation, training

• Nurses with advanced degrees

• 1:1 nurse to patient ratio

o Personalized medical tourism services

• Coordinate all aspects of diagnosis, treatment and convalescence

• Carefree experience including vacation packages

• Services extends to family and friends

• Post-procedure communication

Thailand is taking advantage of the new wave of medical tourism.