What's behind our World Class Customer Service Programmes?
The National Skills Academy for Hospitality was given the task to produce a solution that satisfies the key recommendations from the extensive World Class Customer Service research undertaken by People 1st.
Key Objectives:
• Training programme for front line staff to enable world class customer service delivery
• Training programme for supervisors and management to allow the learning to be embedded day to day in the workplace
• Assurance of trainer delivery quality
• Branding to identify excellence in customer service training delivery
Now with accreditation from Edexcel the skills gap can begin to close. The National Skills Academy now has the Level 2 Award in Principles of Customer Service in Hospitality, Leisure, Travel and Tourism, the Level 3 Award in Principles of Supervising Customer Service Performance in Hospitality, Leisure, Travel and Tourism and the Level 4 (Train the Facilitator) course which aims to accredit trainers to deliver the high standards, for the academy and for In-house training.
Individuals, businesses and UK economy all benefit from these programmes and there is a clear desire among industry leaders and government ministers to move this forward.
Research by People 1st reached industry recommendations that are based on consultation with:
• Wide range of industry experts from within the UK and overseas
• Over 2,000 businesses from across the UK, of all sizes, across the whole visitor economy (to identify current practices and attitudes)
• With employees undertaking existing training programmes and qualifications (to identify what works and where there is room for improvement)
• Wide range of public sector stakeholders
Research undertaken by VisitBritain indicates that currently, overseas visitors' perceptions and experiences of customer service and the overall 'welcome' offered by Britain are poor, whilst UK visitors to London are less satisfied than their overseas counterparts. We currently rank 17th of 30 OECD countries.
Employers themselves acknowledge that some of their staff lack the required level of customer service skills and that this is in turn impacting on their ability to deliver excellent customer service.
A survey undertaken as part of this research showed that 57 percent of visitor economy businesses believe the customer service skills of their staff could be improved.
None of the existing programmes were deemed to satisfy the required content for a world class programme and importantly the assessment, the management or supervisory training and assurance of training delivery were critical areas not currently satisfied.
The following recommendations are made on the back of the World Class Customer Service research:
• Establish a high-profile customer service campaign
• Provide branding to recognise excellence in customer service provision
• Specific interventions to improve the customer experience for 2012
• Develop a destination-based approach to raising standards
• Develop collateral specifically for those working at 'Games-time'
• Accredit a specific 'Games-time' training unit for a skills Legacy
• Develop a best practice framework against which training, qualifications and trainers are assessed
• Improving and rationalising existing provision, where appropriate
• Taking a consistent approach to the development of new qualifications and modules
• Improving training delivery through CPD for trainers
• Working with employers to stimulate the demand for qualifications
These areas have now been addressed and are compiled within the course content which can be found here.
The importance of smiles alongside excellent customer service within your business:
The smile of a customer:
• whose experience has met or exceeded their expectations
• reciprocating the smile of another
• recognising a convivial environment which satisfy's their motivations
• recognising the professionalism and satisfaction of the team
Team member or manager:
• the confidence in their skills
• knowledgeable about their products
• being prepared and organised to succeed
• an indication of confident pride and professionalism
Confidence lies behind the smile
From a customer:
• The confidence to return
• The confidence to recommend to friends and family
• The satisfaction of a world class experience
For the team:
• Confidence built on a foundation of knowledge, skills and organisation put to good effect very time they take the stage
• Confidence to know your employer; current or future; recognises your ability and allows you to deliver world class customer service and grow
• Confidence of knowing they are doing a great job and have a bright future
Make sure you remember to SMILE on the way to providing excellent customer service. To find out more visit. Smiles of Britain.