CUSTOMER SERVICE … we’re all in this together! Based on key research findings in a Report published November 2008

World Class Customer Service.... for 2012 and beyond Available on EIAT 2009 website

Aim of the research Identify how best to raise customer service skills across the visitor-economy, in advance of the 2012 Games Can be applied to any country or location

Identify how best to raise customer service skills across the visitor-economy, in advance of the 2012 Games

Can be applied to any country or location

Key findings Purely training front-line staff in customer service will have minimal impact on service levels Supervisors and line managers play a crucial role in developing the customer service skills of front-line staff

Purely training front-line staff in customer service will have minimal impact on service levels

Supervisors and line managers play a crucial role in developing the customer service skills of front-line staff

Key findings Customer service training for front-line staff needs to be interactive and fun Initial customer service training should be classroom based, with a trainer, and be activity based Initial training should last between half a day and one day

Customer service training for front-line staff needs to be interactive and fun

Initial customer service training should be classroom based, with a trainer, and be activity based

Initial training should last between half a day and one day

Key findings The importance of attitudes and behaviours Behavioural changing training focuses on the individual Awareness of the impact of their behaviour on others Self-analysis (body language/language) ‘What’s in it for me’

The importance of attitudes and behaviours

Behavioural changing training focuses on the individual

Awareness of the impact of their behaviour on others

Self-analysis (body language/language)

‘What’s in it for me’

Key findings The best way to assess whether customer service training has had an impact is through observation in the workplace Mystery shopper activity Applies to everyone in the business Principles need to be covered in education at ALL levels

The best way to assess whether customer service training has had an impact is through observation in the workplace

Mystery shopper activity

Applies to everyone in the business

Principles need to be covered in education at ALL levels

Recommendations (Part 1) ‘Creating a legacy’ Two qualifications Supervisors/line managers Practitioners Principles Pre-course activities Interactive class-room based session (1 day) Post-course activities Work-based assessment Training extensions

Two qualifications

Supervisors/line managers

Practitioners

Principles

Pre-course activities

Interactive class-room based session (1 day)

Post-course activities

Work-based assessment

Training extensions

Recommendations (Part 1) ‘Creating a legacy’ Topics (practitioner) Why provide excellent service Attitudes and behaviours Understanding and being responsive to customers Clear communication Developing customer loyalty/repeat business

Topics (practitioner)

Why provide excellent service

Attitudes and behaviours

Understanding and being responsive to customers

Clear communication

Developing customer loyalty/repeat business

Recommendations (Part 1) ‘Creating a legacy’ Training extension modules Intercultural skills Understanding behaviours Disability awareness Olympics Conflict management

Training extension modules

Intercultural skills

Understanding behaviours

Disability awareness

Olympics

Conflict management

Recommendations (Part 1) ‘Creating a legacy’ Topics (supervisor/line manager) Developing a service culture Coaching skills and techniques Team building and motivations Clear communication Monitoring performance

Topics (supervisor/line manager)

Developing a service culture

Coaching skills and techniques

Team building and motivations

Clear communication

Monitoring performance

Facilitating a step-change Government … qualifications that meet employer needs fund short qualifications unrestrictive criteria for employers (length, age, previous qualifications) Mainstream funding essential to reach as many people as possible

Government …

qualifications that meet employer needs

fund short qualifications

unrestrictive criteria for employers (length, age, previous qualifications)

Mainstream funding essential to reach as many people as possible

Recommendations (part 2) ‘delivering ‘gold standard’ service for 2012’ Industry-led initiatives (with SSCs/trade associations acting as conduits with government) Destination approach A commitment to training Undergoing a customer service benchmarking audit Developing standards Participating in a common mystery shopping exercise

Industry-led initiatives (with SSCs/trade associations acting as conduits with government)

Destination approach

A commitment to training

Undergoing a customer service benchmarking audit

Developing standards

Participating in a common mystery shopping exercise

Recommendations (part 2) ‘delivering ‘gold standard’ service for 2012’ A credit card sized information booklet Local transport information (such as a tube map) Local tourist attractions The location of Olympic venues Estimates of the length of time it takes to get between key places Transport costs How to buy an Oyster card

A credit card sized information booklet

Local transport information (such as a tube map)

Local tourist attractions

The location of Olympic venues

Estimates of the length of time it takes to get between key places

Transport costs

How to buy an Oyster card

Recommendations (part 2) ‘delivering ‘gold standard’ service for 2012’ Customer service focussed coaching scheme for business leaders (all sizes of business) Orientation visits for those working in the visitor economy. Olympic branded name badges for staff which state the languages they speak.

Customer service focussed coaching scheme for business leaders (all sizes of business)

Orientation visits for those working in the visitor economy.

Olympic branded name badges for staff which state the languages they speak.

"it’s just not about training. It’s about an attitude. It’s about never giving up, always striving and always looking at what you can do better. Always being aware that you can’t ever arrive, you’ve always got to keep going at it.... If you focus on customer service it can make an incredible difference and customer service has really been the cornerstone of our business here. We’re all in this together.“ Participating employer

"it’s just not about training. It’s about an attitude. It’s about never giving up, always striving and always looking at what you can do better. Always being aware that you can’t ever arrive, you’ve always got to keep going at it.... If you focus on customer service it can make an incredible difference and customer service has really been the cornerstone of our business here. We’re all in this together.“

Participating employer