“taking service excellence in the tourism service value chain to greater heights” (draft...
TRANSCRIPT
“Taking service excellence in the tourism service value chain to greater heights”
(Draft Strategic Plan)
3 November 2008
… opportunity
• Long term, transform SA into a globally competitive service economy and the
world’s destination of choice
• Short term, deliver a memorable, unforgettable service excellence to
visitors during 2010 and beyond
… opportunity
• Deliver promise made by former President Mbeki
• In 2010 South Africa will “host the most successful soccer world cup
ever”
… currently- positive
• Tourism Significant contributor to SA economy– R159 billion (GDP)– 941 000 jobs directly and indirectly– 9,09 million visitors– Value for money destination– Great all year round weather– Infrastructure in par with the best in the world– Well marketed internationally– Diverse product offering– Favourable currency
… currently- negative
• Rated 62/124 countries in terms of competitiveness– 3rd in Africa behind Tunisia(39th), Mauritius(41st)– Regulatory Environment (59/124)– Business Environment and Infrastructure (44/124)– Human/capital and natural (96/124)
• Human Resources (111/124)– Cause for concern
… currently- negative
• Skills Audit and Tourism Human Resources Strategy for South Africa
– Customer service is one of the critical skills– Lack of underlying service ethos which
prevails across the board in the industry
… currently- negative
• Tourism Business Council of South Africa
– Tourism is a human capital intensive industry– Skilled service oriented people are the
backbone of the sector– Without a steady supply and development of
people, growth of the sector is under severe threat
– Soft skills of business etiquette, and customer care and service culture are not manifesting
… ideally• Service Excellence declared as
National Priority
– All South Africans to deliver South African brand promise through delivering unique, personal experience through each service encounter, so that we can distinguish ourselves as a destination of choice
… ideally– World class solutions and best practices
to be adopted to South Africa’s unique environment
– Every individual offering service to any customer be competent to deliver a pleasant experience
– All partners in the tourism service value chain to commit to service excellence
… challenge• No integrated Strategy for South
Africa
– Myriad of activities that purport to promote service excellence
… good news
• 2010 – estimated that there will be a total of 3.5 million
participants. – approximately 1.3 million of these are estimated to be
tourist participants, a third of which are expected to be foreign arrivals.
– Tourism revenue of R11 billion could be generated.” – 20 000 media– 200 billion viewers across the globe
… good news
• We have a plan
• Commitment by private and public sector through
DEAT and TBCSA partnership
Tourist Service Experience 1st and 2nd level
Tourism Cluster
Hospitality / Leisure
Transport
FinancialServices
RetailPublic Service
Service areas / Customer Touch-points
… the plan
• Background on service excellence• Vision
• Mission• Strategic Pillars
• Action plan • Institutional framework• Key success factors
• Conclusion
… platform for service experience delivery
… our competitive advantage strategy
Draft Integrated Tourism Service Excellence StrategyDraft Integrated Tourism Service Excellence Strategy
… vision
To deliver a pleasant and unforgettable service experience to the Soccer World Cup visitors
to South Africa in 2010 and beyond
… mission• Champion service transformation• Create customer service oriented culture• Craft solution minded customer service
culture• Provide human behaviour solution• Touch entire tourism service value chain
– Nurture business environment where service excellence is firmly entrenched in the culture, policies, processes and mindset of country leaders and service providers
… strategic pillars
Pillar 1 Pillar 2 Pillar 3 Pillar 4 Pillar 5
Research and Information
Up-skilling of Service Delivery
Public Awareness
Measurement and monitoring of Service Standards
Consumer Feedback System
… research and information • Focus
– Objective benchmarking and measuring of service standards for the monitoring and improvement of customer satisfaction
• Actions– Development of baseline for Customer Service Satisfaction for
South Africa– First measure of customer satisfaction cutting across the entire
tourism service value chain– Measure and benchmark customer satisfaction levels over time– Provide vigorous, objective and comprehensive assessment of
South African Tourism service levels– Engage in timely and relevant research so that businesses can be
supported to develop service strategies and raise service standards
– Introduce national Service Readiness Index to be published at regular intervals
… up-skilling of service delivery • Focus
– Behaviour and attitude alignment at all service touch points using appropriate training programmes and other interventions to achieve sustainable change in behaviour
• Actions– Ensure that current SA Host programme integrate behavioral
issues and is applicable to the entire tourism service value chain– Develop customized customer care programmes applicable to
the entire service value chain– Work with THETA to ensure that there is accredited trainers– Communicate information on available training programmes– Lobby education and training stakeholders to integrate service
excellence issues in all tourism related training programmes
… public awareness • Focus
– Educate consumers on minimum world class standards to demand and to motivate South Africans to be hospitable and welcoming nation in 2010 and beyond.
• Actions– Introduce National Service Excellence Awards based on the public
nomination process to be launched in 2010 to replace the existing Welcome Awards
– Introduce National Service Excellence Month– Host Annual Service Excellence Conference– Introduce Service Excellence News (Quarterly Magazine)– Introduce Service Excellence Reality TV Series– Introduce Internal branding programme featuring public heroes as
champions of the National Journey to Service Excellence– Introduce Service Excellence Talk Show on Radio and TV– Introduce Go an Extra Mile Campaign for South Africa– Introduce Great Service Begin with me Campaign
… measurement and monitoring of service standards
• Focus– Implementation of a credible and effective grading / accreditation
system that includes behaviour and attitude assessment at all service touch points
• Actions– Introduce a South Africa mark of quality to be provided to all
companies and organisations that comply with the requirements for service excellence applicable to all stakeholders in the Tourism Service Value Chain, covering issues such as:
– Introduce standards for business excellence covering issues such as standards, innovation, people and service
– Encourage industry players to be Investor in People accredited– Train the trainers to assist all players in implementing standards– Introduce web-based self assessment tools for service excellence
… consumer feedback system• Focus
– Well publicized, credible and real-time consumer feedback system that is linked to grading and accreditation system.
• Actions– Introduce voluntary Travelers’ Charter and Ombudsperson for
the industry.– Introduce cellular based customer feedback line– Introduce National Tourism Consumer Helpline– Introduce public write in programme on customer service
excellence with complaints and accolades published on a service excellence website and newspaper columns
Tourism Cluster: •Hospitality/leisure•Transport•Retail•Financial Services•Public Service –
Home AffairsSAPSCustomsForeign AffairsLocal Government
SA Service Quality Initiative (SASQI) – A PPP Championed by DEAT and TBCSA
Currently supported by Global Service Quality Corporation with international and local and partners
National Service Excellence Forum (NASEF) – a collaborative body of stakeholder representatives
SASQI Advisory Board
National Tourism Service Excellence Strategy
Oversee Implementation 5 Strategic Pillars of
Implementation
…proposed institutional framework
… critical success factors• Political leadership
• Resources
• Buy in from key partners
• Buy in from individual enterprises
• Commitment by all South Africans on Service Excellence
… way forward
• Presentation to be part of the conference pack
• Participants requested to comment by end of November
… note
2010 is less than 583 days
Your commitment and involvement is essential for all of us to leave the lasting legacy for South
Africa and the continent
Thank You