types of customer (1) internal customers colleagues management and supervision staff teams employees...
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Types of customer (1)
• Internal customers ColleaguesManagement and supervision Staff teams Employees Staff in other functions or departments
Types of customer (2)
• External customers• People who buy from the organisations• People who use the organisation’s products / services• Categories :
Individual Group Age Culture Language spoken Customers with specific personal needs
Individuals and groups
• Individuals Private health clubs / personal service Exclusivity
• Groups Business groups / corporate service Business women – Crest Hotels Golf clubs Conferencing facilities
People of different ages
• Age group classifications Children, babies, toddlers, older children, teenagers Adults, young adults, middle aged adults Senior citizens
• Age combinations Parents with young children and / or babies Parents with teenage children Adults with grand children Adults with senior citizen parents
Different cultures
• Cultural background influences: Traditions Tastes Preferences Opinions Needs
• Assumptions cannot be made based on culture Could give offence Cause customer dissatisfaction
Language
• The impact on the tourism market• Language can be a barrier• Multi lingual staff are an advantage• The communication process can be helped by:
Gestures Diagrams and pictures Dictionaries to translate key words / phrases Learning a few simple phrases Use of signs and display panels
Customers with specific needs (1)
• Sensory impairment (visual, hearing, speech)• Mobility problems (wheel chair, walking frame)• Literacy or numeracy difficulties• Special dietary requirements• People with very young children• Misunderstanding surrounds specific needs• Misunderstanding leads to inappropriate service• Labels are offensive when referring to specific
needs
Customers with specific needs (2)
• Customers should not be made to feel: Different A nuisance
• Customers do require: Same level of service as all other customers A little extra care and consideration
• There are legal requirements and guidelines National Tourism Strategy
Disability Discrimination Act 1995
• Access to goods, services and facilities• Service providers cannot:
Refuse a service Offer a lower standard or terms of service
• Service providers must: Make changes to products and services so that
customers with disabilities are not excluded From 2004 take reasonable steps to remove
physical barriers which make it difficult for customers with disabilities to gain access to goods and services
Avoiding offensive language
Don’t say Say insteadCripple Disabled person
Invalid Disabled person
Handicapped Disabled
Deaf aid Hearing aid
Mentally handicapped Learning difficulty/ disability
Deaf and dumb Profoundly deaf
Confined to a wheelchair Wheelchair user
Disabled toilet Accessible toilet
Key words and phrases
• Personal presentation
• First impression
• Appearance
• Uniform
• Personal hygiene
• Personality
• Attitude
• Internal customers
• External customers
• Individuals
• Groups
• Different ages
• Cultural background
• Non-English speaking
• Specific needs
• Disability Discrimination Act