CHAPTER 1

CUSTOMER SERVICE
AND DELIVERY
LEARNING OBJECTIVES

At the end of this unit, you will be able to:

1. Identify key elements of the role of a “positive-impact” travel agent;
2. Stress the parts of VIP Service to make a customer feel important;
3. State methods for responding effectively to customer needs;
4. Identify effective interpersonal skills for handling upset customers;
5. Recognize sources of stress, and methods for coping with stress;
6. Define the difference between “being served” and “feeling served”;
7. State the purpose of a service organization;
8. Define “really good service”; and
9. Explain the interface between the customer and the travel agent.
WHERE DOES SERVICE
EXIST IN OUR INDUSTRY?
HOW CAN WE SAY THAT
ARE ARE PROVIDING A
GOOD SERVICE??
DEFINING CUSTOMER SERVICE AND WAYS OF
DELIVERING
• A good service is the practice of providing people with a positive,
helpful experience before, during or after buying a product or services.
• Representative from the store give the client a good experience,
supplying what he needs or wants while treating him positively.
• It is not selective or discriminatory, meaning that workers ideally
strive to give the same level of help to everybody who comes into the
store or contacts the company.
DEFINING CUSTOMER SERVICE AND WAYS OF
DELIVERING
• Employees can engage with individual face to face, by phone, or through
written communication. Either way, some degree of training is needed to
get the impression that the entire business is willing to go the extra mile.
• The term ‘Customer Service’ can also be associated with a specific
department within an agency. They focus on how to best help shoppers,
coming up with new techniques for how to interact with the public or
position items for sale. Customer service is important in the industry. It can
make or break a business.
WHAT DOES THE TRAVEL AGENT DO?

• Being polite and friendly are attributes that provide a very solid
foundation on which to build excellent customer service. Travel
agents rely on intuitive skills in dealing with customers, other
techniques are needed. In case of angry customer, assertiveness
helps to maintain control of a difficult situation.
WHAT DOES THE TRAVEL AGENT DO?

• Your role in the behavior resulting from combining two types of

behavior; assertive and sensitive to others. Apply positive
customer-contact techniques to improve interface with most
customers, allowing them to “feel served” than “being served”.
This “feeling served” helps retain customers and spread a
positive; “word-of mouth” reputation. They will probably come
back for more and tell friends and relatives about it.
TYPES OF CUSTOMERS

• Leisure travelers are customers that use their disposable income to travel.
Budget is an important factor for them when making a decision. An agent
should immediately understand that leisure travelers are trying to stretch
his/her budget. This way, the agent can assist the traveler in looking for a more
affordable component of a travel products and services.
• Business travelers on the other hand don’t need to be cautious about the price
because the company are the one paying for their trip. They also have high
position in the company. Time is of the essence for them. They want efficient
and effective attention to their needs.
WHAT IS THE PURPOSE OF YOUR TRAVEL
AGENCY?

• The purpose of travel agency is to be “attentive and responsive”

to customer needed. If there are no customers, there is no
business! They are the only reason the agency exists.
Everything else (profit, expansion) happens because of the
presence of customers. If not attentive and responsive to the
needs and expectation of the customers, they will go elsewhere.
WHAT IS THE PURPOSE OF YOUR TRAVEL
AGENCY?

• It’s not just satisfying customer needs anymore, it’s to “respond

professionally”. They will “feel served”, and are happy to deal
with the travel agency again, even if they did not get exactly
what they wanted. This is done when able to respond
professionally by using interpersonal skills. Being
“professional” means being able to take initiative with
customers. Having data about their preferences is the first step
in taking the initiative. Knowing what they want, it is easier to
provide a good service.
IMPORTANCE OF CUSTOMER SERVICE
COMPARED WITH OTHER INDUSTRIES

• The travel agent`s success is based upon selling an abstract

product. Unlike the manufacturing industry, hospitality and
tourism produces are intangible before purchase. It is harder to
convince customers to buy something that cannot be seen.
CUSTOMERS

• Customers are the most important person/part in any organization. They

are not outsiders. We depend on them. They are the purpose of the
business and not the interruption. It’s our job to provide them service and
not the other way around. They are not just statistics or number in our
spreadsheet. We don’t argue or match wits with them. They have needs,
and it’s our responsibility to respond to them. Persons who deserve
courteous and attentive treatment. Without them, we don’t have income
and our business will suffer. They are the lifeblood of every organization.
WHAT IS REALLY GOOD SERVICE?

• It is the process that requires active, willing and competent

participation of all employees. The way to help them solve a
dilemma is just as important as its outcome, because it will
determine the outcome. One way is to maintain a file on each
customer`s preferences. Perhaps they prefer a small hotel, cheaper
charter rate, to travel at certain times of the year to look out for
“deals” for them, or deliver their tickets to their home.
WHAT IS REALLY GOOD SERVICE?

• Technical and interpersonal competence gives the ability to

provide service that customers will actually “feel served”.
Customer experience good service when they receive more than
they expected. If this happen, you will be rewarded with feeling
of accomplishment and satisfaction.
WHERE DOES SERVICE EXIST?

• It is the interface (contact) between a customer and a travel agent. It occurs at

each involvement that customer has with all the employees of the agency. It is
repetitive and cumulative.
• Determine each contact point a customer may have with the service offered by
your organization: the initial phone call, the first visit to your premises,
follow-up visits, and even the contact made by friends and colleagues of your
customer. Service is the best form of advertising when properly in place.
TECHNIQUES IN MAKING CUSTOMER FEEL
IMPORTANT
• Since the customer is very important in the success of the agency, we
must understand how they will feel served at the VIP level. They hope
and expects that the agency will be attentive and friendly to them, listen
effectively, deliver the service, and to provide follow-up and solve
problems.
• A sequence is followed to provide a VIP service to customers. Those
are; Acknowledge the customer; validate their needs and expectations;
identify what you can do and do it; and provide support and follow ups.
1. ACKNOWLEDGE THE CUSTOMER

• Focus on customers tone of voice, volume and speed of speech, and dress, manner and
bearing. This is a good start in dealing with customers, and can create a good first
impression. Greeting them with a friendly, hospitable statement. It will be a good starting
conversation that will set the tune. Knowing what they need by listening and asking them
questions to provide the best service possible. Showing empathy will also be helpful
when their expectations cannot be presented from the very beginning. This will lessen
their disappointment and not direct to the agency. Even with this, product knowledge can
be used to support their need.
1. ACKNOWLEDGE THE CUSTOMER

• Body language can also affect the situation. Attend to the guest with
positive body language. At the same time, observing the body
language of customers can make you recognize what they feel and
likely thinks. A person`s words may be hinting one message, but
his/her body language could be sending a conflicting signal. Body
language communicates more about what someone says than what
his/her own words do.
1. ACKNOWLEDGE THE CUSTOMER

• Receive the customer and be aware of the agency`s structure, policies,

procedures, rules, and practices. Be familiar with the highlights offered by
the agency. Be sensitive and quickly acknowledge the presence of
customers. Introduce to them using your name show you are serious and
make people pay attention to what you are saying. This can also show
honor and respect. Focus to the customer and stop other activities. Provide
undivided attention to them, make eye contact and be friendly and show
interest. Listen and establish rapport by listening and questioning
techniques.
1. ACKNOWLEDGE THE CUSTOMER

• Personal presentation can affect how people treat you. Make sure to your hair
is clean, brush and combed. Make up should be applied neatly and
moderately, otherwise it will convey a different impression. Clothing is
pressed, neat, clean, and in good repair. Hands and fingernails should be clean
and have no chipped polish. Some establishment have policy regarding loud
color of polish or an existence it. Moustache or beard is nearly trimmed for
men while stockings are run-free for woman. Proper hygiene and have fresh
breath. Focus upon the customers and greet them effectively by listening to
establish good rapport and create first impressions that work positively.
2. VALIDATE THE CUSTOMER`S NEEDS

• Listening is the most important communication skill. The three listening

techniques are active listening, selective listening, and responsive
listening. Active listening can be done with the use of body language and
by speaking. Selective listening is about selecting facts and asking
questions to obtain precision. Responsive listening is demonstrating
empathy, care, and interest to customers. Paraphrasing can be used to
confirm that you fully understand the situation.
• Collecting information about the customer with the use of closed-ended
and open-ended question can be used.
2. VALIDATE THE CUSTOMER`S NEEDS

  CLOSED – ENDED QUESTIONS OPEN – ENDED QUESTIONS

Used to ∙ Facts ∙ Feelings, beliefs
obtain ∙ Short answers ∙ Longer answers
When to ∙ Concentrate the discussion ∙ Widen the discussion
use ∙ Focus attention on a specific point ∙ Open up new topics of
∙ Eliminate unimportant topics discussion
∙ Verify accuracy ∙ Better understand the person`s
needs
∙ Continue the discussion
Example ∙ “what is your name?” ∙ “what seems to be the problem?”
s ∙ “where did you last study?” ∙ “What are your future plans?”
∙ “was it sent yesterday?”
3. IDENTIFY WHAT YOU CAN DO FOR THE
CUSTOMER, AND DO IT

• Offering a solution to the customer by stating the solution, show

the features, and highlight and sell the benefits. Review the
possible solutions with the customer and obtain step-by-step
agreement. Paraphrasing the request of guest to clarify
information’s received. Writing down information can also be
done. Repeating important information to validate it and have
them state their solutions. Providing “product knowledge” is
often a key to giving good support to customers.
4. PROVIDE SUPPORT AND FOLLOW UPS

• Business often give clients the chance to give feedback about the service they received.
That information can be used to identify the things that needs improvement. From the
customers point of view, being able to say what they did or didn’t like usually feel
empowering. If the business makes a real effort to give people what they’ve asked for,
then client tends to think better of the company overall.
BUSINESS
ACTIVITIES THAT
GENERATE INCOME
CHAPTER 2
LEARNING OBJECTIVES

At the end of this unit, you will be able to:

1. Identify the main business sectors of the industry
2. State how travel agencies earn commissions today
3. Identify niche players and new forms of income
4. Explain how companies try to cut costs
5. Identify other related business sectors
6. Explain the need to be selective
MAIN BUSINESS SECTOR OF TRAVEL AND
TOURISM

Level of Category Businesses

First Level Airlines, hotels, tour wholesalers
Category
Second LevelCar rental companies, cruises,
Category railways, and other means of
transportation
 
Third Level Souvenir shops, restaurants,
Category museums, art galleries, and other such
amenities and attractions
• All are connected because every travel itinerary has to include
one or another of there components. Selling the services
provided by suppliers along every link of the travel and tourism
chain provides revenue-generating opportunities for travel
industry professionals.
PAST AND PRESENT

• Before, mainly airlines, hotels and car rentals generate income for
travel agencies. Over the years, agencies started to sell packages
from wholesales. Profit margin dropped; some agencies shift their
dependence from leisure travelers to business travelers which
generates more income. Today, they earned commissions from
selling tours, cruises, travel insurance, and MICE. Those agencies
which act as general sales agent for various suppliers may get paid
to compensate them for their higher costs.
NICHE PLAYERS AND NEW FORMS OF INCOME

• As the industry grew, niche business entered the market. This

niche requires trained experts in those areas. Agencies can also
earn income by arranging for travel visas, pre-trip health
services. At present, fee-based services provided for corporate
clients to manage their employees in-house travel plans, keep
track of expenses, negotiate rates, manage frequent flyer
programs and most importantly, to save costs.
MAKE MONEY BY SAVING MONEY

• For every peso that companies save in Travel and Entertainment

costs, they are quite happy to pay additional amount of that in-
service fees to travel professionals who made them save money.
A travel professional gets a contracted rate from the service
providers. This is how travel agency save and make money.
OTHER RELATED BUSINESS SECTORS

• The Travel and Tourism Industry depends on financial services

like charge cards and banking, insurance, telecommunications,
media, energy, and agriculture. These sectors are also capable of
becoming major business activities and major source of income
for the travel agency community. Media, insurance and
telecommunication companies often exhibit at international
trade and tourism trade fairs, to increase awareness of their
complementary products and services.
BE SELECTIVE

• Agents must be selective of what to sell. It will depend on the

office space availability, personal expertise, knowledge,
experience, contacts, client base, and preferences.
LESSON 1:
THE 5 A`S ESSENTIAL TO A
SUCCESSFUL DESTINATION
CHAPTER 2: BUSINESS ACTIVITIES THAT GENERATE INCOME
LEARNING OBJECTIVES

At the end of this unit, you will be able to:

1. State the five essential requirements of a successful
destinations
2. Identify the necessary infrastructure standards and services.
• People like to do different things when they travel. They come
from different cultures, have different likes and dislikes, and of
course have different budgets. A destination has to cater in some
shape or form to all these needs.
MAJOR ASPECTS OF THE 5 A
ACCOMMODATION

• Places people stay

• Hotel, inn, cruise ship cabin, camper-vans, B&B, hostels, boutique
hotels, beach resorts
• Alcohol-free hotels
• Combination of privately-owned condominium apartments with
rental hotel rooms in one single building is called hybrid lodging
ACCESSIBILITY

• No destination can function well unless there is a means of

getting there
• Airline, bus service, railway like, or port
• Lack of adequate accessibility is a major obstacle to tourism
development and investment in a destination
ACTIVITIES

• Destinations are working harder than ever to widen their range

of activities in their localities
• More competition, more opportunities
AMENITIES

• Restaurants, bars, shopping plazas, nightlife, for local cruise

ATTRACTIONS

• Museums, art galleries, amusement park

• For business related events, focus on facilities to ensure that
they are up to the standard and meet your clients requirements
ANOTHER CRITICAL REQUIREMENT:
INFRASTRUCTURE

• Critically important for destinations to ensure that their

infrastructure facilities are high of standard, environmental
management, health and sanitation and safety and security
LESSON 2:
BUSINESS
REQUIREMENTS AND
COMMERCIAL SKILLS
CHAPTER 2: BUSINESS ACTIVITIES THAT GENERATE INCOME
LEARNING OBJECTIVES

At the end of this unit, you will be able to:

1. State the business requirements and commercial skills
necessary for a travel agency to operate efficiently.
FUNDAMENTAL REQUIREMENTS

• New requirements have emerged for travel and tourism

business. There is greater need for a wide cross-section of
management, marketing, financial and technology skills. It is
critical to have a good mix and balance of skills and
requirements of the the past and the future, as follows:
VISION

• You need to be perfectly clear about where you are today and
where you want to be in ten years. This is where you decide
how to develop and use your skills, background and experience
into creating outstanding company
ENOUGH MONEY

• The most important business requirement is to have sufficient

cash to support the volume of turnover.
FINANCIAL COMPETENCE

• It is important to know how to manage your money. Travel

industry is one of the first to feel in currency fluctuation
globally. Income and costs have to be monitored. Financial
competence insures smoother billing and collection processes. It
allows the financial data to be analyzed more effectively.
WELL-TRAINED STAFF

• It is the second most important business requirement. Service

industry is friendliness-intensive. Staff should be trained from
product knowledge to legal obligation. They should also be able
to sell products in a fun way with fill awareness of the business
safe. Good training substantially helps productivity and
efficiency.
STAFF COMPENSATION

• Staff turnover can be prevented through variety of bonus,

incentive or equity schemes that help staff develop a “sense of
ownership” in the agency.
GOOD NEGOTIATING SKILLS

• Another critical requirement is to enhance the Unique Selling

proposition of your travel business. It can secure the best
product at the best price. you will have to negotiate with staff,
lawyers, and customers. This also involves having a good
interpersonal skill.
MARKET INFORMATION AND INTELLIGENCE

• Keeping up to date with issues affecting your business

environment, investors and suppliers. This will require you not
just to read travel trade websites and papers but also to get
involved in industry associations and regularly attend travel
trade shows and conferences.
BALANCED PRODUCT MIX

• Never put your eggs in one basket. Make sure your product
range is diversified enough to support your business in case
anything happens to affect any one sector of your market
CREATIVITY

• It is fundamental to keep you ahead of the game. It involves

being creative in the packaging of your products as well as
creative in the way you design and decorate your travel office or
website.
LESSON 3: EMPLOYMENT IN
THE TRAVEL AND TOURISM
INDUSTRY
CHAPTER 2: BUSINESS ACTIVITIES THAT GENERATE INCOME
LEARNING OBJECTIVES

At the end of this unit, you will be able to:

1. Identify the employment opportunities in the travel and
tourism industry
2. Describe the realities of employment in the travel and tourism
industry
OFFER A WEALTH OF OPPORTUNITIES

The depth and breadth of the Travel and Tourism Industry makes it open to a tremendous diversity of
employment opportunities. The multidisciplinary nature of the Travel and Tourism industry offers job
opportunities for everyone.
• Travel consultants and other specialties
• Hotel telephone switchboard
• Guide eco-tours
• Hotels
• Specialists in F&B skills
• Airlines
• Engineers
• Cabin crew
• Computer programmer
• Other administrative and technical professionals
OFFER A WEALTH OF OPPORTUNITIES

The depth and breadth of the Travel and Tourism Industry makes it open to a tremendous diversity of
employment opportunities. The multidisciplinary nature of the Travel and Tourism industry offers job
opportunities for everyone.
• Event managers
• Travel agency
• Selling and dealing with people
• Sales consultant the front line of travel
• Gatekeepers help consumer go through the right gate
• Research and product development
• Financial and administrative supply, couple with appropriate software knowledge
•
Specialist such as in consumer protection laws, environmental issues, destination management and safety &
security
REALITIES OF EMPLOYMENT IN THE TRAVEL
AND TOURISM INDUSTRY
• The industry is a 24-hour a day industry. it is challenging, especially for staff in direct contact with
customers. It requires people to be alert and cheerful at all hours, and deal with customers and
suppliers who may not be cheerful. It is a highly seasonal industry. This is taken as an opportunity to
train and educate staff.
• In a retail travel agency, starting salaries are low but the benefits compensate it. the more skilled,
experienced and processional you are, more opportunities will open. You can also develop and
expertise in a specific travel segment, this will build loyal client by becoming their preferred travel
counselor. It will be a leverage in negotiations regarding salary or working conditions. Opportunities
will present themselves in every increasing number. It is up to you to seize these opportunities.
LESSON 4: CHARACTERISTICS,
ATTRIBUTES, AND SKILLS
CHAPTER 2: BUSINESS ACTIVITIES THAT GENERATE INCOME
LEARNING OBJECTIVES

At the end of this unit, you will be able to:

1. Identify the desirable characteristics of a travel agents
2. State the qualifications of a travel agent
3. Explain how to become a successful travel agent.
DESIRABLE CHARACTERISTICS

• In the growing Travel and Tourism Industry, a combination of high-touch

and high-tech skills are necessary. Before listing the characteristics,
attributes and skills, it is important to know the expectation of customers.
• Customers come to travel consultants to get advice on where to go and
what to do. They want their travel plans booked and confirmed. Usually,
they want the best price. often, they will modify their itineraries in order to
obtain this price. They want all this done professionally, thoroughly and
politely.
REQUIREMENTS TO BE ABLE TO DELIVER
THE SERVICE AND FINALIZE SALE

1. Creativity - Make creative suggestions. People that ask your

assistance could not find it themselves.
2. Love for the job – If you love what you are doing, confidence
will show and customers will be reassured.
3. Communication and presentation skills – An ability to provide
information in a persuasive, courteous, and pleasant manner.
REQUIREMENTS TO BE ABLE TO DELIVER
THE SERVICE AND FINALIZE SALE
4. Service-mindedness – They expect you to provide service that internet
cannot.
5. Resourcefulness – If you don’t know something, you need to know
where and how to get it.
6. Patience – you must be able to put losses behind and look forward to the
next opportunity
7. Cool head – Handling customer complaints is an art in itself. It is a skill
worth its weight in gold.
QUALIFICATIONS

1. Multicultural background
2. Language skills – ability to communicate with people of different
cultures
3. Good organizational skills – being able to organize well is a major asset
in terms of increased productivity and low wastage of time and money.
4. Professional integrity and ethics – are you offering them the best
opinion?
QUALIFICATIONS

5. Team spirit – if a part doesn’t do its job, the machine will stop
functioning
6. Good knowledge of Geography -
7. Finance, Accounting, and Managerial skills – To advance your
career, you need to be good at strategic planning and deal-
making. Your persuasive skills have to be outstanding.
THE FINER POINTS

Here are few tips, which are in line with developments taking place in the
industry at large.
1. Know your customer
2. Know your product
3. Focus on the time and money factor
4. Balance your business – don’t over-expose yourself to any one market
segment, supplier or country
THE FINER POINTS

Here are few tips, which are in line with developments taking place in the
industry at large.
5. Don’t forget about the little touches
6. Focus on the advice factor
7. Think small – Small companies can be more successful, more money,
and can provide personalized customer service.