BASIC

CUSTOMER
SERVICE
PRINCIPLES
Conducted by:
Vicente Eduardo I. Molina
 DEFINITION OF CUSTOMER

“Anyone within or outside the firm or

company who is the recipient of one’s work
output”.

“Within” – Internal Customers.

“Outside” – External Customers.
CUSTOMER SERVICE STRATEGY

Customer Satisfaction Framework

 CORPORATE VALUES

Customer satisfaction.
Employee satisfaction.
Teamwork.
Commitment.
Stockholder satisfaction.
 CORPORATE
MISSION and PHILOSOPHY
To produce and sell room accommodations, food &
beverages, entertainment and other related services at
quality and price levels appropriate to a five-star world-
class hotel serving upscale markets.
To establish a reputation and standing in the domestic and
international travel and tourism markets as a fine, high-
quality establishment.
To provide satisfying jobs and careers to its personnel.
To earn a satisfactory rate of return for its stockholders.
CORPORATE VALUE #1

Customer
Satisfaction
 Customer Satisfaction

Customer
Deluxe Hotel
Customer
Expectation
Satisfaction

Customer Customer
Deluxe Hotel
Expectation Complaint
Customer Satisfaction
 Recovery Paradoxon

Customer with service

failure and successful
recovery

Customer
without service
failure

Time
Service Failure Service Recovery
CORPORATE VALUE #2

Employee
Satisfaction
 Employee Satisfaction

More investments

Stockholder Satisfaction

Growth and Profits

Employee Satisfaction Repeat Business

Higher Quality

Greater Effort
CORPORATE VALUE #3

Teamwork
 Team Vs. Group

A team is internally organized, with

specific goals and usually with specific
roles for the different members.
A group is just a collection of people with
something in common, such as being in the
same place or having a shared interest.
 Teamwork

A teamwork is a joint action by a group of 2

or more people who come together to achieve a
purpose. There is no magic formula for
“building a team”. Teams are organic – they
grow and change – so make use of the
opportunities that change offers.
 Teamwork Quotations

“Coming together is a beginning”.

“Keeping together is progress”.
“Working together is success”.
“Talent wins games, but teamwork and
intelligence wins championships”.
“None of us, including me, ever do great
things, but we can all do small things, with
great love, and together we can do something
wonderful”.
CORPORATE VALUE #4

Commitment
 Commitment = Highest Form of Retention

Strong belief and acceptance of Company’s

Goals and Vision.
Willingness to exert considerable effort for the
continual success and growth of the company.
Strong desire to maintain membership in the
organization to uplift the status of the
organization, boost productivity, refurbish
mistakes and failures.
CORPORATE VALUE #5

Stockholder
Satisfaction
Stockholder satisfaction

Stockholder
Satisfaction

More Investments Growth and Profits

Employee
Repeat Business
Satisfaction

Greater Effort Higher Quality

 Types of Customers

1. Internal Customer.
2. External Customer.
 Internal Customers
Anyone you count on or rely upon to
complete a task or a function or to provide you
with information so that you can get your job
done.
Anyone who counts on you to complete a
task or function to provide then with information
so that they can get their job done.
 We are Customers to EACH OTHER

“It is tough to give great service to

external customers if there is
conflict, unhappiness and lack of
respect within your organization”.
 Essential Elements of Internal Customer
Service
1. Know the mission of your organization
and your role.
a. Why does your employer pay you?
b. What basic function do you perform?
c. What is the reason your department exist?
2. Internal customer service is everyone’s
responsibility.
 External Customers
Anyone who is not part of
or affiliated with a
particular business, and
who are also the purchasers or
recipients of that business’
”output”.
Someone who signs a
check, pays our employer, and
ultimately makes our pay check
possible.
Trauma of an External Customer

Travel
Preparation
Arrangement

• Do the packing
• Advices important
people
• Buys tickets
• Make
• Choose hotel
personal/business
• Make reservations
arrangement
• Arrange transport to
airport
Trauma of an External Customer

Departure Travel time

• Wake up early
• Travel going to • Spend hours sitting on
airport/terminal a bus/plane or boat
• Obtain boarding pass • Sometimes delayed ,
• Clear cancelled or changed
immigration/wait for departure time
boarding
Trauma of an External Customer

Transfer to
Arrival
hotel

• Collect luggage • Get taxi or wait for

• Clear immigration, pickup
customs • Go through traffic jam
Trauma of an External Customer

Hotel

• Expects excellent
service
What are the Basic Needs of our
Hotel Guests?

Food Quality.
Cleanliness.
Safety.
Attendant
Courtesy.
Comfort.
Three Important Service Standards
According to Customers

Timeliness.

Accuracy.

Courtesy.
Main Principles of
Customer Service

Quality Service.

Responsive Service.

Respectful Service.
 Quality Service

Show pride in yourself, your department, unit,

section or division.
Demonstrate knowledge of your job and role
in the organization.
Be skilled at problem solving.
Behave professionally in all situations.
Have concerns for results.
Constantly strive for improvements.
 Responsive Service

Take responsibility in carrying out your job.

Give immediate attention even if the entire request
cannot be fulfilled at once.
Take action to resolve the request.
Demonstrate creativity (extending beyond
customary rules and practices).
Provide clear and accurate communications.
Bring proper closure to the service interaction.
Be a good team member.
 Respectful Service

Listen.
Act naturally, not phony.
Empathize (the golden rule of service).
Tell the truth (demonstrate integrity).
Use good interpersonal relationship skills.
Monitor your voice tone and non-verbal
communications.
Avoid bringing personal concerns to the job.
 Total Customer Experience

Customer’s product experience

Customer’s transaction experience

Customer’s interaction
experience

TOTAL CUSTOMER EXPERIENCE

Main benefits of improving
customer satisfaction

Retention

Related sales

Referrals
 Customer Loyalty
The term customer loyalty is used to
describe the behaviour of repeat customers,
as well as those that offer good ratings,
reviews or testimonials. Some customers do a
particular company a great service by
offering favourable word of mouth publicity
regarding a product, telling friends and
family, thus adding them to the number of
loyal customers.
Remember:
“In order for us to be a
successful organization
in service to our
external customers, we
must first serve each
other”.