Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

TABLE OF CONTENTS PAGE

1. Introduction 3
2. How to use this Self-study Guide 4
3. Topic: Communication & Customer Care 5
3.1 Notes/Summaries/Key concepts 5
3.2 Questions 26
3.3 Answers 43
3.4 Examination Tips to master this topic 56
3.5 Final preparation for the Examination in this topic 59
4. General Examination Tips 68
5. References 73

2
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

1. INTRODUCTION
The declaration of COVID-19 as a global pandemic by the World Health Organisation led to the
disruption of effective teaching and learning in many schools in South Africa. Many learners
across grades spent less time in class due to the phased-in approach as well as, rotational /
alternative timetables that were implemented across provinces. Consequently, the majority of
schools were not able to complete all the relevant content prescribed in Grades10-12 in accordance
with the Curriculum and Assessment Policy Statements forTourism.

Part of the mitigation and intervention against the impact of COVID-19 in the current Recovery
Plans in Grades 10-12, the Department of Basic Education (DBE) worked in collaboration with
Subject Specialists from various Provincial Education Departments (PEDs) to develop this Self-
Study Guide Booklet.

This Self Study Guide Booklet includes and covers topics, skills and concepts for‘Communication
and Customer Care’, prescribed in the Teaching plans for this topic in Grade 12. Content in this
booklet is critical towards laying a strong foundation to better understand and improve the
understanding of this topic.

The main aim of this booklet is to:

• Close existing content gaps in this topic.

• Improve and strengthen a full understanding of the content prescribed forthis topic

• Assist the learner to improve the performance in this topic in Grade 12 NSCExamination.

3
2. HOW TO USE THIS SELF STUDY GUIDE
This Self-Study Guide Booklet covers the content on Communication and Customer Care.
The booklet is designed to explain and improve understanding of the topics that learners find
challenging in the Grade 12 NSC Examinations. This booklet does not cover all the topics but
includes only those topics that covers core content in each content area.

Work your way through this Self Study Guide Booklet to:
• Improve your understanding of the content.
• Identify your personal areas of weakness in this content to ensure that your
understanding of these topics improves.
• Identify those sub-topics you find challenging to ensure that you strengthen and improve
your knowledge and understanding of those concepts.
• Improve your skill to breakdown a question in order to answer a question more
accurately.

The selected key concepts are accompanied by explanatory notes /summaries and
assessment practice activities to improve the process of answering questions in the NSC
Examination. The guide provides relevant answers and further provides guidance on how to
use the mark allocation and structure of a question to develop an accurate response.

Further guidance is provided on Examination and Study Tips to better prepare yourself in this
topic and this section of the National Senior Certificate Examination (NSC) question paper.
To ensure a good performance in Tourism, cover the remaining topics of the curriculum well,
by using a textbook(s) and notes /summaries.

This Self Study Guide Booklet serves to ensure that you are prepared for the end-of-year NSC
examination. The importance of your success cannot be over-emphasised towards
preparing a bright future for yourself. Accept this challenge towards seeing yourself on the
brink of taking the first steppingstone in preparing to participate in the future of the South
African economy.
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3. TOPIC: COMMUNICATION & CUSTOMER CARE

3.1 Notes/Summaries/Key Concepts

Customer
feedback
•Customer Customer
Concepts Grade
Grade Grade feedback
Service Managing
10 excellence 11 12 methods
quality Analyse
service

Grade 10

Communication

Key concepts to introduce and better understand the topic.

Term Description
Communication Conveying or sending a message/information through
writing or speaking, between two or more people.
Written communication Sending of messages, orders, or instructions
in writing through letters, circulars, manuals, reports,
telegrams, office memos, bulletins, etc.
Verbal communication The use of words to share information with other people.
Internet A computer network that provides information on a
variety of topics and communication facilities.
Electronic mail A postal system where you use your computer, laptop,
phone to send a message or documents (attachments)
via the internet.
Videoconferencing When one can see the person speaking during the
communication process, via any audio-visual
technological device.

5
 Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Term Description

Online virtual meetings Form of technology that allows users in different locations to
hold meetings using computers and online devices, it can be
face-to-face, or they can switch off their videos. Participants
do not move from their location. Examples include Zoom,
WhatsApp, Microsoft Teams.
Face-to-face When you can see the person, you are communicating with.
Teleconferencing The use of telecommunication devices like phones or cell
phones, to hold discussions between people in different
locations where they can only hear and not see each other.
Fax The use of a device to send or receive facsimile
communication.
Survey A tool used to gather information and feedback from
customers on a product or service.
Questionnaire A form that consists of a set of questions to collect
information / data from customers.
SMS A text messaging service on mobile phones.

Service Excellence
Key concepts to introduce and better understand the topic.

Term Description

Service Work done to serve or provide help to another person.

Service excellence Outstanding service provided to customers

Customer satisfaction Service provided to meet the needs of the customer.

6
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

SERVICE EXCELLENCE

Value to a business in providing quality service

• Good service attracts customers

• Promotes a good relationship between customer and
the business
• Improves image and competitiveness of the business

Advantages of good service Advantages of good service

delivery for a business delivery for a tourist

§ Repeat visits § Ensures good business

§ Increase in business demand experience/ value for
and profit money
§ Better reputation/ positive word § Quick and efficient service
of mouth (WOM). saves customer’s time
§ Increased customer § Leads to customer
satisfaction satisfaction and loyalty

7
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

POOR SERVICE DELIVERY

The consequences of poor service Recommendations for improvement
delivery of poor service delivery
• Bad publicity/ poor company image • Train staff members on service
• Loss of income/ profit excellence and how to effectively deal
• Loss of customers with customers
• Increase in marketing costs due to • Employ people with required skills
negative word of mouth (WOM) • Reward good performance
• The company will lose its competitive • Encourage customers to give feedback
advantage on service delivery

[Source www.pinterest.com] [Source www.dreamstime.com]

Grade 11
Dealing with Customer Complaints

Key concepts to introduce and better understand the topic.

Terms
complaint argue criticism
promise apologise feedback
negative word-of-mouth loyalty quality
rude communication service standards
inaccessible service delivery tourism sectors
entertainment

8
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Customer Complaints

Customer complaints can be defined as the

gaps between what business promises in
terms of the product or service and
what customers receive. It is a mismatch
(gap) between how customers perceive the
brand and where they fail to get the
desired customer service experience.
There are different types of customer
[Source:www.ratchetandwrench.com] complaints.

There are common reasons why customers complain. They may include:

• Poor customer service: when staff is usually not trained adequately this can lead to
poor customer service e.g. customers waiting for long periods before being attended to,
poor product knowledge etc.
• Not keeping to your promise: if a promise is made ensure you live up to it. When you
do not deliver on your promise it can easily lead to mistrust, negative word of mouth to
other customers or business being taken to the competitors.
• Poor product/service knowledge: lack of background knowledge of what is on offer
by the staff can easily lead to customers being misinformed about the product or service
on offer. Calling for assistance from more knowledgeable staff members can lead to
customers getting frustrated.
• Rude staff: staff with poor attitude and who generally don’t value their clients can be the
main cause in offending customers.
• Not listening to customers: ignoring customers can be the reason for them taking their
business elsewhere.
• Hidden costs: keeping information away from customers e.g. additional costs can easily
frustrate customers and be the cause of their complaint.
• Delivering poor quality products/services: when products do not meet expectations
that was initially promised then customers will easily share their disappointment, openly.
• Inaccessibility: customers find it extremely difficult when they require assistance and
cannot locate nor contact you directly.

9
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Ways to deal with Customer Complaints effectively

THE SKILLS YOU NEED!

1. Listen carefully to what the customer has to say. The customer has a
problem so try your best to assist.
2. Ask questions in a caring and concerned manner. Try to get much
information regarding the problem to best solve it.
3. Put yourself in their shoes- do not argue with the customer but try to
solve the problem.
4. Apologise without blaming. Do not pass the blame onto someone
else or another department. Be sincere so the customer feels you
are on their side.
5. Try and seek the solution to the complaint with the support of the
customer’s opinions. Become a partner with the customer in solving
the problem.
6. Solve the problem, quickly! Customers prefer that the person they
are dealing with should solve the problem. Customers become
frustrated when the issue must escalate (increase) to another level.

REMEMBER: You will always come

across unsatisfied customers.
However, by taking the time to review
the issue with the customer, you can
turn challenges into something
constructive.

[Source:www.fotolia.com]

10
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

The Value of Complaints to a Business

Customer complaints are essential to a business in moving to the next level.
They have a significant impact on the business. By understanding the benefits of the
complaints, you not only improve your product brand / service but also increase your
team productivity.
When you understand how to handle complaints effectively it can be turned into a
constructive opportunity for the business to grow.

Key advantages of customer complaints

Understand customers Consumers can offer feedback on your products and

better services to you, as a business owner, that you may not be
aware of. The easier you make things for your customers,
the more likely they are to continue choosing your brand
over others.

Recognise your mistakes Pay careful attention to the issues that customers bring up
especially if it is occurring frequently. Attention to these
concerns mean that you can solve them quickly and
continue to improve your business.

Build customer loyalty Handling customer complaints effectively is important,

because it is often the make-or-break point when it comes
to ensuring loyalty to your brand. Show your appreciation
that you value the customer’s support.

Increase Word-of-Mouth The idea is to leave a positive image in the minds of your
customers. Word-of-mouth recommendations are
invaluable. When other potential customers hear positivity
and praise directed to your company, they’re more likely to
give you their business, too.

Improve communication When customers call to lay a complaint, and they see that
with customers their feedback was considered and that changes were
made, they will appreciate that their voice is being heard.
Communicating effectively with customers is a huge part of
running a successful business.

Improvement on the brand Complaints provide valuable customer feedback and insight
/service from the side of the customers who use your products
or services. They offer an opportunity to improve your
processes and service delivery, helping to maintain or
even increase customer loyalty and satisfaction.

11
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Taking note of common Businesses can track the common areas that receive
areas of weakness within a frequent complaints and work to support the staff
business accordingly. Sending the staff on regular training could be a
solution.

CRITICISM
Criticism is often referred to as the practice of judging either the merits or faults of
something. Criticism can occur in all our daily living practices. Criticism can either be
negative or positive. Constructive criticism will often involve an exploration of the different
sides of an issue.

[Source:www.stock.adobe.com]
HOW TO HANDLE CRITICISM
Let us be able to use other people’s opinions on a product or service rendered for the best.
The keys to successfully handling criticism are:
• determining its intent
• responding calmly
• acting on constructive criticism
• minimising time with those customers who consistently criticise
Every business receives negative feedback from time to time. It’s how you handle it that
sets you apart and keeps your customers returning. It is how you respond that influences
new customers to give you a chance, despite any negative reviews.

12
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

KEEP IN MIND

1. It is not about you

Criticism hurts no matter how tough you are or how long you’ve been in business. It is not
about you, and usually, it is not personal. The feedback you receive is all about your
customer’s experience. You cannot change what has already happened. The good news is
you can influence what happens next.

2. Remember the benefit of getting feedback

Remind yourself of the benefits of receiving criticism - namely to improve the work,

product, services on offer and improve skills. It can be difficult to receive criticism

however accurate and constructive criticism will grow the business and produce a

better product at the end of the day.

3. Listen for understanding

As the person shares feedback, listen carefully. Allow the person to share their

thoughts completely. Avoid analysing what the customer has criticised.

4. Say thank you!

Thank the person for sharing their thoughts with you. Expressing appreciation doesnot

mean you agree with the criticism however it acknowledges the effort the customer took

to evaluate the product/service and then sharing their thoughts.

5. Request time for follow-up

Take steps to fix the issues promptly. Do invite your customer to try out the productor

service again once it has followed the intervention process of being corrected.

Offer them a reward e.g. a free meal/ discount on a future purchase.

REMEMBER:
Constructive criticism can be used as a tool to help the business improve from their
previous failures. When criticism is constructive, it can make the business aware of
gaps in their understanding and it can provide channels for future improvement.

MANAGING QUALITY SERVICE

In the tourism industry customers expect and demand a certain level of quality. Not to
mention, the provision of good customer care from start to finish. Customers are generally
willing to pay more for the same product or service, if it means being provided with better

13
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

customer care. Unless both quality and service standards are outstanding, customer
satisfaction cannot and will not be achieved.

STRATEGIES TO ACHIEVE AND MAINTAIN QUALITY SERVICE

It refers to the ongoing process of

communication between supervisors and
employees to support the common goal of a
business. Continuously Improving performance
levels by setting goals will strengthen the brand
(product) and improve services leading to both
personal and business growth.

Regular assessment of quality in the tourism

industry is the key to success. Customer
satisfaction based on experiences and confidence
in using the product/ service again is important.

Survey's help business to increase productivity

and profitability by evaluating the product/ service
to see if it meets customer satisfaction levels and
their level of loyalty and trust to your business.
They are important tools for improving the
business and ensuring customers return.

Peer reviews leads to good customer service

and indicates that the team is behind the pleasing
encounter. Unhappy staff will convey their
unhappiness to customers which will impact on
the businesses performances and repeat
business. Evaluating fellow employees will
improve service levels of employees.

Training staff whilst they are employed at the

business is vital to enhance skills
development. In-service training helps to build
confidence when dealing with customers, helps
staff to confidently deal with products and
services and helps to impress customers at all
levels.

14
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

TOURISM AS AN INTERRELATED AND INTER-DEPENDENT SYSTEM

Our tourism industry will not be complete without the relationship of all the associated
sectors namely: travel related industries, transport, accommodation,
entertainment, and support services. Within each sub-sector industries support a
wide range of visitorexperiences and services.
When one sector delivers poor service, it has a negative impact on the other four sectors.
All sectors rely on one another to provide a good and pleasant experience for the tourist/
customer.

Happy
tourist after
encountering
a pleasant
experience
Travel related
industry

Transport
[Source:www.freeimages.com]

Accommodation SERVICE DELIVERY

Entertainment Stressed and

unhappy tourist
after
encountering a
Support bad experience
services

Source:www.dreamstime.com]

15
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Customer Feedback

Key concepts to introduce and better understand the topic.

Terms
Customer feedback Staff morale Intervention

Customer satisfaction Surveys Service delivery

Customer service Questionnaires Profitability

Customer retention Action plan Loyalty

Reputation

Customer Feedback

This feedback serves as

information provided by
customers regarding their
experience when in
contact with a product or
service. It can take the
form of both verbal and
written communication
using different platforms.

[Source:www.dreamstime.com]

PURPOSE OF OBTAINING CUSTOMER FEEDBACK

• It informs the business if the product or service still needs improvement or needs to
be further development.
• Listening to your customers shows that you care and value their opinions and this
can help move a business forward and make progress.
• Using your product to meet the needs and wants of the customer allows for product
enhancement and growth.

[Source:www.commbox.io.com]

16
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

• Makes customers feel important and involved and this can spread a positive word of
mouth (WOM).
• Assists one in staying up to date and keeping up with the latest tourism market trends.
• Ensures that the product or service is in line with other competitive brands.
• Builds trust between the service provider and the customer and herein helps to retain
customers.
• Enhances staff morale- repeat business makes staff confident and feel good about
where they work. This improves staff output.
• Areas of weakness gets noticed and addressed by more training
workshops/ programmes e.g., improving staff skills in the future.

METHODS USED TO OBTAIN CUSTOMER FEEDBACK

SURVEY A process of collecting information
from a group of people to gain insight
on a particular topic. The process
involves asking people for information
through a questionnaire. Once
responses are collected, they are
analysed. Surveys gives feedback on
customer opinions and experiences
that can assist a business in
improving their product or service.
[Source:www.blog.hubspot.com]

QUESTIONNAIRE A research method consisting of a set

of questions used to collect
information on a service or product.
The series of questions can be
answered face-to-face, over the
telephone, through the post and
online. This feedback mechanism is
regarded as an important tool forming
part of the survey process.
[Source:www.endonews.com]

17
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

FOLLOW-UP CALLS A follow-up call to a customer

improves communication between the
service provider and the client. The
call gives customers an opportunity to
be heard and communicate their
views on a product or service that
they interacted with. Customers feel
their opinion counts with a follow-up
[Source:www.salesbuzz.com]
made to them.

FEEDBACK CARDS They allow customers to openly

express their opinions regarding
customer experiences. It not only
measures the levels of customer
satisfaction but indicates to the
service provider areas that might need
more attention. It acts as a brief
survey to rate your experience as a
customer.

[Source:www.smartguests.com]

SMS MESSAGES A popular way to capture customer

feedback. Serves to capture feedback
quickly to be able to stay on top of
issues. SMS messages are more
likely to be read and actioned
accordingly than other feedback
forms. Research shows that
customers are more likely to open a
text containing a survey link.
Questions are simple to follow and is
concluded with a general question.
[Source:www.usshortcodedirectory.com]

18
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

WEB-BASED RESPONSES An effective way to gather customer

information. Its cost effective, speed
efficient and privacy of the respondent
is protected. It allows for a quick
analysis of the collected data. Has
proven to be accurate as participants
enter their responses directly into the
system instead on relying on staff to
enter all details correctly. Participants
find it convenient to use as they
choose a time that best suits them to
respond.
[Source:www.optimonk.com]

ANALYSING FEEDBACK

Capturing and
study of
feedback

4 2

Identifying
Intervention Analysing Common
process feedback Comments

Deciding on
an action
plan

19
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

STEP 1
Capture and study the Feedback

Collect the information from the different feedback methods used. Categorise your
information for example into positive comments and negative comments.

[Source:www.f.imperial.ac.uk]

STEP 1

Identifying common complaints

Reading through customer feedback would enable you to see that there are common
patterns to what your clients are saying about the way you conduct business. These would
include things like the speed of your product deliveries, the help fulness of your staff, and
others. Look for these common strengths and challenges and note them down accordingly.

[Source:www.proprofsdesk.com]

20
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

STEP 2

Deciding on an action plan

After all feedback has been received and recorded it is time to move forward in addressing
the complaints. Note the most important feedback you have received and decide what
actions should be taken, and how you will track the progress.
Create easy to reach goals that allow you to monitor progress and celebrate successes as
well. The type of action will depend on the issues raised. For example, staff training, hiring
more people, improving the workplace environment etc. could be areas to address in the
action plan.

[Source:www.pinterest.com]

STEP 3

Intervention process

Take your plan and now action it! Follow the steps in your plan carefully and hold
regular meetings with staff to see how things are progressing.
Continually evaluate your progress every step of the way. Readjust your action plan
if need be.

[Source:www.freedominterventions.com]

21
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

IMPACT OF SERVICE DELIVERY ON BUSINESS PROFITABILITY

Regardless of what industry you belong to or what products and services you sell/offer;
the customer is the most important part of your business. Without
the customer, you do not see any sales. If you fail to take the customers' views into
account in your marketing, it is likely your operation will not be successful.

[Source:www.bodyshopbusiness.com
www.123freevectors.com]

We all know that providing excellent customer support is important. By increasing the
quality of your support services, you can increase your profit. If you are not providing
helpful, informative customer service, you risk losing business.
Customer support impacts on a company’s reputation

[Source:www.productfocus.com
www.shutterstock.com]

22
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Profitability in business is often linked to marketing = sales. While marketing and

sales are vital ingredients for business success, research shows that Customer
Service has a more lasting effect on business profitability.
REMEMBER: With more and more people being exposed to quality customer
service, the customer today is very aware of his or her rights and will not hesitate to
demand for quality service when not given it.

The benefits of offering good service include:

• Enhanced customer loyalty: Good customer service builds customer loyalty
which is very important for business success. It takes more time to get new
customers than it does to keep the ones you have so it is far smarter and
cheaper to keep many of your customers returning, than to spend fortunes
attracting new ones.
• Increased sales, improved returns, and profitability: With your customers
returning and bringing in new customers through referrals and the positive word
of mouth, returns on sales and profitability of your business will be positive.
• Enhanced reputation: Good service enhances your name in the marketplace
and builds customer pride, leading to more cooperative customers, even in the
times of difficulties.
• Improved employee confidence, retention, and productivity: Good customer
service must be directed towards your customers and employees. This increases
employee morale and impacts on employee retention and productivity.
• Happy customers spend more: The experience a customer has during contact
will determine how much money they are willing to spend. Therefore, paying
special attention on the quality that your staff offers, can make the customers
feel happy and valued and in turn can make you more money.
• Quality support may allow you to raise your prices: Customers are willing to
adjust to a small price hike if they are guaranteed that they will continue to
receive quality customer service.

[Source:www.vectorstock.com]

23
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

GLOSSARY

Concept Definition
A course of action to address challenges associated to a product
Action plan
or service.
An act of acknowledging a wrong action and asking for
Apologise
forgiveness.
To give a reason in support an idea. One argues to prove
Argue
a point specially to show disapproval of a bad treatment.
Conveying or sending a message/information through writing or
Communication
speaking, between two or more people.
To give a customer something good to make up for a bad
Compensation
experience or service e.g. a discount.
Competitive Something which makes a business to perform better than its
advantage competitors, it can be a cheaper price or exclusive service.
A way to express dissatisfaction about a product or poor service
Complaint
delivery.
A good or bad opinion given about a person, a service or a
Criticism
product.
The verbal or written communication from customers expressing
Customer
how they feel about your brand, your products, and/or the service
feedback
they received or interacted with.
Customer Process of having customers coming back for more. They become
retention repeat customers without having to switch to the competitor.
Making sure the customer is happy. Ensuring the customer or
Customer client is satisfied with the product or service provided, and with the
service sales, delivery, installation, use, and other components of the
purchasing process.
Excellent
Service which meets the needs and expectations of the customer.
service
To provide/receive information about one’s experience with regard
Feedback
to a service or product.
Inaccessible Difficult to reach or find.
Intervention A plan with the aim of improving upon a challenge.

24
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Concept Definition
A measure of a customer's likeliness to do repeat business with a
Loyalty company or brand. The customer utilises a service/ product on an
ongoing basis.
Negative Word When a person speaks about his or her bad experience after
of Mouth engaging with a product.
Service which does not meet the needs and expectations of the
Poor service
customer.
Positive Word of When a person speaks about his or her good experience about a
Mouth product.
Product Where one is informed or have full understanding of a product or
knowledge service.
When a business manages to retain customers or records repeat
Profitability customers. Sales will be on the increase leading to business
profitability.
To assure customers of meeting their needs and gaining value for
Promise
their money.
Refers to how good or bad a service or product is compared to
Quality
other similar services and products.
A research instrument consisting of a series of questions to
Questionnaires
ascertain customer satisfaction levels of a product/ service.
Comprises of what others think and feel about your product/
Reputation service. A good reputation will attract repeat business and loyal
customers.
Bad behaviour and manners. Attitude that shows disrespect for
Rude
other people.
Service When one helps or does work for someone.
Services delivered in an effective, predictable, reliable and
Service delivery
customer-friendly manner.
Service It explains what a customer can expect from a service. It defines
Standards the quality of the service.
Refers to the attitude, satisfaction and general outlook of
Staff morale employees during their association with an organisation or a
business.

25
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Concept Definition
A process used to identify or measure the happiness and
Surveys
satisfaction of different business entities or consumers.
A service or product worth the price of the service received by a
Value for Money
customer.
When one person tells other people about his or her experience
Word of Mouth
about a product or service engagement.

3.2 QUESTIONS
Study and work through the questions that follow. It will assist to determine how well
you have understood and mastered the content.

First attempt the questions on your own.

26
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Grade 10
Activity 1 (Grade 10)
Study the pictures below and answer the questions that follow.

A B

C D

[Source www.shutterstock.com]

1.1 Link the descriptions below with the pictures above.

Write only the letter of the correct answer next to the question number.
1.1.1 Computerised message sent through the internet (1)
1.1.2 People from different locations, interacting without face-to-face contact (1)
1.1.3 Short Message Service (1)
1.2 Name and describe the type of technology labelled D. (3)
[6]

27
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 2
2. Read the scenario below and answer questions that follow.

Your parents would like to take the family on a weekend getaway to

Gauteng. They requested you to make the reservation for accommodation
at a hotel close to the OR Tambo International Airport.

2.1 Write an email to book accommodation at the Aspen Grove Hotel for you
and your family and then copy the email to your parents. (5)
2.2 Write the SMS that the hotel would send to confirm your booking at the
Aspen Grove Hotel. (3)
[8]
Activity 3
3.1 Select the term that best matches the descriptions below. Write only the correct term
next to the question number (3.1.1 - 3.1.3) in the ANSWER BOOK.

service excellence; customer satisfaction; business satisfaction;

service delivery

• When tourists receive value for their money and leave the business as
happy clients. (1)
• Work done to meet the expectations of the customers. (1)
• When employees serve or help customers with what they need. (1)
[3]

28
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 4
4.1 Study the picture below and answer questions that follow.

[Source:www.cartoonsmotivators.com]

4.1.1 Give the concept which best explains the attitude of the customer in the
picture (1)
4.1.2 Write an article of not more than 200 words on: ‘The benefits of service
excellence for tourists,’ that relate to the picture, above. (7)
[8]

29
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 5

5.1 Read the scenario below and then answer the questions that follow:

Letter to Hatsi Health Spa

On the 20 February 2021, I was disappointed with the service I received at the
Hatsi Health Spa. I had an appointment for 14:00 at the Spa and waited for an
hour without anyone explaining why the long wait. The receptionist at the Spa
was not helpful at all and kept on looking at me without a word. The other staff
members were unprofessional, and their overall attitude left a bitter taste. The
delay was not an issue, but the way I was treated was the issue.

The Spa should train all its staff members on service excellence.

[Source: www.getspolcal] [Source:www.smartaction.com]

5.1.1 Define customer satisfaction in your own words. (2)

5.1.2 Identify from the extract TWO incidents that display lack of service
excellence at the Spa. (4)
5.1.3 Explain TWO consequences of poor service delivery for a business on
social media. (4)
5.1.4 Advise Hatsi Health Spa on how to correct the situation and improve on
service delivery for the future. (4)
[14]

30
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 6
6.1 Study the picture below and then answer questions that follow.

ZELOS FOODS BELIEVE IN SERVICE EXCELLENCE

“Our business is
“ I am proud
“I am to be
proud to be the
aimed at ensuring
“Our business is aimed at
theZelos’ influencer and a
Zelos’ influencer
that every customer is that every
ensuring
customer and a customer.”
regular
satisfied when they is satisfied
when they regular visit.” customer”
visit “

Zelos Foods Dinah

Zelos Foods Dinah

[Source:www.customerdigitaltransformation.com]

6.1.1 An influencer is a person with the ability to influence potential buyers

of a product or service by promoting or recommending the items on
social media.
Mention ONE reason that made Dinah to be the Zelos’ influencer and
a loyal customer. (2)
6.1.2 Explain TWO benefits of service excellence to Zelos’ customers. (4)
6.1.3 In a paragraph, discuss the THREE advantages of Zelos’ providing
excellent service to their customers (6)
[12]

31
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 7
7.1 Study the pictures below and determine which one represents good service and which
one represents poor service. Write down the number of the picture and the type of
service next to it, e.g. F poor service

A B

C D

[Source:www.shutterstock.com]

(5)

32
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Grade 11
Activity 1
1. Study the picture below and then answer the questions that follow.

[Source:www.thebalancesmb.com]

1.1 It is often stated that “giving customers the kind of customer service that keeps
them coming back” is the lifeline of any business. Explain this statement. (4)
1.2 Give ONE reason for each of the following rules labelled 1; 4; 6 and 8 as
indicated in the picture, above. (8)
[12]

33
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 2
Study the picture below and answer the questions that follow.

[Source:www.slideshare.net]

2.1 Explain your understanding of the statement above keeping in mind the
value of complaints for a business. (4)
2.2 Read the case study below and answer the question that follows.

MAKE IT OR BREAK IT!

You are the owner of an online travel accessory company (Makealot).

You have received a complaint from Mr. Zola Khela on his recent
purchase of a floating waterproof smart phone cover.

He complained of the cover not being water and air-tight proof and that
the touch screen was not accessible through the pouch.

He is dissatisfied with the purchase and is demanding a full refund made

on the purchase. Mr. Zola is very angry and made it clear in his complaint
that he will not support Makealot in any of his future purchases.

Write an email to Mr. Zola Khela apologising for the dissatisfaction that
he has experienced with his purchase.
Remember as the owner you value him as a customer and want his (6)
continued support.

[10]

34
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 3
3.1 Give your understanding of the following concepts:
3.1.1 Verbal complaints
3.1.2 Constructive criticism (4)

3.2 Discuss the value of constructive criticism in the hospitality and tourism
sector industry. (8)
3.3 Study the dialogue boxes below depicting criticism at a restaurant
establishment by unhappy customers and answer the questions that
follow.
DIALOGUE BOX 1 DIALOGUE BOX 2

“Oi, mate, this soup is stone cold.

“Waiter, this soup is
What do you think you are
disgusting. I demand you do
playing at? You give us the cold
something about it now! I will
shoulder when we came in, took
not be paying for this, you
flaming ages to take the order.”
know.”

[Source:www.present5.com]

3.3.1 List the THREE causes of dissatisfaction in dialogue Box 1. (3)

3.3.2 Give the solution that the customer in dialogue Box 2 suggests for his
complaint. (2)
3.3.3 As the waiter attending to the customer in dialogue box 1, recommend
TWO ways on how to handle the criticism directed to you. (4)

35
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3.4 The waiter had this to say to the customer in dialogue Box 2:

“I will get the chef from the

kitchen. He is the one you should
be shouting at not me. He is
always doing things like this, he
is useless”

[Source:www.present5.com]
Critique and evaluate the waiter’s response to the unhappy customer. (4)
[25]
Activity 4
4.1 Name the FIVE strategies used by an organisation to maintain quality
service amongst its staff and prospective customers. (5)
4.2 Explain the value of maintaining quality service standards in the tourism
and hospitality sector. (4)
4.3 Study the picture below and answer the question that follows.

[Source:www.slideshare.net]

36
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

4.3.1 Discuss your understanding of the picture above in terms of the value of
customer referrals in a business. (4)
[13]

Grade 12
Activity 1
1.1 Give your understanding of the term “customer feedback.” (2)
1.2 Read the statement below and answer the question that follows:

Customer feedback is important because it serves as a guiding

resource for the growth of your company.

1.2.1 Discuss THREE reasons why customer feedback is essential for the
growth of a company. (6)
[8]

Activity 2
2.1 To better understand the concept of “customer feedback” write down
important words that come to mind that is related to customer feedback to
improve your understanding of the concept.
Create a mind map to brainstorm your thoughts on the concept from the words
that were written down. 10
Refer to the exemplar mind map to guide your thoughts.

[Source:www.mindmapping.com]
[10]

37
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 3
Read the scenario below and answer the questions that follow.

THE GOOD…THE BAD AND THE UGLY

Mayfield Towers Hotel is rated as a four-star hotel and has served to
accommodate guests from around the world for many years. Of recent, they are
receiving many customer complaints. Most of which is directed to the
Housekeeping Department and the Front of Office.
Guests complain of housekeeping not cleaning rooms adequately especially
during times of COVID-19. The front desk is slow in the check-in and check-out
process leading to overcrowding at the front desk. Guests generally feel unsafe
during the times of the pandemic.
The hotel has since had many employees resign from their positions. Upon
investigation it was found that employees were unhappy with their salary
packages.

3.1 As a guest you received a link from the hotel a day later to fill in the online
customer feedback survey.
Fill in the customer feedback template provided to rate your experience
during your stay. (8)

38
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Your service experience

1. How would you rate the following services:
Very Dissatisfied Satisfied Very
dissatisfied satisfied
Room Service
Housekeeping
Front Desk
Overall service
delivery

2. What would you like us to know?

Add your comments:

3. Can we contact you in the future on our special rates?

YES
NO

SUBMIT FEEDBACK

3.2 Give the findings of the Human Resource (HR) department after
investigation of the resignation of employees. (2)
3.3 Explain how the resignation of staff is going to negatively impact on the
hotel. (4)

39
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3.4 Advise the Human Resource (HR) department on THREE actions that
should be undertaken to avoid loss of more guests especially during
COVID-19 that has struck the hospitality industry, hard. (6)
[20]

Activity 4
Choose a description from Column B that matches the methods used to attain
feedback in Column A. Write only the correct letter (A-F) next to the question
number 4.1-4.6 e.g. 7. G

COLUMN A COLUMN B
4.1 Feedback cards A. A research instrument made up of a series of
questions for the purpose of gathering information.
4.2 Surveys B. Often rated as a personal method of gathering data
from customers.
4.3 Web based response C. Capturing data via a text message which is quick
and efficient.
4.4 SMS Messages D. A written comment expressing dissatisfaction within
a department of a business.
4.5 Questionnaire E. An online survey used to reach and engage your
target audience.
4.6 Follow-up calls F. Customers complete the process of addressing
issues on a product to measure levels of satisfaction
through a series of questions.
(6)

[6]

40
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 5
5.1 Take note of the steps involved in analysing feedback and re-arrange them into
the correct order to ensure effective feedback analysis.
Fill in the correct step in the timeline representation that is provided.

• Deciding on an action plan

• Collecting and studying feedback
• Intervention process
• Identifying common complaints
(4)

[Source:www.dreamstime.com]
[4]

Activity 6
Read the case study below and answer the questions that follow.
WHERE DID OUR WAITRON DISSAPPEAR TO?

The Norton family recently visited the DINERS CLUB restaurant. The waitron
appeared very shabbily (untidily) dressed and kept on disappearing forlong
periods of time. At the end of the evening the Norton’s were deeply
disappointed in the service and delivery of their meals. They called for the duty
manager who had not by the end of the meal attended to their grievance.

The Norton’s have vowed (promised) to never return to the DINERS

CLUBrestaurant.

6.1 From the extract give TWO challenges that the DINERS CLUB face and which
is the cause of unhappy guests. (4)

6.2 Suggest ONE value of using a customer feedback method to the restaurant
manager to rate the customers experience after having visited the restaurant. (2)

41
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

6.3 Give TWO solutions that can be part of the DINERS CLUB intervention
process. (4)
[10]
Activity 7
Study the statement below and answer the questions that follow:
Maximizing Customer Satisfaction to Maximize Profitability

[Source:www.slideteam.net]

7.1 Do you agree with the statement? Justify your response (6)
7.2 Explain TWO ways how a high staff morale influences profitability of a
business. (4)
[10]

42
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3.3 Answers

Grade 10

Activity 1
1.1 1.1.1 B P
1.1.2 A P (3)
1.1.3 C 🗸

1.2 Videoconferencing🗸 is a form of technology that allows users in different

locations to hold face-to-face meetings without having to move to a single (3)
location together. 🗸🗸
[6]

Activity 2
2.1 Email
🗸

To 🗸
Cc 🗸

Subject: Reservation for accommodation 🗸

Body Greetings

Body 🗸
• your complete contact
information, date and time of 🗸
arrival and departure
• number of days of your stay,
• type of room and any special needs or requests
(5)
such as a smoking or non-smoking room.
Regards
Your
Name

43
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

2.2 SMS

Dear …. 🗸
Confirmation for your
booking …. 🗸
Date …. 🗸

(3)
[8]

Activity 3
3.1
3.1.1 Customer satisfaction🗸 (1)
3.1.2 Service excellence🗸 (1)
3.1.3 service delivery🗸 (1)
[3]

Activity 4
4.1 4.1.1 Customer satisfaction🗸 (1)
4.1.2 Format of the article 🗸
Facts:
Ensure good business experience/ value for money🗸🗸
Makes the customer feel special. 🗸🗸
Quick and efficient service saves customer’s time. 🗸🗸
• Leads to customer satisfaction and loyalty (7)
[8]

Activity 5
5.1 5.1.1 Customer satisfaction is when a customer is happy about the kind
of service he/she receive from a business. 🗸🗸 (2)
5.1.2 The customer waited for an hour without anyone explaining whythe
long wait. 🗸🗸
The other staff members were unprofessional, and their overall
attitude left a bitter taste. 🗸🗸 (4)

44
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

5.1.3 Poor company image/ bad publicity/ Negative Word of Mouth (WOM).
🗸🗸
It will lead to an increase in marketing costs for advertising. 🗸🗸 (4)
• Decline in number of customers due to bad publicity.
• Loss of income/profit.
5.1.4 Train the staff members to be helpful and attend to clients
immediately. 🗸🗸
The Spa should employ people who like working with the public. 🗸🗸 (4)
• Allow customers to give feedback on service rendered.
• Compensate customers for bad treatment or poor service.
[10]

Activity 6
6.1 6.1.1 Zelos provides excellent service to its customers. 🗸🗸 (2)
• Satisfied customers become loyal customers.
6.1.2 Zelos customers will enjoy a good business experience.🗸🗸
They will receive value for their money. 🗸🗸 (4)
• The quick and efficient service at Zelos will save them time.
• They will become satisfied loyal customers.
6.1.3 There will be an increase in business demand and profit. 🗸🗸
Zelos will save money they use for marketing. Free publicity and
positive Word of Mouth (WOM).🗸🗸
Zelos will employ more people and create more jobs. 🗸🗸 (6)
• There will be repeat visits to the business
• Increased customer satisfaction
[12]

Activity 7
7.1
A Poor service. 🗸 (1)
B Poor service. 🗸 (1)
C Good service🗸 (1)
D Poor service🗸 (1)
E Good service🗸 (1)
[5]

45
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Grade 11
Activity 1
1.1 Good customer service is forming a relationship with customers
-a relationship that the customer wants to pursue. 🗸
Good customer service is all about bringing customers back. 🗸
If customers do not return, your business will not be profitable. 🗸
For a business to grow and survive repeat customers is important. 🗸 (4)
1.2 1- Train staff to be always helpful, courteous, and knowledgeable. Regular
training of staff is important to ensure good customer service and
assurance of repeat business. 🗸🗸

4- Pay attention to all complaints. If a complaint is handled effectively it

can become an opportunity to grow your brand or improve upon the
service with customers returning. 🗸🗸

6- Showing customers that you are listening by making the appropriate

responses, such as summarising what the customer has said
and suggesting how to solve the problem. Customers feel supported and
valued if you are attentive to their needs. 🗸🗸

8- Customers notice when people make the extra effort and will tell other
customers. Good word of mouth will win you more customers ensuring
profitability of the business.🗸🗸
(8)
[12]

46
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 2
2.1 Companies have a chance to solve customer complaints and rebuild trust
as they continue to learn more about their products and services. 🗸🗸
This gift helps to strengthen sales, loyalty, positive word of mouth and
reduce further problems. 🗸🗸 (4)

2.2 Refer to the exemplar response to a customer complaint below.

🗸🗸

(6)

[Source: www.superoffice.com]

[10]

Activity 3
3.1.1 Verbal complaints: a complaint expressed orally and not in written form.
An expression in words outlining the customer’s dissatisfaction or
happiness regarding a product or service rendered. 🗸🗸

Constructive criticism: A helpful way of giving feedback that provides a

business with suitable suggestions to make positive improvements on
(4)
their product or service. 🗸🗸

47
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3.2 Makes employees aware of what they are doing well and areas where
they might need help. 🗸🗸
Staff are professionally developed. 🗸🗸
Staff are clear on their work expectations. 🗸🗸
Maintains strong working relations. 🗸🗸 (8)
• Leads to overall growth of the business
3.3 3.3.1 Cold soup🗸
Ignored by the waiter🗸

Waiter took long to take down the customer’s order🗸 (3)

3.3.2 He was not going to pay the bill. 🗸🗸 (2)
3.3.3 Apologise to the customer for the cold soup and the long wait
before being attended to. 🗸🗸
Have the soup returned to the kitchen and offer a new bowl of soup
to the customer. 🗸🗸 (4)
• With the approval of management offer something to the guest
of the menu to make up for the dissatisfaction.

3.4 The waiter should have listened carefully to the customer’s complaint. 🗸
Do not get defensive and speak poorly of the chef who was not physically
present to defend himself. 🗸
Do not play the blame game by passing blame onto another work
colleague -team work is very important in any organisation. 🗸
Refer the issue to your manager in charge if the problem is out of your
depth. 🗸 (4)
[25]

Activity 4
4.1 Performance management🗸
Quality control🗸
Survey’s🗸
Peer reviews🗸
In-service training🗸 (5)

48
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

4.2 In our service industry customers demand quality service. 🗸

Customers want to know their support is valued by the business. 🗸
If quality is of high priority, then customers will not mind price increases
on the products/ services they utilise with the assurance of quality not
being compromised. 🗸🗸 (4)

4.3 4.3.1 A positive experience by a customer will lead to a positive word of

mouth to other prospective customers thereby leading to an
increase of customers. 🗸🗸
Referrals confirm that a business offers value and quality and the
customer can be assured of value for money. 🗸🗸 (4)
[13]

49
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Grade 12
Activity 1
1.1 Refers to the collected information provided by customers about their
experience with a product or service. 🗸Customer feedback helps to reveal
levels of satisfaction and directs business owners to areas needing
improvement. 🗸 (2)

1.2 Helps to improve products and services-continued use of the brand. 🗸🗸

Measures customer levels of satisfaction-increased satisfaction means

repeat business and an increase in business profitability🗸🗸

Shows customers you value their opinions- creating stronger working

relations. 🗸🗸 (6)

• Gaining brand ambassadors who will spread the positive word of

mouth thereby increasing sales
• Feedback helps you to keep up to date with customer satisfaction
levels - reacting to negative comments immediately shows
disappointed customers you value them and can win them back
and increase levels of loyalty.
• Data helps businesses develop future strategies by informing
decisions and directs them on where money should be injected
leading to high returns on investment.
[8]

50
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 2
2.1 EXEMPLAR MINDMAP

🗸 🗸 🗸

🗸 🗸
🗸

Format/Layout 🗸🗸🗸
[Source:www.alamy.com] 10
[10]

51
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 3
3.1
MAYFIELD TOWERS HOTEL

1. How would you rate the following services?

Very Dissatisfied Satisfied Very
dissatisfied satisfied
Room Service
Housekeeping 🗸
Front Desk 🗸
Overall service delivery

2. What would you like us to know?

Add your comments:

*Rooms not cleaned adequately. 🗸

*Checking in and checking out process is slow leading to no
social distancing at the front desk. 🗸🗸
*A general unsafe feeling amidst the pandemic. 🗸

3. Can we contact you in the future on our special rates?

YES 🗸
NO

(8)
GOING THE EXTRA MILE

3.2 Staff was found to be unhappy with their salary packages. 🗸🗸 (2)

3.3 The hotel faces shortage of staff (manpower) in the departments that are
currently receiving complaints. 🗸🗸
Occupancy rate can continue to decline if the staff grievance is not resolved
as soon as possible. 🗸🗸 (4)

3.4 Identify the departments that are experiencing challenges.🗸🗸

Taking note(analyzing) the type of complaints. 🗸🗸
Attending to staff complaints and needs🗸🗸

52
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

• Keeping guests safe by observing all COVID protocols

• Offer guests incentives(reasons) to return e.g. discounted rates (6)
[20]

Activity 4
4.1 D P
4.2 F 🗸
4.3 E P
4.4 CP
4.5 A 🗸
4.6 B 🗸 (6)
[6]

Activity 5
5.1

Collecting and Identifying Deciding on

Intervention
studying common an action
process🗸
feedback 🗸 complaints🗸 plan🗸 (4)
[4]

53
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Activity 6
6.1 Shabbily (untidy) attired waitron.🗸🗸
Waitron who kept on disappearing for long periods of time. 🗸🗸 (4)
• duty manager who had not timeously attended to the complaint.
6.2 Identifying common complaints. 🗸🗸 (2)
• developing an action plan to address all complaints.
• start the intervention process to address complaints and make
improvements where need be.
6.3 Retraining staff on good service delivery🗸🗸
Encouraging effective communication between staff and customers 🗸🗸 (4)
• Daily uniform checks [10]

Activity 7
7.1 Yes

When there is customer satisfaction a business increases the opportunity for

repeat sales. 🗸🗸
Customer satisfaction increases loyalty, customers always return for more.
This can reduce the need for a marketing budget to acquire
new customers. 🗸🗸
Satisfied customers may also recommend your products or services to other
potential customers, increasing the potential for additional revenue and
(6)
profit. 🗸🗸
7.2 The higher the morale, the more productive the team. 🗸🗸
When employees are positive about their work and enjoy their environment,
they are more productive and willing to put in the extra effort. 🗸🗸 (4)

[10]

54
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3.4 Examination Tips to master this topic

How to prepare or study for the examination on this topic

• Take note of the action verbs to help interpret and analyse the questions
correctly.
Example of how to use the action verbs to facilitate analysis of questions:
Question 5.1 State ONE reason why many people are stuck at home and
discouraged from going to restaurants.

To answer this question:

STEP ONE: Find the action verb:

State ONE reason why many people are stuck at home and discouraged from
going to restaurants.

Ø The action verb used here is STATE . State requires you to write down
information without discussion.

STEP TWO: Identify the content

State ONE reason why many people are stuck at home and
discouraged from going to restaurants.

Ø You must write down information as a reason

why many people are stuck at home

and discouraged from going to

STEP THREE: Identify the instruction linked to the action verb:

State ONE reason why many people are stuck at home and discouraged from
going to restaurants

Ø The instruction is linked to the action verb, in this question the instruction is
to: state ONE reason .

55
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Question 3.4 Advise the Human Resource (HR) department on THREE actions
that should be undertaken to avoid loss of more guests especially during
COVID-19 that has struck the hospitality industry, hard.

To answer this question:

STEP ONE: Find the action verb:

Advise the Human Resource (HR) department on THREE actions that should
be undertaken to avoid loss of more guests especially during COVID-19
that has struck the hospitality industry, hard.

Ø The action verb used here is advise . . Advise requires you to offer
suggestions to the HR department as solutions to the challenge they
are experiencing.

STEP TWO: Identify the content

Advise the Human Resource (HR) department on THREE actions that should
be undertaken to avoid loss of more guests especially during COVID-19
that has struck the hospitality industry, hard.

Ø You must offer suggestions as possible solutions:

to avoid loss of more guests especially during

COVID-19 that has struck the hospitality
industry, hard.

STEP THREE: Identify the instruction linked to the action verb:

Advise the Human Resource (HR) department on THREE actions that should
be undertaken to avoid loss of more guests especially during COVID-19
that has struck the hospitality industry, hard.

Ø The instruction is linked to the action verb, in this question the instruction is
advise on THREE actions .

56
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

• Know the different forms of receiving feedback and be able to differentiate

between each type.
• Take note of key words (underlining/ circling/ highlighting) for a better
understanding of what the question requires of you.
• Learn the related glossary for an improved understanding of the content.
• Communication and customer care are individually assessed in Question 10
ofthe November NSC examination therefore comprehension and depth of
knowledge will be tested.
• It will be advantageous to get exposure in answering cartoons/ interpreting
flow diagrams/ case studies and scenarios as many of the source-based
questions are tested in this format.
• As the last question in the NSC examination paper, cognitive levels of testing
will not be compromised. All questions will be scaffolded (easy to difficult)
testing lower/ middle and higher order levels of thinking.
• Be confident in paragraph writing as questions could require a paragraph
type response.
• The misconception that the topic is easy to master must be discarded. All
topics are equally important and must be allocated time and depth to master.

57
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

3.5 FINAL PREPARATION FOR THE EXAMINATION IN THIS TOPIC

SECTION A
QUESTION 1

1.1 Various options are provided as possible answers to the following questions.
Choose the answer and write only the letter (A-D) next to the question
number (1.1.1-1.1.5) in the ANSWER BOOK.

1.1.1 A guest is unhappy with the service rendered at the front office of the hotel (1)
upon check-in. When checking out he has been offered a … to rate his
experience during his stay.
A checklist card
B feedback card
C SMS card
D memory card

1.1.2 A process which is part of analysis feedback. (1)

A Staff morale
B Customer retention
C Service delivery
D Intervention plan

58
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

1.1.3 In reference to the graph below 68% of customers leave a company due to (1)
them believing the business does not care for them. This can be caused by:

Customer believes you do not care about

them

Customer is unhappy with the service

Customer goes to a competitor

Customer gets a friend to provide a service

Customer moves away

Customer dies

A employees not communicating effectively

B employees who are very talkative
C employees who are ill-disciplined
D employees who absent themselves from work

1.1.4 A good service delivery indicator ensuring business profits and growth. (1)
A slow feedback returns
B constructive analysis
C repeat visits
D customer trends

1.1.5 The first stage to analysing feedback. (1)

A Identifying complaints
B Developing an action plan
C Collecting data
D Intervention process
[5]

59
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

ANSWERS: EXAMINATION PREPARATION

SECTION A
QUESTION 1.1

1.1.1 B🗸 (1)
1.1.2 D🗸 (1)
1.1.3 A🗸 (1)
1.1.4 C🗸 (1)
1.1.5 C🗸 (1)
[5]

2. Study the statements below and match them to each of the stages of the
feedback analysis process as indicated in the diagrammatic representation.
Write only the correct letter next to corresponding question number.

A B C

2.1 Samson and his team research options to achieve the vision and goals of the
business. (1)
2.2 Teressa has collected data and sets up a meeting to sift through the
feedback. (1)
2.3 Zebo and her Human Resource team have allocated different boxes for
similar complaints. (1)
2.4 Tiffany.COM have set their support plans into action. (1)
2.5 The Morris Hotel management has arranged for bi-weekly in-service training
for the staff. (1)
[5]

60
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Answers QUESTION 2
2.1 B🗸 (1)
2.2 A🗸 (1)
2.3 B🗸 (1)
2.4 C🗸 (1)
2.5 C🗸 (1)
[5]

QUESTION 3

3. Give ONE word/term for each of the following descriptions by choosing

a word/term from the list below. Write only the word/term next to the
question number (3.1–3.5) in the ANSWER BOOK, for example
3.6 Word of Mouth

Service excellence, Feedback card, Questionnaire, Intervention process,

Customer complaint, Survey, Action plan

3.1 A mismatch between how customers perceive the brand and when they
fail to get the desired customer service experience. (1)
3.2 Outstanding service which meets the needs and expectations of the
customer was met. (1)
3.3 A research instrument consisting of a series of questions for the purpose
of gathering information from customers about their experience (1)
3.4 A process used to identify or measure the happiness and satisfaction of
different business entities or consumers. (1)
3.5 A course of action to address challenges associated to a product or
service. (1)
[5]

Answers QUESTION 3
3.1 Customer complaint 🗸 (1)
3.2 Service excellence 🗸 (1)
3.3 Questionnaire 🗸 (1)
3.4 Survey 🗸 (1)
3.5 Action plan 🗸 (1)
[5]

61
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

QUESTION 4
4. Study the pictures below and answer the questions that follow.

VS

[Source:www.helpscout.com]

4.1 Give TWO reasons why feedback method A is the preferred method used
by customers to rate their experiences rather than feedback method B. (4)

Answers QUESTION 4
4.1 Due to increased online accessibility customers find it convenient to submit
their feedback. 🗸🗸
An easy and quick platform to submit feedback. 🗸🗸
• A secure platform to submit data.
• Going paperless reduction of costs.
• Do not run the risk of forgetting to capture vital information which can
easily occur in face to face interactions.
• With online feedback, participants can pick a moment that suits them
best to answer the questions. (4)

62
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

QUESTION 5
Read the case study below and answer the questions that follow.
UNHAPPINESS DURING TIMES OF UNCERTAINTY
COVID-19 has arrived! More
people are stuck at home and
discouraged from going to
restaurants.
People are ordering online and
staying close to home.

Restaurants are operating at small

fractions of capacity, if not closed
entirely.
Businesses within the restaurant and hospitality sectors need to make
sure they do what they can to best position themselves for a return to
normal service following the pandemic period.
The restaurant community is being rocked by a dramatic decline in sales and
could quickly run short of cash to support day-to-day operations and staff
wages.
There is a long road ahead to get the hospitality industry running at full
steam again.

GIVE RESTAURANTS A FIGHTING CHANCE!

[Adapted from: ewn.co.za]

5.1 State ONE reason why many people are stuck at home and discouraged
from going to restaurants. (2)
5.2 Identify the choice that many people are choosing during the pandemic. (2)
5.3 In a paragraph discuss the statement:
“There is a long road ahead to get the industry running at full steam
again.” (4)

Include the following in the paragraph:

• Explanation of the statement
• Strategies to undertake to attract customers to restaurants as lockdown
levels are eased. (6)

63
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Answers QUESTION 5
5.1 Due to the COVID-19 pandemic and restrictions on movement people were
forced to stay at home and keep away from public spaces during
lockdown. 🗸🗸 (2)
5.2 People are ordering online. 🗸🗸 (2)
5.3 EXPLANATION
The hospitality industry has been severely affected by the lockdown during
the pandemic. Negative impacts on the industry include closure of
establishments, staff retrenchments, working with reduced staff capacity and
loss of repeat/ loyal customers due to pandemic fears when leaving their
homes. 🗸🗸
When the economy reopens fully the industry will not recover
immediately. 🗸🗸 (4)
• Customers behaviour would have changed drastically. Prices for meals
would increase to make up for financial losses.

STRATEGIES
Advertise widely of health and safety compliance protocols to make
customers feel extra safe🗸🗸
Sending personalized messages to loyal customers of reopening dates and
protocols in place. 🗸🗸
Maintaining communication with customers is important. Updating them on (6)
daily menu specials, ordering specials etc.🗸🗸
• Offering an exceptionally good dining experience that goes beyond
expectations to ensure repeat visits.

(Accept relevant examples)

[14]

64
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

QUESTION 6
Study the extract and pictures below and answer the questions that follow.
A guest after checking-in returns to the front desk furious.

HER COMPLAINT: “THERE’S NO FREE WI-FI IN MY ROOM?!”

6.1 From the checklist below identify the skills that the front desk attendant must
possess to effectively handle the complaint.
Write only the letter of the alphabet in your ANSWER BOOK.

A B

C D

E F

65
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Answer QUESTION 6
6.1 A 🗸B🗸F🗸 (3)

6.2 Inform them about free Wi-Fi that might be available in the restaurant or
entrance area of the establishment. 🗸🗸
Inform the guest of Wi-Fi packages that they can purchase for the duration
of their stay. 🗸🗸
If the hotel does not provide any Wi-Fi access, you can provide the guest
with a list of nearby places that do offer Wi-Fi access to customers. 🗸🗸 (6)
• Call for the manager if the situation is out of your depth.
[9]

66
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

4. GENERAL EXAMINATION TIPS

How to prepare/study for the Tourism examination.

In preparing for your final exams work through as many past examination papers as you
can. Remember, your success in the final exam will depend on how much extra time you
put into preparing for the examinations.

1. Have all your materials ready before you begin studying – pencils, pens, highlighters,
paper, etc.

2. Be positive. Study time must become a habit - keep reminding yourself why you are
studying.
3. Self-discipline is key. Be strict with yourself.
4. Draw up a study timetable. Include enough sleep and break times. During break times
take a walk outside.

5. Break up your learning sections into manageable parts. Trying to learn too much at one
time will only result in a tired, unfocused, and anxious brain.

6. Keep your study sessions short but effective and reward yourself with short,
constructive breaks.

7. Teach your concepts to anyone who will listen. It might feel strange at first, but it is
worth reading your revision notes aloud.

8. When you make notes remember your brain learns well with colours when you

underline, highlight, circle key words.

9. You can also use Mnemonics – words, or short sentences to help you remember.

10. Be confident with the learning areas you know well and focus your brain energy on the
sections that you find more difficult to take in.

11. Repetition is the key to retaining information you must learn. Keep going – don’t give
up!

67
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

12. Sleeping at least 8 hours every night, eating properly, and drinking plenty of water are
all important things you need to do for your brain. Studying for exams is like strenuous
exercise, so you must be physically prepared.

13. Use the correct terminology and subject language as you are preparing, that way you
are used to them by the time you are writing exam (e.g. correct names for icons)

14. Compile a glossary in your notebook for all the sections of the work.

15. Practise writing paragraph type questions using complete sentences when working
through past examination papers.
16. Engage with resources like the ones used in the examination papers while you are
studying. For example: study the picture and ask yourself questions like: what is the
topic of the picture? (look at the heading). What is the resource telling me? Does it
show a positive or negative impact?
17. It is important that you practice how to present your answers in a logic way that show
logical reasoning. That is when you write down how your thoughts led you to an
answer.
18. How to study definitions: Break the word or words up into understandable parts e.g. inter
(between) national (nations/ countries) thus international means between different
countries.

The Tourism Examination

Format of the exam paper

• The Tourism examination paper consists of a 3-hour paper of 200 marks.
• There are five sections and all the questions are compulsory
• The format of the exam is shown on the table below. Use the table as a guide to
allocate your time according to each section.

68
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

SECTION TOPIC MARKS TIME

(minutes)
A Short Questions. 40 20
B Map Work and Tour Planning; Foreign Exchange. 50 50
C Tourism Attractions; Culture and Heritage Tourism;
50 50
Marketing.
D Tourism Sectors; Sustainable and Responsible
30 30
Tourism.
E Domestic, Regional and International Tourism;
30 30
Communication and Customer Care.
TOTAL 200 180

What to expect in the Tourism examination?

Section A
Section A must not be mistaken as the ‘easy’ part of the question paper. All topics and
sub-topics in Grade 12 CAPS may be assessed in this section.
Type of questions you can expect in this section:
Type of Question Tips how to answer this question

Multiple choice questions • Read through all the distractors.

• Cancel out the ones that are totally wrong.
• Read the other distractors again.
• Decide which one if correct, don’t guess.
Matching items • Read carefully. Read each column before you
answer.
• Use your knowledge and match what you know
first.
• Look for logical clues.
• Use elimination and eliminate the answer that
does not fit the remaining questions.
• Try to determine the correct answer before
reading the other column.
Choose the correct word from • Know the tourism terminology / abbreviations
the options given and acronyms well.
• Read the entire question then answer it in your
mind first.
• Eliminate the wrong answers.
• Read the question again using your selected
answer.

69
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Section B
Type of questions you can expect:
• Each question will cover a new topic.
• It can be shorter answers or longer answer and include paragraph-type questions.
• Source-based questions like tables, pictures, maps, flow diagrams, case studies,
infographic, and cartoons.

70
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

• It will cover from remembering question to understanding and problem-solving

questions.

How to answer these questions:

1. Read through the paper carefully during the 10 minutes reading time.
2. Read the questions at least twice and underline the important words in the
questions. This helps you to focus on what is really asked and to understand the
question better. Break up the questions
3. Read carefully, then re-read them again, to check if you understood. Learners lose
marks because they misread exam questions
4. Engage with the resources in the paper, ask questions like- What is it about
(look at the heading), what is it telling me? To which topic does it relate?

5. Questions with short answers

• Give one word only if you are asked to do so.
• Don’t write full sentences unless you are asked to do this
6. Questions that require longer answers
• Look at the mark allocation as your guide
• Understand the instructions, for example do you have to explain or compare
• Highlight/ underline the most important word as your guide
• Plan your answer
• Make a few notes
• Usually your answer should be in full sentences
7. Use the time at the end of the paper to reflect on your answers

71
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

Question words to help you answer the questions

It is important to look for the question words (the words that tell you what to do) to correctly
understand what the examiner is asking. Use the words in the following table as a guide
when answering questions.

Question word What is required of you

Analyse Separate, examine and interpret

Divide into groups or types so that things that are

Classify
similar, are in the same group

Comment Write generally about

Point out or show both similarities and

Compare
differences

Define Give a clear meaning

Describe List the main characteristics of something

Discuss Consider all information and reach a conclusion

Evaluate Express an opinion based on your findings

Explain Make clear, interpret and spell out

Forecast Say what you think will happen in the future

Give/provide Write down only facts

Identify Name the essential characteristics

Interpret Give the intended meaning of

List Write a list of items

Mention Refer to relevant points

Name State something – give, identify or mention

State Write down information without discussion

Suggest Offer an explanation or solution

72
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

5. References

Acknowledgements:

Ms Magda van Pletzen (CES: Services)

Ms Z Schulze (SES: Gauteng Province)

Ms V Governder (SES: KwaZulu Natal)

Ms T Mafojane (SES: Free State)

73
Grade 12 Tourism Study Guide Booklet: Communication and Customer Care

74