CUSTOMER SERVICE 101

FRONT OFFICE SERVICE CULTURE

TRAINING
The Basics of Customer Service
A Customer is…
…The most important
person in the company—
in person, by mail or by
telephone.
A Customer is…
…part of our business, not
outside of it.
A Customer is…
…someone who brings us
his needs, wants and
expectations. It is our job
to satisfy and handle
them properly.
A Customer is…
…the lifeblood of our
business; without them,
we will not have a
business.
Always remember that
we work for the
customer.
A Customer is not…
…dependent on us, we
are dependent on him.
A Customer is not…
…an interruption of our
work—he is the purpose
of it.
A Customer is not…
…a cold statistic—he is a
human being with
feelings and emotions,
with biases and
prejudices, just like us.
A Customer is not…
…someone to argue with
or match wits with.
Remember, nobody ever
won an argument with a
customer.
TWO TYPES OF CUSTOMERS
EXTERNAL CUSTOMERS INTERNAL CUSTOMERS
• Persons outside • Persons within the
Company who buys our Company that needs
products and avails of your output for them to
our services serve the needs of the
external customer.
WORKSHOP
• Who are your internal customers?
• What do you need from your colleagues for you to delight our guests?
• What do your colleagues need from you so they can delight our
guests?
• How can you improve your service towards your internal customers?
WORKSHOP
Fill out the table below:
Who are your What do they How can YOU Who considers What do YOU How can they
internal need from improve your you as their need from improve their
customers? you? service to internal them? service to you?
them? customer?
INTERNAL CUSTOMER SERVICE IS....
• Equally important as external customer service.
• Often a mirror of our Hotel’s external service.
• Serving and helping the people we work with to do their job
well.
• Treating your colleagues as if they were your paying
customers.
• Delivering competent, quality work in a courteous and helpful
manner.
• Taking extra time or expending extra energy for your
colleagues.
• Instilling a spirit of cooperation and teamwork in the company
to achieve the individual’s and the Hotel’s full potentials.
Knowing the LIMKETKAI LUXE
Hotel Guest by Heart
WORKSHOP

HOW WELL DO WE KNOW OUR GUESTS?

• Divide yourselves into small groups.

• Discuss with your group the following questions:

1. Who are our external guests? What are their profiles?
2. Why will our guests choose Crown Regency Resort?
3. What do our guests expect from Crown Regency Resort?
4. What do our guests consider important?

• Create an artwork for your answers.

WHO IS THE TARGET GUEST?
 Guests on vacation
 Business Travellers
 Others
PROFILE OF THE TARGET Hotel GUEST
 Tech Savvy—computers, the
 Ambitious, upwardly mobile Internet, mobile phones,
 Middle management, the social media, iPods,
next generation of leaders Blackberries, etc.
 Brand aware; globally aware;  Environmentally-conscious,
quality aware socially aware, globally
 Equates quality to a responsible attitude
recognized brand, good  Outgoing, athletic, sports-
design, attention to details minded, healthy attitude to
and materials life
 Educated, well-read, up-to-  Core Market Profile: Age 25 to
date 40—Medium Average Income
 Believers in quality of life
WHY GUESTS CHOOSE LIMKETKAI
LUXE HOTEL?
 An extraordinary hotel
experience
 Embraced by distinctive
service
 Enveloped with a
signature style
What do you think are our guests’
expectations of our brands?
GUESTS OF LIMKETKAI LUXE Hotel
EXPECT...
 To experience the unique LIMKETKAI LUXE HOTEL Brand of Service;
 Employees of LIMKETKAI LUXE HOTEL to be knowledgeable,
efficient and professional;
 Employees of LIMKETKAI LUXE HOTEL to be flexible and helpful,
willing to find alternatives to assist them; and
 Genuine care from the employees of LIMKETKAI LUXE HOTEL .
OUR GUESTS HAVE HIGH
EXPECTATIONS BECAUSE
THEY...
 Believe in our Brand Promise
 Are paying for luxury products and services (value
for money).
 Traveled widely and are experienced.
 Have many choices, they will select the hotel and
restaurant that will meet their expectations.
 We are key to delivering the
Limketkai Luxe Hotel Experience to each of our
guests
Providing delightful and memorable experience
which they cannot get elsewhere.

YOU are key to

Limketkai Luxe
Hotel Quality
Service!
 TO EXCEED THEIR HIGH EXPECTATIONS
WE MUST…

• Deliver our Brand Promise

• Delight them
• Do more...Each and Every Time
GUEST EXPECTATIONS
What happens if we fail to meet
their
High Expectations?
DISSATISFIED GUESTS WILL...

• Replace us.
• Will not do business with us again.
• Tell at least 25 or more people of their bad experience
(negative word of mouth). If you would include the
social media this number can go up to thousands of
people!
 DELIGHTED GUESTS WILL…

• Become loyal customers—Guests will return to Limketkai Luxe Hotel

again and again.
• Recommend Limketkai Luxe Hotel to their family and friends (positive
word of mouth).
THAT IS WHY WE HAVE OUR
MISSION...
Dimensions of
Quality
Customer
Service
STRUCTURED LEARNING
EXPERIENCE
DIMENSIONS OF QUALITY CUSTOMER SERVICE

• Two primary dimensions make up quality customer service: the

procedural dimension and the personal dimension.

Each is critical to the delivery of QUALITY service.

DIMENSIONS OF QUALITY CUSTOMER SERVICE

• THE PROCEDURAL SIDE

of service consists of the
established systems and
procedures to deliver
products and/or service.
DIMENSIONS OF QUALITY CUSTOMER SERVICE

• Tangible parts of the service delivery process:

Price
Equipment
Products
Physical Comfort/Facilities
Delivery
Systems and Procedures
Staffing Information
Definition of roles and responsibilities
DIMENSIONS OF QUALITY CUSTOMER SERVICE

• THE PERSONAL SIDE of

service is how service
personnel, (using their
attitudes, behaviors and
verbal skills) interact
with guests.
DIMENSIONS OF QUALITY CUSTOMER SERVICE

• The human side of service. Interpersonal in nature:

Body language
Verbal communication
Calling the customer by name
Giving your undivided attention
Showing respect for the individual
Being calm and confident
QUALITY CUSTOMER SERVICE
EXERCISE
HIGH

PROCEDURAL

LOW HIGH
PERSONAL
DIAGRAM
HIGH
A
(A) THE FREEZER

PROCEDURAL
Message to Guests:
“We don’t care”

LOW HIGH
PERSONAL
DIAGRAM B
HIGH
(B) THE FACTORY
Message to Guests:

PROCEDURAL
“You are only a number.
We are just here to process you.”

LOW HIGH
PERSONAL
DIAGRAM C
HIGH

(C) THE FRIENDLY ZOO

Message to Guests:

PROCEDURAL
“We are trying hard, but we don’t
really know what we’re doing.”

LOW HIGH
PERSONAL
DIAGRAM D
THE QUALITY CUSTOMER SERVICE COMPANY
HIGH
Message to Guests:
“We care and we
deliver.”
PROCEDURAL

LOW HIGH
PERSONAL
WHICH ONE ARE WE? WHY?
OUR PHILOSOPHY
ROLE PLAYING
LIMKETKAI LUXE IN CAGAYAN DE
ORO..HOME OF FILIPINO HOSPITALITY
How will you describe
Filipino Hospitality?
LIMKETKAI LUXE ...HOME OF FILIPINO HOSPITALITY

We all know what Filipino

Hospitality is because it is
already a part of us.

That means we can use it

anytime, anywhere...

Even here in the

LIMKETKAI LUXE HOTEL.
LIMKETKAI LUXE HOTEL HOME OF FILIPINO
HOSPITALITY

We should treat our

guests like personal
guests in our own
home…

That means we serve

them for the HONOR!
 THREE LAWS OF CUSTOMER CARE

1. We will care for our guests like “guests-of-honor” in our own

home.
2. If we will not care for our guests, somebody else will.
3. If we will care for our guests, our guests will care for us.
Keeping Our LIMKETKAI LUXE
HOTEL Guests Happy and Loyal
WHAT IS CUSTOMER LOYALTY?
WHAT IS CUSTOMER LOYALTY?

Customer Loyalty means

our Guests return to us
again and again.
WHY IS CUSTOMER LOYALTY IMPORTANT?
WORKSHOP
Think of a company that provides service that you will
always choose no matter what.
• What made you loyal to this business?
• Is it cheaper for this Company to retain you or get a
new customer?
• How much money this business will lose if you stop
going to this place?
• Do you recommend this place to your friends?
LOYALTY-BASED BUSINESS MODEL

THEN THE WATER INSIDE

ARE THE LIMKETKAI LUXE GUESTS.

IF THIS IS
LIMKETKAI LUXE ...
LOYALTY-BASED BUSINESS MODEL
REVENUES 
Sales &
Marketing
EXPENSES 
---------------------
PROFIT  Marketing
Costs

Lapses in our Guest Service

LOYALTY-BASED BUSINESS MODEL
REVENUES 
Sales &
Marketing
EXPENSES 
---------------------
PROFIT  Marketing
Costs

Quality Customer Services make our

guests loyal to our business.
LIFETIME VALUE OF A CUSTOMER
=
Average Transaction Value
X
Yearly Frequency of Purchase
X
Customer Life Expectancy
WHY IS CUSTOMER LOYALTY IMPORTANT?

THE COST OF GETTING NEW CUSTOMERS

CAN BE SUBSTANTIAL.
WHY IS CUSTOMER LOYALTY IMPORTANT?

REGULAR CUSTOMERS USUALLY COST LESS TO SERVE

BECAUSE WE ALREADY KNOW THEIR NEEDS.
WHY IS CUSTOMER LOYALTY IMPORTANT?
LOYAL CUSTOMERS OFTEN REFER NEW CUSTOMERS
AT VIRTUALLY NO COST.
WHY IS CUSTOMER LOYALTY IMPORTANT?

CUSTOMER LOYALTY DRIVES PROFITABILITY.

HOW DO WE ACHIEVE CUSTOMER LOYALTY?

Is it when our d
ht e
customer is... l ig
e

D
Is it when


d ?
our s f ie
a t i
customer S
is ...


d?
e f i
i s
ss at
Di
HOW DO WE ACHIEVE CUSTOMER
LOYALTY?

We Believe That Customer Loyalty

Can Only Be Achieved Through
Customer Delight
Mere Satisfaction Is Not Enough
HOW DO WE ACHIEVE CUSTOMER DELIGHT?
Excellent Guest
Normal Service the
Customer LIMKETKAI
Poor
Service? LUXE HOTEL
Customer
Service?
DOING THE EXTRA MILE

EXTRA
MILE

GUESTS’ NEEDS, WANTS

OUR SOLUTION
AND EXPECTATIONS
RATING A MOMENT OF TRUTH

MINUS ZERO PLUS

Normal Excellent
Poor
Custom Guest
Custome
er Service
r the
Service
Service LIMKETK
AI LUXE
The LIMKETKAI LUXE HOTEL
smile is part of our uniform.
The GREETING
THE GESTURE AND GREETING
1. Place your left hand
on top of your right
hand.
THE GESTURE AND GREETING
2. Clasp your
hands. Relax.
THE GESTURE AND GREETING
3. Slightly bow.
Don’t forget
to give your
best SMILE.
THE GESTURE AND GREETING
4. Say “Good
Morning/
Afternoon/
Evening”
(depending on
time of the day.)
THE GESTURE AND GREETING
5. If our guest just
arrived we add,
“I am (your name)
Welcome to
LIMKETKAI LUXE
HOTEL.
 The Smile Test

Good Morning / Afternoon / Evening.

My name is __________________________
from ___________________ Department.

Welcome to LIMKETKAI LUXE HOTEL

 PLEDGE OF COMMITMENT
1. I am ____________ from the ____________ Department of
LIMKETKAI LUXE HOTEL ____________.
2. At the end of this LIMKETKAI LUXE FRONT OFFICE SERVICE
Culture Workshop I feel
______________________________________________.
3. My three most significant learnings from this workshop are
___________________________________________.
4. After this workshop I commit to:
a) STOP _______________________________________.
b) START ______________________________________.
c) CONTINUE ___________________________________.