Customer Service » Customer Needs and Expectations

What you'll learn this session

Study time: 30 minutes

Different types of customer needs in travel and tourism
How to identify customer expectations
The importance of meeting and exceeding customer expectations
Techniques for understanding customer needs
How to handle different types of customers
Real-world examples of excellent customer service in tourism

Introduction to Customer Needs and Expectations

In the travel and tourism industry, understanding what customers need and expect is absolutely essential. Happy customers come back again and tell their friends about their great experiences. Unhappy customers do the opposite - and with social media, their complaints can reach thousands of people!

Key Definitions:

Customer needs: The basic requirements that customers have when using a travel and tourism service.
Customer expectations: What customers believe they will receive from a service based on previous experiences, marketing and word of mouth.
Customer satisfaction: The measure of how products and services meet or exceed customer expectations.

👤 Why Customer Service Matters

Good customer service in travel and tourism is crucial because:

Holidays and trips are often expensive purchases
Travel experiences are personal and emotional
Problems can ruin once-in-a-lifetime experiences
Customers have more choices than ever before
Online reviews can make or break a business

💰 Business Benefits

Meeting customer needs leads to:

Repeat business and customer loyalty
Positive word-of-mouth recommendations
Higher spending per customer
Competitive advantage
Reduced complaints and refunds
Improved staff morale and retention

Understanding Different Customer Needs

Customers in the travel and tourism industry have various needs that must be met. These can be categorised into several types:

💪 Physical Needs

These are basic requirements for comfort and wellbeing:

Comfortable accommodation
Clean facilities
Accessible locations
Suitable food and drink
Rest areas

💡 Information Needs

Customers need accurate and timely information about:

Prices and what's included
Schedules and timings
Facilities available
Local customs and etiquette
Safety and security

👍 Emotional Needs

How customers want to feel:

Valued and respected
Safe and secure
Relaxed and stress-free
Excited and entertained
Part of a memorable experience

Special Customer Needs

Different customers have different requirements that travel and tourism providers must be prepared to meet:

👪 Families with Children

Families often need:

Child-friendly facilities and activities
Family rooms or connecting rooms
Early dining options
Childcare services
Safe play areas
Storage for pushchairs/buggies

🎖 Business Travellers

Business travellers typically require:

Reliable Wi-Fi and workspaces
Express check-in/check-out
Meeting facilities
Convenient transport links
Laundry services
Flexible meal times

♿ Customers with Disabilities

Accessible tourism is essential for:

Wheelchair users (ramps, lifts, adapted rooms)
Visually impaired guests (braille, audio guides)
Hearing impaired guests (visual alarms, text services)
Those with dietary requirements
People with hidden disabilities

🎓 Older Travellers

Senior tourists may need:

Slower pace of activities
More frequent rest stops
Ground floor accommodation
Medical facilities nearby
Clear, large-print information
Assistance with luggage

Customer Expectations in Travel and Tourism

Customer expectations are shaped by many factors and can vary widely between different people and situations:

🚀 What Shapes Expectations?

Previous experiences with similar services
Marketing and advertising creating promises
Price paid - higher prices generally mean higher expectations
Reviews and recommendations from others
Cultural background affecting what's considered 'normal'
Star ratings of hotels and attractions

📈 Levels of Expectations

Basic expectations: Minimum standards that must be met (clean rooms, safe transport)
Expected service: What customers consider normal (friendly staff, on-time departures)
Desired service: What customers hope for (upgrades, personalised service)
Unexpected service: Surprises that delight customers (welcome gifts, special treatment)

Meeting and Exceeding Customer Expectations

To provide excellent customer service, travel and tourism businesses need strategies to understand and exceed what customers expect:

🗣 Communication

Effective communication includes:

Clear, honest information
Listening actively to customers
Using appropriate language
Keeping customers informed
Being available through multiple channels

📖 Staff Training

Well-trained staff should:

Understand products thoroughly
Have excellent people skills
Be empowered to solve problems
Show cultural awareness
Maintain professional appearance

🛠 Service Recovery

When things go wrong:

Acknowledge the problem quickly
Apologise sincerely
Offer solutions or alternatives
Provide compensation if appropriate
Follow up to ensure satisfaction

Case Study Focus: Virgin Atlantic

Virgin Atlantic is known for its exceptional customer service in the airline industry. They focus on creating memorable experiences through:

Personalisation: Cabin crew remember customer names and preferences
Surprise and delight: Unexpected treats like ice cream during movies
Empowered staff: Crew can make decisions to solve problems without manager approval
Distinctive touches: Purple mood lighting, stylish uniforms and fun safety videos
Service recovery: When flights are delayed, they provide clear communication and compensation

This approach has helped Virgin Atlantic build strong customer loyalty in a highly competitive market, with many customers choosing them over airlines with similar routes and prices.

Techniques for Understanding Customer Needs

Travel and tourism businesses use various methods to identify what their customers need and expect:

📝 Research Methods

Surveys and questionnaires: Gather feedback after service
Focus groups: In-depth discussions with customer groups
Social media monitoring: Tracking online comments and reviews
Mystery shoppers: Undercover evaluations of service
Customer interviews: One-to-one conversations about experiences
Complaint analysis: Identifying patterns in problems

📊 Using Customer Data

Smart businesses analyse customer information to:

Track booking patterns and preferences
Identify popular and unpopular services
Personalise future offerings
Predict busy periods
Target marketing to specific customer groups
Improve services based on feedback

Handling Different Types of Customers

Customer service staff need to adapt their approach for different situations:

😠 Difficult Customers

When dealing with angry or upset customers:

Stay calm and professional
Listen without interrupting
Show empathy and understanding
Focus on solutions, not blame
Know when to involve managers

👀 First-time Visitors

For customers new to your service:

Provide extra guidance and information
Explain processes clearly
Check understanding regularly
Offer recommendations
Make them feel welcome

🌎 International Tourists

For visitors from other countries:

Be aware of language barriers
Respect cultural differences
Use visual aids when helpful
Speak clearly, not loudly
Be patient with questions

Case Study Focus: The Ritz-Carlton Hotel Group

The Ritz-Carlton is famous for its "Ladies and Gentlemen serving Ladies and Gentlemen" approach to customer service. Their methods include:

The $2,000 Rule: Any staff member can spend up to $2,000 to solve a customer problem without needing manager approval
Preference tracking: Staff record guest preferences in a central database that's available at all their hotels worldwide
Daily line-ups: Brief meetings where staff share stories of exceptional service
The Three Steps of Service: A warm greeting using the guest's name, anticipation and fulfilment of needs and a fond farewell

This approach has helped Ritz-Carlton maintain its five-star reputation and command premium prices in the luxury hotel market.

Summary: The Customer Service Cycle

Excellent customer service in travel and tourism is an ongoing cycle:

Understand customer needs and expectations through research and feedback
Design services and experiences that meet these needs
Train staff to deliver consistent, high-quality service
Deliver the service with attention to detail
Gather feedback on customer satisfaction
Improve services based on this feedback

By following this cycle, travel and tourism businesses can create positive experiences that lead to customer loyalty, positive reviews and business success.