Summary
Summary Unit 4 - Customer Service in Travel and Tourism
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P1- DESTINATION LEVEL
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Importance to the organisation
Keeping existing customers satisfied
TUI makes a good business sense to keep customers but it's not always easy. The cost of maintaining
an existing customer is found to be around 10 % of the total of the cost of acquiring a new one like
studies across a number of industries. Therefore, TUI find it very important to keeping existing and
satisfied customer. Studies have also shown that long-time customers are more likely than new
customers to suggest TUI to a friend or family. Also, another organisation that is good at keeping
their customers’ existing is the Premium inn. premier inn finds it very important to have satisfied
customers just like TUI. Premium inn offers the best booking and check-in experience.
Increasing customers’ loyalty ensuring repeat business
Customers who come back again and again are called loyal customers and their action to use TUI‘s
servicers are called 'repeat business’. Loyal customers can be the reason why the holiday inn and
TUI’s sales and profits will increase. Loyal and satisfied customers are going to tell their friends and
family about these businesses and that they want to use their services. Statistics have shown that 94
per cent of customers with a low-effort service experience will buy from the same company again,
which shows that for TUI keeping loyal customers is very important so they are making more profit.
premier inn works extremely hard when trying to impress their customers, they make sure that the
staff are friendly staff on reception.
Enhancing an organisation’s image
The image of TUI’s company depends on the experiences shared by other customers. If the
customers are satisfied with the company then the company will have a good image of the company
and if customers are disappointed with the company, they will have a bad image. TUI will therefore
have to offer good customer service to enhance a good organisational image that will satisfy their
customers and tells people about the excellent customer service they have received. Premier inn
always makes sure that they impress their customers to have a good image. They have a good
customer service system for any issues that need to get looked into. premier inn wants the best for
their customers, this is because they don’t want to have a bad image on their company.
To enhance the organisations image TUI and Premier Inn should-
Think what positive points they want to bring to the world and then use the press to
promote their company.
Get their target group to one at a time. This is one of the best ways of boosting their image.
They can persuade their target personally, and have special offers.
Creating influencer relationships that can be famous bloggers, YouTubers or singers. People
usually use services when it's being suggested by a famous person they know and like.
Providing an edge over the competition
Providing an edge over competition is referred to as a competitive advantage, which is the condition
that TUI and Premier inn puts a business in a favourable or superior position.
, Amy Fowler
To provide an edge over the competitor, Premier inn and TUI will have to-
Learn from their customers and their competition. They are learning not only from their own
mistakes but also from the mistakes made by other companies. They should always watch
other companies follow their ways and see their customers' reactions, but also learn from
their own customers, if TUI gets a lot of complaints then they are responsible for finding out
why and fixing it; if TUI’s customers give them good feedback then they will know they are
doing well, but still try to find out what they can improve through questioners. Premier inn
like to keep up to date on feedback given from their customers, they like to find out what
they need to improve to keep the customers coming back and recommending them to
others.
TUI needs to have a target market, and research is needed to find out how and where to
reach their target. Whether it's another company or a family contacting them via the
internet or a personal visit to one of their shops. Premier inn also needs to have a target
market as they want to be able to keep achieving their targets. They find out by different
ways of customers contacting them such as reception in one of their hotels, over email or
phone call.
They can try to always improve on everything. Trying to find better ways to do something to
steal ideas from other firms and develop them to get the best outcome possible.
Increasing sales and usage by attracting new customers
Premier inn needs to attract new customers even if they already have a number of loyal customers
to increase its sales. Premier inn will have to do something to attract new customers, because the
customers will not only appear without putting any work into getting them. Also, TUI will have to
find a way to keep their customers increasing as they will want to keep their sales going up and not
the same.
Premier inn and TUI could therefore-
Show what is all about their company, and the strengths. If they show and convince people
they are an expert and they will feel safe to trust you and may use your company. They must
deliver to them that they are the best and that their services are better than other airline
organisations.
Give something away. Every customer or stranger likes free stuff, whether it's some offered
snacks or drinks, even if it's just a balloon with the company's logo for example, the
customer will like it and it's also a way for TUI to advertise when the person walks around
the city with the balloon. Another example could be that premier inn could give a towel with
a logo on or offers if they advise either a friend or family member to stay at their hotel and
give them a code to use for money off.
Come and meet people. Personal customer contact is really important to deliver that the
customer is important. If a customer feels like they will be appreciated then their servicers
are more likely to be used.
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