Our service levels are running dry

By:

If tourism is a service sector where the goal all involved is to increase service effectiveness, why are so many of us in such deep, deep doo-doo? Kim Mc Gowan reports.

The concept of service might well be an intangible, but any tourist knows, one can still smell when things are not quite right. Perhaps part of the problem is hidden in the word hospitality.

As Dr Richard George (Convenor of Tourism Management in the School of Management, University of Cape Town), in his book Marketing South African Tourism points out, hospitality in South Africa means hotels and catering, whereas, in Europe and America, it means 'the friendly and generous reception and service of guest' (see Frontline's book review on page 4).

Perhaps part of the problem is mixed up in tow other words: product and service. We often fail to distinguish between them, says George. People refer to the 'tourism product', making it sound like products and services are the same, he says, when the term meant is 'offerings'.

Offering, according to George, share specific characteristics that products do not:

  • Intangibility - you can test drive a car, but not a restaurant.
  • Variability - cars can be built by robots, but restaurant meals certainly cannot.
  • Inseparability - a car's designer is of little importance to the consumer, but airline staff travels with their passengers.
  • Perishability - a car not sold today can be sold tomorrow, but once an aircraft has left taken off, a seat not sold remains one.

    Then there is the word tourism itself, defined in George's book as the activity that occurs when tourists travel, including the going out and the return.

    The Most Important Thing
    George cites the example of the pre- and post-holiday experience. For many tourists the trip begins before leaving home (anticipation) and continues beyond their return (memories).

    Surely then, says George, we should be focused on creating an atmosphere in which the delivery of the service to the consumer is the most important thing an organisation and its employees can achieve?

    Tourists decide to visits a particular place based on the perceptions and expectations of the services available there, he says. Should they be disappointed they are unlikely to return.

    And yet here we are, apparently blithely unaware that 2010 is now less than five years away and our service still stinks, say Nathalie Leonard, a director of N'lighten, a customer service improvement company.

    No One Complains
    'Service in South Africa is, quite frankly, appalling, largely because we the public simply do not complain' says Leonard. 'If we stamped our feet and carried out our threats to take our gripes to a higher level, possibly something would get done. '2010 starts now. That's the message we're telling business people. Excellent service will ensure the success of the World Cup. We need to realise that we're all part of the drive. It's a brilliant opportunity for South Africa to brand itself. Whether its players or fans or the man in the street who is asked for directions, we have to ensure that our levels of service are superb.'

    According to Leonard, too many people in tourism have what she describes as an 'its-not-my-problem' microcosm mentality. They muddle though, month after month, when a little attention to detail, to getting things right, would set them well apart from their competitors.

    As Leonard's partner and co-director, Nonnie Kweyama, says: 'This is part of the problem we have with service in South Africa, we get things half done and then wonder why there's no improvement. Service is attitude and attitude is service. Everything comes back to that. If you give good service, people will come back.

    'Give staffs the tools - training, technology, processes, infrastructure and accountability - to give your clients best service. Staff morale will directly impact on how your customers are treaded' Says Leonard: 'Once staff gets excited and have the same vision as management, that passion translates into good service and client retention'

    Under-Achieving Leonard says people have lulled themselves into believing they are doing really well, when they could be doing a lot better. 'The Christmas season and its crowds remain a revelation for many people in tourism and business generally. It always takes them by surprise,' she says.

  • They know it's coming, but they never quite prepare. And its shows in their staff. There is no culture of training up in readiness, let alone on-going training thought the year.
  • Restaurant owners, for instance, seem to think that as long as their tables are full all is well. But there will come a day when their guests suddenly cease to arrive, having decided overnight to go next door.
  • 'We do have time to get it right, but everyone who will be involved in 2010 has to make the wow-factor happen'

    But we have to begin now and from the minute people arrive, says Kweyama.