COMPETENCY BASED LEARNING MATERIAL

Sector:
TOURISM

Competency; PROVIDE EFFECTIVE CUSTOMER SERVICE

MODULE: PROVIDING EFFECTIVE CUSTOMER SERVICE

Qualification:
COMMON COMPETENCIES

TECHNICAL EDUCATION SKILLS DEVELOPMENT AUTHORITY

APARRI POLYTECHNIC INSTITUTE
APARRI, CAGAYAN

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HOW TO USE THIS COMPETENCY BASED LEARNING MATERIAL

Welcome to the module in PROVIDING EFFECTIVE CUSTOMER SERVICE!

This module contains training materials and activities for you to complete.
You are required to go through a series of learning activities in order to
complete each learning outcome of the module. In each learning outcome are
Information Sheets, Self – Checks, Operation sheets and job sheets .Follow these
activities on your own. If you have questions, don’t hesitate to ask your facilitator
for assistance.
The goal of this module is the development of practical skills. To gain these
skills, you must learn the concepts and theory. For the most part, you’ll get this
information from the Information Sheets,Operation Sheets and Job Sheets.
This module was prepared to help you achieve the required competency, in
“Provide Effective Customer Service”.
This will be the source of information for you to acquire knowledge and
skills in this particular competency independently and at your own pace, with
minimum supervision or help from your instruction.
Remember to :
Work through all the information and complete the activities in each section.
Read information sheets and complete the self – check. Suggested references
are included to supplement the materials provided in this module.
Most probably your trainer will also be your supervisor or manager. He/she
is there to support you and show you the correct way to do things.
You will be given plenty of opportunity to ask questions and practice on the
job. Make sure you practice your new skills during regular work shifts. This way
you will improve both your speed and memory and also your confidence.
Use the Self – checks, Operation Sheets or Job Sheets at the end of each
section to test your own progress.
When you feel confident that you have had sufficient practice, ask your
Trainer to evaluate you. The results of your assessment will be recorded in your
Progress Chart and Accomplishment Chart.
You need to complete this module.

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COMMERCIAL COOKING NC II
COMPETENCY-BASED LEARNING MATERIALS
LIST OF COMPETENCY
No Unit of competency Module title Code
1. Develop and Update Industry Developing and Updating Industry TRS311
knowledge knowledge 201
2. Observe workplace Hygiene Observing workplace Hygiene TRS311
Procedures Procedures 202
3. Perform Computer Operations Performing Computer Operations TRS311
203
4. Perform Workplace and Safety Performing Workplace and Safety TRS311
Practices Practices 204
5. Provide effective customer Providing effective customer TRS311
service service 205

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MODULE CONTENT
UNIT OF COMPETENCY: Provide effective customer service
MODULE TITLE: Providing effective customer service
MODULE DESCRIPTOR: This module deals with the skills, knowledge and
attitudes in providing effective customer service. It
includes, greeting customer, identifying customer
needs, delivering services to customers, handling
queries through telephone, fax machine, internet
and email and handling complaints, evaluation and
recommendation.
SUMMARY OF LEARNING OUTCOMES:
1. Greet customer,
2. Identify customer needs
3. Deliver service customer
4. Handle queries through telephone, fax machine, internet and E-mail
5. Handle complaints, evaluation and recommendations.
SUMMARY OF ASSESSMENT CRITERIA:
1. Guests are greeted in line with enterprise procedure.
2. Verbal and non-verbal communications are appropriate to the given
situation.
3. Non-verbal communication of customer is observed responding to customer.
4. Sensitivity to cultural and social differences is demonstrated
5. Appropriate interpersonal skills are used to ensure that customer needs are
accurately identified.
6. Customer needs are assessed for urgency so that priority for service delivery
can be identified.
7. Customers are provided with information
8. Personal limitation in addressing customer needs is identified and where
appropriate assistance is sought from supervisor.
9. Customer needs are promptly attended to inline with enterprise procedure.
10. Appropriate rapport is maintained with customer to enable high quality
service delivery.
11. Opportunity to enhance the quality of service and products are taken
wherever possible.
12. Use telephone, computer, fax machine internet, email efficiently to
determine customer’s requirements.
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13. Queries/ information are recorded in line with enterprise procedure.
14. Queries are acted upon promptly and correctly in line with enterprise
procedure.
15. Guests are greeted with smile and eye to eye contact.
16. Responsibility for resolving the complaint is taken within limit of
responsibility.
17. Nature and details of complaints are established and agreed with the
customer.
18. Appropriate action is taken to resolve the complaint to the
Customer’s satisfaction wherever possible

LEARNING OUTCOME # 1 GREET CUSTOMER

CONTENTS:

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1. How to greet the guest
ASSESSMENT CRITERIA
1. Guests are greeted in line with enterprise procedure.
2. Verbal and non-verbal communications are appropriate to the given
situation.
3. Non-verbal communication of customer is observed responding to
customer.
4. Sensitivity to cultural and social differences is demonstrated
CONDITION:
Trainees must be provided with the following.
1. EQUIPMENT
Simulation room
2. TOOLS
Tables
Chairs
3. Supplies and Materials
Flower vases
Table cloth
Seat covers
Table napkins
4. LEARNING MATERIALS:
 Manuals
 Books
 Video (CD)
ASSESSMENT METHOD:
1. Direct Observation
2. Written/Oral Exam
3. Oral questioning

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LEARNING EXPERIENCES
Learning Activities Special Instructions
1. Read Information Sheet 5.1- If you have some problems on Information
1 Sheet 5.1-1, don’t hesitate to approach your
(Welcoming and greeting the facilitator. If you feel you are knowledgeable
guest) on the content of Information Sheet 5.1-1,
you can now answer Self-Check 5.1-1.
2. Answer Self-Check 5.1-1 Compare your answer with the answer key
5.1-1. If you got 100% correct answer in this
self-check, you can now move to the next
information sheet. If not review the
information sheet and go over the self-check
again.
3. Perform Task sheet 5.1-1 Evaluate performance with performance
criteria checklist 5.1-1.

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INFORMATION SHEET 5.1 -1
WELCOMING AND GREETING THE GUEST

Learning Objective: After reading this information sheet, you must be able to:
1. Welcome and greet the guest as per industry standards.
Welcome of a Client
Never neglect the first contact with the [Link] is an element full of
importance in the future comfortment of the client. A person badly welcomed will
be very badly disposed toward you and thus will be of excigencies and very
difficult to serve in spite of all your efforts to satisfy him.
 Be very polite and always smile
 Never let a client wait all alone at the restaurant door, he might get
the impression he is not welcome.
 Whatever time he comes; do not take an attitude which means he is
bothering you.
 Be warm in your welcome but natural. He is your host but do not seat
him down at the table where the remains from the previous client are
still on.
 If you do not have any more tables do not drop him. Try your best to
make him patient, give the delays he shall have to wait and eventually
send him to the bar but do not forget him there. Go and see him,
propose the menu, maybe he would like to choose and give his order.
 Make a little psychology, from this contact; try to get what type of
guest he is. The knowledge of his character will help you to serve him
better.
 Always remember to show him the way to his table and never forget to
pull the chair/s out and help him sit down.
 As soon as the guest enters the restaurant, acknowledge his presence
by greeting “ GOOD MORNING, AFTERNOON, EVNING “
 Greet your guest by their name if they are returning guests using
prefixes like MR. , MRS., DR. , ATTY. , if you know them.
 Never use their first name.
 If the guest is a repeat guest say, “I AM GLAD TO SEE YOU AGAIN”.
 Check details of reservations based on established service standard
policy.

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SELF – CHECK OF 5.1-1

TRUE or FALSE: Write TRUE if the statement is correct and FALSE if the
statement is wrong.

1. Welcome customers upon arrival in accordance with enterprise standards.

2. Always remember to show him the way to his table and forget all about him.
3. The knowledge of his character will help you to serve him better.
4. Be natural and always smile, have an eye contact with the customer and
always say thank you.
5. Whatever times he comes, do take an attitude which means he is bothering
you.

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ANSWER KEY 5.1-1

1. TRUE
2. FALSE
3. TRUE
4. TRUE
5. FALSE

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TASK SHEET 5.1-1
Title: WELCOMING AND GREETING THE GUEST/S

Objective: Given the necessary cleaning materials, you should be able to

welcome and greet the guest of the restaurant based on industry standard.

Equipment: Simulation room, tables, chairs

Supplies/Materials: flower vases with flowers, table cloths, seat covers,

table napkins

Steps/Procedure:
1. Be familiar with the set up of the dining room. Find out what
tables are designed for 2, 3, 4 people and which ones are reserved for
those with reservation.
2. Stay at the outlet entrance.
a. Approach the guest, look at each one, greet them with a smile and
mention their name and title, if known.
b. Show the way to their table. With hands outside outstretched, “
this way please” or “ May I suggest a table for you, Sir/Ma’m
3. If there is no available table, tactfully inform the guest/s and
advise them to wait at the lounge. Graciously look at the host and
say” I’m sorry Sir/Ma’am, but we are fully booked at the moment, do
you mind waiting at the lounge and I’ll call you once a table would be
available.
4. If the guest has a reservation, make sure his table is prepared in
advance. Tell the host” We have prepared a nice table for you or your
party. This way please.
5. Lead the guest towards the table. Walk a little ahead of them when
escorting them to their table. Endorse them to the captain or waiter
and assist them in getting seated

Assessment Method: Demonstration

Performance Criteria Checklist

Task Sheet 5.1-1
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CRITERIA Yes No

DID I . . . . .

 Acknowledge the arrival of the guest promptly?

 Smile as I approached the guest?

 Address known and returning customers by their title and

or names?

 Politely asked if guest have their reservations?

 Are all movable parts/racks returned accordingly?

 Lead them to their table and assist customers in seating?

Feedback:

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LEARNING OUTCOME 2 IDENTIFY CUSTOMER NEEDS
CONTENTS:
1. Identify customer needs
ASSESSMENT CRITERIA
1. Appropriate interpersonal skills are used to ensure that customer needs are
accurately identified.
2. Customer needs are assessed for urgency so that priority for service delivery
can be identified.
3. Customers are provided with information
4. Personal limitation in addressing customer needs is identified and where
appropriate assistance is sought from supervisor.
CONDITION:
Trainees must be provided with the following.
1. EQUIPMENT
Simulation room
2. TOOLS
Tables
Chairs
3. Supplies and Materials
Flower vases
Table cloth
Seat covers
Table napkins
4. LEARNING MATERIALS:
 Manuals
 Books
 Video (CD)

ASSESSMENT METHOD:
4. Direct Observation
5. Written/Oral Exam
6. Oral questioning

LEARNING EXPERIENCES
Learning Outcome # 2 IDENTIFY CUSTOMER NEEDS
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Learning Activities Special Instructions
4. Read Information Sheet 5.1- If you have some problems on Information
2 Sheet 5.1-2, don’t hesitate to approach your
(Identify Customer’s needs) facilitator. If you feel you are knowledgeable
on the content of Information Sheet 5.1-2,
you can now answer Self-Check 5.1-2.
5. Answer Self-Check 5.1-2 Compare your answer with the answer key
5.1-2. If you got 100% correct answer in this
self-check, you can now move to the next
information sheet. If not review the
information sheet and go over the self-check
again.
6. Perform Task sheet 5.1-2 Evaluate performance using performance
criteria checklist 5.1-2

INFORMATION SHEET 5.1 -2

IDENTIFY CUSTOMERS NEEDS

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Learning Objective: After reading this information sheet, you must be able to:
1. Identify customer’s needs.
Responding to Customer’s needs
Customer satisfaction depends in large measure on the extent by which
the dining staff are able to address customer’s need and expectation
Aside from physical needs (food, drinks and entertainment) customers have
strong ego needs. They want immediate and consistent attention, expext to be
given importance and recognition, to be appreciated for their patronage or
comments. They also expect to be informed of important information in advance so
as not to be placed in an embarrassing situation. And most of all, they want to get
their money’s worth ( need for profit)
Here are some measureswhereby the dining staff can satisfy customer
needs.
A. NEED FOR ATTENTION, APPRECIATION AND RECOGNITION
1. Greet the customer with a warm smile.
2. Give customers prompt, undivided and consistent attention.
3. Call customers by their name or title if known, or address them sir or
Ma’am.
4. Do not discriminate, even those who do not give tips as well as those who
appear demanding or irritating; treat all customers equally in terms of
attention and service.
5. Show appreciation rather than irritation when customer airs some
comments or complaints.
6. Never critisize or insult a customer as this will hurt his ego.
7. Never attemp to argue or prove the customer wrong.
8. Be very sensitive to the guests feelings. Never embarrass him in front of
others, or talk to him in a loud or arrogant voice.
9. Never attempt to correct the customers for any mistake (like
mispronounced word, improper use of appointment)
B. NEED FOR INFORMATION
1. Be familiar with company products, facilities and services to be able to
answer guest queries correctly.
2. Inform the customer in advance of any information that are important for
him to know.
Example: During taking order, mention out of stock items, change of
standard accompaniment, etc.
For banquet bookings: tell about extra charges, corkage fees, etc.
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3. Never settle question with “I don’t know” answer. Refer to the right
person if not familiar with the item asked.
C. NEED TO BELONG AND TO BE ACCEPTED
1. Be friendly, maintain gracious expression and smile when talking to
customers.
2. Give every patron a warm greeting.
3. Welcome back a repeat customer.
4. Make each guest feel very important, give him full attention give some
extra service beyond the call of duty
5. Get to know guest’s preferences and favorites like his favorite table, dish,
drink, and offer it to him before he asks for it.
6. Be generous in expresing gracious remarks like “ Hope you enjoy your
meal”. “ Have a nice day, Sir
D. NEED FOR SAFETY OR SECURITY
1. Take note of items left by guests in the dining room or anywhere in the
hotel.
2. Help in maintaining safe environment in the dining area.
3. Never used damaged tables, chairs and any service equipment in the
room or any outlet so as not to cause accidents.
Guests who may pose to be source of trouble should be calmed down
tactfully. If they attempt to make trouble, report to security officer
It is not enough to have business goals and strategies related to providing
an excellent customer service experience. Service is about interaction and
execution. Every crew is responsible for how they manage interactions with
customers (both internal and external) and this includes identifying his needs.
Identifying customers needs occurs through active listening and effective
communication.

ACTIVE LISTENING
Active listening is "listening with all three ears". To be effective, you need to
hear what is being said AND understand emotions. Emotion is interpreted through
tone, voice inflection, body language and your own intuition (gut feeling). Active
listening contains three concepts: words, tone of voice and body language
(55% of communication comes from our body language).
Here are some examples of using active listening to identify needs...

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A regular customer always wants to talk. He is always cheerful, uses open
gestures, smiles yet needs nothing specifically. He asks you a lot of questions and
is eager to share personally relevant information about himself (need = value as a
person, identified by the body language, tone of voice and words)

EFFECTIVE COMMUNICATION
The key to communication is simple, clear, positive and enthusiastic.
Customers choose to use your business because they have needs.
You find out what a customer needs by asking and then actively listening to
their response.
Your goal is to understand three things:
What they want
When they want it
How they plan to use it

Customers are not always able to articulate what they need. By asking key
questions and probing for more information you can define their need.

Remember, ALL customers need to feel valued.

CHALLENGES
What gets in the way of your ability to actively listen? Identify one common
barrier. Once you have accurately assessed a customer's needs, your next step in
the process of engagement is to efficiently and effectively MEET their needs. This
means doing it right AND doing the right thing. This includes:

Knowledge of your products and services. This requires knowledge beyond your
department to focus on identifying what your business products or services are
(features) and how the product or service will assist the customer in enjoying value
(benefits). Knowledge is the key to recognizing and seizing opportunities to cross
sell additional programs/services or value-sell related programs/services, both
techniques to add increased value to your customer. Remember, the goal is to
meet the customer's need. When we engage in cross selling and value selling
techniques we are trying to suggest additional or complementary
products/services that the customer will want or need. We are not pushing
products. When done effectively, both the customer and the business win.

Problem solving and decision-making. Customers desire their need to be

addressed as quickly as possible. The more people or time it takes, the greater

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chance of dissatisfaction. Do you have the skills, desire, knowledge and
opportunity to solve problems and make decisions at the first point of contact with
the customer? If the answer is "no", consider the following questions and
strategies within your department:

 Do you require additional training and understanding of the products

and services your business offers?
 What can you do to make this happen?
 Do you want to solve problems and make decisions on the spot?
 Do you require support in understanding policies and guidelines and
the kinds of creative alternatives you have to choose from?

AT ALL POINTS OF CONTACT WITH CUSTOMERS WE NEED A

“WHAT CAN I DO ATTITUDE”

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SELF CHECK 5.1-2

TRUE OR FALSE. Write TRUE if the statement is correct and

FALSE if the statement is wrong.

It is necessary to know your products and services when

identifying customer’s needs.
Active listening means not understanding what the customer’s
wants and emotions.
Customer’s desire their needs to be addressed as quickly as
possible.
Attendant should be alert in responding to customer’s needs and
requests.
Meeting customer’s needs is doing the right thing and doing it
right.

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ANSWER KEY 5.1-2

TRUE
TRUE
TRUE
TRUE
5. TRUE

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LEARNING OUTCOME # 3 DELIVER SERVICE TO CUSTOMER
CONTENTS:
1. How to deliver service to man.
ASSESSMENT CRITERIA
1. Customer needs are promptly attended to inline with enterprise
procedure.
2. Appropriate rapport is maintained with customer to enable high quality
service delivery.
3. Opportunity to enhance the quality of service and products are taken
wherever possible.

CONDITION:
Trainees must be provided with the following.
5. EQUIPMENT
Simulation room
6. TOOLS
Tables
Chairs
7. Supplies and Materials
Flower vases
Table cloth
Seat covers
Table napkins
8. LEARNING MATERIALS:
 Manuals
 Books
 Video (CD)

ASSESSMENT METHOD:
 Direct Observation
 Written/Oral Exam
 Oral questioning

LEARNING EXPERIENCES
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Learning Outcome 3 DELIVER SERVICE TO CUSTOMER

Learning Activities Special Instructions

1. Read Information Sheet 5.3- If you have some problems on Information
1 Sheet 5.3-1, don’t hesitate to approach your
(Deliver Service to facilitator. If you feel you are knowledgeable
Customers) on the content of Information Sheet 5.3-1,
you can now answer Self-Check 5.3-1
7. Answer Self-Check 5.3-1 Compare your answer with the answer key
5.3-1. If you got 100% correct answer in this
self-check, you can now move to the next
information sheet. If not review the
information sheet and go over the self-check
again.

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INFORMATION SHEET 5.3-1
DELIVER SERVICE TO CUSTOMER

Learning Objective: After reading this information sheet, you should be able to:
1. Deliver service to customer/s

CUSTOMERS JUDGE A RESTAURANT, BAR OR HOTEL NOT ONLY

BY THE QUALITY OF FOOD AND FACILITIES, BUT ALSO BY THE
KIND OF PEOPLE WHO SERVE THEM

CUSTOMER
“Customers are the most important person in the organization. They are not
dependent on us --- we are dependent on him.
They are not an interruption of work… they are the purpose of it. We are not
doing them a favor by serving them… he is doing us a favor by giving us the
opportunity to do so.
Customers are not a cold static… they are flesh and blood; a human being
with feelings and emotions like our own, and with biases and prejudices.
They are not someone to argue or match wits with. Nobody ever won an
argument with a customer.
A customer is a person who brings us his wants and needs. It is our duty and
job to handle them in a way that profits both him and us.”

Two Kinds of Customer

Satisfied Customer
Whose needs and expectations were met
May or may not return to do business with the company again
Feelings may be between neutral and good
Loyal Customer
Whose expectations were exceeded
Felt delighted with the product and service
Will usually help with the business through word-of-mouth
advertising
Will stay with the company even when there is new competition

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Defining Quality Customer Service
 The quality of service given to customers.
 The ability to constantly satisfy the needs of a company’s internal (ex. Co-
workers) and external customers (ex. Clients)
 Not just about satisfying customer alone, it is about delighting customers so
that they will continue to do business with the company.

TOURISM CUSTOMER SERVICES

Reasons Why Customers Leave

 1% Die
 3% Move
 5% Seek alternatives or develop other relations
 9% Begin doing business with the competition
 14% are dissatisfied with the product
 68% are upset with the treatment they received

Reasons behind Quality Customer Service

Growth in service providers in today’s business
Customer’s expect it
It makes economic sense
To the customer, you are the Company

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BENEFITS OF Quality Customer Service
Increased Sales
Delighted Loyal Customers
More Customers Through Repeat Business & Recommendations
Great (Public) Image
An Edge Over Competition

Zones of Customer’s Expectations

1: Zone of Indifference
(Unstated/Expected)
Customer expects his basic needs and wants to be fulfilled.
Respect and courtesy are good examples of these expectations.
Zone 2: Zone of Satisfaction
(Stated/Expected)
Customer tells the company what he wants and what he expects to
happen.

Six Elements in Quality Customer Service

1. Make a good (and lasting) impression
2. Show competence by listening to customers
3. Create personal relationships with your customers
4. Give customers more than what they expect
5. Resolve conflicts quickly
6. Thank people for their business and value their feedback

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Self Check 5.3-1

Direction. Write TRUE if the statement is correct and FALSE if the statement is
incorrect and write your answer in the space provided for.

____________1. Customer service providers can make or unmake a company.

____________2. Customers judge a company by the kind of people who serve

them.

____________3. Quality customer service is the ability to constantly satisfy the

needs of a company’s internal (ex. Co-workers) and external
customers (ex. Clients)

____________4. One can just go out with his guest or customers even during
his/her duty.

____________5. Always thank people for their business and ignore feedback.

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Answer Key 5.3-1
1. TRUE
2. TRUE
3. TRUE
4. FALSE
5. FALSE

LEARNING OUTCOME #4 HANDLE QUERIES THROUGH TELEPHONE,

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FAX MACHINE, INTERNET OR EMAIL
CONTENTS:
1. Communication in the workplace
ASSESSMENT CRITERIA
1. Use telephone, computer, fax machine, internet efficiently to determine
customer requirements.
2. Queries/information is recorded in line with enterprise procedure.
3. Queries are acted upon promptly and correctly in line with enterprise
procedure.
CONDITION:
Trainees must be provided with the following.
9. EQUIPMENT
Simulation room
10. TOOLS
Tables
Chairs
11. Supplies and Materials
Flower vases
Table cloth
Seat covers
Table napkins
12. LEARNING MATERIALS:
 Manuals
 Books
 Video (CD)
ASSESSMENT METHOD:
 Direct Observation
 Written/Oral Exam
 Oral questioning

LEARNING EXPERIENCES

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Learning Outcome 4 HANDLE QUERIES THROUGH
TELEPHONE, FAX MACHINE, INTERNET
OR E-MAIL

Learning Activities Special Instructions

8. Read Information Sheet 5.4- If you have some problems on Information
1 Sheet 5.1-3, don’t hesitate to approach your
(Communicate in the facilitator. If you feel you are knowledgeable
workplace) on the content of Information Sheet 5.4-1,
you can now answer Self-Check 5.4-1.
9. Answer Self-Check 5.4-1 Compare your answer with the answer key
5.4-1. If you got 100% correct answer in this
self-check, you can now move to the next
information sheet. If not review the
information sheet and go over the self-check
again.
10. Perform Task Sheet 5.4-1 Evaluate performance using performance
(Handling Telephone Calls) criteria checklist 5.4-1

Information sheet 5.4-1

Communicate in the Workplace
Learning Objective: After reading this information sheet, you should be able to:

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1. Determine the proper way of communicating to people in the
workplace; and
2. Follow telephone etiquette.

Introduction:

Communication is of vital importance to efficient and happy workplaces in

the tourism industry. Without good communication skills, customers could be left
unsatisfied and work colleagues would frequently be at war with each other. The
tourism industry is so competitive that customers would go elsewhere to make
their travel arrangements next time, and staff turnover would be extremely high.
In short, poor communication skills costs tourism companies money that they
cannot afford to lose, and will therefore not allow.

Therefore, one of the very first things students wanting a career in this
industry should do is to ensure that they have good communication skills, hence
the inclusion of this module in this course.

Communication in the workplace can be formal or informal. Formal

communication tends to be structured and delivered through channels like letters,
memos, meetings and company policies or procedures.

Informal communication does not need to be so structured. Today, email is

a good example of informal communication; however, verbal conversations are also
a common form. Verbal, also referred to as oral communication, relies heavily on
non-verbal communication to support the spoken word.

HANDLING RESERVATIONS CALL

STEPS AND PROCEDURES

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1. Greet the caller and offer assistance. (Note: Smile, as if you are talking to
your customer face to face. Remember, a smiling face brings out a smiling
voice.)Write TRUE statement is correct and FALSE if statement
is incorrect and write your answer in the space provided
2. Get necessary information and note down the necessary request in your
for.
notepad. (Be very cordial and friendly but do not overdo.) Jot down the
following_________1.
information: Without good communication skills,
 Name of guest customers could be left satisfied and
 work colleagues would frequently be at
Address and contact number
 The kind of business he/she wish peace with
to have witheach other.
the hotel.
 Other important information. Formal communication tends to be
_________2. structured and delivered through channels like
3. If the request is not available onmemos,
letters, the date mentioned,
meetings and inform
company thepolicies
guest but
or
suggest other options. procedures.
In answering telephone calls, always greet
_________3.
4. If you are not aware of thethequery
guest or
by you lack“hello”.
saying knowledge, refer the guest to
the proper authorities. If you are not quite sure of the answer to
_________4. information to the query, refer the caller to the
5. Confirm all the details of proper authorities.
information received from the caller.
Always thank the guest when terminating a
_________5. call.
6. Thank the caller.

Note: Do not stay too long conversing with your guest in the telephone, 3
minutes is the most.

Pointers in learning names of guests quickly:

 Listen carefully to the person’s name when it is pronounced.
 If you do not understand a name, ask the person to repeat it.
 Write the name as it sounds if the pronunciation is difficult.
 Use the person’s name.
 Link the name to something so that you can remember it.

Self Check 5.4-1

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ANSWER KEY 5.4-1
1. FALSE
[Link]
[Link]
[Link]
[Link]

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TASK SHEET 5.4-1
Title: HANDLING TELEPHONE CALLS

Objective: Given the necessary cleaning materials, you should be able to

handle telephone calls.

Equipment: Simulation room, telephone, fax machine

Supplies/Materials: pen, paper, forms

Steps/Procedure:
1. Greet the caller and offer assistance. (Note: Smile, as if you are talking
to your customer face to face. Remember, a smiling face brings out a
smiling voice.)
2. Get necessary information and note down the necessary request in your
notepad. (Be very cordial and friendly but do not overdo.) Jot down the
following information:
 Name of guest
 Address and contact number
 The kind of business he/she wish to have with the hotel.
3. If the request is not available on the date mentioned, inform the guest
but suggest other options.
4. If you are not aware of the query or you lack knowledge, refer the guest
to the proper authorities.
5. Confirm all the details of information received from the caller.
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Performance Criteria Checklist
Task Sheet 5.4-1

CRITERIA Yes No

DID I . . . . .

 Greet the caller and offer assistance?

 Jot down all necessary information like the name,

address, request or query?

 Referred to proper authorities when information is not

available within your means?

 Confirm all the details of information?

 Thank the caller and bid him/her goodbye?

Feedback:

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LEARNING OUTCOME #5 HANDLE COMPLAINTS, EVALUATION AND
RECOMMENDATIONS
CONTENTS:
Communication in the workplace

1. Guests are greeted with a smile and eye-to-eye contact

2. Responsibility for resolving the complaint is taken within limit of
responsibility
3. Nature and details of complaint are established and agreed with the
customer
4. Appropriate action is taken to resolve the complaint to the customers
satisfaction wherever possible
CONDITION:
Trainees must be provided with the following.
1. EQUIPMENT
Simulation room
2. TOOLS
telephone
fax machine
computer with printer
3. Supplies and Materials
Different forms
ball pen
4. LEARNING MATERIALS:
 Manuals
 Books
 Video (CD)
ASSESSMENT METHOD:
 Direct Observation
 Written/Oral Exam
 Oral questioning

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LEARNING EXPERIENCES

Learning Outcome 5 Handle complaints, evaluation and

recommendations

Learning Activities Special Instructions

1. Read Information Sheet 5.5- If you have some problems on Information
1 Sheet 5.5-1, don’t hesitate to approach your
(Deliver Service to facilitator. If you feel you are knowledgeable
Customers) on the content of Information Sheet 5.5-1,
you can now answer Self-Check 5.5-1.
1. Answer Self-Check 5.5-1 Compare your answer with the answer key
5.5-1. If you got 100% correct answer in this
self-check, you can now move to the next
information sheet. If not review the
information sheet and go over the self-check
again.
2. Perform Task sheet 5.5-1 Evaluate performance using performance
(Handling guest complaint) criteria checklist 5.5-1

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INFORMATION SHEET 5.5-1
UNDERSTANDING GUEST SERVICE
Learning Objective: after reading this information sheet, you must be able to:
 Understand guest service.

The reader must understand that the front office in a hotel is the first point
of contact. The Front Desk Staff is in direct contact with the guest and can
enhance or mar the first impressions on a guest of the property. They must,
therefore, have excellent customer skills. This means that people working in a
hotel bring the difference in creating a positive guest experience. Most hotels of
the same category are physically comparable to their competitors. Rooms, lobbies,
coffee shops etc., look almost alike. But the people who work in them make guest
experiences different. It is better understood when one looks at the front office
agent as the host and the customer as the guest. This throws the perspectives
and attitudes at totally different level. At home we go that extra distance to
welcome guests, give them unrivalled hospitality with food and drink, keep them
safe and anticipate and attend to their every need. Providing a guest experience is
a cycle of events that starts with the front office agent acting as the host with her
attitudes making sure that mindset and whether they meet the guest’s
expectations, needs and perceptions resulting in a response.
COMPONENTS OF A GOOD SERVICE
Attitude
What is an attitude? An attitude is the way one communicates mood to
others, who respond accordingly. A happy host will get a happy response just as a
sour person gets a negative response.
Positive Attitudes
 Being optimistic
 Feeling good about oneself
 Feeling good about others
 Feeling good about life
 Seeing the best in others
 Expecting good things to happen
 Seeing the bright side of all situations
 Being enthusiastic
 Being creative and open
 Anticipating successful encounters
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 Each customer is an exciting challenge

Negative Attitudes
 I am bored
 I do not have time
 It won’t work
 I cannot get organized
 I’m too busy
 I don’t know what to say
 I am nervous
 I cannot do it
 I don’t stand a chance
 I don’t have energy
 Nobody likes me
 I am not good enough
 Others are better than me
 I cannot win
 It’s not my day
 I’m scared of customers
Obviously, positive attitudes have a greater range of benefits.

Benefits of Positive Attitudes

 Creates enthusiasm
 Enhances creativity
 Magnifies positivity
 People like you
 Boss likes to work with you
 You become helpful
 Makes others positive
 Wins cooperation
 You become popular

MY SERVICE
A service is the total experience that a customer gets through people, when
satisfying a need. Service touches all the senses of a discerning customer. Here
are the different components of service:

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Sense of sight. Customers like to see a well-groomed person. The way the front
desk is kept neat and orderly creates the service experience just as the decor of
the lobby and the artefacts that adorn it.

Sense of smell. A guest is influenced by how fresh a lobby smells. It gives him or
her confidence of the hygiene standards of the establishment. The aroma of food
in the dining industry is well known. Appetising smells trigger hunger and want.
The chef builds this into the total food preparation and presentation. We have
known coffee shops to crush coffee beans to give that fresh coffee aroma to the
passers-by to attract them to the restaurant. Similarly, a guest evaluates you on
how you smell. A light perfume or cologne conjures up images of hygiene and
freshness.

Sense of hearing. There are things that should not be heard by the customer and
things that should. A customer does not want to hear front desk staff fighting
among themselves, back office discussion, rude language, slang, technical jargon,
etc. What they like to hear is the courtesy shown by the front office agents, the
use of their name, suggestions in case of doubt, low tone and words of etiquette
like “Thank you”, “Please”, “May I help you”, etc.

Sense of taste. Taste defines the customer’s ultimate experience. Chefs have
gone to extents to provide the experience with innovative use of spices, cooking
method and beverages. It is common to find wine enhancing the flavours of
sauces and extracts of herbs to marinate meats. The taste of meat cooked in
earthen ovens is different from those cooked on charcoal spits. Tastes are the
distinctive signature to a cuisine offered by an establishment. The chef’s skill
provides the experience. Taste can be interpreted in another way as far as front
desk staff is concerned- the taste of quality service! The investor has already built
in taste in the aesthetics shown in the interior design and decor. Guest
immediately recognises the quality of the property by the appointments,
furnishings, carpeting, etc., used in the physical product.

Sense of touch. The temperature levels in the lobby and in the guest room, the
softness of the bed and bathroom linen, the fluffiness of the pillow are some
examples that create the touch experience. Front Office staff can enhance the
sense of touch by providing clean registration cards, clean room keys, baggage
tags etc.

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UNDERSTANDING CUSTOMER NEEDS AND WANTS

We must first understand the difference between needs and wants. Needs
are essential to human well-being. These could include those that are essential to
human survival such as food, water, clothing and shelter at the basic level, to
those that are essential for social survival. Wants are the cultural manifestation of
those needs. An American needs food just as an Indian. While an American may
interpret this need by wanting hamburgers and fries, an Indian will demand rice
and curry. An American interprets clothing in terms of a demand for jeans while
the Indian the sari.

Abraham Maslow, a social scientist, brought the concept of needs most

dramatically by proclaiming that:

1. All humans have needs.

2. These needs can be collated into five broad categories.
3. The categories have an ascending hierarchical order.
4. That one must be satisfied to move to the other. (Later scientists proved that
all needs can co-exist together in varying levels of importance to every
individual).
This has been very clearly illustrated through the famous Maslow’s Need
Hierarchy as shown below:
The needs start from the bottom and we shall examine how they reflect in
providing the perfect guest experience.

Physiological Needs. These are the basic needs for survival such as food, shelter,
water, clothing, air and sex (for procreation of human species). The hotel and
restaurant industry recognises basic needs and meets the need for food through
by offering a spread of cuisines and shelter by providing a “home away from home”
through its choice of rooms. Restaurants provide guests with food, potable water
and proper air circulation. To the employees the industry provides, free duty
meals, uniforms, house rent allowance or staff accommodation and proper
working conditions. The kitchens and laundry which are very humid and hot
especially in hot climates are provided with proper exhausts and fresh air supply.

Security Need. As seen in the diagram above, the security need is both physical
and emotional. The guests want to be sure that the property they are visiting is
physically safe from anything that may endanger the body. They want to make
sure that their rooms are safe to sleep in. Hotels provide locks, fire warning
systems, sprinkles, fire fighting equipment, latch chains, peep-holes etc. to satisfy
this need of physical safety. Guests want to be warned of the wet floors and the

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name of callers before responding to telephone. The same true of staff to
announce themselves when they knock on a door or ring the door bell.

Guests need for emotional security comes in many ways. First is the need
to be welcomed and recognised in an establishment. Guests want to make sure
that there are people who will serve them and welcome them with warmth and
sincerity. Staff must be hygienically clean and free from diseases. This they
notice by the way staff groom themselves. Guests want to make sure that the raw
materials used in food preparation are fresh and that the cooking utensils are
clean and sanitised. They also value their privacy as also being treated with
courtesy and respect. The hospitality industry is concerned about this aspect for
its employees too. They provide safe working conditions and give safety training,
especially in the use of equipment and carrying heavy loads. Emotional security is
provided to the employees through orientation programs so that they feel secure
quickly in the organization. Providing job descriptions and training helps the
employee realise what is expected of them and hope that they can perform to the
best of standards. Grievance procedures, suggestion systems, performance
evaluation are all organizational processes meant to give employees emotional
security.

Belonging. Human beings are social animals. They prosper and grow when
interacting with others. Hotels and restaurants are great social spots to meet this
need. The popularity of pubs and taverns called ‘locals’ since the early days in
Europe till today was to serve this precise purpose. Local people met at these
pubs to learn about new developments in their community and the world. This
has continued to date where people can meet for business or pleasure. Business
entertainment has become part of the relationship building between business
stakeholders. The hotels and restaurants have responded well. Employees are
empowered with this need for belonging by giving them identity cards to identify
them with the organization. Establishments provide social clubs where employees
can meet for sport or social meetings.

Status and Self Esteem. While status is the way others perceive us, self-esteem
is the way we perceive ourselves. Hotels and restaurants provide the perfect
platform to satisfy varying status needs. This shows from the rating system from
one to five-star. Each is distinguished by the pricing, level of service and food offer
based on the customers need and want. Self-esteem is a bit tricky. Some people
are different when they do not understand a menu. A server’s intervention to
explain the dishes helps in removing the discomfort. Customers do not want to
feel embarrassed in such public places and strive to be on their best behaviour.
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The server can help them in accomplishing that by praising their selection of food
and wine or being discreet when presenting the bill. Employees within the
industry are given ranks, perquisites and uniforms to distinguish them within and
without the organization. Self-esteem is given by giving authority and empowering
employees to act with authority. Suggestion schemes also permit employees to
participate in the progress of the organization by acting on their views and ideas.

Self Actualization. This is a state when human beings reach their potential and
are able to control and contribute to the environment. The hotel industry has
recognized this and has come with innovative methods to meet this need. Some
restaurants permit guests to choose their raw materials and method of cooking.
In this case, the customer is in total control of the selection and preparation
process. Hotels and restaurants also involve guests to help the establishments to
respond to their needs. They invite guests to give their impressions of the total
experience by filling guest comment forms. Guests now feel that they can
contribute to the establishment’s prosperity.

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SELF CHECK 5.5-1

Multiple Choices: Choose the best answer from among the four choices and
write your answer in the space provided for.

______1 It is a cycle of events that starts with the a. guest experience

. front office agent acting as the host with her b. guest arrival
attitudes making sure that mindset and
c. guest departure
whether they meet the guest’s expectations,
needs and perceptions resulting in a d. guest stay
response.

_____2. It is the way we perceive ourselves. a. status

b. self-esteem
c. self actualization
d. belonging

_____3. The hotel and restaurant industry a. good service

recognizes basic needs and meets the need b. needed training
for food through by offering a spread of
c. home away from home
cuisines and shelter by providing a
______________ through its choice of rooms. d. food service

_____4. The temperature levels in the lobby and in a. unforgettable

the guest room, the softness of the bed and experience
bathroom linen, the fluffiness of the pillow b. warm experience
are some examples that create the c. cold experience
d. touch experience

_____5. IT is the total experience that a customer a. service

gets through people, when satisfying a need. b. customer service

c. public service
d. escort service

ANSWER KEY 5.5-1

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1. A
2. B
3. C
4. D
5. A

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TASK SHEET 5.5-1
Title: Handling Customer Complaint

Objective: Given the necessary cleaning materials, you should be able to

handle telephone calls.

Equipment: Simulation room, telephone, fax machine

Supplies/Materials: pen, paper, forms

Steps/Procedure:
1. Let the customer air his/her complaint.
2. Don’t let negative feelings cloud your judgment towards the customer.
3. Empathize with the customer.
4. Work actively to come up with a solution.
5. Agree in the solution.
6. Make sure that what you promised to do gets done.

Assessment Method: Demonstration

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Performance Criteria Checklist
Task Sheet 5.5-1

CRITERIA Yes No

DID I . . . . .

 Let the customer air his or her complaint?

 Not let negative feeling cloud my judgment towards the

customer?

 Empathize with the customer?

 Work actively to come up with a solution?

 Agree in the solution?

 Make sure that what I promised to do gets done?

Feedback:

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EVIDENCE PLAN/EVALUATION PLAN

TRAINEE:

TRAINER:

QUALIFICATION COMMON

UNIT OF COMPETENCY PROVIDE EFFECTIVE CUSTOMER

COVERED SERVICE

Oral
Ways in which evidence will be collected:

Demonstration
[tick the column]

Witten Test

Interview
with
The evidence must show that the candidate……

1. Used interactive communication with others X

2. Complied with occupational, health and safety practices

X X

3. Promoted public relation among others X

4. Demonstrated familiarity with company facilities,
X X
products and services

5. Applied telephone ethics X X

6. Applied correct procedure in using telephone, fax

X X
machine, internet

7. Handled customer complaints X

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Rating Sheet for Demonstration with Oral Questioning

Candidates’ Name:

Trainers’ Name:

Unit of Competency PROVIDE EFFECTIVE CUSTOMER SERVICE

Qualification: COMMON COMPETENCY

Date of Evaluation

Time of Evaluation

Instruction for Demonstration:

The equipment, supplies and materials needed are provided. The
candidate must be able to clean and maintain kitchen premises.

Demonstration Checklist Check (/) to show if

evidence is
demonstrated

During the demonstration of skills, the candidate: YES NO N/A

 Used interactive communication with others

 Complied with occupational, health and safety
practices
 Promoted public relation among others

 Checked conditions of equipment before cleaning

 Demonstrated familiarity with company facilities,
products and services
 Applied telephone ethics
 Applied correct procedure in using telephone, fax
machine, internet
 Handled customer complaints

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Oral Questioning

Questions: Satisfactory Response

The candidate should answer the following YES NO

questions:
1. What is quality customer service?

2. What is the proper way of welcoming guests?

3. How do you handle telephone calls?

4. What action should you do if you have a guest

who complains of defective facility?
5. How do you handle guest complaints?

6. Differentiate customer needs from wants and give

example.

The candidate underpinning knowledge was:

Satisfactory Not Satisfactory

Feedback to candidate:

Candidate’s name: Date:

Instructor’s Name: Date:

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Written Test:

TRUE OR FALSE. Write TRUE if the statement is correct and FALSE if the
statement is incorrect and write your answer in the space provided for.

________1. Welcome customers upon arrival in accordance with enterprise

standards.

________2. Always remember to show him the way to his table and forget all
about him.

________3. The knowledge of his character will help you to serve him better.

________4. Be natural and always smile, have an eye contact with the customer
and always say thank you.

________5. Whatever times he comes, do take an attitude which means he is

bothering you.

________6. It is necessary to know your products and services when identifying

customer’s needs.
________7. Active listening means not understanding what the customer’s wants
and emotions.
________8. Customer’s desire their needs to be addressed as quickly as possible.
________9. Attendant should be alert in responding to customer’s needs and
requests.
________1 Meeting customer’s needs is doing the right thing and doing it right.
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Date Developed: Document No.

July 2020
PROVIDING Issued by: Page 51
EFFECTIVE of 52
CUSTOMER Developed by:
SERVICE
MICHELLE A. VINARAO Revision #
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