Never let 'customer satisfaction' remain a mere slogan

Never let 'customer satisfaction' remain a mere slogan

Mahendra Gautama, Contributor, Jakarta

It is generally agreed that a holiday that includes a pleasant
traveling experience produces a positive effect. Such a holiday
becomes an invigorating experience that is worlds apart from the
daily hectic and boring routines of most people.

For businesspeople, such a holiday enhances their performance at
work. Today, many companies reward their employees who have
performed well with a holiday.

Many people will also concur that planning ahead for anything,
holidays and traveling included, is vital to avoid headaches.
Going to never-before-visited destinations can create problems.
Hence, some people rely on reputable travel agencies to take care
of their holiday and travel needs, from tickets, accommodation as
well as all other details, even the seemingly simple ones.

Linda, one of Avia Tour's branch managers, said that basically
travel agencies offer three types of travel planning.

The first type is usually called "Series", which includes
travel packages to one or several destinations. These packages
incorporate every customer's needs, such as transportation,
accommodation, guides and so on.

The second type is the "Incentive", which is usually preferred
by companies for the holiday and travel needs of their executives
and employees. Here the travel agency also acts as a consultant
for their customers.

The third type caters to "Individuals", which also includes
small groups of vacationers. The individual or the small group is
also served by the travel agency to match their specific
requirements and often special packages are created for them.

"Even during the high season, like during school holidays or
long public holidays like Idul Fitri and Christmas, although our
business is brisk we never let our customers down by giving them
average service. Customer satisfaction is always on our mind
whether business is slow or booming. We also keep our rates
reasonable," Linda said.

Managers of other reputable travel agencies besides Avia Tour
agreed with Linda. They also added some other tactics or methods
to lure customers.

The first tactic is the oldest and the most basic as it is
price related. In today's competitive environment, travel
agencies have to resort to discounts or cutting their rates.
Further reductions occur when a customers pays in advance or as a
wholesale discount, like when a group of travellers purchase a
large number of tickets. Sometimes the price reduction is in the
form of gifts, like cellular phones, digital cameras and so
forth. Many travel agencies bear the sales tax rather than
including the tax in the price of tickets.

The second tactic is enriching the itinerary. More sub-
destinations are added, such as those with historic values or
places famous for souvenirs and other exotic items. Customers are
also given a "full board" service as it is commonly known in the
travel industry. It comprises excellent food for all three meals:
breakfast, lunch and dinner. Specialty foods, snacks and a
smaller fourth meal is sometimes included.

The third tactic concerns the quality of the guides and tour
leaders, whose professionalism, competence and friendly attitude
are a must. Next to their profound knowledge of the destinations,
they have to deliver their services with warmth, rather than
robot-like salesmanship. Humor is often helpful in their
profession.

The last tactic -- more a corporate strategy, in fact -- is a
kind of business expansion. Next to serving customers for their
business or holiday purposes, today, a number of travel agencies
have also put medical check-ups on their menu. Even destinations
that offer alternative medicine or healing are now on offer.

Another creative step by travel agencies is offering new
pilgrimage or religious destinations. New and seldom visited
sites associated with religions or spirituality are heavily
advertised.

Of course, huge sporting events, like Formula One races or the
World Cup, are offered to clients.

Just like in any business, especially for service providers
like travel agencies, customer satisfaction must be lived up to.
Pampered customers are happy customers.