Customer service in the entertainment industry

Develop knowledge and skills to communicate effectively with customers and provide quality service

Student VET entertainment resource developed by The Arts Unit

Years 11 and 12 VET entertainment

What will I learn?

You will:

explore communication techniques
explore types of customers, including customers with special needs
identify difference between customer needs, expectations and preferences
develop quality customer service skills and knowledge
identify causes of customer dissatisfaction
develop complaint handling techniques.

Before you begin

Welcome to this Digital @ The Arts Unit Creative Class on customer service in the entertainment industry.

Lessons 1 explores quality customer service, including customers with special needs.

Lesson 2 discusses customer dissatisfaction and complaint handling techniques.

Communication

Effective communication is considered to be the sharing of information, ideas and opinions among participants in the process, involving an exchange between people. This two way communication process occurs when the sender is able to obtain feedback concerning how the receiver is decoding the sender’s message. Asking a few questions to confirm the receiver’s understanding or asking them to do something or to demonstrate their understanding would provide this feedback.

There are 3 types of communication:

verbal
written
non-verbal communication.

Communicating effectively with customers in the entertainment industry can occur many ways, including; face-to-face, over the telephone and electronically. In any form of communication it is important to be accurate, clear, concise and courteous.

Effective verbal communication techniques

Includes:

use of appropriate language
clear voice
audible volume
courteous tone
active listening
asking questions or rephrasing to clarify or confirm understanding.

Good telephone etiquette

Includes:

greeting callers
- answer call promptly
- identify the workplace/organisation
- identify yourself using ‘This is’ and name
- offer assistance
courteous tone
clear articulation
audible volume
accurate relaying of messages.

Non-verbal communication

An extremely high percentage of information we communicate is through nonverbal signals, including:

body language
posture
personal appearance
hand gestures
eye contact
facial expression
body contact (for example shaking hands)
tone or expression (for example pause, emphasis on words).

Written communication

Within any workplace there are many forms of written communication used, both paper-based and electronic.

In the entertainment industry common examples of documents include:

correspondence (faxes, memos, letters and emails)
database reports (customer/client records)
booking system records
sales records (forecasts and actuals)
forms (manual and electronic)
invoices (from suppliers and to debtors).

It is important to select the most effective communication technology that is appropriate to work tasks.

Influences in the selection of a communication technologies include:

technical and operational features
access of the sender and receiver to necessary equipment
technical skills required to use the medium
required format
degree of formality required
urgency and time frames
portability
cost.

TASK:

Discuss the features, purpose and limitations of a range of communication technologies common to the entertainment industry including, telephone, electronic devices and social media.

Types of customers

There are 4 different types of customers:

Internal customers are people within an organisation who work together within different departments, including workmates or colleagues.
External customers are from outside your business; visitors or members of the general public who do not work for the organisation. External customers should be given high priority, as they are the people who pay for products and services and thus keep the organisation in business.
New customers.
Repeat customers.

In the entertainment industry the term patron is used to describe a customer or person who visits an entertainment establishment for the purpose of being entertained.