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Develop knowledge and skills to communicate effectively with customers and provide quality service
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?
What will I learn?
You will:
explore customers with special needs
identify difference between customer needs, expectations and preferences
develop quality customer service skills and knowledge.
Customer needs, preferences and expectations
Customer needs, preferences and expectations
Within the entertainment industry there is a range of customers who all have different service requirements. Being able to identify the difference between customer needs, preferences and expectations is key to providing quality customer service.
Influences on customer needs, preferences and expectations include:
gender
age
personality
health
culture
social status
economic factors
previous experiences.
Organisations can establish customer needs, preferences and expectations through:
active listening
open, closed and reflective questions
observation and recognition of non-verbal cues.
TASK:
TASK:
Discuss the difference between a need, a preference and an expectation?
Possible customer expectations of entertainment industry staff
Possible customer expectations of entertainment industry staff
As a customer service representative anticipating customer needs and expectations is an effective step in achieving quality service. Within the entertainment industry possible expectations customers have include:
excellent communication and interpersonal skills, including technical skills, diplomacy, patience and attention to detail.
confidence, motivation, initiative and enthusiasm.
good personal presentation.
product knowledge
recognition of dissatisfaction and prompt action to rectify
consistency in service
individual attention
one of the most important things you can do for a customer is to use their name.
Customers with special needs
Customers with special needs
All customers should be valued and treated as individuals.
Effective customer service is attained when all customers are treated in a fair and equitable manner with a desire to satisfy or exceed each customer's expectations.
Customers with special needs are not always people with disabilities. There is a range of customers who have special needs who have different service requirements, including but not exclusive to:
patrons with physical disabilities and sensory impairments
patrons with intellectual disabilities
patrons with particular cultural or language needs
elderly patrons
school groups
theatre groups
VIPs
first-time patrons
pregnant women
families with children
unaccompanied children.
Every customer with special needs results in implications for entertainment venues and customer service.
The difficulties faced by patrons with special needs can be lessened if customer service employees recognise the customers' needs and act appropriately.
TASKS:
TASKS:
Watch the following 7 videos as they explore various ways theatres around the world are ensuring the entertainment industry is accessible to all customers, including those with different disabilities.
Outline the different adjustments required for each of the outlined special needs to ensure the accessibility for all customers.
1. Making theatre services accessible to disabled people
Duration: 05:252. Ground-breaking theatre created to be accessible to all audiences
Duration: 02:203. Sydney Festival: disability access & customer service
Duration: 05:034. GoTheatrical Theatre Captioning
Duration: 03:595. New Model of Accessible Theatre for Kids
Duration: 03:196. Accessible Theatreland (UK)
Duration: 08:017. Introducing Smart Caption Glasses
Duration: 04:19Quality service delivery
Quality service delivery
Service is the intangible product bought by your customer at the same time as they purchase the tangible products of seating and programs. It is the act of helping or assisting, supplying commodities, the performance of duty or work for another, at someone’s service, to be of service. It means you communicate with customers in a manner that promotes goodwill, trust and customer satisfaction.
Characteristics of quality customer service include:
consistency in service delivery
service levels meet or exceed customer expectation
communicating with a customer in a manner that promotes goodwill, trust and satisfaction
accurately identifying potential hidden customer needs
ensuring that customer needs and reasonable requests are met
providing friendly and courteous offers of assistance beyond the customer’s original request
promoting the organisation’s services and products to encourage repeat visitation
displaying positive body language to ensure customer comfort.
TASK:
TASK:
Discuss the following questions:
What are the benefits of quality customer service to internal and external customers?
What is the relationship between customer service and business success in the entertainment industry?
What is the concept of a ‘customer focused’ workplace?
Why is it important to develop collegial working relationships with others to provide quality internal customer service?
How can optimal customer service can be delivered through the implementation of teamwork?
Quality service in the entertainment industry
Quality service in the entertainment industry
Key considerations when establishing quality service to internal and external customers include:
detailed knowledge of the range of products and services offered within the specific entertainment industry workplace
matching customer needs, preferences and expectations to appropriate product(s) and/or service(s)
seeking assistance from others, as necessary in order to meet a specific customer need, preference and/or expectation
seeking opportunities to deliver additional level of service beyond customer’s immediate request or expectation
seeking assistance to improve customer service practices
dealing with problems and/or delays in the delivery of products and/or services in a timely manner.
It is important to regularly seek feedback on customer service practices to enhance service delivery.
When seeking feedback on customer service practices it is essential to value the information obtained from staff and customers and use it positively to enhance service delivery in your organisation.
Patron interaction and enquiries
Patron interaction and enquiries
Every entertainment industry workplace will have specific customer service policies and procedures for establishing contact with customers. It is essential to develop a rapport with customers and have a range of techniques for approaching and dealing with customers.
Working as an usher in front of house you will come in contact with a diverse range of patrons. You will be expected to greet them politely, to listen to their requests and to be patient and courteous. You may be the first person they come in contact with at your venue. It is important to leave them with a good impression.
It is common for patrons to have a a range of customer enquiries in any entertainment industry workplace and this may include questions concerning:
venue facilities
location of specific seating areas
correct entrance door for particular seats
exit points for the auditorium
special venue restrictions (food, drink, cameras)
special effects being used in performances (strobe, smoke)
lock out procedures for the performance
‘No entry’ areas.
Front of house - the role of an usher
Front of house - the role of an usher
Watch the following 2 videos discussing the role of a theatre usher.
1. Broadway 101: The Ushers
Duration: 03:472. Working on Broadway: Usher
Duration: 02:19Greeting Patrons
Greeting Patrons
Be proactive
Watch out for opportunities to help patrons.
Don't just wait for someone to come to you with a question or a problem. Seek out patron contact.
First impression is important
Make eye contact and smile. It puts people at ease.
Greet each and every patron with an appropriate greeting for the time of day (morning, afternoon, evening) or circumstance ('May I take your tickets?', 'Can I help you with anything?').
Appropriate tone of voice
Keep your voice light and cheerful. Project your voice clearly and with confidence. Don't mutter, mumble or be gruff.
DON'T talk about personal or work-related problems in front of patrons.
Display positive body language
People who appear relaxed also appear more friendly and welcoming than those who don't.
Crossing arms, leaning on furniture or putting hands on hips sends the wrong signals and can be interpreted as disinterest or hostility. So can slouching, mumbling or turning away while talking.
Avoid pointing
Pointing with the fingers is an insult in some cultures. Use an open hand when giving patrons directions instead.
Good grooming
personal hygiene, make-up and hair, appropriate jewellry, uniform care and maintenance, use of appropriate language.
TASK:
TASK:
Discuss effective procedures for dealing with:
customers from diverse backgrounds
customers with special needs
customers with language barriers
regular or VIP customers
first time patrons to the venue
large groups of school students.
Third-party content attributions
Third-party content attributions
Entertainment Industry Curriculum Framework Stage 6 Syllabus, © NSW Education Standards Authority (NESA) for and on behalf of the Crown in right of the State of New South Wales, 2020, copied under s113P, accessed 13/08/2020
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