Think about how your customer service should be different at each stage of the customer journey. What information might a customer need before booking?
Customer service
7 minute read • Last updated: 25 February 2025
How you treat people says a lot about your business. Making an effort to listen and be flexible could leave a lasting impression in their mind.
Once a customer has made a booking, how can you engage and excite them as their visit approaches? What key things might they need to know, and what details about them might be useful to you? When they arrive, staff should be friendly, and ready to cater to their every need.
If it all goes well, they could become a repeat customer or recommend you to their family and friends.
Dealing with a phone enquiry at reception
You can manage the amount of enquiries you get when potential customers are researching your product, by having clear information on all of your channels.
Your website, your social media channels, your business listings and the information shared with travel trade partners should all clearly show:
- the name of your business
- what your product is, and what experiences it includes
- opening hours, dates and availability
- imagery and/or video of the experience
- an easy way to get in touch with further questions
Find out more about setting up your digital channels.
All customer-facing staff should be sufficiently knowledgeable of the business to respond promptly and accurately to any general enquiries that they might receive from prospective customers.
Engage customers after booking
Managing further questions and providing additional information after booking gives a personal touch, showing that you’re well prepared for a customer’s arrival. Everyone wants to know they’re not just another customer to you.
Treat customers well during their visit
Scotland is often known for the warmth of our welcome, so it’s important to live up to customer expectations.
Identifiable
Make it really easy for customers to recognise your staff. This might mean:
- Branded name badges worn in the same place for all staff, showing name and job title/how they can help.
- Branded uniforms worn consistently by all staff – this could be anything from coloured polo shirts to suits.
- Senior staff photographs displayed at your entrance/reception, and on your website.
Body language
Greet customers with eye contact, a smile and their name if you have it to hand. Make sure as the conversation continues, your body language doesn’t give a different message to your words – even if you are dealing with a difficult conversation.
Patience
As you listen to the customer, be empathetic and show them you understand their enquiry or even issue. Be prepared to be adaptable, and come up with a solution that helps meet their needs without compromising your business too much.
Passion
Demonstrate your enthusiasm for the business, what you do and Scotland as a holiday destination. Start up a conversation with customers, taking an interest in why they’re visiting and how they’re enjoying the experience – not only do you show care and interest in the customer, but you could gather some invaluable feedback which you might be able to address immediately, improving their overall visit.
Knowledgeable
Learn about and share knowledge on your local area, which will support both your customers and local businesses, by enhancing their trip with recommendations. Make sure you know about complimentary businesses such as food & drink, outdoor trails and routes, heritage and cultural experiences, local and national events, and tours and transport experiences. Being able to demonstrate a love for your area and make recommendations not found in guidebooks will really shine through with customers.
Keep in touch after the visit
Monitoring social media
If you’ve done a great job of customer service up to this point, then don’t stop there. There can be useful reasons to keep in touch with a customer, even if they’re unlikely to visit again themselves.
This could be customers:
- sharing their photos which could inspire others to visit
- leaving a positive review which could influence others thinking of visiting
- recommending you to family and friends who might want to visit
- signing up to your email to hear about new experiences which might prompt a return visit
To do this you can read more about:
Find more advice from Business Gateway on retaining customers.
Top tips for responding to customer enquiries
Best practice for inclusive customer service
Exceptional customer service is important for all customers. But it is especially important for customers who may require specific services or facilities to enjoy your services.
Staff training
Train your staff to help them become confident in providing great service to all customers.
Staff awareness
Ensure that your staff are aware of your business’ inclusive/accessible practices, policies, and facilities, and can confidently answer questions about them.
Understand your customer
Take the time to understand your customer’s needs but don’t make assumptions about the type of assistance they require. Instead ask "can I help?" or "how can I help?". Not all customers will want or require help so never assume you know best.
Think about all your customers
Ensure that emergency evacuation plans are considerate of all customers and be ready to explain these procedures when required.
Get feedback
Request feedback to find out what your customers think and use this to improve your offering.
Inclusive customer support
Staff training
Learn how to manage customer feedback
All businesses are likely to receive feedback from their customers. Some of it will be in-person, but much of it will be online through social media, review sites and booking platforms.
When well-managed, customer feedback can provide insights and offer huge opportunities for your business, so you should be actively encouraging it.
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