The work addresses the importance of communication in the provision of services and refers to the main difficulties that have been detected in this sense from the consultancies carried out and the application of different research techniques such as brainstorming, survey and participant observation.
Based on these problems, a training program is developed for those dependent on gastronomic services, but it can also be used for other areas of the facilities such as reception and accommodation, which includes topics necessary for improving communication, both with the internal and external client, including:
- The development of communication skills in the food service clerk The use of verbal and extraverbal codes. Its importance Meaning of teamwork.
Introduction
Communication seen as a social phenomenon can be defined as a process of social interaction that occurs through symbols and a message system. It is a process through which people communicate verbally and non-verbally and throughout it each of the parties involved reflects, values, and offers points of view (Collective of authors Ministry of Education, Cuba 2004).
It is significant that the issue that occupies about 70% of our day is the issue that brings us the most difficulties. We want to be heard and we want to listen, but it is difficult for us to focus on the quality of our message and on listening carefully.. We want our customers to accept us and agree with us, but we want them to agree with us, rather than jointly looking for a better solution.
Since each of us listens differently and processes information differently, it is crucial to understand the other person's communication style, to put our own style on the same line.
Communication scholars agree to emphasize the importance that the development of skills related to this issue have in professional and personal growth, highlighting among them: assertiveness, empathy and the existence of adequate self-esteem, among others. The possession of these skills makes it possible to determine that a person is capable of developing Socially Skilled Behavior.
The above behavior is defined as: A set of behaviors emitted by an individual in an interpersonal context that expresses the feelings, attitudes, wishes, opinions or rights of that individual in a way appropriate to the situation, respecting that behavior in others and that generally solves the immediate problems of situations while minimizing the possibility of the future emergence of others (Elia Roca).
For the development of tourism activity, the promotion of social skills in managers and workers constitutes an effective means of inducing the desired responses in others.
These comprise eight emotional skills, very significant to take into account in the relationship with both the external and internal client:
- Influence: Implement effective persuasion tactics, the result will be a convinced customer but also a pleased one. Communication: Open listening and conveying convincing messages. Conflict management: Manage and resolve disagreements. Leadership: Inspire and guide individuals or groups. Change catalyst: Initiate or manage changes. Establish links: Nurture interpersonal relationships. Collaboration and cooperation: Work with others to achieve Shared objectives. Team skills: Create synergy to work towards collective goals.
At the level of the productive and service organizations and in the companies themselves, it is evident that the communication processes, although sometimes unconscious or inconspicuous, play a fundamental role in raising quality, productivity and general efficiency in the business set.
By reviewing the concepts developed above, it can be clearly seen that these skills are fundamental in the effective performance of the various functions that a tourism organization demands.
In the particular case of this company, whose raison d'être is customer satisfaction, offering a quality service in accordance with the quality standards of the Caribbean region, providing peace, health and safety tourism, the possession of These skills on the part of management teams and workers constitute a first-rate need that guarantees the fulfillment of this Mission.
It is for this reason that in the present work the author of the same outlined the following:
- To diagnose which are the main weaknesses that with respect to communication appear in the area of gastronomic services in some facilities of our tourist pole. Prepare a training program for gastronomic dependents aimed at eliminating the difficulties detected and improving communication with the external client..
Research methods used:
- Participatory technique: Brainstorm. Survey Participant observation
Development:
Communication is an essential link in meeting the objectives of each entity, area or department, even more so in the provision of services, as its workers must be aware of the idea that they constitute the first relationship established by the external client with our country, with its culture, idiosyncrasy and education.
Hotel facilities managers must know how to convey to their subordinates that if we do not understand communication as a round trip process, we are far from understanding it. When we stand on one side in our relationships with the users of our products or services, with collaborators, suppliers or managers and workers, when we are not willing to alternate the roles of sender and receiver, we guarantee the failure of good communication.
In the consultancies carried out at different facilities of the Varadero tourist pole, it has been found that there are a significant group of them, communication difficulties, both with the internal and external client.
With the aim of deepening this theme, and being able to assess more scientifically the weaknesses that arise in this sense, we worked with the Brainstorming Group Dynamics, with the two groups of the Basic Diploma in Management of Tourist Companies in which There is representation of 24 hotel facilities of the pole.
The question to which he had to answer was the following:
Indicate according to your criteria what are the main communication problems that arise in customer service in the gastronomic services area of your facility.
The Brainstorm was developed collectively by registering those planted by each participant and then a list reduction was made.
The results of this dynamic showed that according to the evaluation of the participants, the main problems that arise in terms of communication in the area of gastronomic services are:
With the internal client (work comp.).
- • Speaking too loudly, often shouting • Use of apricot language, common use of vulgar or vulgar words • Poor use of teamwork as a management technique, which favors the solution of problems collectively, develops the sense of belonging, and improves interpersonal communication in every way.
With the external Client.
- • Use of vulgar or vulgar verbal language, not knowing if the client knows our language or not • Not taking care of extraverbal language in the provision of the service, such as posture when standing, smiling, making gestures of displeasure with the face or the hands, etc. • Violation of the client's personal territorial space (proxemic code), by getting too close to them during the provision of the service, touching them, carrying their children, etc.
To corroborate the aforementioned elements, 7 participant observations were made in 3 hotel facilities in which it was found that these difficulties were present to a greater or lesser extent in all of them.
It was observed as positive aspects in communication with the external client that:
- • 100% of the clerks observed are fluent in another language, mainly English • Proper use of the dress code, which includes correct use of the uniform, use of discrete ornaments such as rings, watches, earrings, etc., and proper use of hairstyle.
A survey was also prepared and applied to 48 dependents of Gastronomic Services with the aim of:
Diagnose the degree of knowledge that respondents have regarding:
- Rules for teamwork Ways of using the different verbal and extraverbal language codes in customer service.
The main results obtained in the survey were the following:
Regarding teamwork:
- • 83% only mention one rule (work together to achieve the common objective) • The rest of the respondents mentioned: 3, the most frequent being:
- - Equitable distribution of work. -Help each other. -Have a sense of belonging to the team.
Regarding the kinésico code (language of gestures):
- • 94% mention the friendly and courteous smile when addressing the client • 77% refer to the correct posture when providing the service.
They do not refer to other important elements to take into account in the provision of the service, such as the gaze, the gestures of the face, the movements of the hands. Referred to the paralinguistic code (tone, timbre, volume, speaking time):
- • 37% do not respond, the rest refer indiscriminately to the tone of voice and pauses when speaking, other elements are unknown.
Regarding the Proxemic Code:
- • 53% of the sample answered that a meter away • 28% that at 50 centimeters • The rest did not respond.
The private space of the client should only be invaded (approximately one meter around him) when the service requires it and only for the necessary time, otherwise the result will be that the client feels uncomfortable and his perception of the service provided is unfavorable.
Referring to the languages they know, as strengths in this sense, it should be noted that:
- • 100% of the respondents speak at least one other language besides Spanish, mainly English.
Valuing the results that are reflected here, the author was given the task of preparing a program for the training of food service employees, which to some extent contributes to the elimination of these difficulties.
The program proposed here was already taught as a pilot in the first semester of this year, to the employees of Gastronomic Services of the Hotel Breezes Bella Costa, with great acceptance by the managers of the hotel and the students who received it. In addition, the training of dependents has been requested with the use of this program at the Hotel Brisas del Caribe.
Conclusions
- A communication appropriate to the internal customer, ie our own co-workers, where prime courtesy, respect, mutual help,, kindness will certainly contribute to the fulfillment of the objectives and mission of the entidad.En many cases people who provide the service, are highly technically trained professionals in the activity they carry out, however in the communication process they do not always achieve the best results, as they do not have all the necessary skills to achieve correct communication, the program presented here is going Aimed at eliminating these difficulties, the FORMATUR system must find the most appropriate ways and means for training tourism workersin the job itself, as an effective way to fulfill our corporate purpose.
recommendations
- Delve into a broader sample of hotel facilities, about the problems that still exist regarding communication with the internal and external client.Include as a training proposal this program, Courtesy and kindness to the client in the Dossier next year, which can be used not only for Gastronomic Services, but also for other key process areas such as Reception and Accommodation.
Annexes
Appendix 1
Aspects to take into account in the Participant Observation:
- Characteristics of the relationships between the employees that make up the work brigade in the different ranks of the Buffet and the specialized restaurants. Fundamental difficulties that are manifested in compliance with the different communication codes.
- Verbal code Extra-verbal code (kinesic, paralinguistic, proxemical, clothing)
Appendix 2
Survey
Dear colleague:
The purpose of this survey is to determine the knowledge that you have about how communication with the internal and external client should be.
You should answer the questions below that are honest and accurate. We appreciate your collaboration in advance.
1-List at least 3 rules necessary for teamwork to happen.
2-Mention 3 fundamental elements of the kinésico code (language of gestures) to take into account when providing the service.
3-Mention at least 3 elements of the paralinguistic code (manner of speaking, ring tone, speaking time), which you must take into account when dealing with the client.
4-Mark with an X at what distance (proxemic code) you should be placed in your relationship with the customer (if you are not serving the table).
___ 1 meter away
___ 50 centimeters
___ Less than 5 centimeters
5-Mark with an X the languages that you can use in your communication with the client
___ English ____ French _____ Russian ____ German ____Italian
____Other Which
Annex 3
Program: Courtesy and Friendliness in customer service
Prepared by: MSc. Miriam Corzo Corzo
FORM:
Foundation Course
The provision of services constitutes a system in which three fundamental elements interact: contact personnel, physical support and customer participation.
In the relationship established face-to-face between the client and the service provider, a communication is generated that becomes the central element that can guarantee the maximum objective: client satisfaction.
In many cases the people who provide the service are highly technically trained professionals in the activity they carry out, however in the communication process they do not always achieve the best results, as they do not have all the necessary skills to achieve correct communication.
Subject problem
How to contribute to the development of the communication skills necessary in service workers in tourism, to successfully undertake the mission entrusted to customer service.
Course objective
Provide workers who work in the food and beverage process with knowledge, skills and attitudes that allow them to improve communication in the provision of customer service.
Content:
Definitions and importance of communication in the tourist company. Components of the communication process. Functions of communication in the service. Communication skills, their importance in the provision of services. Codes that facilitate the good relationship with the client: Kinésico, proxémico, verbal y vestimental The group and the personality in the attention to the Client Importance of the team work to provide an excellent service. to SYNERGY in the below teamwork. Rules for teamwork.
Competency system:
Train the development of the distinctive skills of the service worker in customer service: Friendly smile, courteous and respectful treatment, proper manners, vocabulary and appropriate tone and provision of a personalized service that meets customer expectations.
Contribute to the formation of values such as honesty, sincerity and solidarity in the performance of the work they do.
Thematic plan
Topic 1: The importance of communication in the relationship with the client.
1. The importance of Interpersonal Communication for work in the Tourist Company.
2. Definitions of Communication. Components of the communication process.
3. Communication Functions.
goals
That the cursitas be able to:
1. To argue the importance of Interpersonal communication in the work of the services.
2. Analyze the different definitions of communication.
3. Assess the components and the importance of each of them in the communication process with the external client.
4. Explain the functions of communication and its manifestations in the relationship with the client.
Topic 2: Communication skills and codes in customer service. Its effective use in the provision of services.
Subjects:
Communication skills, their importance in the provision of services. Codes that facilitate a good relationship with the client: Kinésico, proxémico, verbal y vestimental.
goals
1- Assess the significance of the development of communication skills in the gastronomic clerk for the provision of an excellent service.
2- Analyze the codes that facilitate a good relationship with the client.
Topic 3: Group work in service work.
The development of this theme should focus on highlighting that there can be no personalized and excellent customer service if the brigade or the group does not work together in pursuit of this objective.
Subjects:
The group and the personality in customer service. Importance of team work to provide an excellent service. SYNERGY in teamwork. Rules for teamwork.
Goals:
1-Analyze the fundamental rules to take into account in group work.
2-Value the importance of teamwork to provide an excellent service to customer service.
Course Evaluation System:
The evaluation will take into account: Attendance, active participation in classes and the quality of delivery and discussion of the final work.
• Integrative Workshop Seminar that demonstrates the mastery of knowledge and skills acquired to provide an excellent service to the client.
Methodological Orientations.
The course will take place in the company itself, so it will be based fundamentally on the exposition of the fundamental theoretical elements by the teacher and the group exchange on the enriching base of the students' experiences, making a critical analysis of the strengths and weaknesses that are manifested in their area in customer service.
It is intended to use group dynamics such as: Dramatizations, case studies that enable the active exchange of students and learning by doing.
Topic 1: The importance of communication in the relationship with the client
Start the meeting by explaining the general objectives of the course and the skills that are intended to be trained in the gastronomic services clerk and that are vitally important to provide excellent customer service to external customers, but which are also very helpful in fostering a friendly atmosphere. and camaraderie in the relationship with coworkers.
Ask for criteria about the importance of friendly and courteous treatment in the provision of services.
Posing different Definitions of Communication, highlighting that it is essential to take into account not only verbal language but also extraverbal and analyze their points of contact.
Analyze the different components of the Communication process and their characteristics, ask students to self-evaluate based on the survey that the teacher will offer to analyze whether they are good receivers and transmitters.
Explain the functions of Communication: Informative, affective-evaluative and regulatory and exemplify how they are revealed in the provision of the service. Guide by Independent Study:
How these functions are revealed in the provision of the service in the relationship with the external and internal client.
Topic 2: Communication skills and codes in customer service. Its effective use in the provision of services
Collectively review the performance of the independent study.
Guide the objectives and theme of the class.
Explain the communicative social skills that every tourism worker must possess, and especially the service worker, (Assertiveness, adequate self-esteem, empathy, emotional intelligence.).
Request that students exemplify from their experiences.
Present certain situations to students and start from them, explain the different codes that facilitate a good relationship with the client.
Another way of embroidering this content can be the use of phrases related to the different codes such as smile, gaze, gestures, and facial expression.
These phrases are distributed among the cursitas and they are asked to comment on them according to how they should be manifested in the provision of the service.
The practical class will be aimed at emphasizing the importance of verbal and extraverbal codes in customer service and will be carried out through the discussion of Dramatizations that were previously oriented in the conf. Workshop.
Topic 3: Group work in service work
The development of this theme should focus on highlighting that there can be no personalized and excellent customer service if the brigade or the group does not work together in pursuit of this objective.
Explain through a group dynamic that can be: Brainstorming, Dramatization or case study what are the fundamental rules of group work to take into account in customer service.
Integrator Workshop
As a closing activity, you can work with the students some KEY WORDS in customer service:
Courtesy
Kindness
Interest
Trust
That the students value what strengths and weaknesses in their daily work are manifested in the fulfillment of these aspects taking into account the contents studied in the course.
Basic bibliography
Study Material: Communication in the Tourist Company. Teacher: MSc Miriam Gómez Fernández
Borrego Díaz Orlando: The work of Management in Socialism.. Editorial of Social Sciences. Havana 2009
Rubio, Angeles: Earn the position and successfully pass the trial period. Edit. Diaz de Santos. Madrid. Spain. 2008. ISBN 978-84-7978-852-0
Cardona Sergio and jJ.M. Cardona; Letters to a professional of the Company.) Edit. Diaz de Santos. Madrid. Spain. 2007.
ISBN 978-84-7978-874-2.
