Quality in tourism. The impact of service networks on the customer experience
The experience of a tourism client is made up of multiple interactions, with different service providers who intervened in building those days that make up “their trip”. That is why it is important to talk about service networks, and take into account how this integral experience impacts on the perception of final quality.
Any tourist you ask about their trip, they will respond with their experience. She is not going to tell you about the excursions, but about what she discovered in those places she has visited, she will not tell you about the hotel, but about how she has enjoyed the rest, the treatment of the people, the views.
The curious thing is that the experience of a tourism client is made up of multiple interactions, with different service providers who intervened in building those days that make up “their trip”. That is why it is important to talk about service networks, and take into account how this integral experience impacts on the perception of final quality.
One experience feeds the next, they intertwine to delight that client, or they boycott, interfere, and manage to overshadow the good times with problems, inconveniences, or errors that could be avoided.
A service experience that satisfies the customer from start to finish
Imagine a couple staying in a hotel, looking to live their first adventure travel experience. In the same hotel you will find brochures about the services that you can hire in the area: rafting, trekking, horseback riding… and the concierge, while delivering this informative material, advises them according to their experience, the age of the guests, their interests, to help them decide.
Then he offers to call the provider they have chosen to inquire about availability of the service. Finally, it communicates to the guests the address of the agency, the name of the person who will attend them and some directions to get there without getting lost on the way.
In the agency they contract the trekking and help them check that the elements they have are adequate. As they lack some items of the required equipment, they suggest purchasing them in a specialized store, where they can get them at a good price.
They return to the hotel with the agreed program and the necessary elements to live their first mountain trekking experience. They are fascinated and very anxious.
The next day they must leave at dawn. The concierge has scheduled their breakfast at a special time, and offered to prepare a lunch for their trekking day. They pick them up on time, and the carrier exchanges his phone with the concierge, for any inconvenience.
After a few minutes, the concierge notices that the camera was forgotten in the breakfast room. A trekking experience without photography? Call the transport driver immediately so they can retrieve it on time.
The day ends as an amazing experience for this couple of tourists. They cannot believe what they have experienced. But… how did it happen?
The service network made it possible
To achieve these fascinating experiences it is necessary not to isolate ourselves in a limited service, but rather to focus on the experience that the client lives, building bridges between one provider and another.
Who made up this service experience?
- The hotel The adventure tourism agency The trade in trekking items The carrier
And they were building bridges to prevent the client from "falling" from that experience, experiencing potholes that he himself must manage with greater effort, or even, that prevent him from living it.
What have been the links of this service network?
- The hotel provides brochures and advice to make a decision. The hotel establishes contact with the agency and provides accurate information to the client to arrive. The agency informs a store where to acquire the missing items, to save time and money to its clients. The carrier arrives on time, and leaves his contact number at the hotel, the concierge notices a problem and calls immediately, which allows it to be corrected in time.
Discuss what would happen if any of these links had not been established.
Now think: who makes up your service network? How can you build bridges with other providers that are part of the experience that your clients live, so that it is truly amazing?
