02 June 2025
Keith Small from Your Success Solutions shares insights into why more than ever, investing in customer service pays off. In a recent report conducted by a mystery shopper organisation, intriguing trends emerged regarding the state of customer service across the leisure, tourism and hospitality sector in the UK. The findings highlighted both commendable progress and pressing challenges, shedding light on areas requiring immediate attention and investment.
The bright side: Improved digital engagement
One of the standout revelations was the marked improvement in how digital and online inquiries are being handled. Social media channels, website interactions, and booking platforms have seen significant upgrades, demonstrating the industry’s commitment to meeting customers in the digital space.
Feedback from mystery shoppers attributed this progress to focused investment in technology and training for online responsiveness. This evolution is vital for attracting new customers and ensuring their initial queries receive timely, professional, and welcoming responses, laying the foundation for a seamless customer journey.
The challenge: Declining human connection
However, the report raised concerns about a decline in the quality of connections between staff and customers during phone conversations and face-to-face interactions. This alarming dip represents a missed opportunity to nurture loyal customers, inspire repeat business, and foster word-of-mouth referrals.
Frontline staff interactions remain a cornerstone of the customer experience. The ability to make each customer feel valued and understood can transform casual visitors into raving fans who proudly champion the brand. Yet, inconsistencies in service delivery, from one team member to another, pose significant challenges to achieving this level of excellence.
What’s happening behind the scenes?
Drawing from experience working with organisations across the industry, the recurring feedback points to a common issue, while team members may inherently care about delivering great service, the lack of consistent standards and ongoing training has created service gaps.
- Natural Talent vs. Training Needs: Some employees are service superstars by nature, while others benefit from guidance and encouragement to shine. Without alignment in expectations and approach, customer experiences can vary wildly depending on who’s on shift.
- Financial Hesitations: Many businesses grapple with the question: Can we afford to invest in service training? The answer is simple: You can’t afford not to. Exceptional service boosts repeat business, referrals, and those all-important TripAdvisor and Google reviews that influence potential customers.
Why investing in customer service pays off
Great service isn'tjust about making customers happy in the moment,it’s a long-term investment with tangible returns:
- Repeat Business: Happy customers come back again and again, bringing sustainable revenue.
- Positive Reviews: High online ratings drive future bookings and strengthen brand reputation.
- Increased Spend: A well-trained team can promote secondary purchases and enhance on-the-day spending.
- Consistency Builds Loyalty: Delivering a consistently excellent experience fosters trust and loyalty.
The key lies in delivering not only engaging training sessions but also robust follow-ups to ensure new skills and practices are embedded. Short, impactful workshops at staggered times can make training manageable without disrupting operations, while pre-recorded materials for new hires set the expectation early.
The + 1 philosophy : Going beyond expectations
Service delivery in leisure, tourism and hospitality thrives on consistency and the extra effort to add value. The "extra mile" idea evolves into “Delivering +1”—a simple but impactful concept of delivering small surprises that delight customers:
- Anticipate their needs before they ask.
- Offer personalised recommendations that enhance their experience.
- Follow up with a warm gesture, like a thank-you note or small perk.
This approach not only raises the bar but ensures customers remember and rave about their experience.
Unlocking the potential of service excellence
For leisure, tourism and hospitality organisations looking to lift their team’s service levels, the solution lies in prioritising consistent service delivery, empowering staff through training, and adopting the +1 philosophy to exceed customer expectations.
In the competitive world of leisure, tourism and hospitality, customer service isn’t just a department, it’s the heartbeat of the entire experience. As we tackle challenges in human connection and celebrate progress in digital engagement, the industry has an opportunity to redefine service excellence and deliver unforgettable moments for every guest.
For more information or to work with Your Success Solutions to inspire your teams and elevate your customer experience to new heights, contact Keith today: www.yoursuccesssolutions.com keith@yoursuccesssolutions.com 07917 858060
Keith Small
