Special initiatives: St Andrews destination audit and customer service masterclass

Businesses from a range of sectors were represented at a customer service masterclass held at the Links Trust Champions Room on March 19. The event was the first chance for businesses to hear the outcomes of a 'Mystery Audit' which was undertaken in St Andrews. This internationally recognised method allows businesses and Destinations to hear their customer's view of the service they have received. Supported by the St Andrews Merchants Association and Scottish Enterprise, the workshop was organised by the St Andrews Skills Academy.

Specialist trainer Jenny Lambie presented a ninety-minute taster session on the importance of customer service and the difference that it can make to the bottom-line of a business. Twenty-six attendees, from chauffeurs to restaurateurs, took part in an interactive seminar introducing the basic concepts of customer service and linking them to the key lessons which could be learned from the Mystery Audit.

The group was invited to share their definitions of 'service excellence', and together they compiled the following list:

• Polite & friendly
• Welcoming
• Professional
• Prompt & smart
• Informative
• Service that exceeds expectations

Businesses were challenged throughout the session to consider if the Mystery Audit report met with their previous definitions of 'service excellence'.

Jenny proceeded to expand on how 'service excellence' can be practised in five features of a good customer experience:

• A warm welcome
• Staff making appropriate conversation with customers
• Staff help to cross-sell or up-sell products to customers
• Staff perform a sincere check of customer satisfaction
• A polite and friendly 'close' to the customer transaction

Jenny's key message was that "visitors will come to St Andrews if they feel welcome, but they will come back - and recommend St Andrews to their friends - if they feel appreciated."

The masterclass was informative but informal, with regular contributions from the floor, and as the session closed, the attendees were encouraged to collaborate in order that St Andrews earns its reputation as not just a world-famous town, but also a world-class one.

St Andrews Skills Academy would like to hear from anyone in the town who is interested in finding out more about opportunities to develop excellent customer service within their business. Contact Anneliese Archibald, Project Manager by phoning 0845 13 000 74 or emailing 'Anneliese@standrewsskillsacademy.co.uk'.