Element 2: Establish and maintain effective
relationships with colleagues and customers
© ASEAN 2012
Trainee Manual
Work effectively with customers and colleagues
Specific target market needs
A hospitality and tourism business will have customers from a number of different target
markets, each with their own specific needs. It is important that staff recognise the needs
of each target market and tailor their service accordingly.
The following are different target markets and their specific needs:
Business – computer and internet access, newspapers, executive lounges, laundry
services, business or executive centre, business and news channels. Businessmen
are more likely to frequent a hotel bar and eat in the restaurant
Women – hairdryers, larger mirrors, healthier food options, specific bathroom
amenities, fashion magazines, bath. Businesswomen are more likely to use the gym
and eat room service
Family – interconnecting rooms, costs, entertainment options, child care facilities,
children‟s television programs, package deals and safety
Leisure – cheaper rates, local attractions, concierge services
Elderly – single beds, medical facilities, suitable food options and cheaper rates
Groups – need for large allocation of rooms, cheap rates, meeting rooms, specialised
menus, bus access and parking.
Identifying external customer needs
Identifying needs of the external customer are varied and are not the same for everyone.
In fact, the needs for the same customer may change on a daily basis. It is important staff
remain aware of the satisfaction of customers and look for ways to improve the
experience for all customers.
In reality, most customer needs are quite simple and
easy to accommodate. It may relate to needing more
pillows or towels, steak cooked a certain way,
accommodation with a specific view or need for wake up
calls or taxis. Quite often customers will let you know of
their needs through the use of direct questions.
However, some customers will not let you know if their
needs are unmet and will leave a venue disappointed
with little or no prospect of a return visit.
Staff must be pro-active and try to anticipate the needs of guests where possible. This
can be achieved through:
Observation. Quite often the body language of a customer will indicate their true
feelings. They could be looking around for staff to serve them, angry or frustrated, or
simply disappointed in what has been provided
Asking questions. Offer recommendations or find out if they want things done a certain
way
Putting yourself in the shoes of the customer. Ask yourself „What would I like if I was
in their position?‟ If guests have arrived from a long flight and look tired, a speedy
check in service is vital. You may also want to arrange room service dinner for them
whilst they are checking in so they can eat quickly and go to bed sooner.