Introducing the
Qualla-T
Customer Service
Training Program
How it all started?
Thanks to the foresight &
generosity of the Cherokee
Preservation Foundation,
the following entities
collaborated on this project:
Three community colleges
A land grant university
A rural development center
A regional tourism organization
An economic development commission
Community leaders
The Eastern Band of Cherokee Indians
To the Seven Western Counties
To Tourism Businesses
Health Care Businesses
Non Profit Organizations
Community Agencies
What is it?
A customer service training program
created by the Western Carolina Partnership
of the Rural Community College Initiative.
What is RCCI?
•
Who is this man
at the RCCI
Institute in
Kansas City?
A nationwide program initially
funded by the Ford Foundation
to strengthen rural communities
by assisting their community
colleges in assuming a more active
leadership role in three areas:
Civic Engagement
Economic Development
Educational Access
What is the Partnership?
A regional cooperative
formed in 2003 with
representatives from
Haywood, Southwestern
and Tri-County
Community Colleges.
As part of the RCCI plan,
the North Carolina
Cooperative Extension
office serves as “coaches”
for the WCP team.
Vision …
Using data compiled by
Advantage West, the
Partnership created the
following vision
statement in August
2003:
“The Western North
Carolina tourism industry
is renowned for hospitality
and customer service and
is a model of effectiveness
and competitiveness”
… to Action
Having established a goal
to enhance the tourism &
hospitality industry in the
region as it relates to
economic development, the
Partnership began a project
to improve frontline
customer service on the
Qualla Boundary and in
North Carolina’s seven
western counties.
Qualla-T Program
Our program was researched and
developed by Michael Caudill of
InterCultural Advantage. During the
planning stage it
was known as
“Front Line/
Bottom Line.”
Our Coordinator is Brian Owle, an
enrolled member of the EBCI. Brian has
been a small business owner, and has
worked with major
employers in the
tourism and
hospitality industry.
Qualla-T: FAQ
Why the Front Line?
Experts recognize the key
information source for visitors
are the employees on the
front lines (gas stations,
convenience stores, motels,
restaurants, attractions, etc.)
Plus, the level of customer
service provided by front line
employees affects the
profitability (the "bottom
line") of a business.
Qualla-T: FAQ
Why begin with
travel /tourism?
Because travel and tourism
has been identified as a key
component for economic
development in the region.
What other types
of businesses?
Shops, hotels and motels,
gas stations, convenience
stores (in general, any
business serving visitors)
Qualla-T: FAQ
What benefits do you
expect from improved
customer service?
>Visitors will expand their stay
>Visitors will return again, bringing
others
>More visitor time spent in the
region means more revenue will be
generated for business owners
>More likely that employees will be
rewarded
Qualla-T Offers …
A Two-Hour Employer Workshop
To introduce the concepts to business
owner/manager
To help assess customer service
priorities
To understand the distinction between
“Business Focus” and “Customer
Focus.”
A Five-Hour Employee
“Certification” Workshop …
Employee Training Includes
> How to Increase Professionalism
> How to Communicate Effectively
> How to Handle Complaints
> How to Manage Stress
Plus a “Secret Shopper” Experience
Qualla-T Training Includes
A Vision of Sharing & Serving
Qualla values, attitudes & behaviors
provide the “roots” of excellent
customer service:
Dedication & Loyalty
Group Harmony
Humility
Perseverance & Courage
Reciprocity & Balance
Respect & Trust
Taken from “Vision Qualla”
A 2004 CPF Project
First Qualla-T Grads
EBCI Travel & Tourism
Museum of the Cherokee
Qualla Arts Cooperative
Cherokee Community Health
Feb Home Health
Cherokee
Cherokee One Feather
Lessons Learned from the Qualla
Boundary Experience
Participants Enjoy the Fast Paced Course
 Good Discussion / Experience Modules
 “Pickle” Video is Well Received
 Secret Shopper Exercise Moved to a PreCourse Assignment
 Additional Segments Are Being Suggested;
i.e., Personal Grooming

Qualla-T Summary
> Customer service training for
“front-line” workers.
> Targets travel and tourism industry,
but can be utilized with many other
types of businesses.
> Offers a Two-Hour Employer
Workshop to introduce the concepts
to business owner/manager.
> Offers a Five-Hour Employee
Certification Workshop.
To Achieve the Regional Vision
 Western
North Carolina Businesses
are Renowned for Hospitality and
Customer Service
Vision For Outreach Success

Program Marketing

WCP/NCCE Partnership
Program Marketing
Smoky Mountain Hosts, a Regional
Tourism Organization
 Chambers of Commerce in each County
 County Tourism Development Authorities
 County Economic Development Offices

Courses Offered Through a
Partnership with

Small Business Centers of the Three
Community Colleges

N.C. Cooperative Extension Field Faculty
in the Seven Western Counties
Qualla-T Partners
This project is made
possible by financial
support from the
Cherokee Preservation
Foundation, the RCCI,
and vital assistance from
the Eastern Band of
Cherokee Indians and
North Carolina
Cooperative Extension