“Taking service excellence in the tourism
service value chain to greater heights”
(Draft Strategic Plan)
3 November 2008
… opportunity
• Long term, transform SA into a
globally competitive service
economy and the world’s
destination of choice
• Short term, deliver a memorable,
unforgettable service excellence to
visitors during 2010 and beyond
… opportunity
• Deliver promise made by former
President Mbeki
• In 2010 South Africa will “host the
most successful soccer world cup
ever”
… currently- positive
• Tourism Significant contributor to SA
economy
–
–
–
–
–
–
–
–
–
R159 billion (GDP)
941 000 jobs directly and indirectly
9,09 million visitors
Value for money destination
Great all year round weather
Infrastructure in par with the best in the world
Well marketed internationally
Diverse product offering
Favourable currency
… currently- negative
• Rated 62/124 countries in terms of
competitiveness
–
–
–
–
3rd in Africa behind Tunisia(39th), Mauritius(41st)
Regulatory Environment (59/124)
Business Environment and Infrastructure (44/124)
Human/capital and natural (96/124)
• Human Resources (111/124)
– Cause for concern
… currently- negative
• Skills Audit and Tourism Human Resources
Strategy for South Africa
– Customer service is one of the critical skills
– Lack of underlying service ethos which
prevails across the board in the industry
… currently- negative
• Tourism Business Council of South Africa
– Tourism is a human capital intensive industry
– Skilled service oriented people are the
backbone of the sector
– Without a steady supply and development of
people, growth of the sector is under severe
threat
– Soft skills of business etiquette, and customer
care and service culture are not manifesting
… ideally
• Service Excellence declared as
National Priority
– All South Africans to deliver South
African brand promise through
delivering unique, personal experience
through each service encounter, so that
we can distinguish ourselves as a
destination of choice
… ideally
– World class solutions and best practices
to be adopted to South Africa’s unique
environment
– Every individual offering service to any
customer be competent to deliver a
pleasant experience
– All partners in the tourism service value
chain to commit to service excellence
… challenge
• No integrated Strategy for South
Africa
– Myriad of activities that purport to
promote service excellence
… good news
• 2010
– estimated that there will be a total of 3.5 million
participants.
– approximately 1.3 million of these are estimated to be
tourist participants, a third of which are expected to
be foreign arrivals.
– Tourism revenue of R11 billion could be generated.”
– 20 000 media
– 200 billion viewers across the globe
… good news
• We have a plan
• Commitment by private
and public sector through
DEAT and TBCSA
partnership
Tourist Service Experience
1st and 2nd level
Transit from aircraft
Customs
Arrive SA
Clearance
Exit from airport
Transportation
Book flight
Transportation
Book accommodation
Obtain visas
Book transport
Hotels
Leave home country
Bed & Breakfasts
Self-catering chalets
Book entertainment
Arrange communications
Accommodation
Motels
Hostels
Private homes
Clearance
Transportation
Camping
Arrive home country
Tourist service experience
Caravaning
Banking
Transport to airport
Food & Beverages
During stay
Checking in
Security checks
Luggage safety
Luggage weight
Boarding
Transit to aircraft
Government departments
Tourism
Leave SA
Communications
Retail
Business Process Outsourcing
Private businesses
Lesotho
Swaziland
(Neighbouring countries)
Mozambique
Botswana
Namibia
Zimbabwe
Tourism Cluster
Service areas / Customer Touch-points
Hospitality /
Leisure
Transport
Financial
Services
Retail
Public
Service
… the plan
• Background on service excellence
• Vision
• Mission
• Strategic Pillars
• Action plan
• Institutional framework
• Key success factors
• Conclusion
… platform for service experience
delivery
… our competitive advantage
strategy
PIE
PAB
PES
Draft Integrated Tourism Service Excellence Strategy
… vision
To deliver a pleasant and
unforgettable service experience
to the Soccer World Cup visitors
to South Africa in 2010 and
beyond
… mission
• Champion service transformation
• Create customer service oriented culture
• Craft solution minded customer service
culture
• Provide human behaviour solution
• Touch entire tourism service value chain
– Nurture business environment where service
excellence is firmly entrenched in the culture,
policies, processes and mindset of country
leaders and service providers
… strategic pillars
Pillar 1
Pillar 2
Pillar 3
Research
and
Information
Up-skilling of Public
Service
Awareness
Delivery
Pillar 4
Pillar 5
Measurement Consumer
and
Feedback
monitoring of System
Service
Standards
… research and information
• Focus
– Objective benchmarking and measuring of service standards for
the monitoring and improvement of customer satisfaction
• Actions
– Development of baseline for Customer Service Satisfaction for
South Africa
– First measure of customer satisfaction cutting across the entire
tourism service value chain
– Measure and benchmark customer satisfaction levels over time
– Provide vigorous, objective and comprehensive assessment of
South African Tourism service levels
– Engage in timely and relevant research so that businesses can
be supported to develop service strategies and raise service
standards
– Introduce national Service Readiness Index to be published at
regular intervals
… up-skilling of service delivery
• Focus
– Behaviour and attitude alignment at all service touch points
using appropriate training programmes and other interventions to
achieve sustainable change in behaviour
• Actions
– Ensure that current SA Host programme integrate behavioral
issues and is applicable to the entire tourism service value chain
– Develop customized customer care programmes applicable to
the entire service value chain
– Work with THETA to ensure that there is accredited trainers
– Communicate information on available training programmes
– Lobby education and training stakeholders to integrate service
excellence issues in all tourism related training programmes
… public awareness
• Focus
– Educate consumers on minimum world class standards to
demand and to motivate South Africans to be hospitable and
welcoming nation in 2010 and beyond.
• Actions
– Introduce National Service Excellence Awards based on the public
nomination process to be launched in 2010 to replace the existing
Welcome Awards
– Introduce National Service Excellence Month
– Host Annual Service Excellence Conference
– Introduce Service Excellence News (Quarterly Magazine)
– Introduce Service Excellence Reality TV Series
– Introduce Internal branding programme featuring public heroes as
champions of the National Journey to Service Excellence
– Introduce Service Excellence Talk Show on Radio and TV
– Introduce Go an Extra Mile Campaign for South Africa
– Introduce Great Service Begin with me Campaign
… measurement and monitoring
of service standards
• Focus
– Implementation of a credible and effective grading / accreditation
system that includes behaviour and attitude assessment at all
service touch points
• Actions
– Introduce a South Africa mark of quality to be provided to all
companies and organisations that comply with the requirements
for service excellence applicable to all stakeholders in the
Tourism Service Value Chain, covering issues such as:
– Introduce standards for business excellence covering issues
such as standards, innovation, people and service
– Encourage industry players to be Investor in People accredited
– Train the trainers to assist all players in implementing standards
– Introduce web-based self assessment tools for service
excellence
… consumer feedback system
• Focus
– Well publicized, credible and real-time consumer feedback
system that is linked to grading and accreditation system.
• Actions
– Introduce voluntary Travelers’ Charter and Ombudsperson for
the industry.
– Introduce cellular based customer feedback line
– Introduce National Tourism Consumer Helpline
– Introduce public write in programme on customer service
excellence with complaints and accolades published on a
service excellence website and newspaper columns
…proposed institutional framework
National Tourism Service Excellence Strategy
SA Service Quality Initiative (SASQI) –
A PPP Championed by DEAT and TBCSA
Currently supported by Global Service Quality Corporation with international and local and partners
SASQI Advisory Board
National Service Excellence Forum (NASEF)
– a collaborative body of stakeholder representatives
Oversee
Implementation
5 Strategic Pillars of
Implementation
Tourism Cluster:
•Hospitality/leisure
•Transport
•Retail
•Financial Services
•Public Service –
Home Affairs
SAPS
Customs
Foreign Affairs
Local Government
… critical success factors
• Political leadership
• Resources
• Buy in from key partners
• Buy in from individual enterprises
• Commitment by all South Africans on Service
Excellence
… way forward
• Presentation to be part of the conference
pack
• Participants requested to comment by end of
November
… addressed to
info@sasqi.co.za
nngozi@deat.gov.za
0861 737 878
… note
2010 is less than 583 days
Your commitment and involvement is essential for
all of us to leave the lasting legacy for South
Africa and the continent
Thank You