Principles of customer service

AC 2.2 - Explain how tourism organisations meet expectations of different types of customer

Putting it all together 1

You have by now studied many aspects of the customer experience and have applied your knowledge and understanding to a tourism organisation which you have chosen to study. 

One thing you may have realised is that customer service varies a great deal according to the type of organisation providing the service, the situation in which the service is provided and the type of customer or customers.  However, no matter what the situation, all employees of tourism organisations should ensure that the service they provide is of the highest standard at all times.

For this assessment, you should provide an explanation of how your chosen tourism organisation meets the expectations of a range of customer types.

We will do this in two sections. 

In this first section, you will develop a table which sets out how your chosen organisation meets the expectations of different customer types.   In the second section, you will develop this table into a piece of extended writing which provides a well-reasoned explanation of how your chosen organisation meets the expectations of different customer types.

First Section: Table

The table below shows the different criteria you need to consider.  As you can see, you need to consider the expectations of customers before they visit the organisation as well as during their visit.

You could consider merging the two columns which cover the quality of service and cost of service; you should understand by now that these are linked.


You now need to think of five or six different types of customer for which your chosen organisation provides different expectations.  This choice is very important and you might want to discuss suitable customer groups with your classmates. 

Obviously, a lot will depend on the nature of your chosen organisation, but some of the customer types below could be considered.

  • Families with children under 5
  • Customers with special or additional needs (individuals or groups)
  • Business people
  • School groups (primary or secondary)
  • Regular customers or members
  • Family groups of three generations
  • Groups with a special interest
  • Customers from a different culture/who speak a different language

As you develop your table you need to think carefully about its format.   The finished table will probably spread over more than one side of A4.  It might be better printing on to A3 paper.

Some boxes will contain more information than others, but try to put something in each of the boxes.  Try to include information you can obtain from the organisation’s website.