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Providing consistent, high quality customer service is the platform on which all successful businesses build brand loyalty, market share and profitability. Principles of Customer Service aims to enable learners to integrate effective customer service and quality assurance practices into the Tourism and Hospitality workplace in their future role as managers. Fundamental customer service principles covered by this course include; developing a successful strategic plan for customer service, dealing with challenging customers and providing timely service recovery, recognizing the benefits of customer retention and creating memorable experiences through service excellence. Discussion, role playing and case studies are all learning techniques that will be embedded into the course to facilitate the participants acquisition of the essential tools and practices required to grow a satisfied and loyal customer base for any Tourism and Hospitality business.