Improving Customer Service at Discover Canada Tours: A Report

This report examines the customer service challenges faced by Discover Canada Tours, a company offering tourism services in Western Canada. The core issue identified is ineffective customer service skills among employees, leading to customer dissatisfaction and high turnover. The report provides background on the company's operations and discusses the impact of inadequate employee skills on customer experiences. Findings highlight a need for improved training programs, particularly in technological skills, to enable employees to provide digitalized services. Recommendations include joint ventures with the Canadian Tourism Human Resources Council, development of online training courses, post-training assessments, and ongoing performance evaluations to enhance employee skills and improve customer interactions. The report emphasizes the importance of addressing these issues to maintain customer satisfaction and competitiveness in the tourism industry.

Running head- MANAGEMENT
Customer service practices in Discover Canada Tours
Name of the student
Name of the university
Author note

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Executive summary
Management of the human resources is vital in terms of generating productive performance.
Training the employees is assistance for the managers in terms of estimating the direction in
which the business would drive in future. This estimation is helpful in terms of assessing the
market position in the competitive ambience. These aspects seem true for all of the industries
including tourism. This assignment narrows down the focus on the threshold of Canada,
where the issue of ineffective customer services skills is aggravating the complexities for
Discover Canada Tours. This is in the form of high customer turnover. The need of the hour
is the introduction of effective training programs, especially technological, which would
make the employees aware of the ways and means of providing digitalized business services
to the clients and customers.

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Letter of transmittal
Manager, Discover Canada Tours
April 3, 2019
Respected Sir,
I hereby submit my response towards the issue of improper customer skills in case of the
employees of Discover Canada Tours. The personnel are concerned that this issue might
develop dissatisfaction in the travellers. I think that in order to tackle this situation, the
company needs to introduce effective training programs for the employees. Technological
training courses would enhance the virtual skills of the employees, exposing them to the
dynamics of the business, which needs to be digitalized for fulfilling the specific needs and
demands of the customers.
I extend my gratitude to the Ministry of labour, Canada and Canada Tourism Industry
personnel for allowing me to access the website for collecting relevant information on
customer service skills in Discover Canada Tours. If you have any questions pertaining to my
response, feel free to contact me at the following address: [e-mail].
Your consideration of my response would be highly appreciated.
Yours Sincerely,
________________
Enclosure: Response

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Table of contents
PROBLEM.................................................................................................................................4
BACKGROUND........................................................................................................................4
DISCUSSION ON THE FINDINGS.........................................................................................4
RECOMMENDATIONS...........................................................................................................6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................9

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PROBLEM
Management is a crucial component for enhancing the efficiency in the business
operations. Reviewing the exposed performance is assistance in terms of upgrading the
standards and quality of the performance. When the employees fail to expose performance
according to the expectations, the personnel are compelled to encounter complaints from the
travellers. Negative responses from the customers; stall the productivity
(Discovercanadatours.com, 2019). The assignment is developed in context of the improper
skills possessed by the employees of the Discover Canada Tours. As a matter of specification,
the assignment attempts to answer the issue of dissatisfaction among the travellers.
BACKGROUND
Discover Canada Tours is a company, catering to the queries of the customers
regarding the tourism services. As a matter of specification, the company offers unique travel
and sightseeing experiences to the customers in western Canada. The travellers are provided
flexible options in selecting the tours, which they would prefer to avail. The type of tours
offered to the customers range from Rockies Winter Tours, Yukon trips in the Western
Canada (Discovercanadatours.com, 2019). Deluxe coaches are used for providing the
travellers a comfortable journey during sightseeing. Unique location visits exclusive offer to
the travellers regarding exploring the explored realms of western Canada. However, the
recent concerns cater to the lack of efficient customer service skills. The personnel have been
compelled to put on thinking caps regarding the enhancing the standards and quality of
customer service skills.

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DISCUSSION ON THE FINDINGS
Customer service remains an integral component in catering to the needs, demands
and requirements. Remarkable Experiences Programs have proved beneficial in terms of
taking the level of business up to the performance of the competitors. This Program proves
beneficial in terms of enhancing the stability in the relationship between the staffs and the
employers regarding the quality customer service. In case of the tourism department, the
focus is on the management of the human resources (Aitc.ca, 2019). This management helps
in mapping the customer experience within the scope and arena of the business operations.
Canadian Tourism Commission (CTC) is entrusted with the responsibility to develop
Canadian Signature Experiences for controlling the communication skills of the personnel.
This management is assistance in terms of developing high quality guest interactions.
Mention can be made of 2010 Tourism Vancouver Island Training and Education,
where need assessment survey adds an interrogative parameter to the customer service skills.
As a matter of specification, the employees lacked the skills in personal development,
hospitality knowledge, computer and communication skills, leadership, and management
(Aitc.ca, 2019).
Fig 1: Literacy demand and supply in Canada, 2011

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(Source: Canada.ca, 2019)
According to the figure, in 2011, literacy demand was higher in case of the level 3
employees. However, in comparison to this, the literacy supply was inappropriate. In case of
level 2 employees, literacy demand was the lowest and literacy supply was slightly higher.
This can be due to the advent of technological training the workplace of Canada tourism
industry (Canada.ca, 2019).
Reference can be cited to the report published by Cornell Hospitality, where guest
satisfaction was influenced by the factors of employee attitude and the order in which the
services are provided. Providing practical learning skills to the employees would enhance the
awareness about making judicious use of the systems. This would help in generating higher
revenues, increasing the profit margin (Aitc.ca, 2019).
Lack of proper training programs nullifies Canada’s topmost position in the human
resource capabilities. Varying nature of the tourist specification aggravates the limitations in
the access to affordable and accessible training. This situation, in turn, creates difficulties in
luring, training and retaining reliable and qualified staffs. One of the challenges in this aspect
is the incapability to justify the time and expenses associated with the training services
(Aitc.ca, 2019). The immediate result of this is high staff turnover. Intangibility of training
creates difficulty in measuring the outcomes, as the returns on investment are higher.
RECOMMENDATIONS
 Joint ventures are needed with the Canadian Tourism Human Resources Council. This
partnership would be beneficial in terms of introducing National Emirit Training
programs for the staffs. Within this, involving the statutory bodies of law would act
as a wise step in averting illegal issues and scandals.

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 Developing plans for introducing the training courses would be beneficial in terms of
preparing the employees according to the identified and specified business
requirements. Meetings need to be held for collecting the responses of the higher
authorities on the constructed plans.
 Introducing online courses would be beneficial in terms of exposing the employees to
the virtual world. In this, they can indulge in group discussions with the other
employees and even contact with the trainers. This would gradually reduce the
knowledge gaps.
 Post training tests would help the managers to assess the capability of the employees
in applying the learnt skills in executing the allocated duties and responsibilities.
Scoring the performance of the employees would be helpful in terms of making
estimates about the future progress. Adopting performance management systems like
balance scorecards would be fruitful in terms of tracking the upgradation of the
standards and quality of the business operations.
 Evaluation of the performance would be crucial in terms of estimating the future
courses of action. Maintaining consistency in executing the evaluation would help in
detecting the drawbacks in the performance. This detection is beneficial in terms of
enhancing the skills of the employees towards interacting with the customers.
Conducting need analysis would be helpful in terms of developing the skills of the
employees on customer services.
CONCLUSION
Discover Canada tours provide unique travelling experience to the travellers.
However, the company is facing issues of improper customer service skills in case of
the employees. This has aggravated the complexities and worries regarding the

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dissatisfaction among the customers, an impending threat towards customer turnover.
Plans need to be constructed in terms of developing effective training programs, so
that the employees get to know the specific, needs, demands and requirements of the
customers. Consistent evaluation of the training programs would be effective in terms
of upgrading the standards and quality of the tourism services, indicative of high scale
customer attraction.

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REFERENCES
Aitc.ca(2019). About us. Retrieved 3rd April 2019 from https://tiac-aitc.ca/
Canada.ca (2019). About us. Retrieved 3rd April 2019 from
https://www.canada.ca/en/employment-social-development.html
Discovercanadatours.com (2019). About us. Retrieved 3rd April 2019 from
https://www.discovercanadatours.com/