Think about how your customer service should be different at each stage of the customer journey. What information might a customer need before booking?
Welcome to the beta version of the new Business Support Hub. Please use this form to provide any comments or suggestions.
Customer service
7 minute read • Last published: 25 February 2025
How you treat people says a lot about your business. Making an effort to listen and be flexible could leave a lasting impression in their mind.
Once a customer has made a booking, how can you engage and excite them as their visit approaches? What key things might they need to know, and what details about them might be useful to you? When they arrive, staff should be friendly, and ready to cater to their every need.
If it all goes well, they could become a repeat customer or recommend you to their family and friends.
Share clear information to help customers book
Dealing with a phone enquiry at reception
You can manage the amount of enquiries you get when potential customers are researching your product, by having clear information on all of your channels.
Your website, your social media channels, your business listings and the information shared with travel trade partners should all clearly show:
- the name of your business
- what your product is, and what experiences it includes
- opening hours, dates and availability
- imagery and/or video of the experience
- an easy way to get in touch with further questions
Find out more about setting up your digital channels.
All customer-facing staff should be sufficiently knowledgeable of the business to respond promptly and accurately to any general enquiries that they might receive from prospective customers.
Engage customers after booking
Managing further questions and providing additional information after booking gives a personal touch, showing that you’re well prepared for a customer’s arrival. Everyone wants to know they’re not just another customer to you.
Plan your communications
Instead of waiting for questions, plan out what communications you can send to them between the time they book and the time they arrive. This could include directions and public transport details, the current menu, or other things to do in the area.
Be open and honest
If something has changed since a booking was made or ticket was purchased, contact customers proactively to let them know, share what impact this might have, and offer alternatives if required.
Ask for extra information
If it’s useful, ask for any special requirements. This could be dietary requirements, accessibility needs or knowing if it’s a special occasion.
Treat customers well during their visit
Scotland is often known for the warmth of our welcome, so it’s important to live up to customer expectations.
Identifiable
Make it really easy for customers to recognise your staff. This might mean:
- Branded name badges worn in the same place for all staff, showing name and job title/how they can help.
- Branded uniforms worn consistently by all staff – this could be anything from coloured polo shirts to suits.
- Senior staff photographs displayed at your entrance/reception, and on your website.
Body language
Greet customers with eye contact, a smile and their name if you have it to hand. Make sure as the conversation continues, your body language doesn’t give a different message to your words – even if you are dealing with a difficult conversation.
Patience
As you listen to the customer, be empathetic and show them you understand their enquiry or even issue. Be prepared to be adaptable, and come up with a solution that helps meet their needs without compromising your business too much.
Passion
Demonstrate your enthusiasm for the business, what you do and Scotland as a holiday destination. Start up a conversation with customers, taking an interest in why they’re visiting and how they’re enjoying the experience – not only do you show care and interest in the customer, but you could gather some invaluable feedback which you might be able to address immediately, improving their overall visit.
Knowledgeable
Learn about and share knowledge on your local area, which will support both your customers and local businesses, by enhancing their trip with recommendations. Make sure you know about complimentary businesses such as food & drink, outdoor trails and routes, heritage and cultural experiences, local and national events, and tours and transport experiences. Being able to demonstrate a love for your area and make recommendations not found in guidebooks will really shine through with customers.
Keep in touch after the visit
Monitoring social media
If you’ve done a great job of customer service up to this point, then don’t stop there. There can be useful reasons to keep in touch with a customer, even if they’re unlikely to visit again themselves.
This could be customers:
- sharing their photos which could inspire others to visit
- leaving a positive review which could influence others thinking of visiting
- recommending you to family and friends who might want to visit
- signing up to your email to hear about new experiences which might prompt a return visit
To do this you can read more about:
Find more advice from Business Gateway on retaining customers.
Top tips for responding to customer enquiries
Respond quickly
Set up your business to respond quickly to any enquiries – whether they come through by email, telephone, in-person or through your social or partner channels.
Be proactive
Share useful information with customers before they ask – this could be local events, places to eat, or roadworks in the area. It shows you’re thinking about how to give them the best experience, even after booking and payment.
Be flexible
If you can, it’s useful to be open to small changes to your usual experience if a customer makes a request. Being willing to accommodate a special request can enhance their experience, and result in repeat business later.
It might also give you a chance to test out a different or enhanced experience which you could offer to all customers for an additional charge in future.
Best practice for inclusive customer service
Exceptional customer service is important for all customers. But it is especially important for customers who may require specific services or facilities to enjoy your services.
Staff training
Train your staff to help them become confident in providing great service to all customers.
Staff awareness
Ensure that your staff are aware of your business’ inclusive/accessible practices, policies, and facilities, and can confidently answer questions about them.
Understand your customer
Take the time to understand your customer’s needs but don’t make assumptions about the type of assistance they require. Instead ask "can I help?" or "how can I help?". Not all customers will want or require help so never assume you know best.
Think about all your customers
Ensure that emergency evacuation plans are considerate of all customers and be ready to explain these procedures when required.
Get feedback
Request feedback to find out what your customers think and use this to improve your offering.
Inclusive customer support
WelcoMe
This web app enables disabled customers to communicate their needs and requirements in advance of arriving at your venue.
It also gives staff real-time accessibility tips on how best to support the disabled customer when they arrival at your business.
Check out WelcoMe.
Staff training
Staff training is essential for customer service.
Your staff are your most valuable asset and essential to any high functioning business. A continual programme of training ensures that all staff understand the customer service standards expected and feel empowered to meet them.
There are of course many businesses that offer specific customer service training. Why not check with the following for resources and to see what training is available in your area:
Find advice from Business Gateway on training your employees.
Sign up for Skills for Growth - a free employer hub from Skills Development Scotland.
If you plan to deliver customer service training in-house, then you may be interested in our advice on how to set and review product standards.
Learn how to manage customer feedback
All businesses are likely to receive feedback from their customers. Some of it will be in-person, but much of it will be online through social media, review sites and booking platforms.
When well-managed, customer feedback can provide insights and offer huge opportunities for your business, so you should be actively encouraging it.
Related Pages
Setting product standards
Set, share and maintain your product standards to exceed customer expectations and continually improve your business.
7 minute read
Article
Managing customer feedback
How to encourage and respond to feedback, and apply the learnings to your business.
4 minute read
Article
Setting up a business
Find all of the general advice you need to begin a business in Scotland.
4 minute read
Article
How visitors plan and book
Walk through the customer journey from inspiration to planning and booking, looking at the information sources and booking channels that are used.
10 minute read
Article
Sign up for the latest advice
Sign up for the Business Support monthly newsletter to get the latest advice and tips straight to your inbox. We’ll keep you informed with up-to-date insights, case studies and best practice guides to help you start, improve or grow your business.
Get the Business Support newsletter