4. TYPES OF CUSTOMERS

The leisure and tourism industry has a number of different types of customers with differing needs and interests. We can make the following groupings:

1. Internal customers

2. External customers

•They are fellow employees of an organization (colleagues, management and staff team).

•Also they can be suppliers from outside the organization who contribute towards the service that is provided.

• Age groups• Cultural background• Specific needs.• Individuals• Groups

4.2. External customers

Age groups•Your service may be aimed at children: babies, toddlers, older children or teenagers? They all have very different needs.

• Adults: young adults, middle-aged or senior citizens?

•Family groups: adults with babies, adults with young children, adults with teenage children; senior grandparents with children, middle-aged adults with senior citizen grandparents.

•TIP: Never take it for granted that your customers’ needs are going to fit your expectation of the needs of that age groups.

Cultural background•It is important to respect the cultural traditions of customers to avoid offence. •Knowing the basics of foreign languages it is very helpful.

•Investigating about cultural traditions is important.

Examples: Teetotal organizations do not stock an alcoholic bar Jewish or Muslims do not serve pork

Japanese keep distances, avoid touching

Specific needs

Customers may have problems with

•Sight•Hearing•Mobility•Literacy and numeracy•Language•Diet

TIPS

•These people should not feel patronized•Do not assume that a customer is helpless, but give any assistance that is requested by the customer. •Never ignore the customer with specific needs by talking only to their partner•Treat the customer with the same respect and courtesy as anyone else.

Individuals

Groups