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Welcome to the Front Line/Bottom LineProject Briefing
A joint project of Haywood, Southwestern, & Tri-County Community Colleges
Laura Leatherwood
Haywood Community College
(828) 627-2821
Connie Haire
Southwestern Community College
(828) 586-4091
Bo Gray
Tri County Community College
(828) 837-6810
Front Line/Bottom Line Briefing Frequently Asked Questions
What is RCCI?
• The mission of the Rural Community College Initiative (RCCI) is to strengthen rural communities by assisting their community colleges in assuming a more active leadership role in three distinct, yet interrelated areas: Civic Engagement Economic Development Educational Access
Front Line/Bottom Line Briefing Frequently Asked Questions
What is the Western Carolina Partnership?
• The Western Carolina Partnership of the Rural Community College Initiative (WCP) is comprised of representatives from Haywood, Southwestern and Tri-County Community Colleges.
• It was formed in 2003 by the Rural Community College Initiative (RCCI) to operate as a regional cooperative.
Front Line/Bottom Line BriefingVision and Goal
Vision:• “The Western North Carolina tourism
industry is renowned for hospitality and customer service and is a model of effectiveness and competitiveness”
Goal:• Enhance the tourism and hospitality
industry in the region as it relates to economic development
Front Line/Bottom Line BriefingProject Strategies
STRATEGY #1:• Assessing the needs of the area for customer
service programs METHODS:
• Identify travel and hospitality industry employers/employees in the region
• Collect date regarding needs and determine expectations of employers/employees/visitors
• Analyze data• Gauge employer/employee "buy in"
(participation)
Front Line/Bottom Line BriefingProject Strategies STRATEGY #2:
• Develop strategies to address the identified needs
METHODS:• Benchmark successful customer service
programs - research employee incentives• Inventory community college resources• Assess hospitality network of organizations
(Chamber of Commerce, travel and tourism, Smoky Mountain Host, Tribal marketing, promotions, Heritage Tourism, designated areas.
• Develop a pilot program for the Qualla Boundary• Create a customer service certification
Front Line/Bottom Line BriefingProject Strategies
STRATEGY # 3:• Implement customer service programs
METHODS:• Rollout program to tourism/hospitality network
(“Qualla Customer Service Project”)• Refine project as presented• Initiate pilot on the Qualla boundary• Certification program developed after pilot
project completed• Modify/refine Qualla Customer Service Project for
seven county region
Front Line/Bottom Line BriefingProject Strategies STRATEGY #4:
• Evaluate customer service needs for effectiveness and competitiveness
METHODS:• Employee performance• Visitor satisfaction• Employer satisfaction (indicators identified, pay
for training, incentives, recommendations for others)
• Participants evaluate Qualla programs• Evaluation (will be important for subsequent
customer service programs)
Front Line/Bottom Line BriefingFrequently Asked Questions
What is this project?
• The Western Carolina Partnership is engaged in a project focused on improving frontline customer service in the Qualla Boundary and North Carolina's seven western counties.
Front Line/Bottom Line Briefing Frequently Asked Questions
Why is the project called "Front Line/Bottom Line"?
• Experts recognize the key information source for visitors are the folks on the front lines - gas stations, convenience stores, motels, restaurants, attractions, etc.
• The level of customer service provided by front line employees affects the profitability (the "bottom line") of a business.
Front Line/Bottom Line Briefing Frequently Asked Questions
What is the objective of the project?
• The main objective of this project phase is to examine how our educational institutions can help the Qualla Boundary and seven counties not only to identify gaps in employer needs, but also suggest education and training options to employees that will aid retention and job satisfaction.
Front Line/Bottom Line Briefing Frequently Asked Questions
What types of businesses will participate in this project?• Shops, hotels and motels, gas stations,
convenience stores – in general, businesses serving visitors to our region.
Why focus on improving customer service in the travel & tourism industry?• Because travel and tourism has been
identified as a key component for economic development in the region.
Front Line/Bottom Line Briefing Frequently Asked Questions
What benefits do you expect from improved customer service?
• Visitors will expand their stay• Visitors will return again, bringing others• More visitor time spent in the region means
more revenue will be generated for business owners
• More likely that employees will be rewarded
Front Line/Bottom Line Briefing Frequently Asked Questions
What will the training look like?
• Be financially self-sustaining• Create a transferable "certification" for the
employees completing the training • Create a recognizable "brand" for tourism
in the project area• Result in concrete, basic improvements in
customer service skills• Respect regional cultures
Front Line/Bottom Line Briefing Frequently Asked Questions
Will the training cost the participating businesses money?
• Undetermined at this time
Front Line/Bottom Line Briefing Frequently Asked Questions
How is the project organized?
• The project is being developed in two phases: Phase 1: Project planning and
development Phase 2: Project implementation
Front Line/Bottom Line Briefing Work Plan
Establish project identity:• Establish telephone number and remote-
accessed voicemail for project inquiries• (800) 447-4091, ext. 421• (828) 586-4091, ext. 421• Establish physical address:
P.O. Box 504, Cherokee, NC 28719• Create basic web page for project?
Establish baseline visitor data:
Front Line/Bottom Line Briefing Work Plan: May-July 2004
Conduct a needs assessment – Design & Research• Establish a profile for study participants• Design assessment tool
Conduct a needs assessment – Survey Qualla Boundary• Telephone survey begins week of June 1
Conduct a needs assessment – Seven Counties• Refine survey and mail to businesses
Inventory community college resources
Front Line/Bottom Line Briefing Work Plan: May-July 2004
Research best practices for training front line employees
Benchmark other successful programs• KiwiHost, New Zealand• South Dakota's “Great Service STAR”• Montana Superhost• “H.M.S.- Hospitality, Maryland Style”• Oklahoma PRIDE Program
Front Line/Bottom Line Briefing Work Plan: Aug.-Oct. 2004 Compare customer service programs from
other tribes, public or private industry Develop a pilot customer service program
for the Qualla Boundary. An ideal program would:• Be financially self-sustaining• Create a transferable "certification" for the
employees completing the training • Create a recognizable "brand" for tourism
in the project area• Result in concrete, basic improvements in
customer service skills• Respect local culture
Front Line/Bottom Line BriefingSponsorship & Support
This project is being made possible by the generous financial support from the Cherokee Preservation Foundation, the RCCI, and vital assistance from the Eastern Band of Cherokee Indians and the North Carolina State University Cooperative Extension Service
