Who wouldn’t want to be thought of as a five-star operator? In the age of social media and online reviews, “five stars” isn’t just a premium class of service, it’s a very public seal of approval from your customers that can make or break your online reputation.
So, how do you go about earning five stars?
A five-star visitor experience starts with a five-star team. Building a team that consistently delivers quality service requires thoughtful hiring, continuous training, and a focus on development. By prioritising these elements, attractions can create a service-driven, customer-centric culture that enhances visitor satisfaction and loyalty.
Hiring for customer service excellence
Creating a five-star experience begins with hiring the right people. Recruiting candidates with natural interpersonal skills, empathy, and a passion for delivering memorable moments is essential to building a customer-focused team.
According to research by LinkedIn, 92% of talent professionals consider soft skills to be just as, if not more, important than technical skills in hiring. For customer service, attributes like empathy, patience, and communication are key indicators of a candidate’s potential to succeed.
Finding the right fit: Look for candidates who show genuine interest in creating memorable visitor experiences and who have strong interpersonal skills. During interviews, assess their communication style, ability to listen, and approach to problem-solving.
Clear expectations from the start: Establish clear customer service standards during the hiring process. This ensures that new staff understand the level of engagement expected and know what “good” service looks like at your attraction. This clarity from the outset makes new hires more likely to meet and exceed service standards.
For example, The Royal Yacht Britannia sets a high standard in customer service by screening applicants carefully to ensure they align with the attraction’s values of respect, kindness, and integrity.
The hiring process focuses on selecting team members who have customer service experience and a passion for enhancing visitor experiences. This emphasis on core values has helped Britannia consistently achieve a 4.9-star rating across major review platforms.
Training that goes beyond the basics
Training is not a one-time event but a continuous journey. Developing role-specific training programs tailored to each role’s unique interactions with visitors ensures that staff feel confident and well-prepared to handle various situations – competently using the tech they are provided.
A study by Training Magazine found that companies with comprehensive training programs report a 218% higher income per employee. This highlights the value of investing in training to enhance service quality.
Role-specific training: Design training programs based on each team member’s role and the unique demands of their position. For example, staff in customer-facing roles may require extensive training in conflict resolution and communication, while those handling bookings might focus more on efficient ticketing and payment processes.
On-the-job shadowing: Pairing new hires with experienced team members for shadowing sessions brings service standards to life and allows for hands-on learning. This practical approach helps new hires develop skills quickly while observing how seasoned staff interact with visitors and address their needs.
As Steve Martin once said, ‘Be so good they can’t ignore you.’ This is especially true in customer service, where quality and consistency leave a lasting impression that visitors remember. Building a well-trained, motivated team not only strengthens the attraction’s reputation but ensures each visitor receives an exceptional experience.
Developing a team that grows with the attraction
Ongoing development is crucial to keeping staff engaged, motivated, and aligned with the attraction’s goals. By fostering a culture of continuous learning, attractions can create a team that is always evolving to meet visitor needs. Organisations that invest in employee development see a 59% lower turnover rate, underscoring the importance of supporting staff growth.
Continuous learning: Offer regular workshops to refresh skills, discuss visitor feedback, and explore areas for improvement. Frequent training not only builds skills but also gives staff a chance to stay informed about any changes or updates to the attraction’s offerings.
Empowering staff to problem-solve: Equip team members with the tools and knowledge they need to address visitor concerns on the spot. By empowering staff to make quick, visitor-centric decisions, you ensure that small issues don’t escalate and that visitors feel valued and supported.
Set your team up for five stars
When staff feel prepared, supported, and motivated, they’re far more likely to deliver the five-star experiences that visitors remember. A dedicated approach to hiring, training, and development creates a high-performing team that embodies the attraction’s values and enhances the visitor experience at every touchpoint. By investing in a strong, service-driven team, attractions can elevate their reputation, foster loyalty, and create memorable experiences that visitors will talk about long after their visit.