October 2005

Improve Service Delivery - Know Your Customers from P R China and India Service quality is a critical experience differentiator that can make or break a destination in today's competitive business environment. To this end, the Service Quality Division of the STB is organising a seminar on the service expectations of visitors from India. Planned for 19 October, the seminar will be facilitated by Mr Anurag Bajaj, the General Manager of Hotel Marine Plaza in Mumbai, India. As a current practitioner in the tourism industry, Mr Bajaj has vast experiences in training staff to provide personalised services at all points of contact for hotel guests. Participants of this seminar will be able to obtain insights on Indian customers, particularly their preferences and habits in terms of consuming F&B and accommodation. The seminar will cover these topics: 1. Brief History of India 2. Caste System 3. Regional Cuisine 4. Restaurant Styles, Price Points and Expectations 5. Growing Indian Middle Class • Typical Family • Lifestyle • Vacation Planning • Eating Habits 6. Typical Habits of Indian Customers • Restaurant Requests • Common Food/Drinks • Hotel Room Requests • Bargains • Bill Settlement 7. Key Trends in the F&B Market in India 8. Brand Names in India Seminar details Date: Wednesday, 19 October 2005 Venue: Singapore Tourism Board Auditorium Level 2, Tourism Court, 1 Orchard Spring Lane Time: 2.00pm to 5.30pm (Registration starts at 1.45pm) Cost: S$50 per person (includes GST) Registration: To register, please download, complete and fax this form to Ms Michele Neo, Manager Service Culture at Fax: (65) 6734 9035 by 7 October 2005. A similar seminar focusing on visitors from P R China was successfully held on 25 August, where Mr Stephen Lam, Executive Director of Tiptop Consultants Limited, was invited to help the industry deepen their understanding of the P R China customer segment. Mr Lam is well-recognised for his achievements in raising service quality standards in the region. The seminar provided tips on the expectations and wants of tourists from P R China. It also dwelled on how service providers can customise their service and selling strategies, as well as establish positive mindset and service skills to win the hearts of this group of customers. A top 10 list of likes and dislikes of visitors from P R China was also developed in collaboration with the consultant. Over 90% of the 50 participants from the retail, attractions and F&B sectors rated the seminar to be relevant and helpful to their work.

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