The Department of Tourism has announced a last minute service excellence campaign “Tourism Service Excellence Initiative” (TSEI) for all front-line staff dealing with soccer fans during the World Cup, less than one month prior to the start of this world sport event.   While its intentions are extremely noble, and it will be offered for free, a two-hour session will hardly make any difference to generally poor service attitudes in Cape Town and South Africa.

The Department of Tourism has contracted The Disney Institute from Orlando to conduct a number of free two-hour seminars around the country, the Cape Town ones taking place next Thursday (at His People Center in Goodwood) and Friday (at the Cape Town International Convention Centre), at 10h00 and 14h00 on each of these days.  The same presentations will be held in Stellenbosch on 15 May, in George on 17 May, and in Knysna on 18 May.

The Disney Institute is a highly regarded “university of service excellence”, and a company like Pick ‘n Pay has regularly sent its managers to Orlando to improve its stores’ customer care and service excellence.   But it is impossible to change a service mentality in 2 hours!

The Western Cape province sent the invitation to attend the seminars in Cape Town as a Press Release, and it states that one can call to make a booking (a friendly and reasonably efficient process requiring ID numbers of staff, and more) or go the TSEI website www.tsei.co.za.    Dr Laurine Platzky, the “2010 FIFA World Cup Coordinator from Provincial Government Western Cape”, describes the seminars as “energetic” and “inspiring”, their aim being to “give all football guests an unforgettable experience in the Mother City and the Province”.

The TSEI document has the logos of the Department of Tourism, TSEI and the Disney Institute, as well as of FEDHASA, at the bottom of the document. FEDHASA’s has a web address linked to it (no other web addresses are supplied), but it is not FEDHASA’s web address – it is the web address of FEDHASA CEO Brett Dungan’s private Rooms4U booking portal, which has been criticised on this blog previously!

The TSEI document states that customer service should be improved “in anticipation of the millions of guests to the games” (our underlining).   One wonders where this statistic comes from – 3 million tickets are meant to have been sold, but this does not mean 3 million ticket holders, given that tourism consultancy Grant Thornton has estimated that each visitor will watch 5 matches on average, reducing the number of ticketholders to 600 000 on average!   Also, one talks about “games” for the Olympics, but for the World Cup they are called “matches”!   In a “mastery” of copywriting, it claims that The Department of Tourism had in 2008 already “crafted” (did they mean drafted?) the Tourism Service Excellence Strategy, to “take Service Excellence in the Tourism Service Value Chain to greater heights”. 

It then explains why service levels must be taken to greater heights, in that service excellence in the past has been hampered by (wait for it…….) “the negative impact of apartheid (!), a largely autocratic management style (!), the lack of an established culture of customer service, insufficient training, systemic educational concerns, the poor image of the service industry by most, and the harsh economic realities of many workers who remain focused on survival rather than service” (our exclamation marks).  Phew!  

Internationally, we rank in the middle, at 62nd of 124 countries, on competitiveness, in the 2007(!) World Tourism Council Competitiveness Report.   The Department says that the level of service delivery ranges from good to very poor in our country.   That is why it has appointed The Disney Institute to conduct Service Excellence Seminars, “which are designed and focused in creating a culture of service excellence”.  Come on – can a 2-hour seminar create a culture of Service Excellence, no matter if it is presented by The Disney Institute?! 

Boldly the document continues about the objectives of the Service Excellence Initiative, all defined as being for “2010 and beyond”:

1.  “Championing service transformation

2.   Creating a customer service orientated SA

3.   Crafting a ‘solution-minded’ customer service culture in SA

4.   Providing human behaviour solution to SA

5.   Ensuring SA delivers world-class customer service

6.   Touch the entire service economy so that 2010 leaves a legacy”.

While it is clear that not all points are meant to be addressed by the seminars, the last one is – once again, how can they think that they can achieve this in two hours?!

The document states who should attend, and it lists immigration and customs officials, the police, tourism officials, “local government”, as well as private sector front-line staff in tourism and travel, hospitality, petrol stations, transport and banking.  Each participant is to receive a certificate and a Service Guideline Card, for which an extra half an hour has been allowed.

The best is kept for last – the value that a company’s staff will gain from attendance at the seminars:

“*   Engage employees to be personally involved in creating and delivering quality customer service

 *   Explore the significance of performance accountability, ensuring an equal weight value between business results and employee behaviors (sic) that enhances a positive work culture (straight from the Disney Institute literature no doubt)

 *   Learn the significance of creating and sustaining a corporate culture by design rather than default (?)

 *   Introduce the concept of “Common Purpose” as the organization’s chief global service driver” (we are tiny local non-global tourism related businesses in the main!)

The final best is the “dynamic” pay-off line that the copywriter ends off with : “Be Brilliant – Tourism Service Excellence Initiative” !!!!!!!!!! 

If the Department of Tourism’s Tourism Service Excellence Initiative document is anything to go by, its Service Excellence Workshops will be Mickey Mouse!  I cannot wait to attend, to experience this magical 2-hour transformation in Service Excellence!

POSTSCRIPT:  After writing this post, I found an article written earlier this week by Natalia Thomson of S A Tourism Update about the same topic.  She writes that the Disney Institute contract is worth R 9,5 million, and that 250 000 persons will be put through the workshops around the country.   Read her cynical and critical article here.

Read our follow-up article about the presentation here.

Chris von Ulmenstein, Whale Cottage Portfolio : www.whalecottage.com