Despite the exotic tourism appeal in Malaysia, one area that shall be under the frame of microscope is Customer Service. Public and private sectors should instill the importance of customer service to ensure the campaign is successful. Customer service ranges on the offered products and services that include product quality, customer care, facilities, equipment’s, technical installation, warranty, hygiene, grooming, communication, body language and reliability. This may provide the related industries to extend their promotional scales to attract customers to their outlets.
However several outlets may tarnish Malaysia’s image in this campaign by offering over priced products with poor quality services. We do not want our visitors to be cheated which shall reflect negatively to our campaign. The ministry should have a continuous monitoring on such outlets and take necessary actions to curb unreasonable price hike. Visitors that are treated excellently shall be referral to other customers. According to Lee Resource Incorporation ‘91% of unhappy customers will not willingly do business with your organization again’. Thus we do not want to lose even a single customer and everyone should be treated fairly without diminishing the service quality.
This campaign also requires all ministries to work closely as the responsibility does not solely falls upon the Ministry of Tourism and Culture. For example, the Health Ministry is required to conduct numerous inspections on all restaurants to ensure it complies with hygiene and safety regulation. We also do not want our foreign visitors’ to complaint the bad odor at Malaysia’s public toilet. According to www.thestar.com.my dated 20th November 2013, the Urban, Wellbeing, Housing and Local Government Ministry conducted inspection on 10 257 public toilets and claimed that majority of it are still dirty with 1086 facility failed to even make the cut. Worse the Ministry reported that no food premises were chosen for the gold prize under the ministry’s 1Malaysia Clean Toilet Awards 2013 as none had fulfilled the requirements.
The ministry should firmly ensure that all organizations especially hotels and food related operators emphasize the valuation of customer service training to their employees’. Training and development can mold the employees’ skills otherwise if the employees are unprepared, surely it shall jeopardize the overall campaign objective. As Malaysians all of us have to be co-operative and ensure that the campaign is successful in terms of revenue and hospitality. Failure to do so may harm Malaysia’s image in global eyes and in return affect all the industries that ranges from airlines, hotels, restaurants, tour operators, tourist agencies, transportation, entrepreneurs till trishaw riders in Malacca. Finally I would like rephrase a quote from Sam Walton, the Founder of Wal-Mart who claimed that “There is only one boss. The CUSTOMER. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
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