Event Feedback

Case Studies

Fleet Air Arm Museum

A senior management team was so impressed with the quality of the training on offer they were confident that the investment in time – a whole day away from the Fleet Air Arm Museum in Yeovilton, Somerset – to attend the customer service master class would pay dividends.

Since attending the course, the management team believe the programme has “made us assess all elements of our offer from the customer’s perspective so we can understand and measure impressions that new or potential users have of our business.”

The Fleet Air Arm Museum is a charitable trust and has a dual purpose, operating both as a tourist attraction and a national aviation and service museum. It has a professional responsibility to service users as well as a requirement to maintain visitor numbers.

Graham Mottram, director said: “In an increasingly competitive tourism environment our challenge is to highlight the strengths of the museum, which we believe are its unique and imaginatively presented collection of naval aviation memorabilia, thereby attracting visitors and to give these visitors a memorable and enjoyable time.”

The customer service session was run by Professor Robert Johnston, professor of operations management at Warwick Business School and an expert in customer service. He encouraged delegates to question each and every aspect of their offer – from initial reactions on arrival through to how staff relate with customers. It focused on a few key themes looking at how these could be delivered to bring benefits.

Jon Jeffries, head of marketing, commented: “The session made us examine who we are, what we offer and why we run elements of the business the way we do. In some instances we felt the approach presented at the master class was suitable, in others we have already introduced change.

“For example, we had to consider whether our contact with visitors ensured they were having as informative and enjoyable a time as possible. It often comes down to simple things such as showing visitors to toilet or catering facilities rather than just giving directions.

“The numerous suggestions and nuggets of advice discussed at the master class added up to provide a comprehensive assessment of customer service relating to the business as a whole.”

Bob Turner, head of corporate services, explained why the management team was attracted to the idea of learning from people outside of the sector. He said: “It provided an opportunity for fresh thinking and motivation and gave independent weight to development ideas which have since been actioned.”

The team has been so impressed with The Executive Programme that it is planning to book a session on the programme’s second year. Bob Turner said: “I found it particularly useful listening to professional speakers who are more in tune with on-going initiatives from a wider business perspective and are able to convey this knowledge in a way that relates to your business.”

Bob added: “It was also good to meet people from similar organisations at a forum where the exchange and debating of views and ideas was encouraged.”

Concluded Graham: “Such was the impact of the session that we have already invested in physical changes. We have introduced additional signage and background music and will be incorporating some of the key issues presented into a major investment scheme currently under development.”


Find out how The Tourism and Hospitality Executive Programme has benefited businesses from across the South West by clicking on the attachments below.

Splashdown, Dorset

Crealy Great Adventure Parks, Cornwall and Devon

ss Great Britain, Bristol

Three Ways House Hotel, Gloucestershire

Madison Hotel and Conference Centre, Swindon

Pennywell Farm, Devon

Delegates' Comments

“The speakers provided us with new perspectives – both personal and motivational – that we could tailor to our business. This was backed up by practical anecdotes and insights from people within the sector that we could relate to.”
Splashdown, Poole

“Humphrey Walters really made the day for me. He confirmed much of what I already do and give me an insight of what else I can achieve with my team.”
Bristol Zoo Gardens

“The Executive Programme has been very valuable in providing many concepts and ideas for improving the way we approach our business. It has been beneficial to hear how some organisations have put the learning into practice.”
Higher Wiscombe, Devon

“I really enjoyed hearing the diverse knowledge and experience of others from a broad range of business operations. It has given me a broader view to compliment my existing experience.”
The Seafood Restaurant, Padstow

I have been a participant in this programme since its inception and have already attended two previous events in 2006, which were both excellent in terms of organisation and content and very relevant to anyone striving to ensure their attraction/business is at the forefront of quality and success in the challenging times we increasingly face. I found the two master classes I attended most throught provoking and it afforded one the opportunity to engage with a cross section of people across the hospitality industry in the South West.
Trebah Garden, Cornwall

“He was inspirational and thought provoking and I have now got many examples to put in place.”
Weston-Super-Mare Tourist Information Centre

“John McCarthy was inspiring! In fact all the speakers taught me something new”
Cotswold Conference Centre

“After believing that myself and my staff were already delivering excellent customer service it has come as a surprise to realise just how much more we have to give.”
Alveston House Hotel, Bristol

“Has made me want to re-examine my core values – both personal and business.”
Bath Tourism Plus

“John McCarthy is the most inspirational speaker I have ever heard. Very moving, honest and uplifting.”
Symply Padstow, Cornwall

“The programme has provided me with a vision to change to meet customer needs. Watch this space!”
Threadneedle B&B, Devon

“Bob Johnson’s start to the day invoked many issues that had lain dormant for years.”
TLH Leisure Resort, Devon

“The whole day was valuable, allowing for reflection on personal and business practices. Networking is always a big plus.”
Series One Attendee