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Service Ready

Workbookwelcomingchinesevisitors.com

© AVANA Learning Pty Ltd 2012. All rights reserved.No parts of this document may be reproduced or copied in any form without prior permission.

Level 3, 181 Miller Street, North Sydney, NSW 2060 Australia e [email protected] +61 2 8908 7300

ABN 64 107 592 790 ACN 107 592 790 RTO ID 90976avanagroup.com.au

4Service Ready Prepared by AVANA

This module ensures that you gain the cultural awareness and understanding required to deliver the service and standards that Chinese consumers will expect when they visit Australia, whether you are dealing with people directly or from a sales and marketing perspective. It is important to ensure frontline staff are ready for the Chinese inbound market, as they will be the first point of contact in welcoming and providing service to Chinese visitors. Building rapport and meeting expectations will be key in ensuring that you are able to provide the most optimal experience to this growing market.

The ‘Service Ready’ module aims to:

� Enable you to apply cultural understanding skills and knowledge to better service and manage your current Chinese guests and future projected guests

� Develop your knowledge and understanding of Chinese culture in the context of your work and business

� Enable you to apply cultural understanding skills and knowledge to address cross-cultural misunderstandings with your current Chinese guests and future projected guests

� Develop your knowledge and understanding of Chinese culture to communicate with customers in a professional manner

In this workbook, there are five sections explaining the things you need to understand in order to become Service Ready:

Section 1:

China in Brief This section will provide you with general knowledge about China, from its geography, language and history through to its government and economy.

Section 2:

Modern Day China This is where you will learn about modern society and culture in China, giving you insights into the general lifestyle of the modern day consumer. It will assist you in understanding generally where Chinese people come from and how this shapes their views.

Section 3:

Negotiating Culture This section will provide specific information about Chinese culture and the important concepts of ‘face’ and ‘“guanxi”’ (connections) and how these concepts influence Chinese behaviour, as well as provide an overview on society in terms of collectivism, authority, hierarchy and patriotism. Being aware of these aspects helps you better understand Chinese society.

Section 4:

Serving Chinese Guests This is where you learn about ways to build rapport with Chinese guests, what to do when meeting for the first time, their expectations from you, what you might expect from them, and how to deal with complaints from Chinese guests. This section will provide guidance on simple gestures that will make Chinese guests feel welcome and respected.

Section 5:

Product Delivery This final section outlines specific aspects you should be aware of so that you can meet the expectations of Chinese visitors in terms of their general cultural preferences, service, and dining etiquette.

Service Ready – Workbook

5Welcoming Chinese Visitors

Section 1: China in Brief This section gives a brief overview of China, looking at such things as population, history, politics and economy. By the end of this section participants should have a general understanding of where Chinese travellers come from and the country that they live in.

Section Summary

� China is the world’s third largest country by landmass, with great climatic diversity

� The official language of China is Mandarin (also known as Putonghua which means ‘standard language’) but many dialects also exist

� Many Chinese are proud of China’s long history, including its recent economic rise

� Between 2010 to 2025, it is estimated 300 million rural residents will move to cities

List a key point/s about each of the following:

1.1 Geography and population

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1.2 Chinese language

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1.3 History

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1.4 Politics and government

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1.5 Economy

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1.6 Environment

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1.7 Where are simplified Chinese characters used? Please circle.

(a) Hong Kong (b) Mainland China (c) Taiwan (d) Macau

1.8 As one of the world’s oldest civilisations, the Chinese created inventions that impacted on the world’s development. What are these great inventions?

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1.9 Many of China’s businesses are state-owned enterprises.

True

False?

1.10 How is urbanisation likely to impact on the future Chinese outbound tourism market?

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1.11 Reflection

What are your impressions of China? E.g. in terms of population, level of development, sightseeing, history, political situation.

If you have previously been to China, did your impressions vary before and after your visit?

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Section 2: Modern Day China This chapter is about understanding China, its people and its culture. Participants will learn what it is like to live in modern day China, and how such things as education, work life, superstition and family structure shape their outlook on life. We also look at how Chinese people view the outside world, and more specifically how they view Australia and its people. By completing this section, participants will be able to understand where certain behaviours, expectations and stereotypes come from. This section is also about breaking Australian stereotypes of Chinese tourists, and what to expect from Chinese travellers.

Section Summary

� China has 56 ethnic groups and Han Chinese make up around 92% of the population

� Superstitious beliefs about fengshui, numbers, colours, respecting ancestors, and the 12 animals of the Chinese zodiac are concepts that affect everyday life

� In 1979 the ‘one child’ policy was introduced, impacting on family structure

� There are several public holiday periods during which Chinese people tend to travel

� Entertainment and education are important to the Chinese

� Although Chinese society is becoming more modern, Chinese values still prevail

2.1 Which Chinese ethnic groups are you likely to expect at your operation?

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2.2 Why are Chinese people generally concerned about superstitions?

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2.3 What is the modern Chinese family structure like?

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2.4 Work and daily life can be very structured in China, with busy schedules and respect for seniority and authority. How can this impact on the expectations of Chinese travellers?

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Golden Weeks(7 Days)

Chinese New Yeari

National Holiday

According to the lunar calendar, CNYgenerally occurs late January to February

Around October 1st – 7th

Government Holidays(0.5 – 1 Day)

Labor DayWomen’s Day

May 1st (1 Day)March 8th (1/2 day for women only)

Festival and Traditional Holidays (1 Day)

Qingming Festival(Tomb Sweeping Day)Dragon Boat Festival Mid-Autumn Festival

April 4th

May 5th (Lunar calendar)August 15th (Lunar Calendar)

Chinese Holidays

2.5 How do you think you could take advantage of the Chinese holiday periods at your operation?

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2.6 What are some of the ways Chinese people spend their leisure time?

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2.7 Education is important to the Chinese as they believe this will create better future opportunities for their child, and many will save up to send their child overseas for study. How can you tap into the education segment currently studying in Australia?

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2.8 How is China’s modern society changing, and what are people becoming interested in?

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2.9 The Chinese Perspective – Fill in the blank spaces below:

How Chinese people view themselves and China How Chinese people view Australia

People, Society and History

Icons

Food

Environment and Nature

2.10 Reflection

Consider your current operation - what impressions are Chinese people likely to have when they visit? Also, consider the number of Chinese visitors you currently receive at your business. Are there certain times of year that you experience increased visitation and why might this be?

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Section 3: Negotiating Culture In this section we look at the main pillars of Chinese culture, introducing some more complex concepts around “guanxi” and “face” and how these concepts influence Chinese behaviour. We will also look at some of the fundamental ways in which personal and business relationships are formed and maintained. Understanding culture is vital to be able to provide a superior service to international guests. This is due to the fact that we take our everyday expectations for granted, and when immersed in another culture the unfamiliarity of our surrounding may cause culture shock.

Section Summary

� The concept of “face” refers to dignity, prestige, respect, integrity, reputation and credibility and it can extend to beyond just the individual

� The emergence of modern China has led to a new materialistic dimension of “face”

� The concept of “guanxi” refers to interpersonal relationships and connections, and is about using your network to do things that you would otherwise be unable to do

� In China, “guanxi” is regarded as a most valuable asset and is strongly linked to “face”

� As a collectivist society, most Chinese people are comfortable being similar to others

� China is an autocratic nation which impacts on authority and hierarchy in society

� The Chinese are generally patriotic as a nation

3.1 What is your understanding of the concept of “face”?

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3.2 How can one win “face”?

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3.3 How can one lose “face”?

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3.4 Giving “face” to Chinese travellers – Fill in the blank spaces below:

Situation How to give “face”

Introductions and meeting people

Gift giving

Dining

Communication and greetings

Other notes

3.5 What is your understanding of the concept of “guanxi”?

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3.6 What are some examples of “guanxi”?

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3.7 How can you build “guanxi” with Chinese people?

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3.8 Other concepts to understand about Chinese culture – Fill in the blank spaces below:

Collectivism Authority and Hierarchy Patriotism

What does this mean?

What is the significance for Australians?

Other notes

3.9 When hosting Chinese visitors, how can you show respect to group leaders?

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3.10 How can the collectivist nature of Chinese society impact on the behaviour of Chinese visitors?

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3.11 Reflection

Now that you have learnt about important concepts in Chinese culture such as “face” and “guanxi”, what are some ways that you can interact with Chinese visitors at your operation to make them feel welcome and respected?

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Section 4: Serving Chinese Guests This section teaches participants how to build rapport and start a relationship with Chinese people, highlighting that although there are cultural differences between Australians and Chinese people, with knowledge and cultural understanding it is not difficult to form lasting relationships that will help maximise repeat visitation and positive word of mouth.

Section Summary

� There are several key things to keep in mind when meeting Chinese people

� Chinese social norms can be very different to Australian social norms in terms of personal space and privacy, and how you speak with others

� Be aware of your non-verbal communication if your message isn’t getting across

� Chinese names begin with the surname, and each name has an associated meaning

� It is important to acknowledge seniority when interacting with Chinese people

� When dealing with complaints, avoid saying “no” directly

4.1 When meeting a Chinese person for the first time, what are some things that you should do and what are some ways to build rapport?

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4.2 What kind of questions might you expect to be asked by a Chinese visitor, and how could you respond?

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4.3 Practise saying the following basic Chinese greetings:

Hello – Ni hao Welcome – Huan ying nin Goodbye – Zai jian

4.4 How should you address Chinese visitors by name? Give an example.

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How Chinese people view this How Australian people view this

Talking loudly

Personal space

Privacy and personal questions

Seniority

4.5 Chinese and Australian Views – Fill in the blank spaces below:

4.6 What are some examples of common complaints that Chinese visitors may make?

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4.7 How would you deal with a complaint from a Chinese visitor?

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4.8 Reflection

What are some of the behaviours that you might expect from Chinese visitors? How can you adapt your service for Chinese visitors so that you can avoid situations where complaints may arise?

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Section 5: Product Delivery In this section participants learn how to make their product and service delivery suitable for the Chinese market. It is important to understand that wholesale changes to the operation are not necessary, and that a few small changes in the product delivery can have a significant impact in making Chinese visitors feel more comfortable and relaxed.

Section Summary

� Chinese people have certain preferences and expectations when it comes to service

� Free WIFI at your operation is a drawcard for Chinese visitors

� Colours, numbers, and fengshui can impact on perceived product delivery

� It is important to be aware of Chinese dining etiquette and meal preferences

� Food is important to Chinese people and being able to have familiar Chinese food during their trip is welcomed

� For Chinese beverage preferences - tea culture is prominent over coffee culture, and choice of alcoholic beverages can differ from Australia

� Translated materials in Chinese will make Chinese visitors feel more comfortable

5.1 What are expectations that Chinese people have when it comes to accommodation, and what actions could you take to meet these expectations?

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5.2 What is fengshui, and is there an example that you can adopt at your operation?

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5.3 The lower cost of wages in China means that there are many customer service attendants. Service in Australia is different compared to China – what are some of the differences?

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Colour Meaning/significance/usage

Red

Black and white

Gold or yellow

5.4 The Significance of Certain Colours – Fill in the blank spaces below

Colour Meaning/significance/usage

4

6

8

9

5.5 The Significance of Certain Numbers – Fill in the blank spaces below

Yancheng

Qingdao

QuanzhouGanzhou


5.6 If you are going to provide tour services for Chinese guests, what are some things to keep in mind?

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5.7 What components typically make up a Chinese meal?

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5.8 China is a very diverse place in terms of climate and lifestyle. What kinds of food or flavours do people in the North, South, East and West of China typically prefer?

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Tier 1 Cities

Tier 2 Cities


Things to remember

Foods that Chinese people love

Water (hot vs cold, tap water)

Chinese tea

Ordering (shared plates, providing assistance)

Meal times

Wine knowledge

Things to avoid

Other notes

5.9 Food and beverage: things to remember when serving Chinese visitors – Fill in the blank spaces below:


5.10 In addition to menus, what other materials could you consider having translated into Chinese for your guests?

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5.11 Reflection

Given what you have just learnt in this section, what changes can you make to create an optimal experience for Chinese people at your business?

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Summary Below is a summary of some of the visible and invisible elements of Chinese culture that you have learnt in this course, and that you should keep in mind when serving Chinese visitors.

Visible Invisible

Wearing branded clothes Comes from the need to build and maintain “face”

Gift giving & buying souvenirs Comes from the need to maintain “guanxi” and give “face” to others

Desire to talk about China Comes from the general patriotic nature of Chinese people who have real pride in Chinese history & the booming economy

Avoiding criticism Comes from the fear of losing “face”

Saying ‘Yes’ Comes from the fear of losing “face” and taking “face” away from others

Little Emperors & Princesses Comes from the single child policy

Shyness when speaking English Can come from the fear of losing “face”

Taking photos Comes from the desire to show family and friends back at home for ‘bragging rights’ and to build “face”

Banquets & business lunchesThis comes from the need to build “guanxi”, as in China relationships

are formed first and the business contract is signed later. Being able to provide good hospitality is also “face” building for the host.

Group travel & behaviour This comes from the collective nature of Chinese people, who feel more comfortable in a group rather than being an individual

Preference for a busy trip schedule

Comes from being accustomed to a busy lifestyle in general and the feeling that squeezing in more activities means more value for time

spent on holiday

Sharing meals together as a group Comes from the collective nature of Chinese people

Powerful leader This comes from the engrained hierarchical system in China where authority and influence is held by a powerful minority

Using two hands Comes from the need to give and receive “face”, as well as paying attention to the hierarchical system

Preference for certain numbers & colours

Comes from the superstitious nature of Chinese people who find meaning in words, symbols and colour

This is an Australian Government funded initiative under T-QUAL Grants

Interested in Learning More About China?AVANA and the Australian Tourism Export Council (ATEC) are now delivering this program right around Australia through both face-to-face and elearning options.

This is a training program that includes the following modules:

Product Ready - this will step you through the process of ensuring that your product is, first and foremost, export ready

Sales Ready - once you know your product is ready, getting Sales Ready is the next important step in working through the process to engage with China

Service Ready - this step ensures that you will have the understanding and awareness to deliver the service and standards that Chinese consumers will expect when they visit Australia

To register your interest and find out more about the program, visit welcomingchinesevisitors.com.

Program partners

@ChinaReadyNews

welcomingchinesevisitors.com

[email protected]

+61 2 8908 7300

This is a Government funded initiative under T-QUAL Grants.

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