for Swiss Tourism
The quality management programme for touristic companies in Switzerland
6. If your company reaches the minimum 6. Marketing organizations prefer companies
Desk Design M.Kaeser 3032 Hinterkappelen
number of points in the assessment by with the Quality Label
guests or customers, the employees and the During promotions and campaigns (e.g. by Switzerland
Mystery Person, and the action plan com- Tourism), companies with a Quality Label are given prefer-
plies with the guidelines, your company will ence.
be awarded the Quality Label level II (in
analogy to level I). 7. Quality management improves financing
7. You monitor the results against
Financing schemes are coupled with plans which ever
the measures formulated in your
more frequently require the introduction of quality mana-
action plan annually. You send in
the new action plan to the control
8. Companies with the Quality Label make an
Anyone neglecting quality damages the image of the hol-
iday destination Switzerland.
Quality Label level III Umbrella organizations of the
programme 9. High service quality brings competitive
When a company has passed levels I and II of the «Quality
Label for Swiss Tourism» programme, it should be in a po- Swiss Tourism Federation, programme co-ordination advantages
sition to introduce a Total Quality Management System Switzerland Tourism The quality programme promotes the creativity of the ser-
(TQM). There are various ways of doing this (ISO, EFQM, GastroSuisse
Ten arguments in favour of the Quality vices, making them more difficult to copy, thus improving
etc.). The objective of the umbrella organizations is to Swiss Hotel Association Label the market chances.
award companies which introduce such a system Quality Swiss Cableways 1. Better quality means more profit
Label level III. The preliminary work on the development of Union of Public Transport 10. Good service is more effective than
Better services are directly reflected in the business’ suc-
level III is underway; an introduction is to be expected in Conference of Regional Tourist Offices Directors expensive advertising
cess; compensation costs are reduced and guest loyalty is
2003 at the earliest. Association of Swiss Tourism Directors Winning new guests costs 12 times more than keeping
Swiss Road Transport Association regular guests. And: 9 out of 10 guests spend their holi-
Swiss Federation of Travel Agencies days in Switzerland on the recommendation of friends and
Requirements for a Quality-Coach or 2. Quality management means less cost
Association of Swiss Schools of Skiing and Snowboarding relatives.
Quality-Trainer The introduction of a quality management system does
Hotel & Gastro Union not come free. But it is much more expensive to always go
The Quality-Coach (level I) or Quality-Trainer (level II) on making the same mistakes.
should fulfil the following prerequisites. The programme was developed by the Research Institute The «Quality Label for Swiss
• Interest in the subject of «Quality Management» for Leisure and Tourism of the University of Berne and the 3. Quality improves the lead over the Tourism» programme
• An exemplary zeal for service Frey Academy in Zurich. competitors
Quality is more and more becoming the decisive competi-
• Full support by the company management The programme is supported by the State Secretariat for Guests look for an aid to orientation in the wide variety of
tive instrument in tourism. Guests and customers are in-
• Leadership experience in the corresponding company Economic Affairs (seco). touristic offers available to tourists.
creasingly deciding to choose those offers in which they
(leading post or senior key personnel) have the certainty that the services are of high quality and
• High capacity for enthusiasm and persuasion You can obtain further information on the «Quality Label 4. Quality management makes more
worth their price. On the other hand, the providers of tour-
• Good empathy for guests’ requirements for Swiss Tourism» programme in the Internet under hospitable
ist services increasingly see themselves confronted with
• Higher-level training in the tourism sector is desirable www.swisstourfed.ch. All employees pull together in the same direction – guests
changes in guests’ requirements and increasing competi-
(College of Tourism, College of Hotel Management, notice that.
tion from at home and abroad. A decrease in willingness
etc.) to provide service, disadvantageous price-service ratios
5. Quality manage ment leads to better
and a loss of image require additional efforts.
employees and less fluctuation
Because they are involved in the preparation and imple- In the mid 1990’s, the most important organizations in the
mentation of the quality programme, employees are more tourism sector in Switzerland recognised the need to act
motivated, satisfied and loyal. and to offer providers of touristic services the possibility of
having their service quality checked, safeguarded and op-
timised by means of the «Quality Label for Swiss Tourism»
programme. The programme aims at increasing quality • What do the employees and management members
Level I: With Quality Label level I, a «quality Service chains
awareness in companies, promoting co-operation among think of the company?
virus» is implanted With the help of service chains, the service processes
the various providers and maintaining service quality in • How do the guests assess the services?
Level I concentrates on the development of quality and is are analysed from the point of view of the most impor-
the travel and holiday destination Switzerland at a high • What results does an undercover check by a Mystery
devoted particularly to service quality. tant groups of guests, critical events are determined
level. Person reveal?
and the quality standards are fixed.
Who is the programme designed for? Level II: With Quality Label level II, the In addition to simple and quick conclusions about strong
quality is comprehensively examined Quality profile points and improvement measures, the clearly presented
The «Quality Label for Swiss Tourism» programme has When level I has been reached, it is possible to aim for The quality profile provides meaningful information appraisal report also makes a direct comparison with other
been designed for those companies which are convinced level II. Level II concentrates on quality assurance and is about the quality of management and organization. touristic companies.
that only constant improvement in their own performance devoted particularly to the quality of management. The strong points and weak points become apparent
can assure success for the future. They want to offer their and serve as the basis for improvement measures. Step by step to Quality Label Level II
guests high quality services on a permanent basis.
Level III: At level III, a comprehensive 1. Using the enclosed application form, register your
The nature and size of the company is not decisive for par- quality management is introduced Complaints management Quality-Coach for the Quality-Trainer Course. At the 1-day
ticipation in the programme. Small, medium or large-sized A Total Quality Management system for tourist compa- The carefully targeted and systematic processing of seminar, he/she will be trained in dealing with the new
companies can profit from levels I and II, whereby level II is nies is under consideration as a possible further develop- guests’ complaints also contributes to improving and instruments.
intended primarily for companies with more than 5 em- ment (not yet put into concrete terms). assuring quality.
ployees. It is important that as many companies as possi- 2. Four instruments are available to allow a comprehen-
ble should participate actively: the travel and holiday des- sive definition of position to be carried out:
tination Switzerland should become committed as a Action plan
whole. Quality Label level I The most important improvement measures are sum-
marised and the deadlines and responsibilities for the Basis and management profiles
One crucial point should be made: Anyone taking the With the instruments provided by level I, companies can implementation are set out in the action plan. This plan The company management analyses with key person-
quality path must be prepared to deal with the topic tho- develop and safeguard their service and performance serves as the instrument for planning and managing nel (management profile) and as many employees as
roughly. Quality does not come into being from one day to quality. The process to be initiated presupposes a great and is therefore checked annually. possible (basis profile) to what extent the prerequisites
the next, but is an ongoing process. measure of responsibility, but provides quick and easily for good quality are present in the company.
implemented results with respect to operating procedures
and responsibilities. Quality Label level I is thus not prima- 4. Send in your documents (service chains, quality profile, Employees’ poll
rily intended to have an outward effect, but to motivate questionnaire on complaint processing and action plan) to The prerequisite for good quality are motivated and
inwardly. The guest is not only intended to recognise qua- the control centre. well-trained employees. All employees are given the
lity by means of the label, but to experience better service
5. After a formal review of the documents by the control opportunity of expressing their opinion.
centre, your company will be awarded Quality Label level I
by the regional quality commission. The Quality Label is Guests’ poll
Step by step to Quality Label level I
awarded for a period of 3 years. If the requirements stipu- Guests’ satisfaction is the highest objective of quality
1. Appoint someone who is to be responsible for quality in lated are not met, the control centre may request a revi- management. The guests’ satisfaction is measured by
your company who fulfils the requirements (cf. page 4) and sion of the documents. means of an appropriate poll.
would like to be trained as a Quality-Coach.
6. You monitor the results against the measures formu-
2. Using the enclosed application form, register your ap- lated in your action plan annually. You send in the new Mystery person
pointee for quality matters for the Quality-Coach Course. action plan to the control centre. An anonymous test person examines and assesses your
At the 11/2-day seminar, he/she will company’s services on the basis of a checklist. Positive
get to know the instruments and With the instruments of level I, you create a solid founda- and negative impressions are recorded in the report.
aids for effectively developing in- tion for the permanent further development of quality
house quality. management in your company.
3. Together with your Quality- 3. The results of the analysis summarised in a clearly pre-
One, two or even three levels? Coach, implement the course sented evaluation report by the Frey Academy in Zurich.
contents in your company: Quality Label level II The report shows how your company stands in compari-
In the «Quality Label for Swiss Tourism» programme, the
son with other touristic companies.
lessons of Total Quality Management (TQM) are adapted The development and safeguarding of service quality is
to the special requirements of touristic companies. Profes- not possible without the consistent support of manage- 4. The Quality-Trainer attends the half-day evaluation se-
sionals in the field thus gain the opportunity of considera- ment. Building up on level I, the attention of level II is minar at which the evaluation report is discussed and
bly improving the overall quality of their company by sim- above all focused on the management of the company. interpreted.
ple means and at a low cost. The programme is open and With the introduction of level II, the company manage-
5. You then formulate an action plan with six to ten central
expandable and comprises two levels at present. Ultimate- ment comes to meaningful management information
measures and send this in to the control centre.
ly, each company decides itself how far it wishes to go in making sound decisions possible:
its quality endeavours.