CSR Policy - Customers & Suppliers
- Customer satisfaction
- Strong supplier relationships
- Greener hotels
We are dedicated to keeping a high level of customer satisfaction. All our customers who provide an email address at the time of booking are sent a feedback questionnaire after their return from holiday. The information gathered from this questionnaire is published on our website in the My Holiday Review section and assigned to the individual hotel. This encourages two way communications between Superbreak and our customers by allowing them to feedback to us about their experience. It also provides useful advice to future customers by ensuring they are fully informed and enabling them to book the hotel / location most suitable to their needs.
As well as collecting customer holiday reviews, we also undertake quarterly customer surveys. This enables us to understand more about our customers and build up a better customer profile, as well as helping in the development of new breaks and packages and tailoring marketing campaigns to our individual customer's needs. We will be introducing more detailed satisfaction scores within selected surveys to enable us to use the information we collect more effectively.
To help us build stronger, long term relationships with our customers, we operate a Customer Loyalty Scheme to reward repeat business.
We continue to measure customer complaints/queries as a proportion of total bookings, and the proportion of complaints that are successfully resolved with the first communication. Ongoing targets are that:
- Less than 0.75% of bookings result in any form of complaints or queries
- More than 90% of complaints successfully resolved on first communication.
Both these targets have been achieved in each of the past 3 years.
We liaise closely with travel agents to ensure we are providing the standard of service they require. As a result of feedback from agents, we are continually improving the functionality of their dedicated website resulting in a more user-friendly booking process and simplified administration procedures. The website has also reduced the amount of paperwork we send to travel agents, by enabling us to communicate better with them online and send any point of sale material electronically allowing agents to print the exact number of copies they need, reducing any waste.
We regularly organise Familiarisation trips for both our agents and call centre staff. This gives them the opportunity to sample the products we sell and gain a greater insight and knowledge, which can be forwarded to our clients. Over 500 staff and/or agents normally benefit from these trips each year, plus over 2,000 travel agents staff travel on concessionary rate breaks with us each year.
Superbreak were the first tour operator to sign up to the BP Travel Marketing Services 'Green Agent' Charter. This is an initiative to reduce brochure wastage by encouraging travel agents to take more ownership of stock control. This has helped us to reduce the total brochure print runs by over 30% during the past 2 years, with plans to make further reductions in the year ahead.
To promote awareness of environmental issues with our print suppliers, we are encouraging them to produce brochures and other marketing material using paper from renewable forests.
We are committed to working with our hotel partners to promote environmental management initiatives. Our Greener Hotels Initiative is a five-point guide on environmental best practice we have sent to all our UK hotels encouraging them to sign up to. Further to this, we have become an endorser of the Green Tourism Business Scheme, the first certification scheme to be validated by the International Centre for Responsible Tourism, designed to encourage tourism businesses such as hotels and visitor attractions to become more sustainable.