Customer contact skills: An assessment of alternative approaches Available to Purchase

The first article on the subject, which appeared in the August issue of Industrial and Commercial Training, described the development of a training course in BEA for Passenger Services Staff. The aim of this training is to improve personal service. Its most important element is role‐playing of typical interactions between staff and passengers; these are recorded on video‐tape and replayed for viewing and discussion. A good deal of reading, thinking and research was done before and during the training development. Visits were made to the training centres of several airlines, in Britain and the USA; research workers in both countries were also consulted. Five relevant views of the subject will be examined. These are: • the concept of social skill — Michael Argyle • the analysis of verbal behaviours — Neil Rackham • T‐group training — particularly the research by Cary Cooper and Henry Odie for the Hotel and Catering ITB • transactional analysis — work in Pan American Airways and American Airlines • applied learning in management training — by Mel Sorcher and Arnold Goldstein of Syracuse, USA A reading list giving references to these ideas and authors is given at the end of the article. The intention here is briefly to describe these views, evaluate their relevance to Customer Service Training generally, and show how they have influenced the philosophy and the design of the BEA training. Naturally, more weight will be given to one view than to another in the analysis that follows, but it should be emphasised that there is no intention to choose nor to reject any particular theory or training development. The different approaches are often complementary, each provides insight into the problems of human interaction.