SMILES OF BRITAIN LAUNCHES TO
CELEBRATE BRITAIN’S BEST CUSTOMER SERVICE
The country offers service with a smile during its biggest ever ‘staycation’
This summer is set to be our biggest ‘staycation’ ever. So the National Skills Academy for Hospitality is launching a campaign to celebrate the best of British hospitality.
The Smiles of Britain campaign encourages members of the public to be on the lookout for the nation’s warmest and most welcoming smiles. And, when they see one, to snap a picture and share it on the Academy’s campaign website (www.SmilesOfBritain.co.uk)
But as well as helping to highlight Britain at its best, there is also a serious commercial message underpinning the campaign. As David McHattie, chief executive of the National Skills Academy for Hospitality, explains:
“The role of the National Skills Academy for Hospitality is to seek out the very best training, development and education programmes in hospitality, to recognise and celebrate that excellence, and to lay down the gauntlet for the whole industry to follow their lead.
“As part of this process we want to shine a light on those in our sector who are leading the way in customer service. And, because excellent customer service invariably starts with a smile, we have launched the Smiles of Britain campaign.”
It’s a message which is reinforced by Adrian Furnham, Professor of Psychology at University College London:
“Smiling is not just a display of happiness, smiling also increases happiness. And when someone smiles at us, we tend to smile back, so a smile can be viewed as a ‘gift’ which has a positive physical and psychological impact on the receiver.
“Consequently, in hospitality and sales situations a smile from the vendor increases the possibility of the customer smiling which, in turn, increases trust and liking and subsequently a mutual sense of co-operation and helpfulness. In short, smiling doesn’t just bond people together – it oils the wheels of commerce too.”
McHattie added:
“Later this year the Academy will be launching funded customer service training programmes for those in the hospitality sector who want to take their skills to the highest level. But what better foundation could we hope to build these skills on than a warm and welcoming smile?”
To encourage people to upload as many smiles as possible, the Smiles of Britain website not only enables contributors to pinpoint where they photographed their smiles, but also to put them in one of four categories:
1. Service with a smile for great customer service smiles
2. Team smiles for groups of people smiling
3. Smiles of the unexpected which will hopefully catch some of the nation’s grumpiest people in an unguarded moment of good humour
4. Just a great smile which really speaks for itself!
There will be weekly prizes for the photographers who have captured the best smiles, and at the end of the summer the twenty sunniest smiles will be invited to attend a photo-shoot in London where they will also meet the celebrity judges who will be choosing Britain’s Smile Ambassador for 2010.
About Smiles of Britain
The National Skills Academy for Hospitality has developed the Smiles of Britain campaign to identify and celebrate smiles as the key component of excellent customer service this summer.
Smiles of Britain (www.smilesofbritain.co.uk) is designed to get everyone this summer to snap a smile when they see it and share it. The campaign will ask the public to photograph the smiles of those serving them and share these photos by uploading them onto our social networking site. But, it’s not just about taking pictures of people in the hospitality industry. We welcome photographs of great smiles of individuals / groups belonging to the public in general.
The Academy recognises that customer service across the country can be a little patchy, but there are some examples of great service and Smiles of Britain is designed to celebrate customer service champions and encourage companies lagging behind to do better.
It wants Britain to be recognised for the very best customer service. It wants to hold up those who provide the perfect foundation for a fantastic experience – a smile – and encourage others to reach those heights. Inevitably, the campaign will foster a healthy element of competition between regions.
Regional roll-out of Smiles of Britain
The campaign will roll out in regions across England from 21 May 2009.
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Date
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Region
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21 May 2009
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North West
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4 June 2009
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Yorkshire
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10 June 2009
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West Midlands
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18 June 2009
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London
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24 June 2009
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East Midlands
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26 June 2009
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South East
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1 July 2009
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South West
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15 July 2009
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East of England
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23 July 2009
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North East
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About the National Skills Academy for Hospitality
The National Skills Academy for Hospitality was launched in March 2009 to shine a light on the best training in the sector. Smiles of Britain not only provides an opportunity to highlight the best examples of customer service during the staycation, but is also a dress rehearsal for London 2012 when the country will be serving the nation. The Academy aims to create a brand that learners, parents and employers can trust as the benchmark for excellence in hospitality training. Companies and educational establishments whose training programmes receive the Academy’s seal of approval will benefit from high profile recognition, marketing and funding support.