New program will enhance experience for Yakima Valley visitors
Yakima Herald-Republic
Oct 12, 2024
Excellent customer service is the foundation of any business and is critical in the tourism and hospitality industry. That’s why Yakima Valley Tourism is embarking on a new program to enhance the guest experience.
By elevating the service visitors and community members receive, they become ambassadors for Yakima, helping to build the perceptions of our region while becoming repeat customers for our local businesses.
We recently contracted with Mickey Schaefer & Associates to bring their popular and successful Certified Tourism Ambassador (CTA) program to town. The program is a recognized certification process for front-line workers, stakeholders and volunteers. It goes beyond standard customer service training, aiming to foster a lasting culture that empowers a destination’s workforce to create positive experiences in every interaction with visitors and residents.
More than 60,000 frontline staff, residents and stakeholders have been certified since 2006, receiving the industry-recognized designation Certified Tourism Ambassador.
The program is created to suit the needs and issues in each community. Over the next two months, we’ll assemble focus groups of employees from a range of sectors that serve the public to identify local needs and focus. From there the program will be built to our unique needs. Then we’ll do field testing, train the local trainers and roll out the program in the spring.
Here is what the Certified Tourism Ambassador program offers that sets it apart:
1. Recognized certification – Our frontline workers will be part of an international, industry-recognized certification program proudly using the Certified Tourism Ambassador designation behind their name (i.e. Jane Smith, CTA).
As with other certification programs, the CTA designation is recognized industrywide as a valued part of the visitor experience by your frontline, their employers, and, most importantly, our visitors.
2. Workforce product knowledge – Through the initial certification, this program teaches the workforce why tourism is important and gives valuable destination product knowledge to our frontline.
The curriculum focuses on giving frontline employees and volunteers the tools and confidence they need to create memorable experiences and exceed customer expectations. And the annual renewal requirements ensure that your ambassador corps is forever building upon their product knowledge base.
3. Community alignment and engagement – CTA communities have been amazed at how this program aligns stakeholders in the area. From the beginning research phase to program launch, they are engaged in shaping the program and, thus, take ownership in its success.
4. Competitive advantage – Meeting professionals and other decision-makers have indicated that they would select a “CTA city” over a non-CTA city. By committing to the program, they believe a destination shows its commitment to working together as a community and, most importantly, to ensuring the best possible experience for their groups.
Some meeting planners and tour operators are now asking "Are you a CTA destination?"
5. Branding and consistent messaging – Through CTANetwork.com (the CTA online community) and CTA networking events, we can push frequent messages to our CTAs, providing important reminders and updates to build on their knowledge base.
As a result, our community CTAs will develop a close-knit network that allows them to connect with one another to further their knowledge and be champions for our community. That’s powerful branding and marketing at the very frontline.
Starting the Certified Tourism Ambassador program isn’t just about good service — it’s a step toward a better future for the Yakima Valley. Though this program we can improve the visitor experience, grow the local economy and provide workforce advancement opportunities while building a reputation as a place to find friendly and top-quality service.