Customer Service

The Delivering Great Customer Service course introduces students to the concept of service as a critical component of a hospitality or tourism business. It combines learning current theory and practice with observations of customer service in action, role-play, and critical analysis of models to provide a comprehensive perspective on this subject. By the end of the course, students come to realize that the principles of great customer service have wide-ranging implications for all professional endeavors.

Topics include trends in customer service; the psychology governing interactions between customers and providers; the phases of the customer service encounter; common mistakes; internal customer service; customer feedback; the role of management; and customer service issues that are specific to particular industries, such as cruises. Students are confronted with everyday business situations and are asked to use what they’ve learned from models of excellent customer service to make suggestions for resolving problems. They also study examples of businesses that depart from conventional practices by using cutting-edge customer service techniques to rise to the top of their fields.

This course is composed of 72 50-minute class periods.

Course Scope & Sequence

The Scope & Sequence lists the learning objectives for each lesson, providing you with an overview of what your students will learn during the course. You can use these learning objectives as a guide to determine how the course enables your students to reach the requisite goals set for them.

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Lesson Descriptions

The Lesson Descriptions document includes a brief overview of every lesson in the course. This is the narrative companion to the course Scope & Sequence document.

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Course Support

If you have questions about this course, need a hand with a particular lesson, or just have a great idea to share, please contact Kevin English directly at We are available to support you in teaching the course while also gathering feedback to improve the NAF curriculum.

Culminating Project Overview

In every NAF course, students complete a culminating project and present it in the final lesson. Download the Project Overview to learn the details about the culminating project for this course and to find out what advance preparation the project entails.

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NAFTrack Certification Course Guide

NAFTrack Certification is a nationally recognized, standards-based set of tools developed by NAF to evaluate students’ readiness for college and career. By completing all NAFTrack Certification requirements, students demonstrate mastery of academic skills and career-related knowledge. The requirements are as follows: for each of four NAF courses, students complete all coursework, pass the end-of-course exam, and fulfill culminating project responsibilities, as evidenced by uploading key pieces of work.

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Correlations to the Common Core State Standards

This document identifies which of the ELA and Math Common Core State Standards are met by each lesson in the course. You can use these correlations as an aid to preparing your students for college and careers.

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We welcome questions and feedback about these course materials. For a prompt response, please email Kevin English directly at

The ZIP file below contains the current version of every file for this course. Be sure to download it before the start of each school year. If you just need a specific file or two, it's quicker to use the individual links listed on this page.

All Course Files (ZIP file)

Unit 1: Getting Started

Lesson 1: Course Introduction

This lesson uses a .mov file that must be unzipped and requires an up-to-date video player such as Windows Media Player or Apple's QuickTime Player to view. If you have difficulty playing this file, please consult the tech coordinator for your school.

Lesson 2: Trends in Customer Service

Unit 2: The Customer’s Experience of Customer Service

Lesson 3: The Psychology of Customer Service

Lesson 4: Guidelines for Great Customer Service

Lesson 5: The Phases of Customer Service

Unit 3: Communicating Effectively with Customers

Lesson 6: Nonverbal Communication

Lesson 7: Verbal Communication

Lesson 8: Effective Professional Writing

Lesson 9: Customer Service and Social Media

Unit 4: The Company’s Role in Customer Service

Lesson 10: Managing Excellent Customer Service

Lesson 11: Analyzing Customer Service

Lesson 12: Customer Service Issues in Hospitality and Tourism

Lesson 13: Improving Customer Service

Unit 5: Customer Service and Careers in Hospitality and Tourism

Lesson 14: Working in the Industry

Lesson 15: Learning from Industry Experts

Lesson 16: Project Presentation and Course Closure

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