Customer Service Policies within Business and Services Contexts - Assignment Example

Service Table of Contents Introduction 3 Task Service Policies within Business and Services Contexts 3 1Reasons for Using Customer Service Policies 3 1.2 Evaluation of Customer Service Policies and the Way they assist in Future Staff Training and Development 4 Task 2: Purpose of Promoting a Customer Focused Culture 5 2.1 Evaluate Different Communication Methods and their Implications 5 2.2 Analysing Customer Perception and Its Influence on Customer Service Provision 7 Task 3: Customer Requirements and Expectations 8 3.1 Assessment of Information on Customer Requirements and Satisfaction Levels 9 3.2 Customer Requirements and Satisfaction Levels with Potential Improvements 10 Task 4: Customer Service within Business and Services Contexts to Meet Required Standards 12 4.1 Customer Service in a Business and Service Environment 12 4.2 Customer Service and Recommendations for Improvement 13 Conclusion 14 References 15 Introduction Customer service mainly includes activities, which help in identifying demands and needs of customers. The activities included in customer services includes satisfying the customers, solving issues as well as problems of customers and ensures in meeting the needs of customers. Customer services and skills play an important role of accomplishing the requirements of customers and accordingly, meet the satisfaction level of customers (Brigham Young University, 2014). In this context, the assignment intends to discuss about customer service policies and their importance for the hospitality industry. Additionally, the discussion emphasizes the importance of customer service for enhancing the competitive position of hotel industry in the worldwide marketplaces by providing quality services and/or products to customers. Task 1: Customer Service Policies within Business and Services Contexts 1.1 Reasons for Using Customer Service Policies The hotel industry manages operations in accordance with the demand and needs of the customers. Customer’s satisfaction plays an imperative role for the growth as well as development of the hotel industry. Customer service facilitates the hotel industry in meeting the wants as well as the needs of customers in a prompt manner. Correspondingly, customer service policies are standards as well as values based on which communication, perception and expectation of customers are managed for sustainable performance of the hotel industry (OCR, 2010). Taj 51 Buckingham Gate is a five star hotel located in London, UK. It is a luxury hotel with prestigious surroundings. The hotel is equipped with contemporary suites with bedrooms, Presidential Floor, living room, kitchens and luxurious bathrooms. The hotel is also identified to provide butler services as well as home experience services and in this context, it effectively cater to the needs of the guests. The hotel mainly focuses on ensuring that guest are offered with quality services beyond their expectations. In this regard, the hotel with assistance of customer service policies is able to manage communication, service and product quality along with order as well as delivery service among others. Thus, it is necessary to implement customer service policies by the hotel in order to ensure that guests visiting are facilitated with services and products in accordance with the need of customers (Taj 51 Buckingham Gate, 2014). Contextually, customer service policies are identified to play an effective role towards the satisfaction of customers with comfort and quality, as the staff provides services to guests on the basis of their needs as well as security requirements. The absences of customer service policies will greatly hinder the operational processes. Accordingly, such issues can adversely affect the business performance of Taj 51 Buckingham Gate through the loss of valuable customers (Taj 51 Buckingham Gate, 2014). 1.2 Evaluation of Customer Service Policies and the Way they assist in Future Staff Training and Development Customer service policies within business and services contexts should be properly structured. The standard policies would help Taj 51 Buckingham Gate to focus on serving guests and thereby help in satisfying needs and requirements of customers. The policies would certainly help the hotel to monitor that staff are highly involved in meeting the needs of customers for effective customer satisfaction. In this context, implementation of such policies would aid in maintaining customers confidentiality. Moreover, the absence of such polices would hinder the way based on which operations are conducted (Sharma & Choudhary, 2011). Customer service assessment is one of the most important management tools adopted for understanding the perspectives and attitudes of customers. It is worth mentioning that there are numerous way and method of assessment in hotels. Some of the important assessment or evaluating tool includes level of satisfaction of customers, understanding business operation to meet the needs along with wants of the customers and taking effective measures for encouraging guests to visit hotels. Staff involved in serving the customers must be properly guided and trained to remain competent for serving customers on the basis of their requirements. The evaluation process such as obtaining feedback from customers will help in serving the customers effectively. The data collection from the customer and accordingly, providing proper training to staffs would certainly aid the hotel industry to remain competent in the global marketplaces (Sharma & Choudhary, 2011). Task 2: Purpose of Promoting a Customer Focused Culture 2.1 Evaluate Different Communication Methods and their Implications The procedure and design to be implemented in order to communicate successfully with hotel staff members mainly includes daily briefing the staff members about roles as well as responsibilities of each individuals. The staff members should communicate effectively as customer behaviour and customer satisfaction are identified to influence hotel operations in the recent scenario. The different forms of formal communication adopted in a workplace include meetings and telephone calls among others. On the others hand, information communication methods include casual and personal communication. In this regard, the two communication types used in a workplace are verbal as well as non-verbal communication. Verbal communication is a process by which data and facts are conveyed in a systematic manner and accordingly, helps staff members to significantly understand role as well as responsibilities required to perform in order meet the expectations of customers (Smith & et. al., 2004). Contextually, non-verbal communication is a process of conveying message through emotional and physical expressions. In this modern era, Taj 51 Buckingham Gate is required to provide training to staff members. In this context, verbal as well as non-verbal modes of communication plays an imperative role to ensure that quality products and/or services or offered to the guests. Both the means of communication are useful in properly meeting the needs of guests. Moreover, written communication and telephone order taking service would effectively help staff members to take orders from guests. Written communication would certainly help customers in determining queries relating to room cost, room service cost and additional charges among others (Smith & et. al., 2004). In this context, the absence of any verbal or non-verbal communication would hamper the operational process of Taj 51 Buckingham Gate. In addition, non-verbal communication is effective when one avoids speaking or at distance. Verbal communication is the fastest way to communicate information and is also less time consuming. The drawback of non-verbal communication is that it may be difficult to understand non-verbal communication. The disadvantage of verbal communication includes misinterpretation and distance communication cannot be done through verbal communication (Taj 51 Buckingham Gate, 2014; Smith & et. al., 2004). Effective communication plays a central role in the hotel industry is to satisfy customers with excellent service for achieving high level of satisfaction. Effective communication also helps in identifying and analysing the requirements as well as expectations of customers successfully. It helps in making the guests feel recognized and important in the way the hotel provide services to the guests. Respectively, the hotel with the assistance of effective communication is able to develop a better customer-focussed culture for providing services based on the expectations of guests (Taj 51 Buckingham Gate, 2014; Smith & et. al., 2004). 2.2 Analysing Customer Perception and Its Influence on Customer Service Provision In the present scenario, the demand and expectations of guest have greatly increased. Customers are not only looking towards for high quality products but also expecting quality services. In this context, superior quality services have become the global judgments for the hospitality industry. It has become the tradition in hospitality industry to attain and provide quality services, which help in surpassing the customer satisfaction. Almost every hotel is able to serve customers on the basis of their requirements for better growth as well as development in the global market segments (Ramseook-Munhurrun & et. al., 2010). Customer perception may be well acquainted with the service provided to the guests. To be precise, in order to meet the perception of guests and improve the quality, the staff members of the Taj 51 Buckingham Gate are required to be committed to actively support and guide the management to meet the expectation of the guests through effective identification of guests’ demand. Moreover, the management of the hotel should also constantly analyse information regarding products and/or services requirements of guests, so that effective measures are adopted to meet the expectations of the guests. The hotel is also required to identify effective way to provide and improve service provisions to the guests (Taj 51 Buckingham Gate, 2014; Ramseook-Munhurrun & et. al., 2010). In this regard, the staff members of Taj 51 Buckingham Gate is required to be provided with certain guidelines about the factors based on which the perceptions of customers are influenced through customer service provisions. Customer satisfaction is one of the most important factors to increase the profit margin as well as help in developing the goodwill of the hotel. The hotel providing considerate and prompt services would considerably be able to win the mind of the guests whereas inefficient services and communication would lead to lose of valuable customers. Thus, customer satisfaction acts as a source of increasing the profit margin and it also helps in enhancing the brand image of the hotel (Taj 51 Buckingham Gate, 2014; Ramseook-Munhurrun & et. al., 2010). Respectively, it is necessary to understand the needs and wants of the guests visiting Taj 51 Buckingham Gate in a frequent manner. The hotel providing quality services that include butler services, fully equipped kitchen, exotic bedrooms and luxurious bathrooms among others will facilitate in winning the guests. The hotel is identified to serve target guests with excellence are businesspersons and travellers. In this context, effective communication would certainly assist the hotel to conduct operations on the basis of requirements as well as needs of guests, so that improved services aid in increasing profit, guest satisfaction, repeat customer and improving reputation (Taj 51 Buckingham Gate, 2014; Ramseook-Munhurrun & et. al., 2010). Task 3: Customer Requirements and Expectations 3.1 Assessment of Information on Customer Requirements and Satisfaction Levels In the present scenario, the hotel industry has developed in an immense manner owing to globalisation and technological advancement. The development of the hotel industry has intensified market competition in the global market segments. The manager of Taj 51 Buckingham Gate is more concerned about guests’ perceptions based on negative reviews as identified from different travel advisory websites that include Tripadvisor sites among others. It has become a growing concern for the manager of the hotel to serve the guests effectively, as negative reviews and comments in the travel advisory websites have resulted in loss of sales and low ranking in customer service. Hence, such reviews as well as postings have forced the hotel to reduce room rents and simultaneously, required to serve the guests with quality products and/or services to remain competitive in the market segments (Hom, 2000). A primary research is conducted with the aim of determining the perceptions of guests regarding the services and products offered by Taj 51 Buckingham Gate. In this context, the primary research is conducted through unstructured interview with the assistance of contact method by telephone. The interview is conducted on 20 past guests in order to ascertain their perceptions about the services offered by the hotel. Interviewing through telephone has helped in obtaining adequate information about the perceptions of guests for proper evaluation of their likes and dislikes. In this respect, the research has assisted the manager of the hotel to keep track of guests requirements and simultaneously, aid in upgrading services in order to meet the expectation of the guests (Hom, 2000). Moreover, a secondary research is also conducted with the aim of identifying the reviews and comments of guests posted in different travel advisory websites about Taj 51 Buckingham Gate. In this context, reviewing posts of guests in travel advisory websites have aided in identifying likes as well as dislikes of guests. Additionally, different reports published by the hotel are analysed for ascertaining sales and number of customers visiting on a yearly basis. Secondary sources comprising trade journals and periodicals among others are analysed with the aim of having comprehensive understanding of the facts about the requirements of guests visiting the hotel (Hom, 2000). 3.2 Customer Requirements and Satisfaction Levels with Potential Improvements Primary and secondary research have assisted the manager of the hotel in determining the likes and dislikes of guests about the services and/or products offered. In this regard, it has been identified that the guests are dissatisfied about different services by the hotel that include inadequate advanced technologies such as washing machine and DVD as well as inefficient equipped bathrooms the primary and secondary research signified that guests visiting the hotel require the room facilities to be equipped with advanced technologies. Additionally, the service delivery services are performed within desired time, so that guests are offered with desired services on the basis of the requirements of guests (TripAdvisor LLC, 2014). Taj 51 Buckingham Gate hotel has gained popularity in the UK for quality products and/or services. In this context, the hotel formulating strategic planning will be able to improve service quality level largely by improving staff level. Strategic planning will further enhance the brand image of Taj 51 Buckingham Gate hotel, as strategic planning will promote and help in acquiring the attention of guests towards the hotel and accordingly, would increase profitability and guest base. In addition, the hotel is required to provide training and development facilities with the aim of motivating and enhancing competencies of staff members (Cssp.org, 2007; Taj 51 Buckingham Gate, 2014). Taj 51 Buckingham Gate is required to implement proper strategy for improving the service in order to meet the expectation of guests. In the recent years, the services and/or products of the hotel industry have transformed due to globalisation and advent of technology. In this context, the hotel implementing innovation strategy will be facilitated with the opportunity of enhancing quality of products and level of services. In addition, the introduction of technology and mode of communication have greatly helped Taj 51 Buckingham Gate hotel to effectively serve the guests and meet their expectations (Cssp.org, 2007; Taj 51 Buckingham Gate, 2014). Management of Taj 51 Buckingham Gate plays a crucial factor to meet the customer requirements and satisfaction levels. The manager of the hotel coordinates the day-to-day activities of the hotel staffs as well as look over the service issues faced by guests. It is worth mentioning that the manager is often observed to have less contact with guests visiting the hotel. Thus, it is necessary to improve quality of the products and/or services by increasing the number of staff members. Additionally, the hotel is required to implement an effective communication system with the aim of enhancing interaction between guests and staff members. Subsequently, proper training to the staff members should be provided, so that staff members are able to provide services in accordance with the requirements of customers in a motivated manner. In Taj 51 Buckingham Gate, the staff members are identified to serve the customers based on their needs. Moreover, the hotel adopting advanced technologies will be able to equip the room services beyond the expectations of guests (Cssp.org, 2007; Taj 51 Buckingham Gate, 2014). Task 4: Customer Service within Business and Services Contexts to Meet Required Standards 4.1 Customer Service in a Business and Service Environment The front desk is a place where guests come and discuss about their issues and where the problems are being sorted out. Working as front desk personnel would help in properly guiding guests and signifying that front desk personnel are at their service for their better satisfaction. Presently, Taj 51 Buckingham Gate welcomes and accommodates individuals from different culture and age group including elderly as well as children. The hotel has become a place where the guest from far corner of the globe comes for accommodation and enjoy luxury. It is very necessary to effectively cater and meet the needs of different individual coming from different culture. It has become a tradition in the hotel that to remain successful in the global market, guests are required to be provided with quality services as per their needs as well as requirements (Amdocs, 2010). Taj 51 Buckingham Gate has provided special attention to guests with physically disabilities. Taj 51 Buckingham Gate should provide special attention to the physically disabled guests in seeking that they are able to move from one place to another effectively. This will certainly provide an opportunity to the hotel to serve the guests with excellent products and/or services. Subsequently, the front desk personnel handling complaints of customers and accordingly, assisting diverse guests on the basis of their needs are able to ensure repeat visit and satisfaction of customers to a large extent. Guests’ needs such as quality product and/or services play an imperative role for effective satisfaction. Quality of service and culture environment will guides the customer in sorting out their service complaints and issues successfully. Moreover, rights and responsibilities of the guests should be provided with utmost priority in order to ensure that the issues of the gusts are dealt effectively (Amdocs, 2010). In addition, the front desk personnel is also required to procure advice from the guests in order to ascertain the needs of the guests visiting Taj 51 Buckingham Gate. In this context, the advices and information obtained from the guests will assist in providing services on the basis of the requirements of guests for enhanced satisfaction. The complaints from the guests should not be neglected by any means as it is of immense importance for serving the guests successfully (Amdocs, 2010). 4.2 Customer Service and Recommendations for Improvement The hotel industry has significantly improved services quality and performance to meet the expectation of the guests. The hotel industry has implemented various planning and marketing strategies to focus on satisfying the guests (Taj 51 Buckingham Gate, 2014). In this regard, working as front desk personnel in Taj 51 Buckingham Gate, I managed and provided excellent services by identifying the needs of guests successfully. I have managed to provide proper assistance to the guests of the hotel on their arrival and during check-in process with the aim of ensuring that the needs as well as queries of guests are sorted out effectively. Additionally, the queries of guests accommodating in the hotel are dealt promptly, so that the guests are ensured with quality services with better satisfaction level. In this regard, I have been prompt in dealing with customer complaints based on an effective complaint procedure. I have also remained active to serve the guests with excellent services based on the requirements of guests. However, there are certain areas where I need to make improvements include personal selling and confidentiality, as I lack confidence in dealing with issues of customers related to consumer protection legislation. I am required to enhance my skills in the area of developing confidence as well as personal selling in order to provide the gust with quality products and/or services. Correspondingly, I have planned to opt training and development facilities in order to improve my personal selling skills and confidentiality (Taj 51 Buckingham Gate, 2014; Thaine, 2010). Conclusion It can be comprehended that the hotel industry always takes effective steps to meet the demand of the guests. Taj 51 Buckingham Gate has been performing effectively in the market segments of the UK. The hotel has implemented various strategies and planning in order to ensure that the guests are offered with quality products and/or services for meeting their requirements. Additionally, satisfaction of the customers mainly depend on the performances of staff members and thus, it is very necessary to provide proper training to the staff member and implement effective communication system in order to gain a prominent place in the market segments of the UK. Hence, it can be affirmed that customer service plays an important role towards the development as well as growth of the hotel with the provision of quality products and/or services. References Taj 51 Buckingham Gate, 2014. Londons Most Unique Home Away From Home Experience. About. [Online] Available at: http://www.51-buckinghamgate.co.uk [Accessed August 08, 2014]. Amdocs, 2010. Stop Going It Alone: Using Managed Services to Enhance the Customer Experience. Customer Experience Systems Innovation. [Online] Available at: http://www.amdocs.com/Services/Documents/GSS_Customer_Exper_WP.pdf [Accessed August 08, 2014]. Brigham Young University, 2014. Customer Service. Who are your Customers? [Online] Available at: https://training.byu.edu/documents/t-customerservice.pdf [Accessed August 08, 2014]. Cssp.org, 2007. Customer Satisfaction. What the Research Tells Us. [Online] Available at: http://www.cssp.org/publications/constituents-co-invested-in-change/customer-satisfaction/customer-satisfaction-what-research-tells-us.pd [Accessed August 08, 2014]. Hom. W., 2000. An Overview of Customer Satisfaction Models. RP Group Proceedings. [Online] Available at: http://www.rpgroup.org/sites/default/files/An%20Overview%20of%20Customer%20Satisfaction%20Models.pdf [Accessed August 08, 2014]. Ramseook-Munhurrun, P. & et. al., 2010. Service Quality in the Public Service. International Journal of Management and Marketing Research, Vol. 3, No.1, pp. 1-14. OCR, 2010. Customer Service in the Hospitality Industry (Wales). Principal Learning in Hospitality (Wales). [Online] Available at: http://www.ocr.org.uk/Images/69387-unit-f827-customer-service-in-the-hospitality-industry-model-assignment-specimen.pdf [Accessed August 08, 2014]. Sharma, S. C. & Choudhary, P., 2011. Training and Development Needs in the Hospitality Industry. IJRIM, Vol. 1, No. 5, pp. 34-43. Smith, C. & et. al., 2004. Excel Senior High School Hospitality. Pascal Press. TripAdvisor LLC, 2014. Good Quality Hotel could be Excellent with More Attention, Helpful Staff. Review of Taj 51 Buckingham Gate Suites and Residences. [Online] Available at: http://www.tripadvisor.in/ShowUserReviews-g186338-d559155-r69361148-Taj_51_Buckingham_Gate_Suites_and_Residences-London_England.html [Accessed August 08, 2014]. Thaine, C., 2010. Teacher Training Essentials: Workshops for Professional Development. Cambridge University Press. Read More