Consistency of Procedures That Are Used in Various Organisations for Delivery of Service - Essay Example

Introduction This research is aimed at monitoring of the consistency of procedures and processes that are used in various organisations for delivery of service. This will allow evaluation of a sample of service delivery, the knowledge of the products and services from a reliable and an independent source in order to achieve the following objectives: Improving services to the customers Ensuring that the outlets are in compliance with established guidelines Rewarding the staff. Mystery shopping is form of participant observation which uses researchers in order to deceive customer-service personnel to believe that they are serving potential or real customers. The application of such technique is growing throughout the world where according to Wilson (1998), it is valued around $ 30-45 million dollar annually. In modern business, there is a need for specific information on performance and this stems from the rising emphasis in regard to service performance by managers. Although service standards are set by senior management, delivering of such standards is placed on individual employees who interact with the customers directly. The performance of such employees can vary from time to time; therefore, such variations can have a major impact on the satisfaction of customers. Bateson (1992) noted that the experience of customer during service delivery is crucial to customer satisfaction since it is the benefit provided by the service. There are three interactions during service performance: customer versus physical technical resources; customer versus contact personnel; and customer versus consumers. For successful service delivery management, there is a need for coordination of these interactions and supporting them with relevant personnel, procedures and system (Segal-Horn, 1988). For a service quality loop to be effective, continuous linking of standards, training, employee performance and reward mechanisms is required. Traditionally, the approached failed in provision of sufficient detail whether there is deliverance of predetermined service standards. However, recent developments can monitor certain operational standards. The challenge is to measure behavioural aspects. It is only the mystery shopping that have the potential to measure service performance directly across a full range of preset quality standards (Leeds, 1995). This research report involves an evaluation of service delivery of Costa Coffee Club and Starbucks coffee house in UK using mystery shopper. The two business offer hot and cold beverages in various locations in UK and they are primarily known for selling coffee and are expanding to new markets and products. The evaluation will provide information with regard to the experience of customers and the compliance of the staff in these firms. The results of mystery shopper will provide information for comparison of the two firms in regard to customer service and workforce performance. It can be used to evaluate your company’s customer service, to benchmark your workforce’s performance, or to verify the effectiveness of changes in your company’s procedures. Methodology Our methodology provides an opportunity to maintain high-level of consistency in reporting, a factor that has been a weakness historically. The recruitment of shoppers is based on the needs of specific client. Mystery shoppers are provided with specific guidelines in order to follow during their assignment. In that way, the reports are objective irrespective of the subjective opinion of an individual about the business. The shopping questionnaires will include open ended and closed questions for clarity and provision of more information. The questionnaires will ideally be based on binary questions (“yes” or “no”). Open ended questions will focus on clarification of observations. Multiple response questions will allow the shopper to check specific benefits and features that employees point out in regard to the services they are offering. General comments will encourage shoppers to make remarks on anything they find interesting. Designating certain questions will be important to ensure that most important parts are emphasised. Once the mystery shop is complete, the employees will be made aware of the results. Sending more than one mystery shopper ensures the accuracy of the information being presented. The data collected is based on information from the viewpoint of a customer instead of being solely based on management or operational perspective. This type of data is important at it will enable the management to look focus on aggregate measures as well as identification of specific service failings on specific time responding to certain types of customers or customer enquiries. As the modern organisations requires more than just a good service to be successful, mystery shop is the best way to win the satisfaction of the customers. Based on the results of the study, we will be able to develop as well as deliver programs that support clients with regard to optimization of the process of customer management. Findings Starbucks The exterior looked clean although yellow stripe divider lines were faded on parking lot. As I walked in, two waitresses greeted me immediately and told me I could take a set anywhere. I sat down and the waitress brought the menu immediately and took my drink order. She said that she would be back in a moment. A minute later, she walked to me in a big smile and placed my dink on the table. After I gave my order she asked if I wanted anything else. However, she did not ask if I needed a dessert. Four minutes later, she came with a warm plate of hamburger which was perfect for me. After my order was delivered, she checked with me if I was in need of something else. When I was done, she brought the bill. I left the bill on the table and went to the rest room. The men restroom was out of paper towels and had soap on the floor. When I returned, I cleared the bill; she gave me the bill to sign and escorted me at the door. She then wished me a nice day and welcomed me again. Costa The restaurant exterior was appealing. When I walked in, the waitress and the manager greeted me immediately. The manager escorted me to a comfortable seat and she warmly welcomed me again. Immediately, the waiter brought me a menu and gave me some time to look through. He took mu order said he will be back in a moment. Five minutes later, he walked in a smile and places my drink on the table. He asked me if there was something else. I gave my order. Ten minutes later, he walked in with a hot plate and apologised for the little delay. The bun was too hot that I used my napkins to move the plate. After I was through, I was looking for him to get the bill. I went to the restroom. The room was stocked; the floor was dry and there were adequate paper towels. When I returned, the table was already cleared off by the busboy but the boy looked apologetic that I was not done. I walked and asked for a bill at cashier’s desk. The cashier seemed shocked that the table was cleared before I was through and offered me a take-away drink. He yelled at the busboy for clearing the table. He apologised, gave me the bill, thanked me and wished me a nice day. I did not see the waiter again. The point is that I would have walked out without paying and without anyone’s notice. Starbucks Costa Was the exterior to the restaurant clean? 3 4 How long did it take before you were greeted? 3 4 Were you greeted in a friendly manner? 3 3 How long did it take before you were served? 4 2 Was the restroom clean and fully stocked? 1 4 What was the general condition of the premises like? 2 2 Was the mystery shopper's purchase rung through promptly? 4 3 Were they courteous? 3 2 Was your request proper? 4 2 Did they thank you for shopping with us? 4 3 total (out of 50) 31 29 average 3.1 2.9 Max 4 4 Min 1 2 mode 3 2 median 3 3 Starbucks Costa Was the exterior to the restaurant clean? 3 4 How long did it take before you were greeted? 3 4 Were you greeted in a friendly manner? 3 3 How long did it take before you were served? 4 2 Was the restroom clean and fully stocked? 1 4 What was the general condition of the premises like? 2 2 Was the mystery shopper's purchase rung through promptly? 4 3 Were they courteous? 3 2 Was your request proper? 4 2 Did they thank you for shopping with us? 4 3 total (out of 50) 31 29 average 3.1 2.9 Max 4 4 Min 1 2 mode 3 2 median 3 3 Analysis of research findings The shoppers in both firms felt that the way they was good, the exterior of the restaurant was good where Costa was even better but they all felt that the general condition of the premises were below their expectations (Wilson, 1998). In Starbucks, the shoppers felt that the time taken before they were service was better while at Costa, it took too long to for them to be served. At Starbucks, the condition of the restroom was very poor given that one could sleep easily due to soap and there were no paper towels available (Erstad, 1998). On the other side, the restroom was very good and well stocked. The shoppers also felt that at Starbucks, the employees were courteous and give a proper request at the right time while on the other hand, Costa employees were not courteous and did not follow the shopper till the last minute. They even provided food with plates that were too hot to handle and the busboy clear the table even before the shopper was through. Although both thanked the shopper for visiting, the shoppers felt that this was better and warm in Starbucks than at Costa (Wilson, 1998). Conclusion The results show that there are problems in restrooms for Starbucks and customer-employee relationship in Costa. Through this process is will be clear in regard to who should be rewarded, what needs improvement and if the services are in compliance to the policies of each firm. This will ensure improvement of customer retention, adequate and appropriate feedback at the right time, and quality in service delivery, reinforcement of employee management options and identification of training needs. Recommendations There are various issues that need to be reviewed and action has to be taken. These include the restroom and general conditions in Starbucks and the time before the shopper is served, courteousness and making proper request at Costa. Starbucks In order to improve the conditions of the restroom, they need to employ a fulltime worker given the cleanliness of a restroom is very crucial in hospitality. Costa In order to address the challenges in serving, courtesy and proper request; training of the personnel is essential in order to improve their relationship, customer care, and customer loyalty for the success of the business (Erstad, 1998). References Bateson, JEG 1992, Managing services marketing (2nd ed.). FL Dryden Press. Erstad, M 1998, “Mystery shopping programmes and human resource management”, International Journal of Contemporary Hospitality Management, vol. 10, no. 1, pp. 34-38 Leeds, B 1995, “Mystery shopping: From novelty t certainty”, Bank Marketing, pp. 17-23 Segal-Horn, S 1998, Global service delivery- Managing the critical interdependencies. In proceedings of the operations management association conference (pp. 99-128). Warwick, UK: Operations Management Association. William, AM 1998, “the use of mystery shopping in the measurement of service delivery”, The service industries journal, vol. 18, pp. 148-163 Wilson, AM 1998, “The role of mystery shopping in the measurement of service performance”, Managing Service Quality, vol. 8, no. 6, pp. 414-420. Appendix Read More