Customer Service - Assignment Example

Service SERVICE LO1 1 A service policy refers to a set of rules defining what a specific entity’s customers should expect with regards to service delivery, as well as how these customers’ needs are to be managed (Ghose & Mukherjee, 2012: p10). Such policies will help the staff in making a conscious decision to resolve customer problems, while making efforts to discern their requirements. Because customer service impacts on every level of the business operation, especially in the hotel industry, each member of the staff requires a similar mindset, meaning that they must follow a similar set of policies. This will require that the organization takes extra steps to enhance satisfaction among customers. Another purpose of this policy is to retain customers by building customer loyalty and positive word-of-mouth. It also avoids price competition since it makes it easier to charge more if the quality of customer service across the entire organization is high. In addition, the organization also retains good employees as they appreciate working for well-run operations and feel proud to work for such organizations. Moreover, these policies also help in reducing costs related to correction of service problems and compensation where customers feel their expectations are not met (Ghose & Mukherjee, 2012: p23). Finally, it also enables organizations to differentiate themselves from others based on customer service quality, enhancing their reputation and competitiveness. 1.2 Evaluation of customer service policy has several purposes, such as finding the existing gap between the existing customer service knowledge of employees and the knowledge required for optimum job performance (Ghose & Mukherjee, 2012: p25). Also, evaluation helps in rewarding employees for outstanding performance in relation to the policy, while also motivating them to do better. In addition, after evaluation, the organization can undertake relevant training courses that can either be conducted externally or internally. The HR department also needs to continually establish new staff training plans, which they can base on work performance according to the evaluation of customer service policy to provide more opportunities for developing the best performing staff members. Moreover, evaluation of the policy also helps in enhancing and upgrading customer service according to changing customer requirements and drawing up training plans for the future to meet expectations of the customer (Ghose & Mukherjee, 2012: p25). Finally, following evaluation of customer service performance by employees, their shortcomings and weaknesses can be rectified via development and training. LO2: 2.1 Customers in the workplace are important in providing feedback concerning customer service to management, especially as they are perceptive of customer service standards. As a result, how the organization communicates with them is important. Brochures can be created in hotels in order to provide information regarding the service or products offered by the company (Ghose & Mukherjee, 2012: p42). E-mail messages are mainly used for conducting routine business affairs of the company, especially in routine contexts. Other non-routine or special messages are not communicated using e-mails, as it is not personal enough. Telephone conversations, on the other hand, are used to enrich the words of the company’s message with emotion and emphasis. This form of communication enables immediate feedback, which makes it a better channel for the company to get immediate and important responses. Additionally, it is more effective and personalized in passing on the company’s message. Finally, organizations can also use newsletters, specifically used for regular customers and guests. These can be placed in hotel rooms or reception areas to inform the customers on the activities and events being undertaken by the organization (Ghose & Mukherjee, 2012: p43). 2.2 Organizations must offer quality customer service in order to maintain a positive image within the public sphere. By setting standards of customer service, the company can reach and even exceed the expectations of the customer (Ghose & Mukherjee, 2012: p48). Customer satisfaction is mainly influenced by their perception of the company’s services. Customers usually measure service quality based on the services they expect to receive and, if these expectations are not met, their perception of service quality will decline. The company also has to prove to the customer that their services are consistent and reliable since customers perceive these two qualities as essential, which means that they can break or build customer loyalty to the business. Customers who get consistent and reliable services are more likely to remain loyal to the business. In addition, customer perception of service quality also rises when the company is empathetic to their requirements. Due to the high level of market competitiveness, customers are aware that similar services exist in various companies. As such, when customers perceive quality service, the company differentiates itself on customer service and increases its profits (Ghose & Mukherjee, 2012: p49). LO3: 3.1 Customer satisfaction levels are derived either through direct or indirect measures. Some of the indirect customer satisfaction levels include monitoring and tracking of customer complaints, profits, and sales records, although companies that take this approach use passive measures to determine whether they are exceeding or meeting the expectations of the customer (Ghose & Mukherjee, 2012: p31). Direct measures, on the other hand, are usually collected via customer satisfaction surveys, although these are not standardized for use across different establishments. A company could use the scale of 100 approaches, in which it request its customers to rate their performance on a scale. However, this approach has a problem in that it may be too apparent, while it fails to provide improvement suggestions that could increase ratings in the future. The 5-point scale approach could also be used, whereby the company uses a scale ranging from very dissatisfied to very satisfied with three intermediate ratings of somewhat satisfied, neutral, and somewhat satisfied. Customer satisfaction is defined by combining the percentage of very satisfied and somewhat satisfied to achieve their satisfaction rating However, this approach lacks diagnostic ability that could indicate specific areas to be improved. The interpretive value related to the collected information faces restrictions due to its quantitative nature. Finally, the combined approach adds qualitative feedback analysis from customers indicating they are less than satisfied with quantitative scores gathered from the very satisfied/very dissatisfied approach (Ghose & Mukherjee, 2012: p32). This quantitative satisfaction rating gives a benchmark for comparing future satisfaction surveys. 3.2 Customer surveys were used in conducting research to investigate satisfaction levels and requirements of the customer. Various techniques can be used to ask customers about their satisfaction levels at the hotel, the hotel’s products, and services received at the hotel. Some of the techniques used are face-to-face interviews as the customers are about to leave the hotel, telephone surveys that collect information from customers at work or home, and mail questionnaires that can customers complete and send to the company (Ghose & Mukherjee, 2012: p32). In addition, e-mail surveys can be used where the customers respond to the company’s survey online. Finally, written surveys with mail-back envelopes are also handed to customers to collect feedback information on satisfaction levels and requirements. Both qualitative and quantitative research can be used to investigate satisfaction levels and requirements, preferences, and their profile, in which questionnaire surveys gather past and present primary data (Ghose & Mukherjee, 2012: p32). The outcome can then be analyzed via statistical methods to ascertain correlations between the variables, while tables and charts can be used to understand patterns and trends to meet customer expectations. Face-to-face interviews are best used in collecting qualitative information to ascertain satisfaction levels with customer service. LO4: 4.1 The needs of travelling and business customers at the hotel I work in are different and, therefore, in order to provide the best quality of customer service, it was important to understand these differing needs. Business customers are usually focused on the hotel’s image, as well as their self-image, due to the fact that they will hold meetings and entertain their own clients in the hotel (Ghose & Mukherjee, 2012: p72). As a result, they require quality seminar and meeting facilities and services, as well as business centre services to offer such services as translation and internet services. On the other hand, the travelling customers required basic comfort in their hotel rooms in order to get a good night’s sleep, while leisure travellers want minimum facilities like showers and TV as they do not spend the entire day in the hotel. Finally, business guests will also have to be provided with personalized services and connected to car rental services to ensure they are satisfied (Ghose & Mukherjee, 2012: p73). Working at the hotel, it was evident that the customer service policy was well established and followed. The security officers at the front door and inside are alert to ensure that all guests go about the booking and departure process safely, while the employees is courteous and helpful. 4.2 The hotel’s mission is to provide its guests with the best hospitality possible and to make an impression on their customers of quality service and products. This priority given to customer service in its policy is evident in the hotel’s pursuit of being a preferred brand in all the segments they serve, including business and leisure travellers. The employees are considerate and attentive, while their service is centred on the customer. Guest comment forms are also provided at the front desk and on tables to allow guests give feedback to management. The hotel’s employees also give quality personalized service in order to ensure that guests are comfortable, as well as to create customer loyalty. Probably the customer service skill that could be improved is learning the hotel business better, which comes with experience. In order to offer better customer service, having the ability to answer customer questions about the hotel will be important (Ghose & Mukherjee, 2012: p73). Since my reputation will only be as good as the customer service offered; I have been careful to respond appropriately to complaints and to pass on feedback to management. This can be improved by setting performance goals, making a plan of action, and checking performance on a monthly basis for improvement. Reference Ghose, A., & Mukherjee, I. (2012). Customer service in hotel industry. Hyderabad, India: Icfai University Press. Read More