BML207: Managing Customer Service
Quality Diagnostic and Enhancement Bid Proposal Introduction and Background Information Farmer Barleymows is a farm-based visitor attraction in the heart of the South Downs ANOB. The existing elements of the 100-acre site and operation are:
Product • • • • • • • • • • • • • • •
Farm animals – emphasis on rare-breeds Small animal feeding area Restaurant and café Outdoor adventure play area Lambing areas Outdoor paddocks Farm trail and woodland walk Pet’s corner Tractor and trailer rides Tractor School - peddle tractors in barn Small retail area Staff - 15 full-time staff / 25 seasonal staff Newly appointed customer services manager Website (dated) in need of complete redevelopment Old barns on-site with development potential.
The main market for the business has traditionally been families, however in recent years, annual visitor numbers to the Farm Park have dropped from 150,000 to 125,000. The owners recently sold the business to John and Erica Haines, who have a long history of working within the leisure and tourism sector across the country. Prior to purchasing the attraction, the Haines employed a local tourism consultancy company to undertake a quality audit of the attraction, and to assess in detail the overall quality of the visitor experience at Farmer Barleymows. The consultants were also asked to provide a critical assessment of current approaches to customer service, and existing management approaches to quality management, product develpment and marketing. As the results show, initial concerns over the quality of the visitor experience offered at Farmer Barlemow’s proved to be correct.
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