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CUSTOMER SERVICE

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Table of Contents Introduction .........................................................................................................................................3 Task 2 [Scenario 2]...............................................................................................................................3 1.2 Discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development..............................................................................................3 a) Produce a customer need analysis for the different types of customers who use the services of Ritz Carlton.............................................................................................................................3 b) Develop a draft customer feedback survey questionnaire .....................................................4 c) Identify the methods that could be used to collect quantitative and qualitative methods of customer research data ...............................................................................................................5 d) Choose 3 policies from the research and identify any changes that would need to be implemented in the policies ......................................................................................................5 Task 3 [Scenario 3]...............................................................................................................................6 2.1 Evaluate different communication methods and how these are used to best effect...................6 2.2 Analyze how customer perception is influenced by customer service provision......................7 Conclusion............................................................................................................................................9 References..........................................................................................................................................10

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INTRODUCTION Customer Service is the major aspect that needs to be properly managed by all the entities so that customer satisfaction can be encouraged. For every business, customer service should come on first priority so that the value of services can be encouraged and the present study is made on such context (Wilson, 2012). Thus, in such respect, hospitality business entities have been using diversified customer service policies so that customer can derive better experience from hotel's services. The research study has been emphasizing on the reasons for which Ritz Carlton hotel is using customer service policies. Further, researcher has also discussed how customer service policies assist in staff training and development. Along with this, different styles of communication are also discussed in the study. Customer perception changes as per the customer service policies and this also aids in facilitating repeat purchase. The study has been discussing about several sources through which information can be collected about needs and demands of the customers.

TASK 2 [SCENARIO 2] 1.2 Discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development Staff members of Ritz Carlton are required to comprehend all the reasons for which the hotel has developed the customer service policy. The basic reason for which customer service policies are developed at Ritz Carlton is to analyze the needs of clients and how efficient the service entities are in meeting those services. a) Produce a customer need analysis for the different types of customers who use the services of Ritz Carlton ď&#x201A;ˇ

Business class people: Ritz Carlton provides services to business class people in which the staff members have to make sure that all the needs are fulfilled in a proper manner. The hotel is populous for its conference facilities where in the chief emphasis has been given towards all the significant values of clients. As per the expectations of customers, Ritz Carlton has added many services for business class people (Wellington, 2010).

ď&#x201A;ˇ

Luxury services: Ritz Carlton hotel delivers luxury services to its clients and they are the major customer segments of the hotel. The services provided by the hotel are luxurious, therefore as per the needs and demands of clients; the hotel makes several changes in service provision (Wu and Liang, 2009).

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b) Develop a draft customer feedback survey questionnaire Q1. How long you are acquiring services from Ritz Carlton hotel? 

More than a year



Less than a month

Q2. Are you satisfied with the services provided by the customer care department? 

Yes



Sometimes

Q3. Is the customer service department is able to deal with your issues? 

Yes



Sometimes

Q4. Is hotel considers your opinion and suggestions timely and appropriately? 

Yes



Sometimes



A few only

Q5. In which areas would you like to see changes in services of the hotel? 

Staff responses



Customer care department



In customer service policy

Q6. Do you feel comfortable with the behavior of all staff members? 

Yes



Sometimes

Q7. Are the staff members capable to foresee your needs and expectation? 

Yes



Sometimes

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Q8. Did you find services effective in all domains as compared to other hotel entities? 

Yes



Sometimes

Q9. Would you like to get services from the same hotel in future? 

Yes



Sometimes

Q10. Have you ever recommended the services to any other client? 

Yes



Sometimes

c) Identify the methods that could be used to collect quantitative and qualitative methods of customer research data Under Qualitative method of data collection, interview can be conducted from the clients and employees regarding service delivery process. Through interview, several questions can be asked from the clients and according to their responses, efficacy of services can be evaluated. Client's experience can be reviewed through using this technique and through this; the hotel entity can also identify the areas where staff members is required to make improvements (Victorino and et. al., 2005). Further, Quantitative method aids in collecting authentic and quality data about the service provision and information about the same aspect can be acquired through conducting survey. Questionnaire needs to be developed so that customers can give their responses accordingly. As per the present case, the customers of Ritz Carlton are satisfied from many grounds but they are disappointed with customer care services (Yagil, 2008). These are the areas which need to be improved so that overall service efficacy of the hotel can be encouraged. d) Choose 3 policies from the research and identify any changes that would need to be implemented in the policies The customer service policy of Ritz Carlton requires several changes as complaints of clients have been increasing. In such respect, changes are required in customer service care so that Toll Free No: +44 2038681671 WhatsApp No: +44 7999903324 Email: help@instantassignmenthelp.com Website: http://www.instantassignmenthelp.com/ Assignment Writing Service

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client satisfaction ratio can be encouraged. Staff members requires training so that they can anticipate needs of clients and through this, adequate services can be delivered to them Toll Free No: +44 2038681671 WhatsApp No: +44 7999903324 Email: help@instantassignmenthelp.com Website: http://www.instantassignmenthelp.com/ Assignment Writing Service

appropriately (Stewart and Barlow, 2006). Staff members should learn the ways through which clients complaints and issues can be resolved. Improvements are also required in the area of considering client feedback and responses. The hotel has to make sure that all the employees are fulfilling the needs and demands of clients so that service capability may not get hampered.

TASK 3 [SCENARIO 3] 2.1 Evaluate different communication methods and how these are used to best effect Communication is defined as a systematic way of passing message and information from one person to another. There are different methods of communication which are used by individuals working in hospitality firm such as Ritz Carlton. Some of the methods are mentioned below as: Communication method Oral Communication

Description 

In the hospitality business, oral communication is identified as one of the most important method which is applied

for

transmitting

information.

Therefore,

management of Ritz Carlton hotel always tries to increase oral communication skills of staff (Sigala, 2005). 

In this regards, understanding of different languages and other communication skills helps hospitality staff to identify needs and requirements of guest in an appropriate manner so that business entity is able to provide best services to its visitors.

Written Communication



It is a traditional style of communication in which message and information are transformed in written form.

With

the

help

appropriate

written

communication skills, managers and staff can easily convey the message associated with different operations (Pang, 2009). 

This approach of communication plays important role in order to increase effectiveness of communication. It is electronic medium through which different individuals working in Ritz can access the message directly from any server. This technique helps in communicating the

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written information very quickly. Electronic Point of Sale



It is centralized communication system which is used in every hospitality organization (Henley, Raffin and Caemmerer, 2011).



The electronic system connects different departments of Ritz Carlton Hotel which provides wide range of information such as number of guests present in hotel, upcoming bookings, stay duration, checkout schedule and payment procedures etc. All these factors help the employees of different sections of hotel for managing several services and other operations.

Touch Screen System Pager



These devices are provided to different staff members within hospitality organization such as waiters, room service, front office executives and connected central communication

or network system (Hassan

and

Hamilton, 2010). 

It plays important role for influencing communication speed among different departments within Ritz Carlton. For example: If a waiter in restaurant of hotel takes any order

through

Touch

Screen

System

then

this

information directly reach to kitchen and cooking which results in quick services. 

This tool increases the speed of communication without any problem.

2.2 Analyze how customer perception is influenced by customer service provision A questionnaire provides significant assistance in collecting first hand data. The management can provide a self-assessment questionnaire during training through which the staff can assess impact of customer's perception while performance different job roles and responsibilities. In this context, a questionnaire is mentioned below: Questionnaire 1. Are you aware about the factors that influences purchase decisions of consumers? Toll Free No: +44 2038681671 WhatsApp No: +44 7999903324 Email: help@instantassignmenthelp.com Website: http://www.instantassignmenthelp.com/ Assignment Writing Service



Yes



2. Do you find any communication related issues while dealing with guests? 

Yes



3. Are clients satisfied with your service rendering process? 

Yes



4. Do you think that clients are satisfied from your response while managing different complaints and issues of guests? 

Yes



5. Have you got positive response or feedback for your services from users of hospitality services? 

Yes



No On the basis of above self-assessment questionnaire, employees who are working in Ritz

Carlton hotel are able to carry out self-evaluation as per feedbacks and reviews provided by clients (Grete, Noreen and Susan, 2003). This approach has been found very effective for employees to understand importance of complaint management system. Therefore, this evaluation provides an opportunity to employees to learn various new tactics and procedures through which they can manage problems of clients related to services. By assessing good review from clients, staff member is able to monitor improvement in customer management skills. This process also supports employees in evaluating communication skills with reference to customer's perception about hotel organization along with services provided by staff. The self-assessment plays important role in improving skills of staff members within the hospitality firm. This is because this evaluation provides information about repetitive problems which are faced by staff while managing services as per distinct needs of guests. By considering these issues in training and skills development Toll Free No: +44 2038681671 WhatsApp No: +44 7999903324 Email: help@instantassignmenthelp.com Website: http://www.instantassignmenthelp.com/ Assignment Writing Service

programs, employees are able to facilitate best services to different clients which t are having distinct perception (Dredge and Hayes, 1998). This system helps in reducing number of complaints against different workers.

CONCLUSION Summing up the entire study, it can be said that customer services needs to be appropriate so that the service capability can be maximized. From the above research, it has been evaluated that customer satisfaction is the only aspect that promotes frequency of repeat purchase. Thus, looking towards this aspect, Ritz Carlton has been emphasizing on improving value of customer services through adding innovative and quality aspects in the service delivery provision.

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REFERENCES Books and journal Dredge, F and Hayes, J., 1998. Managing Customer Service. Gower Publishing, Ltd. Grete, B., Noreen S. and Susan S. F., 2003. “Quick response: perceptions of UK fashion retailers. International Journal of Retail & Distribution Management, 31(2), pp.118 – 128. Hassan, L. and Hamilton, K., 2010. Self-concept, emotions and consumer coping: Smoking across Europe. European Journal of Marketing. 44(7/8). pp.1101-1120. Henley, N., Raffin, S. and Caemmerer, B., 2011. The application of marketing principles to a social marketing campaign. Marketing Intelligence & Planning. 29 (7). pp.697 – 706. Pang, M. B., 2009. Customer Service: How to Survive It. AuthorHouse. Sigala, M., 2005. Integrating customer relationship management in hotel operations: managerial and operational implications. International Journal of Hospitality Management. 24(3). pp. 391-413. Stewart, P and Barlow, J., 2006. Branded Customer Service: The New Competitive Edge. BerrettKoehler Publishers. Victorino, L. and et. al., 2005. Service innovation and customer choices in the hospitality industry. Managing Service Quality: An International Journal. 15(6). pp. 555-576. Wellington, P., 2010. Effective Customer Care. Kogan Page Publishers. Wilson, A., 2012. Services marketing: Integrating customer focus across the firm. McGraw Hill. Wu, C. H. J. and Liang, R. D., 2009. Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management. 28(4). pp. 586-593. Yagil, D., 2008. Stressors and resources in customer service roles: Exploring the relationship between core self-evaluations and burnout. International Journal of Service Industry Management. 19(5). pp. 575-595.

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