Report on Customer Service policy

Sample on CUSTOMER SERVICE POLICY

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TABLE OF CONTENTS INTRODUCTION........................................................................................................................... 3 TASK 1 ........................................................................................................................................... 3 TASK 2 (1.2)................................................................................................................................... 3 a) The need analysis of different type of customer .....................................................................3 b) Customer feedback survey questionnaire................................................................................ 5 c) Methods used to collect customer research data......................................................................7 d) Recommendations for improvement....................................................................................... 8 TASK 3............................................................................................................................................ 8 a) Producing text table to identify different types of communication (2.1).................................8 b) Devising a self assessment questionnaire which is used by staff during training ................ 10 TASK 4 ......................................................................................................................................... 11 CONCLUSION..............................................................................................................................11 REFERENCE.................................................................................................................................12

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INTRODUCTION Customer service is considered as a systematic process applied by business enterprises that are associated with hospitality business for ensuring the satisfaction of consumers with the help of wide range of services. In this process, every business entity tries to apply innovation and creativity within service rendering process that has a significant impact on the customer service level. This approach further helps the organization in increasing the productivity and profitability of company as per the current market trends (References Brownell, 2010). In addition to that, an appropriate customer service policy has found to be effective in development of wide range of services along with the advancement in service rendering process. This approach supports company in the facilitation of valuable services to customers along with the professional assistance during and after delivering the goods and services.

The present report is going to discuss different aspects of customer service policy with reference to different operations of InterContiental Hotels Group (IHG). It is UK based hotel chain which is managing the business in all over the world. Presently, InterContiental Hotels Group is having different hotels and restaurants in more than 100 countries with 4800 hotels (IHG About us, 2015). The customer service policy has played an important role in the success of hospitality firm. Therefore, IHG is identified as one of the leading hotel groups of the world.

The need analysis of different type of customer IHG is termed as one of the leading retail chains that are operating in all over the world.

The success of hospitality organization is greatly depends on the quality of services, satisfaction of consumers, creative services, etc. Since, it has been identified that the management of InterContiental Hotels Group is facing a significant increment in complaints of consumers about Toll Free No. +44 203 8681 670 Mail Us: help@assignmentdesk.co.uk Assignment desk provides assignment help from professional UK writers.

different kinds of services that are provided by the hotel (Schmitt, 2011). Therefore, it is crucial for company for taking appropriate decisions in order to resolve different issues. Therefore, management carries out need analysis that plays an important role to address change in interest and lifestyle of consumers that has a great impact on the requirement of hospitality services. This approach supports organization in handling different needs of customers in the best possible manner. By assessing change in needs and interest of consumers, business entity is able to offer such services with appropriate quality that influences the satisfaction level of customers (Victorino and et. al., 2005). Thereafter, it will help in building trust and cooperation among managers and customers. In this regard, need analysis of consumers is carried out as below: Leisure Need: The customers of IHG mostly visit the hotel for spending some leisure time with their friends and family as guests always want some unique experience from the hospitality staff. Therefore, it is essential for the staff and management of hotel organization in order to facilitate appropriate recreational facilities with the help of unique and creative service rendering process (Yagil, 2008). In this context, IHG needs to facilitate distinct services as per the needs of consumers that belong from different demographics such as games for children, disc, swimming pool, spa, etc.

Business Need: The emergence of globalization has provided significant opportunities to the hospitality business. This is because; there are many customers who visit IHG for fulfilling their business needs in the form of meetings and conferences. There are many external delegates that organize different business meetings and conferences within hotel where companies can assess all kinds of food and other related services from different business needs (Kotler, Bowen and Makens, 2006). For the attainment of distinct needs of business consumers, hotel needs to have proper facilities which are necessary for handling different business operations in the form of projector, mike and other devices.

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Events Need: In the contemporary business environment, hospitality firm requires to manage different arrangements as per the distinct or special needs of customers who want to organize some special events like birthday party, wedding etc. within IHG. For handling different events, hospitality firm requires to manage a wide range of services such as physical and human (Shaw, Bailey and Williams, 2011). Therefore, hotel should have required human resources like chefs, waiters, bartenders and security guards that are necessary for organizing the grand events. By considering distinct needs of consumers, management is able to manage various resources that would reduce the number of complaints.

Customer feedback survey questionnaire In order to ascertain the reason of increasing customer complaints and dissatisfaction among customers, the management of IHG can use below mentioned feedback. Survey questionnaire can be used that would help the manager for identifying the needs and preferences of customers: 1. Do you think that services provided by staff of IHG have met your expectations?

Highly satisfactory Satisfied Indifferent Dissatisfied Highly dis-satisfactory 2. What you liked more about the Hotel?

Creative services Good behavior of staff Toll Free No. +44 203 8681 670 Mail Us: help@assignmentdesk.co.uk Assignment desk provides assignment help from professional UK writers.

Taste of food Other purpose, please specify _____________.

3. Do you agree that service rendering process followed by hotel staff is appropriate?

Highly Agree Agree Indifferent Disagree Strongly disagree 4. Are you satisfied with the behavior of staff members?

Highly satisfactory Satisfied Indifferent Dissatisfied Highly dis-satisfactory 5. Do you think that the staff members have effectively communicated with you?

Strongly agree Agree Neutral Disagree Strongly disagree 6. Are you satisfied with the club card reward program of IHG? Highly satisfying Satisfactory Indifferent Toll Free No. +44 203 8681 670 Mail Us: help@assignmentdesk.co.uk Assignment desk provides assignment help from professional UK writers.

Dissatisfied Highly dissatisfying 7. For what purpose you mainly visit IHG? Leisure time Business requirements Special events Other purpose, please specify _____________.

8. How does IHG improve its service rendering process?

By applying creativity By using latest technologies By increasing skills of workers 9. In which category would you like to rate hospitality services of IHG? Worst Average Good Best 10. Please provide your valuable suggestions in order to amend the services of IHG. _____________________________________________________________________.

Methods used to collect customer research data The satisfaction level of consumers within hospitality industry is greatly influenced by quality and variety of services. Therefore, hospitality organization applies different tactics of collection associated with the qualitative and quantitative methods. These tactics are explained below: Toll Free No. +44 203 8681 670 Mail Us: help@assignmentdesk.co.uk Assignment desk provides assignment help from professional UK writers.

Qualitative methods: The information collected through qualitative methods is identified as a most important element in determination of service quality and variety of services within hospitality business.

Interviews: It is considered as most important tool in which hospitality firm can take interview of customer after providing services. This approach will help hotel in knowing the experience of guest within the hotel and management can assess suggestion from guests regarding improvement in services (Jones, Hillier and Comfort, 2014). In this process, business entity can conduct a telephonic interview to assess perception of consumers about IHG. For example: Chefs of Leon restaurants take reviews from visitors about quality and taste of food dishes.

Direct Observation: This method is considered a different from interviewing which the observer does not actively query the respondent. In this process, management of IHG is able to assess behavior and expression of workers through pictures, photos or drawings about different products and services (Keyton, 2006). It is very quick medium of primary data collection. For example: Thorpe theme park, Surrey has placed different CCTVCamera near different rides to capture expression of visitors during the ride.

Quantitative methods: This approach assists managers in collection of facts and figures about satisfaction level of consumers and business growth through which management can take appropriate decisions: Survey: It is addressed as a most important method that plays important role in order to carry out an in-depth market research to assess needs and preferences of customers. For this approach, management uses surveys by using an appropriate questionnaire through which management is able to collect wide range of data (Hormby and et. al., 2010). This survey further help the management of hotel to take appropriate business decisions.

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Recommendations for improvement To resolve different issues associated with satisfaction level of consumers, IHG needs to implement below mentioned recommendations: Improper communication among staff members with consumers: As per the customer survey, it has identified that lack of communication skills among staff members leads problems for understanding of actual needs of consumers. Therefore, management needs to implement an appropriate communication system with the proper training in order to influence flow communication.

Lack of creativity in service rendering process: As per customer survey, it has been analyzed that regular consumers of IHG have not found any improvement and uniqueness in service rendering process (Communication skills for managers, 2014). In this regard, management should take views from consumers and employees for development and improvement in existing service rendering process.

Producing text table to identify different types of communication Communication is identified as a most important tool for organizational success. Some of the methods of communication are mentioned below that are used by management and employees of IHG. Communication method Oral Communication

Description In the hospitality business, efficient oral communication skills among employees help management in order to influence satisfaction level of consumers. Therefore,

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management of InterContinental Hotels Group

is

always trying to increase oral communication skills of employees (How Are You Communicating to Your Team?, 2015).

Therefore,

management

understanding

of

tires

different

to

increase

languages

and

the other

communication skills through which employees can understand distinct needs of consumers belongs from different culture.

Written Communication

It

is

considered

as

most

traditional

style

of

communication in which messages and information are communicated in written form (Schmitt, 2011).

This approach of communication increases effectiveness of communication which is carried out through message board that is considered as electronic medium through which different individuals

working in different

departments of IHG can acquire the information directly from any server.

Electronic Point of Sale

This system is connected with centralized computer and networking system of hospitality organization.

The electronic system manages communication among different departments of IHG hotels through which employees can assess wide range of data associated with

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as number of guests present in hotel, upcoming bookings, stay duration, checkout schedule and payment procedures etc. that assists in handling of various hospitality services (Yagil, 2008).

Touch Screen System Pager

These devices are provided to hospitality staff who are working in different divisions such as waiters, room service, front office executives and linked with central network system.

It facilitates high speed communication among different departments. For example: If a guest check out from hotel than this information is provided to housekeeping department to manage room for new visitors.

Devising a self assessment questionnaire which is used by staff during training A self-assessment questionnaire during staff training has been found very effective to assess the impact of customer's perception on performance of workers.

Questionnaire 1. Are you aware about social and cultural factors that play

Response Yes

No

Yes

No

important role during the purchase decisions of consumers?

2. Do you assess any communication related problems dealing with guests belong from different culture?

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4. Do you think that visitors are satisfied with your response

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

Yes

No

regarding complaints of consumers?

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

6. Did you find any communication related issues while managing different services with the help of other workers.

7. Have you faced negative behaviour of guest due to improper services?

8. Do you think that the lack of coordination among different departments within hospitality business leads negative impact on services quality?

9. Do you think that creative services play important role to get positive feedback from consumers?

10. Did skill development programs support you in handling of customer?

As per the above self-assessment questionnaire, employees who are working in IHG hotel can manage self-evaluation by considering feedbacks and reviews of clients. This approach has been found very effective for employees for understanding the benefits of an appropriate complaint management system. Therefore, this evaluation provides an opportunity to staff members through employees can manage their learning of various new tactics and procedures.

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CONCLUSION As per the above study it can be concluded customer service plays most important role in hospitality sector that has direct impact on the performance of organization along with satisfaction level of clients. In context of hotel industry, this report has found that it is very essential for every business entity associated with hospitality business to manage different business practices as per the expectations of clients. On the other side, the study has helped to reveal different communication mediums through which management is able to increase efficiency of business entity along with service quality.

REFERENCE ●

Hormby, S. and et. al., 2010. Marriott International increases revenue by implementing a group pricing optimizer. Interfaces.

●

Jones, P., Hillier, D. and Comfort, D., 2014. Sustainability in the global hotel industry.

International Journal of Contemporary Hospitality Management.

●

Keyton, J., 2006. Communication research: Asking questions, finding answers. New York: McGraw-Hill.

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Kotler, P., Bowen, J. T. and Makens, J. C., 2006. Marketing for hospitality and tourism (Vol. 893). Upper Saddle River, NJ: Prentice hall.

●

References Brownell, J., 2010. Leadership in the service of hospitality. Cornell Hospitality Quarterly.

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