Customer Service

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Contents
Introduction.................................................................................................................................................3
Task – 1:.......................................................................................................................................................4
1.1 Different reasons involved for using customer service policies.........................................................4
1.2 Purpose of evaluating customer service policy, including how this helpful for further staff training
and development....................................................................................................................................5
Task – 2:.......................................................................................................................................................7
2.1 Different methods of communication and how these are used to get better output........................7
2.2 Analysis of how customer perception is influenced by customer service provision..........................8
Task – 3:.......................................................................................................................................................9
3.1 Assessment of different sources of information on customer requirements and satisfaction levels 9
3.2 Implementing research on customer requirements and satisfaction levels of Viktor Restaurant,
suggesting potential improvements......................................................................................................11
4.1 Delivering customer service and service environment....................................................................12
4.2 Reviewing my own performance in the delivery of customer service, as well as recommendation
for improvement...................................................................................................................................13
Conclusion.................................................................................................................................................13
Reference..................................................................................................................................................14
Bibliography...............................................................................................................................................14

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Introduction
Customer service basically implies specific form of services which is served focusing on
customer requirements. Such type of services happen before, during and after of any type of
services. It is the combination of some steps which help a marketer in achieving customer
satisfaction. This paper is prepared focusing on the customer service applicable for hospitality
industries in context of UK. Different aspects of customer service in hospitality industries are
elaborately discussed here for completing this paper. This paper is accomplished according to the
requirements and few tasks are shown for giving this paper a complete picture.

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Task – 1:
1.1 Different reasons involved for using customer service policies
Hospitality related organizations usually make customer service policies for ensuring best
service in their hospitality environment. Aim of this customer service policy is also achieving
maximum customer satisfaction. Different hospitality organization prepare different pattern of
service policies but here is given some reasons for using such kink of customer service policy in
context of Bulgari hotel and Viktor restaurant of UK.

Continuous improvement: hospitality organizations want to continuously improve their

services for further growth and expansion. In this purpose such organizations strictly maintain
customer service policies only for making loyal customers. They use customer service policies to
know about customer’s expectation.

Building profitable relationship: hospitality organizations maintain customer service policy for
building profitable relationships with customers. Customer services are maintained for making a
stranger into a loyal customer.

Loyalty maintenance: hospitality organizations just try to prove that they are very loyal towards
consumers. Hospitality organizations expand their profit margin through maintaining loyalty
with the help of customer service policy.

Lifetime value achievement: customer service policy is very popular term used by hospitality
organizations. They try to increase customer involvement with them, try to cooperate and solve
individual’s problem. In this prospect mission is making a customer into a lifetime customer
which is availed by customer service policy only.

These are some reasons for using customer service policies at Bulgari hotel and Viktor restaurant
of UK. Actually these policies are containing some strength and some weakness in its economy
where strength is all of these policies are very helpful for retaining existing customers but
weakness is these may not enough for further growth and expansion. In such situation I want to
propose some other policies from my point of view.

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Complain policy: complain policy will provide opportunity to consumers in giving complain
against hotels and restaurants. This kind of policy will definitely help in achieving customer
loyalty. Hospitality industries can use this for further growth and expansion.

Need assessment policy: need assessment policy will help in making customization for
hospitality related products and services. Customers will be eligible to assess their needs through
this policy.

Special policy: some special policy can be undertaken for some special consumers. For example
a separate policy can be taken for peoples who are handicapped. This kind of policy is very
effective in gaining customer satisfaction.

So now the fact is how these policies can be improved. This policies must be implemented when
hospitality organization think ahead from some traditional customer service policies. If proper
customization can be implemented then all of these must be implemented but at first
organizations should think forward to implement this.

1.2 Purpose of evaluating customer service policy, including how this helpful
for further staff training and development
Purpose of evaluating customer service policy:

Purpose of evaluating customer service policy is associated with understanding whether the
existing policy is properly working or not. Customer service policies are prepared for making
profitable and loyal customers. Better customer service policy indicates better customer
satisfaction. Activity of this customer service policy doesn’t ends only after implementing valid
policy but it need to be justified time to time. An audit is incurred to know whether this policy is
currently working or not.

Bulgari Hotel and Viktor Restaurant of UK also have its own customer service policy and both
these organization evaluate the effectiveness of its policy time to time. Purpose is evaluating the
effectiveness of its policy and also identifying new aspirations from customer service policy.

As I get order to evaluate customer comments, I will prepare a questionnaire to understand better
about customer perception. Some key issues will cover my questionnaire which is as follows
here:

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  How frequently do you come here? (Monthly/ weekly/ by annually)
 If you asked to rate this hospitality, what will be your opinion? (Satisfactory/ average/
frustrating)
 Will you prefer to come back this hospitality again? (Yes/no)
 What is your satisfaction level? (80%/ 40%/ 60%)
 Will you refer this hospitality to your known persons? (Maybe/ yes/ never)
 Have you ever face any problem to this hospitality? (Yes/ no)
 Have you ever noticed service is not satisfactory? (Yes/ no)
 Please rate the overall efficiency of our staff on a scale of 1 to 5
 Generally how fast services are ensured? (Promptly/ time consuming/ satisfactory level)
 Please make comment if you want to change something from this hospitality.

An evaluation process must be implemented to understand better about result of this

questionnaire. A small team can prepared for inspection in this purpose. Precautionary measures
should be taken instantly if any problem is found. This research should implement more
efficiently and consistently. It needs to ensure customers that authority is really concerned about
them and if they do so with systematic manner then definitely customer satisfaction will
increase.

Assist in future training and development:

Hospitality organizations deal with customer satisfaction because larger customer satisfaction
results in larger profit maximization. A questionnaire is prepared focusing on Bulgari Hotel and
Viktor Restaurant of UK to understand better about customer satisfaction toward this hospitality.
If any problem is found then authority will know more about customer’s preference as well as
their expectations. 0nce they identified their lacking in hospitality, definitely they will able to
overcome all lacking with further training and development.

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Task – 2:
2.1 Different methods of communication and how these are used to get better
output
As now authority of Bulgari Hotel and Viktor Restaurant want to improve communication
between customers and staffs, a self checklist is prepared which will be helpful for self
development of employees. Employees of this hospitality must consider all aspects from here for
their own development needs.

Method of Correct How method is Advantages of Disadvantages of

Communic circumstances of effectively used the method the method
ation using methods
Physical Usually This method of Customer Extra training cost,
method hospitality communication will satisfaction, miscommunication
organizations use be effectively used larger profit
physical method when every staff will margin,
of communication be trained for this reputation,
for customers kind of
who are blind. communication
Use of When Different Message can be Expensive than
technology communication technologies related easily normal
need to occur to communication transferred to communication,
between larger need to connect for larger group of further training
group of using this kind of customers, increases extra cost
customers then communication. helps to save
technology is time and reduce
used. pressure
Personal When friendly Personal appearance Directly affects Personal approach
appearance and more method of to the profit of an employee may
intensive communication can maximization, not liked, some
communication is be implemented helps in people don’t give
needed rather properly when all creating loyal this much
than some staff are properly customers importance

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 structured trained and have
communication much ability to
appear better in any
situation
Body When clarify By ensuring correct Understanding Can create mislead
language need to keep in body language, become easier, if doesn’t happen
the when method is used helps in accurately, body
communication, to explain more creating language may not
when easily impression liked by some
communication is customers
happen both
verbally and
physically.

2.2 Analysis of how customer perception is influenced by customer service

provision
Customer perception depends on the quality of customer service provision and this is applicable
for any kind of hospitality organization. Perception can be positive as well as negative where
positive perception implies customer satisfaction and negative perception implies dissatisfaction.
In this answer some key points are discussed to show how customer perception is influenced by
customer service provision.

Service Customer perception varying situations

dimension
Conformanc Usually customers make short research through internet on a particular
e to hospitality where they want to go for filling their needs. Finally they come to that
specification hospitality for filling their needs but if they found any deviation between
advertisement and actually facility then their perception goes down.
Quality Customers are very conscious now about the quality of facility. Hospitality
maintenance organizations try to maintain quality but a sudden mistake in quality maintenance

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 leads to create negative customer perception on the other hand appropriate
quality maintenance help in creating positive customer perception towards
hospitality.
Promotion Promotion is another tool that directly affect to the customer satisfaction.
Promotion helps in retaining existing customers and creating new customers for
the hospitality. When promotion is preferred by customers then obviously their
perception positively influenced and vice versa.
Loyalty Loyalty maintenance is a key tool in customer service provision. If organization
can prove their loyalty then customer will obviously express good perception.
Service Service evaluation is the process by which hospitality organizations give
evaluation opportunity to customer to mark their services. If they give any recommendation
and and when it is maintained in a proper way then there creates good customer
implement perception.
actions

Task – 3:
3.1 Assessment of different sources of information on customer requirements
and satisfaction levels
Hospitality organizations relay on feedback methods for identifying different sources of
information depending on customer requirement and satisfaction level. This outcome is prepared
focusing on the Bulgari Hotel and Viktor Restaurant of UK and different feedback methods are
discussed here to clarify how these tow organization obtain customer feedback.

Surveys: hospitality organization like Bulgari Hotel and Viktor Restaurant does frequent survey
on its customer with the help of questionnaire form. Customer opinions, their expectations, any
unnecessary inclusions are identified through this survey. Basically this is a very common
feedback method for identifying customer requirements and satisfaction.

Pros and cons of survey: pros of this customer survey are this is an easy way to assess customer
perception and satisfaction where cons are sometimes questionnaire form doesn’t cover all
needed asking.

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Feedback boxes: feedback box is given to the website of Bulgari Hotel and Viktor Restaurant
for ascertaining customer feedback. Customer can express their opinions through this feedback
box very easily.

Pros and cons of feedback box: pros for maintaining feedback box is customer can access it
very easily from any location where con is some people don’t fill this form.

Reach out directly: reach out directly is one of my favorite methods of obtaining customer
feedback. Responsible person directly go near customer for obtaining their perception here.

Pros and cons of reach out directly: this is a time consuming feedback collection process but
its most effective one. Usually authority often fails to reach near each customer.

User activity: user activity is a more customized feedback collection method through internet.
This feedback method uses “Customer Analytics” method by which individual’s activity is
tracked. Authority of Bulgari Hotel uses this method for gaining more accurate customer
feedback.

Pros and cons of user activity: this feedback method is complex and more expensive in its
operation but historical data says it’s most effective from other options.

In message surveys: this is a survey system where HTML code uses to collect customer
feedback. Hospitality organization uses chat or email option to collect customer feedback.
HTML codes come to the browser software and customers can access this very easily.

Pros and cons of in message surveys: main advantage of this feedback method is it can be sent
in a conversation where disadvantage is HTML language cannot be uses in every chat.

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3.2 Implementing research on customer requirements and satisfaction levels
of Viktor Restaurant, suggesting potential improvements
For accomplishing this task we prepared a short research on fifty peoples who said they already
visited Viktor Restaurant. We accomplished this survey in questionnaire basis where we asked
same question to different group of peoples. Here is given outcome of our survey:

1. How frequent do you visit Viktor Restaurant?

Answer: 59% people reply two or three times in a month, 8% people said they go Viktor
Restaurant regularly, 33% people said they go there once in a week.

2. What’s your satisfaction level in this restaurent? (70%/ 50%/ 60%)

Answer: 29 people reply their satisfaction level is 70% where 21 people said its 60%.

3. If you asked to rate this hospitality, what will be your opinion? (Satisfactory/ average/
frustrating)

Answer: 41 people said its level is satisfactory but 9 people said it’s almost average.

4. Will you prefer to go back this hospitality again? (Yes/no)

Answer: everyone said “yes we will”

5. Will you refer this hospitality to your known persons? (Maybe/ yes/ never)

Answer: 30 people said ‘yes’ where 20 people said ‘maybe

6. Have you ever face any problem to this hospitality? (Yes/ no)

Answer: everyone said ‘no’

7. Have you ever noticed service is not satisfactory? (Yes/ no)

Answer: except 1 everyone said yes it is.

8. Please rate the overall efficiency of the staff of Viktor Restaurant on a scale of 1 to 5

Answer: 27 people rated 5and 23 people rated 4

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9. Generally how fast services are ensured? (Promptly/ time consuming/ satisfactory level)

Answer: everyone said it’s in satisfactory level

10. Do you think any improvement is needed for Viktor Restaurant?

Answer: 12 people said they were not sure but others said they will love to experience
something new

Improvement proposal:

From this survey we can understand most customers are satisfied towards this hospitality but
I would like to suggest some potential improvement proposals. I think it will be better if this
restaurant reduces price level in some specific dishes. If discount can be given then it will be
better also. More customization is also needed I think.

4.1 Delivering customer service and service environment

Operating role of customer service for restaurant related organization is divided into two type
of activity, one is leading as a cashier and another is serving as an order taker. Delivering
customer service means doing everything as desired by a customer. Even it is the
combination of all activities need for satisfying a customer. Different customer care officers
work together for ensuring rapid customer service. Customer care managers does similar type
of activity everyday which includes order taking and delivering within the given time. Order
taking and delivering activity may be accomplished by similar customer care manager but
main task is preparing product maintaining the order. Customer care manager must be aware
about the available time in this manner. When orders are prepared maintaining all
requirements and delivered within given time then customer service activities are completed
but it need to keep in mind any problem in service delivery is contrary to the organizational
policy. Therefore both good and bad customer service policy creates impact for the entire
hospitality.

Impact of good customer service obviously includes customer satisfaction, loyalty, customer
involvement, long term profitability. At the same time bad customer care service affects

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 greatly on operational efficiency. Even if customer service is not ensured accurately then it
can affect in the profit marginality.

4.2 Reviewing my own performance in the delivery of customer service, as

well as recommendation for improvement

Though my duty is to managing all activities over the entire hospitality but I need to do customer
service delivery related activities also. In this task I play the role of delivering entire service
related activities. As I am working in this sector from long time I can do work under pressure
also. I can manage different kind of orders at the same time. At first I take order then assess them
according to products similarity. I need to focus on delivery time which helps me in placing
orders. I think I can deliver customer services very well than others because I have power to
convince customers also. I have enough ability to take several orders at a time and I can manage
this also easily. A big challenge in my job is getting all orders accurately and assembling them
for customers. Basically it is the activity where need most times of our work but I can finish this
early among any other customer care manager of this hospitality.

Although I am performing my job in a satisfactory level but I want to say there remaining some
scope also for huge improvement. I think if coordination is developed within the supplier and
order taker then this activity can be faster than present. Strategic tactics need to be implemented
while taking orders. Front desk officers should have enough quality to keep customers busy so
that they find enough time to make the delivery.

Conclusion

Customer service has always been very important activity for hospitality related organizations.
Actually existence of hospitality industry depends much more on the effectiveness of customer
service. Hospitality organizations are also very concerned now about their customer service
delivery. They know it very well it is only customer service that can give them maximum
profitability.

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Reference

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