The Imperial College of Australia

SITXCCS007- Enhance customer service experiences

CASE STUDY-Scenario D

BACKGROUND INFORMATION

The Mayfell Hotel is a four-star hotel located near a business district and 20 minutes from the local
airport.

It has 56 rooms, ranging from standard Queen and King rooms to deluxe King suites and one Executive
suite. Room rates vary based on the type of room, its view (garden or forest) and height within the hotel
(low, middle or high floors).

If offers the following facilities.

 Reception is open from 7.00 am to 11.00 pm with an after-hours bell for late arrivals. Guests can
enter the hotel afterhours through a side door in the entrance area using their room key.
 The open foyer area has seating for meeting friends or conducting casual business meetings.
 A coffee shop on the ground floor offers breakfast, snacks and full meals from 6.00 am to 9.00 pm,
seven days a week.
 A fully licensed restaurant on the first floor has an international à la carte menu, and is open from
6.00 pm to 10.00 pm, Wednesday to Sunday. Bookings are recommended, especially on Thursday
to Saturday nights.
 Room service is available from 5.30 am to 9.00 pm. A menu is located in the guest rooms.
 The health club on the first floor offers a range of basic, standard exercise and weight training
equipment. Guests can access this area using their room key from 6.00 am to 9.00 pm. It is
unsupervised so guests use equipment at their own risk.
 A car park is located underneath the hotel for guest parking. It is free of charge for hotel guests and
$5 per hour for visitors. It is accessed via a ramp to the left of the hotel’s driveway. Guests must
obtain a car park tag from reception after check-in to open the boom gate to enter and exit the car
park. Hotel lifts are located in the basement foyer and accessed using the room key.
 The hotel offers unlimited WiFi to guests for an additional fee of $5 per day. Reception will issue
written instructions and access codes to guests on acceptance of the fee.
 The business centre is available for guest use at any time via their room key. It offers free WiFi,
colour printing and scanning facilities, and writing materials and envelopes. Additional services,
such as binding of documents, are available during business hours through reception.
 The hotel does not offer porter service. Customers are expected to transport their own luggage to
and from their rooms. Small trolleys are available to guests with extensive or heavy luggage.
Guests are expected to return the trolleys to reception once they have finished transporting their
luggage.
 The hotel does not currently maintain a database of customer information or customer profiles.
 The hotel does not currently provide any information about tours, festivals and events in the area
for customers.
 The hotel currently does not offer package deals with accommodation and meals, or packages with
any other affiliates in the local region.
 The hotel currently does not have a loyalty program.
 Business has been declining with a limited number of guests returning for another stay.

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Learner assessment guide and evidence

This assessment requires you to use the information provided to:

 Create a customer profile.
 Use this profile to provide tailored products and services.

You are required to do the following.

 Read the Scenario background information.
 Complete Tasks 1 and 2 in Scenario D.
 You are to provide answers to each of the questions in a separate document using MS Word
or similar word processing tools. Your document should be professionally formatted with
question retyped and answered,
 You must answer all questions satisfactorily to achieve competency in the unit. The extent of
responses required will vary by question

Task 1: Develop customer profiles

You are the new hotel manager at the Mayfell Hotel. You cannot believe that the hotel does not have a
database of customer information or at the very least, have customer profile information. This information
is critical to cater for customer needs.

There are a few things that must be changed, but creating a database of customer profiles is the priority.
Question and answer
Q1: What customer information will you include in the customer profiles? List at least five.

1. Age.
2. Location.
3. Hobbies.
4. Job title.
5. Income.
Q2: What technology will you use to store the customer information in? Be specific and provide an
example of such a system.
I will use Customer service technology is a range of software and hardware solutions that improve the
customer experience and empower your agents to deliver better support. Companies can use a
range of different tools both on the customer side and internally, on the agent side.
 Q3: Explain the features and the benefits of using this technology.
 Customer growth and retention
 Lead conversion
 Increase in business revenue
 A decrease in marketing cost
 Project management
Task 2: Provide personalised service

It has been a few months since you have created a database of customer profiles and each new
customer has been added.
You have used your database information to get anonymous feedback from the customers.
You have collated the information and this is the feedback you received.
 Room service finishes too early. It should go to at least 11pm.
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 For these prices we should be offered a porter service.
 The training equipment in the health club is out of date and there is not enough of it.
 A meals package should be included with the accommodation.
 You don’t have any package deals with local tours, festivals or events in the area.

Based on this feedback you would like to implement some changes to the hotel’s services to improve the
customer experience.

Q1: List the services you would like to provide for customers?
Traveller Type (Leisure, Business, Group, Transient, etc.)
 Where They Go to Find Hotels
 Birthdays and anniversaries and other special occasions celebrated with you before
 Special requests made: newspaper delivery, view, extra pillows or a particular alcohol in the mini
bar
 Special needs
 referred products, services, room or table
 How the customer likes certain foods cooked or prepared
Q2: What extras or add-ons could you introduce at the hotel to enhance the customer experience?
 Additional tours or cruises
 Cocktails and liqueurs to enhance the dining experience
 coordination services at events and conferences
 Entrance to events, festivals and entertainment scheduled during customer stay at the destination
 Entrance to major attractions at the destination
 Extra food items
Q3: The Mayfell Hotel is now affiliated with a major local airline. What add-ons could the airline offer
your customers?
a launch new package deals with accommodation and airplane.

• b.provide early check in/late check out according to airline schedule

C Additional destinations.
D Flight fuel emissions offset fee

E Local guiding services

F Optional meals and dining experiences

G Prepayment of baggage charges

h. Prepayment of in-flight meals

i. Pre-travel seat selection

J Private car transfers in lieu of regular transportation options

k. Special offers or packages

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Q4: What extras or add-ons can you provide in the hotel’s restaurant to improve the customer’s
experience?
Every customer should be provided with things specially requested by him
Shower stool is must in every washroom
If customer taking meals in restaurant must be given discount

Use the information below to answer Q5 – 8.

You are checking in a returning customer, Barry Biswell. From his customer profile you know the following
information.
 Contact phone numbers including mobile.

 It’s his birthday today.

 On the last visit he made a special request for newspaper delivery, extra pillows and a room with
a view.
 He also requested a shower stool on his last visit.
 At the restaurant he preferred his steak to be well done.
 He has breakfast and dinner in the restaurant each time he stays.
 He complained about the fact that housekeeping did not provide him with clean towels each
morning.
 He has never received a discount or special offer.

Q5: What action could you take to ensure you give Barry personalised service? List at least three.
Free cake should be offered
Special newspaper should be given
Offer special discount.
Q6: How does providing personalised service promote repeat business?
Q7: What positive communication strategies will you use with Barry? Explain how this is beneficial for
enhanced customer service?
Firstly, I would be very apologetic for his past bad experiences and would be very polite andcourteous
with him. I would wish him his birthday with a very happy and enthusiastic tone that hewould realize
that we actually care about our customers. I will show him empathy with my words andensure him
that his experience would be far better than last time and he would leave happily.
Q8: What other add-ons could you advise Barry of?
I could advise him if he would like to get pick and drop service during his stay.And I would also offer him If
he would like to avail room service for the breakfast if he likes
Q9: You are checking in a new customer. Her name is Leslie.
Here is her customer profile.

 Name and contact details.

 She has two children, aged six and two.
 This is her first visit.
 She has requested extra pillows and a cot for her toddler.
 She has asked about kid friendly restaurants and events in the area

 What different needs will Leslie have compared to Barry.

Leslie needs will be completely different from Barry as she is the mother of whereas Barry
was a single person. Leslie will give preference to what make her kids comfortable rather
than herself. So here we need to look after the needs of two kids as well. Their food
preference and sleeping requirements would be different like she has asked for cot unlike
Barry who wanted a newspaper.

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Q10: You are thinking about creating a loyalty program for the Mayfell Hotel.What type of loyalty
program is suitable for the hotel? Explain how it would work.
A loyalty program suitable for the Mayfell Hotel would include a certain amount of discount/low pricesas
compare to the other guests. There would be a points system which would be rewarded in to reach
a certain number of points for instance if a guest would have 200 points he can have a free dinner
from hotel’s restaurant. As the number of points would reach the number of 1000 it would give one
night free stay at hotel. And a guest would earn number of point every single time they would stay
in the hotel.The loyalty card would also give the benefit of having a porter’s service. Free pick up
from airport.

Assessor checklist
To be completed by the assessor.

Learner’s name:

Did the learner successfully demonstrate evidence of their ability to do the Completed
following? Yes No
Determined customer preferences, needs and expectations.
Provided advice to customers about appropriate products and services to meet their
needs.
Offered extras and add-ons and provided tailored and additional products and services.
Identified customer profiles to enhance service delivery.
Provided tailored products and services based on customer profiles.
Identified various extras and add-ons to enhance the customer experience.

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Did the learner successfully demonstrate evidence of their ability to do the Completed
following? Yes No
Identified and explained a loyalty program.
Identified features and uses of a customer database.

Assessment Outcome
Result Satisfactory Not Satisfactory
(Please Circle)

Student Signature:

Assessor’s Comment:

Assessor’s Signature:

Date:

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