Customer Service and

Quality Management

https://www.slideserve.com/wendell/solid-steps-of-
christian-growth-a-study-of-2-peter-1-1-11
DEFINITION:
• Customer Service
– how one delivers a product or service
Examples:
> Products - Hotels providing accommodation / Restaurants selling food /
> Services – Bartender Mixing and Serving Drinks / Food Attendant taking and serving orders and taking
care of the customer’s needs

• Quality Customer Service

– refers to great customer service which is quick, easy, personalized, and
empathetic.
- includes accessibility, efficiency, cost-effectiveness, and satisfaction
OTHER DEFINITIONS specifically related to Hospitality and Tourism:

Customer service takes care of business and provides a good

service. Hospitality is when you give selflessly to make an
experience happen for your guests. (must apply altogether)

* hotel customer service - refers to the care provided

by hotels to guests before, during, and after their stay.

Hospitality can mean many things, but for me, it means being truly caring,
trusting and investing in customers. It's hospitality that makes businesses strong
and helps eliminate anxiety created by the paradox of choice—the
overwhelming amount of options that customers are faced with on a daily basis.
WHY DO YOU THINK THERE IS BAD AND
GOOD CUSTOMER SERVICE?
 3 Keys in Delivering Great Customer Service
1. The Influence Of Smile

- this helps with the inflection of voice, allows you to build connection with your
guest, and makes them feel at ease

- Example < say while smiling and not > :

"Welcome to Asiatech Restaurant. Do you have any reservation?“

 3 Keys in Delivering Great Customer Service
2. Getting and Showing Right Energy
- This is achievable if you hang around with the right people because it will
reflect to your work performance
- Have a good meal
- Listen to good music and use humor
3 Keys in Delivering Great Customer Service
3. Staying Positive
- Know that negative situations open doors of opportunities as well
- Learn from mistakes
- Realize that you cannot please everybody so in the future , it will be
easier for you to not take customer’s complaint personally and be
able to deal with it gracefully
 Activity #1
• Based on what we have discussed, as well as what the
videos have presented, write at least
1 scenario that shows BAD Customer Service,
and another 1 for GREAT Customer Experience.

(send your answers to me directly)

 Activity #1
• For BAD Customer Service :
If you’re the attendant, what do you think are the best
actions to take to avoid bad customer service and turn
the situation favorable or positive?

( RECITATION )
Customer Service and Quality
Management in Hospitality
Industry
THE IMPORTANCE OF CUSTOMER SERVICE

“MARKET RESEARCH”
- the process of determining the viability of a new service or
product through research conducted directly with potential
customers.

- keeps customers satisfied because through this, you’ll be able

to identify customer’s needs and/or preferences.
WHAT AFFECTS WHETHER CUSTOMERS’ EXPECTATIONS
ARE MET? (in relation to market research)
• Reliability/quality of the product/service;
• Consistency over a period of time – how does it match up to the last good/service
purchased?
• The speed and flexibility of delivery – can the organization accommodate the
customer’s needs, for example, can they deliver within 24 hours?
• Courtesy and attitude of staff – from those on the shop floor to the delivery drivers;
• The information given about the product – was it accurate? Did it do all the
business claimed it would do?
• How did the organization react if help was needed? Were staff happy to assist the
customer?
HOW CAN CUSTOMER SATISFACTION
BE MEASURED?
BY ---> MARKET RESEARCH

Organizations often survey customers or ask

for feedback to ensure that high standards
of customer service are being met or to find
out if there is any way things can be made
better.
Can you think of any methods a
business could use to get this
information?
Methods a business could use to get information:
• a written survey or questionnaire is posted out to customers;
• telephoning customers to ask pre-set questions;
• e-mailing customer questionnaires;
• holding a meeting of invited customers to answer questions/give opinions;
• face to face interviews given at point of sale or on entry and exit from the
business (admission/exit interview)
• mystery shoppers – who act as customers to experience the service given by
the organization.
• suggestion boxes/schemes for customers to leave anonymous
suggestions/opinions.
 TYPES OF MARKET
RESEARCH METHOD
FIELD RESEARCH
The methods of market research we have just
discussed are all methods of FIELD RESEARCH.
This involves collecting information from
customers or potential customers first-hand. This
is when PRIMARY INFORMATION is taken and has the
benefit of being up-to-date and reliable. However, it has
the disadvantage of being time-consuming and
expensive to collect.
DESK RESEARCH
Another method of market research which can be
used is DESK RESEARCH. In this method
SECONDARY INFORMATION is collected. This is
information which has already been collected for
another purpose but which can be used for a
different purpose eg. Census. This information is
much quicker and cheaper to gather but the data
may be out-of-date or inaccurate.
 USES OF MARKET RESEARCH DATA
Results of market research can be useful for finding out:
if there is a market for the product/service
the price that customers are willing to pay
the amount of competition there is
customers shopping habits
new ideas for the product/service from what customers say
they want
Instruction:
• Prepare a clean sheet of paper or any paper as long as when you
write something, it’s going to be readable.
• Everyone must open their cameras.
• Teacher will give the questions.
• Answer at the specific given time.
• Late answers cannot be accepted
• Do not put down answers unless the teacher is done already
checking it
PRODUCT RESEARCH
AND DEVELOPMENT
 PRODUCT DEVELOPMENT
- is about trying to satisfy customers by being enterprising and
coming
up with NEW products for them.
- This can involve the following activities:

Coming up with new ideas from enterprise or market research


Deciding what is the best idea to try


Designing the features of the new product


CREATING A PROTOTYPE (a working first version of the product)
Testing the prototype on some customers

Identifying improvements that could be made to the prototype

Changing the prototype in light of testing results

Deciding where to sell the product

Deciding what price to sell the product for

Deciding how to promote the product

Making and launching the final product

 If a business wishes to meet the needs of its

4Ps
customers and sell its products successfully
it must develop a strategy based on the 4
P’s – Product, Price, Promotion and
Place. How these 4 elements are combined
is referred to as the MARKETING MIX
and
will determine how well a product will sell.
PRODUCT
The good or service that the customer
purchases.

The product includes:

• quality
• packaging
• guarantee and after-sales service
PRICE
The actual amount paid for
the product or service by the
customer to the seller.
PROMOTION
The way in which the customer is made
aware of a product or service and
persuaded to buy it. Promotion includes
Advertising and sales promotions.
PROMOTION CONT’D
* ADVERTISING – this can be done via newspapers,
magazines, leaflets, billboards, television and radio
depending on the budget available.

* SPECIAL PROMOTIONS – these can be discounts, eg 25%

off or BOGOF to encourage new sales, free Samples for new
customers, money off vouchers to encourage another
purchase, for example.
PLACE
Where the customer can
purchase the good or service –
how easy it is to buy.
 QUALITY
LEARNING INTENTION: SUCCESS CRITERIA:
I understand the role that • I can explain what is meant by the
term ‘quality’ and why businesses
quality goods and services should focus on this.
can play in keeping • I can explain how using quality
customers satisfied. resources, quality control, quality
assurance and quality
management can contribute to
product quality.
What is Quality?
Imagine you are buying a new mobile
phone. What would be quality for this
product in your opinion?

Quality means different things to different

people, but businesses need to make sure
they are keeping all their customers
satisfied.
The Importance of Good Quality
Products and Services
Businesses need to make sure that they produce quality
products that do what customers expect and are
reliable.
Quality is a very important issue for a business because if
finished products do not satisfy customers then the
business could fail. This is because customers will stop
buying from the business and it could face court action
and fines if Government quality laws have been broken.
How can Quality be Achieved?
1. USING HIGH QUALITY RESOURCES
The stock and factors of production used
should be of a high enough standard to
produce quality finished products. This can
be achieved through using QUALITY
SUPPLIERS, providing TRAINING for staff
and repairing and MAINTAINING
equipment regularly.
How can Quality be Achieved?
2. USING A SYSTEM OF QUALITY CONTROL
Quality control is about checking at the END OF
PRODUCTION that products are of a high enough
quality. Any poor quality products that are found
are scrapped or sent back to be fixed. Quality
control helps improve quality because poor quality
products can be found and so are prevented from
leaving the business and going to customers.
How can Quality be Achieved?
3. USING A SYSTEM OF QUALITY ASSURANCE
Quality assurance is about setting quality standards,
making them clear to staff before they start work and then
checking that products meet these standards at EACH
STAGE OF PRODUCTION.

Any mistakes found at each stage of production will be

fixed before the product moves on. Quality assurance helps
improve quality because staff are actively working to high
quality standards and so mistakes are less likely to happen.
 MOTIVATING STAFF
There are many methods that management can use to
motivate staff to perform their jobs well and keep standards
and quality of work high.

1. QUALITY CIRCLES - are where members of the

organisation meet regularly to discuss any quality issues
and ways of improving quality. They then put their ideas
into practice and are hopefully able to see their ideas
succeed giving them satisfaction and motivation in their
jobs.
 MOTIVATING STAFF
2. TOTAL QUALITY MANAGEMENT (TQM)
- Is where all employees in the organisation are trained to achieve
the highest standards and always look for ways of improving the
production of the product. All employees take pride in the
work that they do for their colleagues and for the final
customer.