Discuss reasons for using customer service policies

Project description
Task 1: Understand customer service policies within business and services contexts
1.1 Discuss reasons for using customer service policies

1.2 Discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development

Task 2: Understand the purpose of promoting a customer focused culture
2.1 Evaluate different communication methods and how these are used to best effect

2.2 Analyse how customer perception is influenced by customer service provision

Task 3: Be able to investigate customer requirements and expectations
3.1 Assess sources of information on customer requirements and satisfaction levels

3.2 Carry out research on customer requirements and satisfaction levels for a selected business, suggesting potential improvements

Task 4: Be able to provide customer service within business and services contexts to meet required standards
4.1 Deliver customer service in a business and service environment

4.2 Review own performance in the delivery of customer service and make recommendations for improvement

Assignment Brief
1 Understand customer service policies within business and services contexts
To achieve 1.1, you will participate in an individual presentation to discuss the reasons for using customer service policies. You should like this to your organisation and the hotel industry in general. What are they used for? Give reasons why they are needed? What could happen if we did not have these policies?
To achieve 1.2, the presentation should also discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development. Explain why, as a company, we need to evaluate the policies. What could happen if we did not?
You should consider the following:
Policies: policies (structure, use, focus, customer requirements/expectations, product and
service knowledge, consultation, confidentiality, customer perceptions and satisfaction,
monitor customer service and satisfaction, influences affecting implementation, effective communication)
Quality of service: methods of assessment; customer expectations; standardised procedures;
codes of practice; staff levels (staffing levels, staff competency, flexibility, reliability and
responsiveness)
Evaluation: purpose; sources of feedback; accuracy; relevance; reliability; validity; methods of
data collection; improvements; staff training and development
Hospitality industry: industries within the hospitality industry eg hotels, restaurants, pubs,
bars and nightclubs, contract food service providers, hospitality services, membership clubs,
events
2 Understand the purpose of promoting a customer-focused culture
Your presentation for activity one has highlighted the need for improving staff and customer communications. You are asked to prepare a report that identified different types of formal and informal communications methods that may be used within the workplace. You may use a text table that will identify the advantages of good communication and how poor communication can lead to dissatisfaction of customers.
Your discussion should include how the hotel’s customer service provision, including communication, will impact on customer perception about the hotel.
To achieve 2.1, you will design and produce a ‘guide to communicate’ for the staff at the hotel. This must include methods of communication, how they are used to best effect, what could happen if they are not and the advantages and disadvantages of each method. Consider the benefits of improved communication.
You should consider the following:
Communication: types eg verbal, non-verbal body language, written; types of response; use;
effect
Customer: central role; customer service culture; identifying and analysing customer
requirements and expectations; influences of service provision on customer perceptions
To achieve 2.2, add a written part to your staff guide that examines, in detail, how customer perception is influenced by customer service provision: Explain what happens when customers receive good and bad service of communication.
You should consider the following:
Benefits of improved service: customer satisfaction, repeat business, improved reputation,
increased profit
3 Be able to investigate customer requirements and expectations
The customer services manager has highlighted the level of repeat visits by guests has dropped and there is a significant amount of negative reviews left by past customers on travel advisory websites, which has resulted in the hotel being ranked low on customer service and quality, when a prospective guest search for the hotel online. (e.g. Expedia or Hotels.com). The outcome of this situation is loss of sales and the management had to reduce the room rate in order to attract new customers.
To achieve 3.1, you are required to assess sources of information on customer requirements and satisfaction levels. What could be used and how? Why could it be effective? What are the advantages and disadvantages of these methods? What would it identify and why is this useful? Following your assessment, produce a plan for a piece of research. this plan should include, dates , location, type of research, data collection and analysis and how you will present your findings.
You should consider the following:
Requirements: sources of information eg customers, staff, management, customer records,
past information
Primary research: primary research eg sampling, qualitative, quantitative; interview eg
individual, group, survey, observation; contact methods eg mail, telephone, personal
Secondary research: internal eg sales records, yield data, financial information, client
databases; external eg government publications, trade journals, periodicals, professional
associations, national organisations, commercial data
To achieve 3.2, you are required to produce documentation and carry out research on customer requirements and satisfaction levels for a selected business.
Consider the following:
Satisfaction levels: planning; strategy; assessment of options using researched information;
role of the business and services manager; staffing levels; motivating staff; improvements
4 Be able to provide customer service within business and services contexts to
meet required standards
the customer service manager has been very pleased with your work and has agreed that you work on the front desk dealing with customers. You will be observed during this process and feedback provided for you to reflect on.
The role plays will consist of: providing advice; personal selling; complaint handling for which you will be assessed on your customer service skills.
You should consider:
Types of customers: different age groups eg the elderly, children; different cultural
backgrounds; special needs eg physically disabled; satisfied; dissatisfied; under influence eg
drugs, alcohol, medication
Customer needs: customer needs eg products and services, urgent, non-urgent, special
requirements, quality of service, value for money, cultural, social; trends eg fashion,
ergonomic, equipment, training, products and services, consumer protection legislation
Customer service: consultation; advice; personal selling; complaints procedure; reception
skills; confidentiality

Include references