A01 – Alton Towers

Introduction

In my coursework I am going to study the customer service within the organisation Alton Towers Theme Park. Alton Towers is considered by many to be the United Kingdom’s finest theme park. Here there is something for everyone - from ’white knuckle’ rides such as ’Oblivion’ and ’Nemesis’. Those that are after something a little more sedate can enjoy the gardens, row on the lake or take a cable car ride.

Alton towers is an industry that offers products and services that are similar to its competitors, they need to continually monitor and asses their levels of customer service, and improve areas so that they can exceed customer expectations. To have a high level of customer service the organisation first needs to identify its aims and objectives this might come in the form of a mission statement.

Alton towers mission statement is ‘we create magic moments’ this appeals to people of all ages, and different groups of people, what people look for when they go to Alton towers. Like many other businesses and services it is vital to keep customer’s happy regardless weather they are old or new, this will encourage them to revisit the attraction.

Customer service

The customer service department of large businesses deals with the business’s customers. It receives inquiries and complaints about particular products and service of the business. The success of a business is mainly determined by the quality of its customer service, which it is the way it generally deals with its customers. Hence business with good customer service has competitive prices, helpful and friendly staff and responds to complain swiftly. Good customer service will be effective in its task if:

  • It has the ability to win new customers. It can do this by reducing the price of service so as to attract a large number of customers.
  • By providing a good service, customer loyalty is likely to be met. If customers keep on buying from the business, the business is going to increase its sales revenue.
  • By improving a business’s overall image. Keeping the customers happy through the customer service can do this. Satisfied customer will then relate their experience with the customer service to potential customers who will be attracted to the business.
  • Furthermore a good customer service should be able to get possible feedback of the quality of their service from their customers. A good customer service listens to the feedback of customers in order to find out what customers think of the business activity and therefore makes improvement or changes if necessary.

Like employees, customers need their own protection in a business. Customers need to be protected by law from businesses who only exist to make profit. Customers need to be protected for a number of reasons. Consumer laws exist to prevent:

  • Business charging very high prices or high rates. -Acts like the Sales of goods Act 1979 and Consumer Credit Act 1974 make sure those businesses are unfair that products have their right prices without ant high rates being charged.
  • Dishonest practices such as stating wrong measures on labels.
  • Selling of unsafe products such as children’s toys which have tiny parts that children could easily swallow- Laws like the health and safety Act 1974, Food and Drugs Act 1984; Food Safety Act 1990 and Consumer Protection Act 1987 are all involved with the main idea to prohibit the selling of unsafe products by businesses.
  • Information of consumers being given to other businesses without the consumer’s permission- Acts like the Computer Misuse Act 1990 and Data Protection Act 1998 make sure that consumer’s information are made confidential and not shared without permission of the consumer.
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Below are some steps Alton Towers’ customer service takes in order to make their customers’ time at the theme park a joyful one.  

  • “We ensure that guest needs always met by providing 100% commitment
  • Smile
  • Make eye contact
  • Be courteous and polite: show respect.
  • Greet the customer politely.
  • Show enthusiasm
  • Do not discriminate.”

By taking these steps Alton Towers is not only providing the best service possible for their customers but also maintains good reputation so that the customers relate their experience to families and friends.

 By keeping in mind the Consumer ...

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