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Customer service: an investigation into Thorpe Park

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Customer service: an investigation into Thorpe Park Effectual customer service is or should be a fundamental aspect of any organisation that has an objective of success. It is through this process that an organisation can fully understand its customers and ensuring that it is responding correctly to customer needs and demands which are vital if the organisation is to gain competitive advantage. In 1991, freematle quotes: "Customer service is the final test. You can get everything else right in terms of product, price and marketing but unless you complete the process with incredibly good customer service, you run the risk of loosing business or even going out of business". Therefore customer service is defined as the course of action whereby businesses endeavour to fully understand the needs of their customers and to respond to those needs effectively and efficiently. It is important that an organisation's customer service is done effectively and efficiently because business activities carry costs therefore sluggishness will be at the expense of the organisation. Excellent customer service achieves a high level of customers' satisfaction and encourages customer to return and to recommend the organisation to others. I will be investigating into Thorpe Park, which is in the leisure and recreation industry and how it carries out its customer service. The leisure and recreation industry is a diverse part of the UK economy, spanning the public, private and voluntary sectors, and made up of a number of interrelated components including sport & physical recreation, arts & entertainment, outdoor activities etc. The leisure and recreation industry is one of the fastest growing sectors of the UK economy. Introduction to Thorpe Park In 1970, the site was an active gravel pit owned by Ready Mix Concrete and in 1971 work was granted for the construction of a 500-acre Water Park. Thunder River and its surrounding area were developed in 1987, and 1988 saw the opening of the 630 seats Palladium Theatre. ...read more.


This may be because of sensory disabilities, mobility problems, learning difficulties, people with children etc. People with specific needs require tailored customer service but they do not want to be made to feel different, stupid or a nuisance but want a little extra care and consideration of their needs. TP recognises this and have various facilities to cater foe especially mothers with children and disabled guest. Thorpe park needs to show a considerable amount of customer service to its guests if wants to continue to operate and attract guests. This includes that the rides at the park are operating properly and have minimum risk. Guests should not feel safe on rides but also on foot around the park. TP needs to ensure that the needs of their market target are met and probably exceeded and that guests get value for their money. The park has to have enough rides to cater for the level of guests visiting the park and avoid unnecessary waiting times. TP needs to ensure that its employees are well trained to deal and meet with the diversity in guest's needs and expectations. Because TP is somewhere outside the outskirts of London, travel information needs to be provided for different guest travelling to the park through different modes. They also need to ensure that guest have an easy entry and exit from the park. Customer service at TP would also include the provision of clean rides and generally a clean environment. Most importantly, customers' complaints needs to be dealt with and suitable rectification to be carried out. Task 4- E2 Dealing with the customers Service industry employees are required to deal with customers on a regular basis. Providing good customer service is more than just employees been there to sell a product or offer a service to the customer but also include the relationship established with the customer. This is why the skills and attributes of TP's workforce are important if the organisation wants to offer good customer service. ...read more.


are invited to participate in an in-depth discussion, giving their thoughts and opinions on the quality of customer service provided by an organisation. The role of the focus group leader or facilitator in ensuring that every participant gets a chance to give his or her views. Street surveys - as the name implies, these involve researchers approaching suitable participants 'on the street' to gather their opinions on an organisation and its products/services. Surveys are usually based around a questionnaire, and the presence of the researcher can be useful in persuading individuals to participate and clarifying issues where necessary. The quality of the information obtained depends largely on the quality of the questionnaire and the impartiality of the researchers. Telephone surveys - many of the points made about street surveys are relevant here. However, telephone surveys are a quicker method of gathering information making them, at least in theory, cheaper. Postal surveys - again, many of the points made above regarding surveys and questionnaires are relevant here. The cost of postal surveys tends to be lower, especially as there is no need to employ an interviewer, but the response rate is also generally low, and organizations will often include some kind of incentive, such as free gifts or entry to prize draws, to encourage participation employees Surveys - increasingly, firms are gathering data on customer service by placing interactive questionnaires on their websites and encouraging customers to use them by offering incentives such as free gifts and prize draws. This is a relatively cheap method of research, given that it is normally relatively easy to add questionnaires onto an already established website. Internal surveys - these are surveys that are conducted amongst the organization's own Comments/suggestion boxes - these are commonly used by organizations to gather basic information and are typically left on restaurant tables, in hotel rooms and near to tills for customers to fill in while they wait. They act like mini-questionnaires - usually made up of a small number of closed-ended questions, in order to encourage a higher completion rate. ...read more.

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