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Assessing the Quality and Effectiveness of Customer Service.

Extracts from this document...

Introduction

Assessing the Quality and Effectiveness of Customer Service TASK A - Carefully select one Travel and Tourism organisation whose Customer Service practices you can examine in detail. The issue of customer service has become very important to companies in competitive industries such as travel and tourism. There is not much point in spending huge sums in advertising for new customers to grow the business if the existing customers are defecting to competitors because they are not satisfied. On the other hand, a company, which has a solid base of satisfied loyal customers, will probably gain demand through personal recommendation which is the basis of a good reputation. It is clear, therefore, that good customer service which results in customer loyalty can have a direct impact on the long-term profitability of tourism enterprise. To Assess the Quality and Effectiveness of Customer Service in ONE travel and Tourism organisation I selected the Holiday Inn Garden Court in Ashford, Kent because I have visited before so I already have a sound judgement on how efficient the customer service is. The hotel has 100 bedrooms, a lounge bar, restaurant, 6 small meeting rooms and a separate pub in the car park which is owned and operated by another company. There are three main criteria's that I will analyse in the organisations customer service quality, they are: - What are their performance standards like? Measuring to see if the standards are being met Putting in place measure to correct any shortcomings I will also be analysing the quality criteria using the spider diagram shown below: ...read more.

Middle

I was impressed with the knowledge that the receptionist had of the hotel. TASK C - identify and describe the methods used by the organisation to monitor the quality and effectiveness of their customer service delivery. When we stay at any hotel we all have little benchmarks that we set in our minds. MVA's research in 1995 shows us the essential features in hotel accommodation. Staff attentive and efficient 78 High Standards of cleanliness throughout 76 High quality and well maintained bathroom 65 High quality bed, mattress, linen 63 Quiet bedroom, no disturbance 63 Attractive and pleasant bedroom to be in 63 Lighting in room and at bedside, good enough to read by 63 Well-furnished bedroom, mirrors, chairs etc 63 Efficient and easy booking service 61 Well regulated temperature and atmosphere 60 Prompt and efficient check-in/out 60 The above are many benchmarks that we automatically set the hotel before visiting it. We compare these to other hotels we've stayed at. Internal Benchmarking Here is a list of a few of the benchmarks: - Maintain their star rating Answering calls within 8 rings Take reservation and offer all information for example, room service, take dinner reservation In the restaurant, remember the guest's names External Benchmarking Here is a list of the external benchmarks: - The scores of inspections and complaints are compared against the hotels within the same area The scores from the Tourist Board which gives diamond grading Employees are sent to other hotels within the same area to their designated place to see how they work. ...read more.

Conclusion

This has become more and more popular as visitors also want to read other peoples comments, especially if and famous people have stayed at the hotel. TASK D - Evaluate the quality and effectiveness of the customer service delivery in the organisation. Suggested Improvements Although customer service is limited as a three star equivalent hotel, there is a concern among management about customer satisfaction motivated by the desire not to loose points through complaints on the brand inspection score. However, not all staff feel involved because they do not get a direct benefit or bonus when customers are happy compared to the telling off when there is a complaint. I would suggest a small bonus for everyone every day that there is not a single complaint. I would also suggest more talking to customers and market research to define customer needs and feedback from outside of the hotel. How is the hotel perceived by local businesses and local residents? How does it sound to callers when the telephone is answered - these things do not get attention in the inspection of bedrooms and customer complaints. As I couldn't be a mystery shopper because I had already stayed at the hotel before, it was harder to set some benchmarks. I did take note of how long it took the receptionist to answer the phone, in my mind I thought maximum of 10 rings was sufficient, they answered in up to 10. I was also watching closely at how they treated me as a customer, they were friendly and willing to answer questions that I asked. ...read more.

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