Report on Customer Service policy

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CUSTOMER SERVICE POLICY

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TABLE OF CONTENTSINTRODUCTION........................................................................................................................... 3TASK 1 ........................................................................................................................................... 3TASK 2 (1.2)................................................................................................................................... 3

a) The need analysis of different type of customer .....................................................................3b) Customer feedback survey questionnaire................................................................................ 5c) Methods used to collect customer research data......................................................................7d) Recommendations for improvement....................................................................................... 8

TASK 3............................................................................................................................................ 8a) Producing text table to identify different types of communication (2.1).................................8b) Devising a self assessment questionnaire which is used by staff during training ................ 10

TASK 4 ......................................................................................................................................... 11CONCLUSION..............................................................................................................................11REFERENCE.................................................................................................................................12





INTRODUCTIONCustomer service is considered as a systematic process applied by business enterprises

that are associated with hospitality business for ensuring the satisfaction of consumers with the

help of wide range of services. In this process, every business entity tries to apply innovation and

creativity within service rendering process that has a significant impact on the customer service

level. This approach further helps the organization in increasing the productivity and profitability

of company as per the current market trends (References Brownell, 2010). In addition to that, an

appropriate customer service policy has found to be effective in development of wide range of

services along with the advancement in service rendering process. This approach supports

company in the facilitation of valuable services to customers along with the professional

assistance during and after delivering the goods and services.

The present report is going to discuss different aspects of customer service policy with

reference to different operations of InterContiental Hotels Group (IHG). It is UK based hotel

chain which is managing the business in all over the world. Presently, InterContiental Hotels

Group is having different hotels and restaurants in more than 100 countries with 4800 hotels

(IHG About us, 2015). The customer service policy has played an important role in the success of

hospitality firm. Therefore, IHG is identified as one of the leading hotel groups of the world.

The need analysis of different type of customerIHG is termed as one of the leading retail chains that are operating in all over the world.

The success of hospitality organization is greatly depends on the quality of services, satisfaction

of consumers, creative services, etc. Since, it has been identified that the management of

InterContiental Hotels Group is facing a significant increment in complaints of consumers about





different kinds of services that are provided by the hotel (Schmitt, 2011). Therefore, it is crucial

for company for taking appropriate decisions in order to resolve different issues. Therefore,

management carries out need analysis that plays an important role to address change in interest

and lifestyle of consumers that has a great impact on the requirement of hospitality services. This

approach supports organization in handling different needs of customers in the best possible

manner. By assessing change in needs and interest of consumers, business entity is able to offer

such services with appropriate quality that influences the satisfaction level of customers

(Victorino and et. al., 2005). Thereafter, it will help in building trust and cooperation among

managers and customers. In this regard, need analysis of consumers is carried out as below:

Leisure Need: The customers of IHG mostly visit the hotel for spending some leisure

time with their friends and family as guests always want some unique experience from

the hospitality staff. Therefore, it is essential for the staff and management of hotel

organization in order to facilitate appropriate recreational facilities with the help of

unique and creative service rendering process (Yagil, 2008). In this context, IHG needs to

facilitate distinct services as per the needs of consumers that belong from different

demographics such as games for children, disc, swimming pool, spa, etc.

Business Need: The emergence of globalization has provided significant opportunities to

the hospitality business. This is because; there are many customers who visit IHG for

fulfilling their business needs in the form of meetings and conferences. There are many

external delegates that organize different business meetings and conferences within hotel

where companies can assess all kinds of food and other related services from different

business needs (Kotler, Bowen and Makens, 2006). For the attainment of distinct needs

of business consumers, hotel needs to have proper facilities which are necessary for

handling different business operations in the form of projector, mike and other devices.





Events Need: In the contemporary business environment, hospitality firm requires to

manage different arrangements as per the distinct or special needs of customers who want

to organize some special events like birthday party, wedding etc. within IHG. For

handling different events, hospitality firm requires to manage a wide range of services

such as physical and human (Shaw, Bailey and Williams, 2011). Therefore, hotel should

have required human resources like chefs, waiters, bartenders and security guards that are

necessary for organizing the grand events. By considering distinct needs of consumers,

management is able to manage various resources that would reduce the number of

complaints.

Customer feedback survey questionnaireIn order to ascertain the reason of increasing customer complaints and dissatisfaction

among customers, the management of IHG can use below mentioned feedback. Survey

questionnaire can be used that would help the manager for identifying the needs and preferences

of customers:

1. Do you think that services provided by staff of IHG have met your expectations?

Highly satisfactory

Satisfied

Indifferent

Dissatisfied

Highly dis-satisfactory

2. What you liked more about the Hotel?

Creative services

Good behavior of staff





Taste of food

Other purpose, please specify _____________.

3. Do you agree that service rendering process followed by hotel staff is appropriate?

Highly Agree

Agree

Indifferent

Disagree

Strongly disagree

4. Are you satisfied with the behavior of staff members?

Highly satisfactory

Satisfied

Indifferent

Dissatisfied

Highly dis-satisfactory

5. Do you think that the staff members have effectively communicated with you?

Strongly agree

Agree

Neutral

Disagree

Strongly disagree

6. Are you satisfied with the club card reward program of IHG?

Highly satisfying

Satisfactory

Indifferent





Dissatisfied

Highly dissatisfying

7. For what purpose you mainly visit IHG?

Leisure time

Business requirements

Special events

Other purpose, please specify _____________.

8. How does IHG improve its service rendering process?

By applying creativity

By using latest technologies

By increasing skills of workers

9. In which category would you like to rate hospitality services of IHG?

Worst

Average

Good

Best

10. Please provide your valuable suggestions in order to amend the services of IHG.

_____________________________________________________________________.

Methods used to collect customer research dataThe satisfaction level of consumers within hospitality industry is greatly influenced by

quality and variety of services. Therefore, hospitality organization applies different tactics of

collection associated with the qualitative and quantitative methods. These tactics are explained

below:





Qualitative methods: The information collected through qualitative methods is identified as a

most important element in determination of service quality and variety of services within

hospitality business.

Interviews: It is considered as most important tool in which hospitality firm can take

interview of customer after providing services. This approach will help hotel in knowing

the experience of guest within the hotel and management can assess suggestion from

guests regarding improvement in services (Jones, Hillier and Comfort, 2014). In this

process, business entity can conduct a telephonic interview to assess perception of

consumers about IHG. For example: Chefs of Leon restaurants take reviews from visitors

about quality and taste of food dishes.

Direct Observation: This method is considered a different from interviewing which the

observer does not actively query the respondent. In this process, management of IHG is

able to assess behavior and expression of workers through pictures, photos or drawings

about different products and services (Keyton, 2006). It is very quick medium of primary

data collection. For example: Thorpe theme park, Surrey has placed different CCTV-

Camera near different rides to capture expression of visitors during the ride.

Quantitative methods: This approach assists managers in collection of facts and figures about

satisfaction level of consumers and business growth through which management can take

appropriate decisions:

Survey: It is addressed as a most important method that plays important role in order to

carry out an in-depth market research to assess needs and preferences of customers. For

this approach, management uses surveys by using an appropriate questionnaire through

which management is able to collect wide range of data (Hormby and et. al., 2010). This

survey further help the management of hotel to take appropriate business decisions.





Recommendations for improvementTo resolve different issues associated with satisfaction level of consumers, IHG needs to

implement below mentioned recommendations:

Improper communication among staff members with consumers: As per the customer

survey, it has identified that lack of communication skills among staff members leads

problems for understanding of actual needs of consumers. Therefore, management needs

to implement an appropriate communication system with the proper training in order to

influence flow communication.

Lack of creativity in service rendering process: As per customer survey, it has been

analyzed that regular consumers of IHG have not found any improvement and uniqueness

in service rendering process (Communication skills for managers, 2014). In this regard,

management should take views from consumers and employees for development and

improvement in existing service rendering process.

Producing text table to identify different types of communication

Communication is identified as a most important tool for organizational success. Some

of the methods of communication are mentioned below that are used by management and

employees of IHG.

Communication method DescriptionOral Communication In the hospitality business, efficient oral communication

skills among employees help management in order to

influence satisfaction level of consumers. Therefore,





management of InterContinental Hotels Group is

always trying to increase oral communication skills of

employees (How Are You Communicating to Your

Team?, 2015).

Therefore, management tires to increase the

understanding of different languages and other

communication skills through which employees can

understand distinct needs of consumers belongs from

different culture.

Written Communication It is considered as most traditional style of

communication in which messages and information are

communicated in written form (Schmitt, 2011).

This approach of communication increases effectiveness

of communication which is carried out through message

board that is considered as electronic medium through

which different individuals working in different

departments of IHG can acquire the information directly

from any server.

Electronic Point of Sale This system is connected with centralized computer and

networking system of hospitality organization.

The electronic system manages communication among

different departments of IHG hotels through which

employees can assess wide range of data associated with





as number of guests present in hotel, upcoming

bookings, stay duration, checkout schedule and payment

procedures etc. that assists in handling of various

hospitality services (Yagil, 2008).

Touch Screen System Pager These devices are provided to hospitality staff who are

working in different divisions such as waiters, room

service, front office executives and linked with central

network system.

It facilitates high speed communication among different

departments. For example: If a guest check out from

hotel than this information is provided to housekeeping

department to manage room for new visitors.

Devising a self assessment questionnaire which is used by staff

during trainingA self-assessment questionnaire during staff training has been found very effective to

assess the impact of customer's perception on performance of workers.

Questionnaire Response1. Are you aware about social and cultural factors that play

important role during the purchase decisions of consumers?

Yes No

2. Do you assess any communication related problems dealing with

guests belong from different culture?

Yes No





4. Do you think that visitors are satisfied with your response

regarding complaints of consumers?

Yes No

5. Have you got appreciation or positive feedback for your services

from users of hospitality services?

Yes No

6. Did you find any communication related issues while managing

different services with the help of other workers.

Yes No

7. Have you faced negative behaviour of guest due to improper

services?

Yes No

8. Do you think that the lack of coordination among different

departments within hospitality business leads negative impact on

services quality?

Yes No

9. Do you think that creative services play important role to get

positive feedback from consumers?

Yes No

10. Did skill development programs support you in handling of

customer?

Yes No

As per the above self-assessment questionnaire, employees who are working in IHG hotel

can manage self-evaluation by considering feedbacks and reviews of clients. This approach has

been found very effective for employees for understanding the benefits of an appropriate

complaint management system. Therefore, this evaluation provides an opportunity to staff

members through employees can manage their learning of various new tactics and procedures.





CONCLUSIONAs per the above study it can be concluded customer service plays most important role in

hospitality sector that has direct impact on the performance of organization along with

satisfaction level of clients. In context of hotel industry, this report has found that it is very

essential for every business entity associated with hospitality business to manage different

business practices as per the expectations of clients. On the other side, the study has helped to

reveal different communication mediums through which management is able to increase

efficiency of business entity along with service quality.

REFERENCE● Hormby, S. and et. al., 2010. Marriott International increases revenue by implementing a

group pricing optimizer. Interfaces.

● Jones, P., Hillier, D. and Comfort, D., 2014. Sustainability in the global hotel industry.

International Journal of Contemporary Hospitality Management.

● Keyton, J., 2006. Communication research: Asking questions, finding answers. New York:

McGraw-Hill.

● Kotler, P., Bowen, J. T. and Makens, J. C., 2006. Marketing for hospitality and tourism (Vol.

893). Upper Saddle River, NJ: Prentice hall.

● References Brownell, J., 2010. Leadership in the service of hospitality. Cornell Hospitality

Quarterly.



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Report on Customer Service policy