Identifying customer issues and opportunities

Assignment Help Marketing Management

Reference no: EM13735308

Part 1: In this part you will need to plan for the provision of effective customer service and ensure that products and services meet the needs of your customers.

You are required to refer to the case study on International Hotel Group in Additional information which is provided at the end of this project to help you to complete the below tasks.

Task-

a) You are required to prepare a Customer Service Plan which will be used for the provision of services to conference organizers and delegates and include the following:
• Vision and Mission Statements that refer to internal and external customers.
• Products and services delivered by the hotel to organizers and delegates.
• Policies and procedures for:
o Gathering customer information and conducting market research to identify customers' needs using the RATER model
o Responding to customer complaints
o Managing records and data

b) Develop a one page reflection on your plan and how the design of your plan will work to achieve quality customer service and legal compliance.

Part 2: In this part you will need to demonstrate the ability to ensure delivery of quality service through handling of customer complaints, monitoring team performance, and intervening to develop team ability to overcome difficulties in providing quality customer service.

Task 1: Deliver a presentation (using PowerPoint) to the service team who will be providing services to the conference organizers and delegates. This presentation will inform the team about the service standards and expectations which you have outlined in the customer service plan. You will be emphasizing on the importance of meeting customer needs and delivery of service to customer expectations

Task 2: Assume that the conference is in full swing. On day 2 of the conference, the conference organizer has complained about a few aspects of service provision. In particular they said that technical support was not provided by the hotel to assist in the operation of telephone/video conferencing during the launch, that communication with other hotels at which the launch was also occurring was difficult and that finding someone from the hotel to assist with these issues was very difficult. Participate in a role-play to handle and resolve the customer compliant. Your assessor will assume the role of the upset customer. Use your skills and knowledge gained through your learning and compliant handling procedure you have developed in Part I. to guide you to resolve the customer compliant.

Task 3: On day 3 of the coaching discussion, you observed the following:
Samir who was one of the Food and Beverage assistants was confused with a customer's question relating to "Gluten free" bread. He paid no attention to the explanations provided by customers and assumed that everything was gluten free and gave customers a bread which contained gluten.

As per the customer service standards you outlined in the customer service plan, the food and beverage assistants must obtain the information on dietary requirements of delegates from the event coordinator to ensure the customers' dietary requirements are taken care of.

Assist the team member to overcome the difficulty in meeting the customer service standard. Coach Samir to overcome the difficulty.
After the coaching session, you realized that you never coached anyone before. So you wanted to seek learning opportunities to become a better coach which might come handy in the future. Explain to your assessor on the opportunities for professional development. Please note that you are only required to explain (verbally) to your assessor on how you want to learn this new skill to improve your performance.

Part 3: In this part you will develop strategies to monitor progress and obtain customer feedback. You will use performance information and customer feedback provided by your assessor to review customer service strategies and suggest recommendations for improvement.

Task 1-

a) Develop a set of KPIs for the hotel customer service staff. KPIs should address the areas of customer and business requirements to meet customer service targets.
• Enquiry and compliant handling time
• Following organizational procedures
• Identifying customer issues and opportunities to increase customer satisfaction
• Assisting team members to improve customer service
• Customer retention
• Ability to record and store customer information
• Customer satisfaction

b) Develop a procedure for monitoring team member's performance against KPIs

c) Develop a questionnaire to collect customer feedback related to KPIs and/or identifiable gaps between customer expectations and services provided.

Task 2-

a) Meet with your manager (assessor) to receive performance data and feedback from customers. Revise customer service strategies to incorporate any changes resulting from your consultation with key stakeholders. Discuss issues and possible solutions with your assessor.

b) Analyze performance data and customer feedback to identify systemic customer service issues and trends.

c) Prepare a 1-2 page report containing recommendations for hotel wide customer service improvement. The report should contain:

i. Problem identification and resolution
ii. Managing customer service and customer relationships
iii. Managing quality customer service delivery
iv. Procuring appropriate technology to address customer needs.

Reference no: EM13735308

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