customer service
Policies: policies (structure, use, focus, customer requirements/expectations, product and service
knowledge, consultation, confidentiality, customer perceptions and satisfaction, monitor customer 5
service and satisfaction, influences affecting implementation, effective communication)
Quality of service: methods of assessment; customer expectations; standardised procedures;
codes of practice; staff levels (staffing levels, staff competency, flexibility, reliability and
responsiveness)
Evaluation: purpose; sources of feedback; accuracy; relevance; reliability; validity; methods of data
collection; improvements; staff training and development
To achieve 2.1, you will design and produce a ‘guide to communication’ for the staff at the
hotel. This must include methods of communication, how they are used to best effect, what
could happen if they are not and the advantages and disadvantages of each method.
Consider the benefits of improved communication.
You should consider the following;
Communication: types eg verbal, non-verba/ body language, written; types of response; use; effect
Customer: central role; customer service culture; identifying and analysing customer requirements
and expectations; influences of service provision on customer perceptions
To achieve 2.2, add a written part to your staff guide that examines, in detail, how
customer perception is influenced by customer service provision: Explain what happens
when customers receive good and bad service or communication.
You should considerthe following;
Benefits of improved service: customer satisfaction, repeat business, improved reputation,
1 increased profit“
Task 3 Be able to investigate customer requirements and expectations
The customer services manager has highlighted the level of repeat visits by guests has
dropped and there is a significant amount of negative reviews left by past customers on
travel advisory websites, which has resulted in the hotel being ranked low on customer
service and quality, when a prospective guest search for the hotel online. (eg: Expedia or
Hotels.com) The outcome of this situation is loss of sales and the management had to
reduce the room rate in order to attract new customers.
To achieve 3.1, you are required to assess sources of information on customer
requirements and satisfaction levels. What could be used and how? Why could it be
effective? What are the advantages and disadvantages of these methods? What would it
identify and why is this useful? Following your assessment, produce a plan for a piece of
research. This plan should include, dates, location, type of research, data collection and
analysis and how you will present your findings.
You should consider the following;
Requirements: sources of information eg customers, staff, management, customer records, past
information
Primary research: primary research eg sampling, qualitative, quantitative; interview eg individual,
group, survey, observation; contact methods eg mail, telephone, personal
Secondary research: internal eg sales records, yield data, financial information, client databases;
external eg government publications, trade journals, periodicals, professional associations,
national organisations, commercial data
To achieve 3.2, you are required to produce documentation and carry out research on
customer requirements and satisfaction levels for a selected business.
Please seek permission and consider ethical issues before conducting your research. it is
also advisable that you have your method/documentation checked by your tutor before
you proceed with your research.
‘E,
Once your research has been conducted, analyse the data and present your findings with
a report that identifies underlying causes for concern and suggests potential improvements
that are justified.
Consider the following;
Satisfaction levels: planning; strategy; assessment of options using researched information;
role of the business and services manager; staffing levels; motivating staff; improvements
Task 4: Lo4 be able to provide customer service within business and services
contexts to meet the requirements of customers.
The Customer Services Manager has been very pleased with your work and has agreed
that you work on the front desk dealing with customers. You will be observed during this
process and feedback provided for you to reflect on.
if you are currently working in a relevant service industry, you may use your real work
experience. You will need to have a completed witness statement signed, dated from your
line manager. You will also provide a diary/journal or learning log of customers you have
dealt with, the situation and how you dealt with it to meet the requirements of customers.
If you are not currently working in a relevant service industry, you will take place in a series
of role-plays in class with a tutor and some peers. You will receive a detailed observation
record of how you have dealt with the customers to meet their requirements.
The role plays will consist of: providing advice; personal selling; complaint handling for
which you will be assessed on your customer service skills.
1 You should consider;
Types of customers: different age groups eg the elderly, children; different cultural backgrounds; special
needs eg physically disabled; satisfied; dissatisfied; under influence eg drugs, alcohol, medication
Customer needs: customer needs eg products and services, urgent, non-urgent, special requirements,
quality of service, value for money, cultural, social; trends eg fashion, ergonomic, equipment, training,
products and services, consumer protection legislation
Customer service: consultation; advice; personal selling; complaints procedure; reception skills;
confidentiality
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