Customer Service Excellence: Skills & Strategies

This assignment delves into the critical aspects of customer service excellence. It explores essential verbal and non-verbal communication techniques, highlighting the importance of empathy and active listening. The text examines various studies and research on customer service best practices, emphasizing the impact of service quality on customer satisfaction and loyalty. Students are expected to understand the multifaceted nature of customer service and its significance in building strong customer relationships.

Customer Service

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
1.1 Customer service policies and its assistance in staff training..........................................1
1.2 Objectives of customer service policy which leads to future growth...............................3
2.1 Different communication method and how these can be used for best result..................4
2.2 Analysis of customer perceptions and service provisions................................................6
TASK B (1) ....................................................................................................................................8
3.1 Sources of information on customer requirements and satisfaction level........................8
3.2 Analysis of customer requirements for Marriott hotel and suggestion from improvements 9
TASK B (2)....................................................................................................................................14
4.1 Customer service in Marriott hotel and service environment........................................14
4.2 Self reflection on customer service................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Customers are considered to be the kings of business. No business could survive in a
market without proper services provided to users. Consumers service is the provision of services
to customers prior to, while or post purchase. Customer service includes the facilities that are
provided to its consumers before, during and after purchasing of goods or services (Austin,
2011). This project is based on Marriott International Inc. which is a multinational diversified
hospitality organisation that manages the large number of hotels and related lodging facilities.
Present study will deal with the reasons for providing the customers services and the different
methods of communication by which they can influence the customers while providing facilities.
The perceptions of target market and provision of services will also be discussed within this
report. This report will also highlight the sources of information on customers and their
requirements to satisfy their needs from a particular service from the hospitality industry. It will
also carry out research on end users' requirements and their satisfaction level.
TASK A
1.1 Customer service policies and its assistance in staff training
A customer service policy is a written document which the employees have to follow
while dealing with consumers so that they can get satisfaction while consuming goods or
services.. It also lists that how shall the employees behave with target market for improving the
overall experience. Managers can manage issues of company in stores, over the phone and even
by mail. Companies that produce high technical products like software or satellite television,
may even include technical support staffs to resolve the problems. There are a lot of reasons due
to which customer service is considered to be significant for an organisation. Lack of customer
service can even bring down the performance of an organisation and they can't even survive
without providing services to the end users, as there won't be anyone to handle the payments and
answer the queries from the prospective customers (Chen and Tsou, 2012).
 Significance: provision of services to customers is very important for an organisation as
it is often the only interaction a customer would have with the company. Customers play
an important role to the company. Some customers even spend hundreds and thousands
of pounds per year with the same organisation. By chance, they gave a query regarding
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any of the product or services, they approach the customer service department straight
away to get their issues resolved (Fletcher, Fletcher and Fletcher, 2012).
 Identification: A company always wishes to be different from their competitors and
customer services are important for the same reason that their style of giving services to
the customers could completely create a different image in the market. If two similar
stores are present in the same market dealing with the same products, but one of them are
providing additional services to customers such as complete guidance to use that
particular product or range of products and clear all the doubts that customers have in
their mind regarding the product and its usage, then definitely the store providing those
services will gain the identity of being customer friendly. If consumers policy will be
good then it will create brand image in the market because this strategy will satisfied the
consumers needs or wants which will convert them into loyal customers. Then every
individuals can easily identify the company.
Service policies is very helpful in achieving the specified result or outcome
because it provides a action plan on what basis task can be completed easily and effectively.
There are also many other reasons for using customer service policy by Marriott International
Inc., some of them are as follows-
 Getting competitive advantages- Rivals can copy the products or services of the
company but they can not match the consumer policy. So in this case, organisation will
be able to achieve competitive advantages over its competitors.
 Good working environment- If Marriott hotel will have good working environment then
employees will do work effectively and efficiently that will assist in satisfying the needs
of consumers. Due to conducting training programme, employees get motivation and
perform according to the standards which creates good working environment at
workplace.
 Accountability- If business will use this consumers strategy then it will make to them
accountable for providing services as per users' expectations that will aid in increasing
large market share.
 Image- If corporation will have good plan related to services then it will create positive
image in the market as well as in the mind of consumers or prospective clients which will
assist in achieving vision and mission statement (Ganguli and Roy, 2011). If organisation
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will have good tactics that it will be able to attract the large number of people by which
positive perception can be created in the mind of persons.
 Guidelines- This tactic guides or instructs the member of the company that how to deal
with users' expectation and their problems. With the help of this, employees can work in
a systematic and accurate manner.
1.2 Objectives of customer service policy which leads to future growth
Customer service policy is a written document which assists in providing better quality of
goods or facilities to its consumers. If Marriott hotel wants to achieve its specified result then it
should evaluate its policy on a regular basis so that it can modified it as per changing
environment. With the help of evaluation, organisation can know that this policy is working
according to the specified standards or not (Ganguli and Roy, 2011). Marriott hotel should
evaluate the outcome of this policy so that it can take corrective action accordingly. It has many
other objectives which are given below-
 Retention- Customer service policy assists in providing better quality of services to its
target market that helps in maintaining to them for long period of time. This tactic also
contributes in converting users in to loyal consumers as well as in future growth and
development of the company. Evaluation is necessary in retaining the customers as well
as to employees because it helps in increasing efficiency and effectiveness of the
employees who aid in serving the consumers according to their requirement.
 Increase goodwill- If business will provide better quality of facilities to its customers
then it will enhance the goodwill in the market. Goodwill increases the sale and profit of
the company and al;so assist in achieving desired result.
 Treating fairly- For a company, all consumers should be equal and should also be
treated fairly without any discrimination on the basis of race, colour, personal
relationship etc. Discrimination leads to loss of customers as well as of market share.
 Customize products- The main objective of customer policy is to provide services or
goods as per requirement of target market so that their needs can be satisfied. If
organisation will provide products as per need then it will lead to increase in sales as well
as in loyal consumers.
 Friendly behaviour- With the help of this policy, company can dissolve the problems of
users in friendly manner which are most important element. If problems of target market
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will not be dissolved as soon as possible then they may switch to other brand and will
spread negative word of mouth that will affect the business activities in negative manner.
So it is recommended that organisation should evaluate the strategy so that i9t can
remove the complaints of consumers.
 Better relation- This strategy assists in maintaining better relationship with their
customers (Gilmour and et. al., 2013).
 Welcome feedback- An enterprise should take feedback from the customers because it
helps in knowing about the drawbacks of the company as well as its products or services.
If firm will know about their weaknesses then it can improve it by taking corrective
action which will provide support in attaining competitive advantages over it's
competitors. In short, it can be say that, feedback aids the company in growing in a better
way so that it can reach to its decided destination.
 Resource availability- Firm should have proper amount of resources so that it can full
fill the demand of target market with in specific period of time (Jahanshahi and et. al.,
2011). For ensuring that organisation has proper amount of resources or not, evaluation is
necessary because with the help of this, firm will be able to know about the scarcity of
important resources.
 Train and retain employees- Workforce should have proper knowledge about the
company's products or process so that they can give some innovative ideas to the
business that can lead to increase in sales and profit. Training enhances the skills of
manpower so that they can deal with their consumers in a polite and effective way.
To evaluate the service in today competitive environment is very important because it
aids in achieving the competitive advantages over its rivals. It has also some other reasons
related to training which are given below-
 Attain specified objectives- If strategy will be evaluated on a regular basis then it will
help in achieving the desired result or outcome. Because on doing evaluation, mistakes
can be known easily which can be improved timely by which organisation will be able to
move towards its decided destination. This errors can be improved by providing training
to its employees because man power plays an important in the formulation of tactics.
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 Satisfy the needs of consumers- If evaluation of strategy will be done on a regular basis
then it will help in satisfying the requirements of people because now onwards they will
prepare strategy according to the demand of target market.
Training of employees is very important aspect because it increases the skills or
knowledge of manpower which is helpful in attaining the desired result or outcome. If workers
will not be trained then they will not perform their job effectively and efficiently then firm will
not be able to achieve competitive advantages over its rivals.
2.1 Different communication method and how these can be used for best result
Communication is very important for every company because it drives the company on
the right path of success. It can be defined as a two way process by which individuals share their
ideas, thoughts and views via media such as phone, emails etc. There are multiple ways by which
management of Marriott hotel can communicate with their subordinates, which are given below-
 Open meeting- It is a easier way for better communication. In this kind, supervisor
conducts a meeting in which specific problem will be communicated to the team member.
In current global environment, it is one of the best approach for communicating with
team members.
 E-mails- Mostly, this method is used in every company. It will enable to pass messages to
the subordinates without pulling them from their job.
 One to one- Mostly people believes that people can easily understand the things when
they took away alone and talk to them on a one to one basis. While communicating with
them, it should be ensued that proper eye contact should be maintained in the entire
communication process (Jasmand, Blazevic and de Ruyter, 2012).
 Presentations- It is one of the best tool for communication because through it, people can
easily understand everything because of using graphics, images that more attract the
individuals towards project.
 Verbal communication- Marriott hotel can also use this method which can be done one to
one, in a group or over a phone etc. This technique is best when management wants to
convey message in detail or wants to give complement to anyone (Sadler, 2011). It is
needed in many circumstances such as training, presentation, performance appraisals etc.
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 Non verbal communication- In this, individual communicates with other person without
using of words such as pitch, speed, volume, gestures, postures, eyes, touching etc.
 Written communication- This method is very important in every organisations. It includes
emails, memos, reports and other documents which are the most important part in
everyday business life. This techniques is useful when there is requirement of detailed
instructions or when other party is too far away and is not easily to speak over the
phones. With the help of this, communication can be done in an easy and effective
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Illustration 1: verbal communication
Illustration 2: Non-verbal communication

manner and also reduces misunderstanding among the parties (Santouridis and Trivellas,
2010).
So Marriott Hotel should adopt that method of communication which will fulfil their
requirement. If organisation will adopt best method then it will help it to attain its desired result.
To select best method has various advantages such as-
 Communication can be done easily and properly.
 Strategy can be implemented easily and effectively.
 Employees will get motivation and will work effectively and efficiently which will aid
the company in achieving competitive advantages over its rivals.
 Operations can be carried out with out any disturbance.
 Problems of workers and customers can be addressed easily by which they become
committed towards its brand.
 If organisation will use proper communication channel then it will aid in creating
awareness about the products or services.
2.2 Analysis of customer perceptions and service provisions
Customer perception can be defined as a consumer's thinking related to company'
products or services. In other terms, it can be say that it is a process by which users selects,
organise the information about the firm to create the clear image of the brand or products. In this,
consumers think a certain brand on their own decision which can be derived from the many
factors such as price, overall experience etc.
To analyse the consumer perception is very beneficial for the company because it can
bring changes in the goods or services as per thinking of target market which will aid in
increasing sales and profits of the organisation (Wilson and et. al., 2012). If customers have
negative perception about its brand then Marriott hotel should take corrective action so that it can
change the thinking of the people. There are many factors that influence the clients' perception
which are given below-
 Word of mouth- It is one of the biggest influential element which affects the consumer
behaviour. If Marriott hotel will provide the better quality of services then consumers will
spread positive word of mouth in the market that will assist in attracting potential users
and other person will also want to take services from it. If users will increase then
revenue of the company will also enhance (Lo, 2012).
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 Previous experience- It is also one of the most important influential element in hospitality
sector. If a person will have worst experience in previous stay then he will not take
services from Marriott hotel again and will also spread negative word of mouth.
 Advertisement- If a company will give attractive advertisement then It will be able to
attract consumers towards its services. Organisation can give advertisement into
newspaper, on internet etc. Organisation can promote their products through various
channels such as televisions, print media, online etc. It is very helpful in generating huge
amount of profit and sales of the company and also aids in creating goodwill in the
market.
 Price and personal needs- It also affect the perception of buyers so an enterprise should
set their price as per their target market's requirements so that they can afford it. If
Marriott hotel will set high prices then its services will also be good so that consumers
will not regret after taking facilitates it. There is direct relation between prices and
facilities. It is assumed that high price lead to best quality and vice versa.
SERVQUAL model is helpful in measuring the quality of services and has main
objective is to identify the gap between customer expectation and the actual services that are
provided by company at different stages of service delivery.
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 Gap 1- It is occurred when consumers are expecting something but management of
company is perceiving other thing then it creates gap (Hulley and et. al., 2013).
 Gap 2- It is arise when there is poor service design and absence of customer defined
service standards.
 Gap 3- It arises when service design is properly but delivery of facilities is not
effectively and efficiently due to having unskilled or unknowledgeable manpower.
 Gap 4- It is occurred when company is not serving the customers as per their promise
which has done by it through advertisement.
 Gap 5- This difference occurs when expected service is different from experienced
service.
If people will not receive services according to their requirements then it will affect the
perception of individuals in which they will be dissatisfied and will also not purchase their goods
or services again in future.
TASK B (1)
3.1 Sources of information on customer requirements and satisfaction level
Marriott hotel can collect information on consumer's requirement as well as their
satisfaction level from the following sources which are given below-
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Internal source- In this type of source, organisation gathers information about their
target market inside the business which includes the following things by which firm can collect
data on customers-
 Guest feedbacks- Every hotel has policy to take feedback from their clients at the time of
checkout. This strategy is very helpful in knowing about the consumers requirements and
drives the firm towards its decided destination. After collecting all feedbacks from the
users, Marriott hotel can change accordingly so that it can satisfy the requirements of the
guest and can convert to them into loyal clients.
 Guest record- At the time of check-in of consumers, hotels record the information about
the clients such as from where they are coming, their name etc. which can be used in
future for knowing about the requirements and their satisfaction level. From this collected
data, organisation can know about their target market easily and accurately (Wilson and
et. al., 2012).
 Guest complaints and compliments- Marriott hotel has a department which handles only
complaints of the consumers. From these complaints, corporation can know easily that
what consumers want in actual or what things gives more satisfaction to them and then
accordingly it can change itself that assists in achieving vision and mission statement. If
complaints of users will be sought out as soon as possible then it will give more pleasure
to them and will convert to them into loyal.
External source- In this, Marriott international hotel collects information outside the
business which includes the following things by which it can gather data about customers'
requirements and satisfaction level-
 Research agencies- For collecting data about the consumer's requirements and
satisfaction level, Organisations can hire a agency which will have main responsibility to
identify the needs and wants of guest so that firm can deliver services as per their
demand. It will assist the company in capturing large market share (Soteriou and
Stavrinides, 2013). Agency can collect information from the two technique which are
given below-
◦ Primary research- In this type of investigation, researcher collects the data for the
first time. It is carried out to solve a specific problems which is creating hindrances in
business activities. In this, collected data is more reliable because investigator do not
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take help from any existing sources but directly goes to the market. In this type,
information can be collected from the various sources which are as follows-
Questionnaire- It includes various set of questions which will be related to the company
and have some options that will be filled out by target market. With the help of this, enterprise
can know about the satisfaction level of consumers.
◦ Secondary research- In this, investigator collects data from the existing sources such
as books, library, internet, magazines, bulletins etc. It is used when organization is
going to capture new market and is introducing new products or services in the
market. It has also various advantages such as-
▪ It will save time and money of researcher because he need not to go anywhere for
collecting information.
▪ In this, he will gather accurate and appropriate data about target consumers as
well as about competitors policy by which firm will be able to attain competitive
advantages over its rivals.
▪ It provides historical data.
▪ Collected data in secondary research will be helpful in primary research.
3.2 Analysis of customer requirements for Marriott hotel and suggestion from improvements
Research aim- The aim of this task is to know about the customer's requirements and
their satisfaction level in Marriott hotel and to provide further recommendation for the
improvement (Soteriou and Stavrinides, 2013).
Objectives-
 To identify the basis need and satisfaction level of consumers.
 To give suggestion for the improvement in services.
 To full fill the requirements of target market and to satisfy their needs.
For knowing about the customers' requirement, company has used primary research in
which questionnaire is filled by 50 sample and has used random sampling technique-
Questionnaire
Name-
Gender-
Age-
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1. Have you taken services from Marriott International Hotel?
 Yes
 No
2. How satisfied are you with its services?
 Highly satisfied
 Satisfied
 Neutral
 Dissatisfied
 highly dissatisfied
3. Do you have any complaints regarding cleanliness of room?
 Yes
 No
4. Will you recommend this hotel to your family and friends?
 Definitely
 Probably
 Not sure
 Probably not
5. Would you take services again from it?
 Yes
 No
Theme 1: Customers uses services of Marriott hotel.
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Yes No
0
5
10
15
20
25
30
35
40
45
Column B
Interpretation: When it is asked to the people that they have taken services from the
Marriott then 40 individual say yes they had but 10 individuals say no, they had not.
Theme 2: Customer' satisfaction
Highly satisfied Satisfied Neutral Dissatisfied highly dissatisfied
0
5
10
15
20
25
30
35
40
Column B
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Interpretation- In Marriott hotel, 35 people are highly satisfied and 5 people are
satisfied, 2 people did not give any answer, 5 guests are dissatisfied and 3 people are highly
dissatisfied with its services.
Theme 3: Consumers' complaints regarding cleanliness of rooms
Yes No
0
5
10
15
20
25
30
35
40
45
50
Interpretation- 43 person say that they are satisfied with the cleanliness of rooms and
wash rooms but 7 people say no they are not happy.
Theme 4: Consumer's recommendation to their family and friends
Definitely Probably Not sure Probably not
0
5
10
15
20
25
30
35
40
45
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Interpretation- 40 individual say that definitely they will recommend it to their friends,
5 people say probably, 2 people say not sure but 3 person say probably not.
Theme 5: End users will take services again
Yes No
0
5
10
15
20
25
30
35
40
45
Interpretation: When it asked to the people that they will take services again form this
hotel then 41 people say that yes they but 9 individuals say No, they will not.
Recommendation for improvement
Marriott hotel can improve their customers' satisfaction level by following the way which
are given below-
 It should evaluate the quality of services and cleanliness of rooms on a regular basis so
that consumers will be highly satisfied.
 It should start their business in that area where tourist and target market come more.
 At the time of check out of guest, feedback form should be filled by users by which it can
know about its drawbacks and can take corrective action for improving it.
 It should hire best qualified employees who have knowledge and skills for dealing with
the customers and should also providing training to their staff.
 It should be evaluated that there is proper availability of facilities or not and air
conditioner is working properly or not.
 It should keep prices as per target market so that they can afford it.
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Customer satisfaction is very important because if consumers will be satisfied, they will
remain in the company for a long period of time by which firm can reach to its decided
destination. If Marriott hotel wants to increase customers satisfaction then it should provide
training to its employees so that they can take care of guest in effective and efficient manner.
TASK B (2)
4.1 Customer service in Marriott hotel and service environment
Every guest wants that they will get better services if they are paying full amount so
Marriott hotel should provide facilities as per clients' requirement so that they will be satisfied
and will become loyal consumers towards its goods or services. Service quality will be good if it
includes the following five elements which are given below-
 Responsiveness- Quality of facilities will be treated good when management will
provide prompt response to its guest if they have any issues. If company will sought out
problems as soon as possible then it will increase the satisfaction level of guest.
 Assurance- Employees should have knowledge and courtesy so that they can assure the
clients that they will provide the services as per their expectations.
 Empathy- While providing facilities to its consumers, management should put
themselves into the shoes of consumers so that they can understand what actual
consumers wants.
 Reliability- Organisation should have ability to perform that services which is promised
by it.
 Tangibles- Appearance of physical facilities, equipments etc. that are used for providing
the services to its consumers (Sharma and Lambert, 2013).
Services of Marriott hotel will have these above mentioned element that its services will be
assumed good and better. It can deliver best quality of facilities to its consumers if it follows the
following task which are given below-
 Know your consumers- If enterprise wants to achieve better result then it should
identify their customers and their requirement so that it can serve top them accordingly
and can attain its specified target. It will aid in increasing sales and revenue of the
company.
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 Keep the promises- Management of the firm should provide accurate that facilities
which is promised by it. By keeping this promise, company can effectively deliver the
services and can attain desired result. Along with, it will get loyalty of consumers. Thus
it is the beneficial method through which they can attain large number of clients for their
respective business concern (Sharma and Lambert, 2013). Keep the promise activity is a
advantageous for long run survival of the entity. This helps them in attain the large range
of market with their effective services. This effective service are important and helps
them of their future growth.
 Be Accessible: Organisation should be accessible so that at the time of problems,
consumers can contact to it easily. Hence, company should provide different types of
communication like email, social media, calling, etc.
 Respond as soon as possible- Corporation should sought out issues of end users so that
they will get pleasure and happiness and will take services again. It will also enhance the
goodwill of the company in the market.
 Listening to customers: Enterprise should listen the problems of consumers carefully
and should repeat their issues in their own words so that they will feel that problems will
be sought out quickly and which will motivate to them for remaining in the company for
long period of time.
 Treating consumers with respect: Firm should strictly warn their staff members to treat
respectfully and politely with customers even when they are trying to become rude,
irritate and in complaining situation. They should continuously treat with by giving them
respect as also in turn they receive respect from them. Users usually become rude and
show their anger nature if they get irritate from bad servicing provided by corporation.
Hence, if there is such situation then they have to talk to them in a very polite manner and
trying to solve their issues.
 Never argue with customer: Employees of Venture must not argue with their clients if
they will do this then they may loose their market share. It may result that it will decrease
their sales and revenue of the company.
 Honour the commitments: Company should do their work and offer all those services
that is promised by them. For example, if they are committed to give guarantee then they
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should work according to that. If they not do so then obviously, clients get irritate. So, it
is better to be according to their words.
4.2 Self reflection on customer service
There are many skills and abilities which makes up my strength in a hotel industry. These
capabilities have to be updated as per the work requirement on constant basis. Today, the market
is very dynamic in nature and changes in different factors keep on coming. As an employee of
Marriott hotel, I have to face every challenge with dedication and innovative approach. There are
certain qualities which I have that act as my strength.
 Communication skills: These are the skills which I use to communicate with my
colleagues, seniors, customers and clients in a right manner. They are very important for
ensuring flow of information in a right direction and without any barrier.
 Commitment: I am committed towards my work as it provides me satisfaction and allows
me to use creativity and innovation. This keeps me interested in my work and boost me to
perform in a proper manner.
 Organisation: I am able to organise different types of resources which assist me in
keeping my work smooth and prepares me to overcome all the challenges.
 Team building and working: I have very good quality of connecting with people and
perform in a team. I am able to motivate people to start working together and build more
teams to achieve collective targets.
These are my few qualities that boost my performance and ensure that i achieve all the
targets and objectives in time. Even though there are some issues which have to be addressed for
future growth and development:
 Knowledge regarding safety and hygiene: There are many laws which exist in hospitality
sector and I have to address these issue. There are constant changes which keep on
happening with time as to prepare laws as per future.
 Interpersonal skills: These are the skills which enhance customer service and interaction
with other people. I have to fix this too.
 Leadership: I am shy and that stops me from leading people in a better way.
 Other issues: These are the issues which are related to lack of enthusiasm and motivation.
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I need to address these issues in order to ensure that I achieve a desired level of
competence and I am prepared to face future challenges. There are certain activities which I need
to attend to fix these issues:
 Research: I need to start researching about various laws and keep myself updated with the
latest techniques adopted by other hotels and whole industry.
 Training and development: There are many types of training which will assist me in
developing collective skills and abilities to the desired level.
 Take part in decision making: I need to start taking part in decision making. It will boost
my leadership skills and motivate me in a right manner.
 Seek guidance from seniors: I will also ask for the advices from my seniors who will use
their experience to guide me in right direction.
 Simulation training: This is a type of training where individual is put into a simulated
scenario. This boost decision making as well as leadership skills. It also enhance
enthusiasm in a person.
CONCLUSION
Customers who are the most important stakeholder in a company because without having
them, organisation can not attain it's specified target or mission or vision statement. For keeping
the consumers in the company for a long period of time, firm should provide facilities and goods
to them as per their requirement so that they become loyal users. From the above discussion, it is
concluded that there are many reason for using consumer policy which provides many benefits
like increase goodwill, market share of the company in the market. There are many methods by
which management can communicate to their employees as well as to their clients such as verbal,
non-verbal communication etc. This report also states that there are various factors which
influence the mind of consumers such as word of mouth, past experience, advertisement etc. It
also describes that there are five elements of service quality which are reliability, assurance,
responsiveness etc.
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