Customer Service Management for Tourism and Hospitality

This report discusses the customer journey and procedure for Champney's Health Spa. It also presents the customers' expectations and the components of the service blueprint that are necessary to keep in mind. The report recommends ways that businesses can adapt to achieve maximum customer expectations. The primary components of the service blueprint are discussed in detail.

CUSTOMER SERVICE MANAGEMENT
FOR TOURISM AND HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
Customer Journey Mapping.........................................................................................................4
Customer Service Blueprint.........................................................................................................6
Primary components of the service blue print.............................................................................7
Recommendations......................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Champney's Health Spa is the most popular and oldest Spa in the UK. The treatments and
services offered by it are so fascinating and calming, more than 150 services and types of
treatments are offered by the Champney's Health Spa. It partnered with the zest Agency to
establish and expand more Spas Centres at the various location in the World and to make it
reachable for all the customers . The various treatments offered by the Spa are water based
treatments made in a unique designed hub which helps in making customers feel rejuvenated and
relaxed. For detox balancing it is the best place. The services offered by the spa centre are yoga
and meditation and other services for the wellness and health of the customers.
With the help of research,it was found that most of the customers going Spas and
Wellness centres accounted to be females as around 75% are females and the remaining are the
males. The higher percentage represents that women are more concerned regarding their health
and skin as compared to men. Males prefer going Spa for relaxation and improve their blood
circulation. On the basis of age, it was found that people of age 25 to 35 years prefer Spas more
in comparison with the people of 40 to 50 years of age. Mostly, the younger generation prefer
Spas as they are health and fitness centric, and they love to have some own time.
The customer's trends and demands are changing with the evolving world. Nowadays ,
customers prefer muscle retention and various training sessions regarding fitness and health at
the gyms and fitness studios, while few of them demand for personalized training sessions
(Manhas, Charak and Sharma, 2019). The pandemic had an adverse effect on the lives of the
people thus more the people are emphasizing on spending time with the family and friends at
natural and open places which will help them in maintaining their physical and mental wellness.
For the people ,living in remote areas or working remotely , it is easier to connect to the trainers
or physicians with the help of online platforms. The most popular Chinese and Ayurveda
treatments are adopted by the Spa s to give help them in relaxation of their mind and body. Many
customers have insomnia and problem in taking proper sleep thus spas are also providing them
with the sleep therapies and treatments.
Spas and Wellness centre have the responsibility to make their customers feel valued. It
gives them immense pleasure, when personalized attention id given to them. The customers
expect a hassle free booking of the services and helpful and cooperating staff at Spas. They
expect that the Spa centres should be properly lighted, well decorated and give a natural feel. To

make the customers feel relax, they should play calm and soothing music (Jawabreh, and et.al.,
2020). The treatments and the services offered to them should be explained with the uses and
benefits of them, this will help the customers in assessing that which treatments are worthy and
necessary. Achieving the customer's expectation and satisfaction help the Spa centres in creating
a strong customer base.
The report will discuss the customer's journey and procedure on the basis of the
Experience of hospitality consultant who reviewed the feedback section of the Chamnpey's
Health Spa. The report will also present a specify the customers expectations and the
components of the service blueprint that are necessary to keep in mind. The report will also
recommend the ways that the businesses can adapt to achieve the maximum customer
expectations.
MAIN BODY
Customer Journey Mapping
Customer Journey mapping is generally presented by diagrams which helps in identifying
the journey of customer that what are the stages a customer goes through for achieving the goals
and maximum satisfaction. This mapping can be done of a customer buying products, going to
hotels or resorts for holidays, addressing social media issues and so on. The stages of customer
journey are presented with the experiences the customer faces to effectively reflect the mapping.
In the journey map of customer, there are five stages included for explaining the experiences of
the customers.
Customer Journey Mapping of Two Customers Experience of A Spa visit :
Awareness : The first stage of customer journey map, it emphasize on the customer to
search and get aware about the service and product quality before purchasing or going through
it. At this stage, the customer has varied options and this will provide the opportunity of
expanding his choices with the availability of options in the market. To research and get aware ,
the customer has many resources such as internet sites, web pages, social media platforms, and
so on (Berman, 2020). For conducting the research about the Health Spa, the customer should
take help from google reviews, friends, tourist guides sites, website. What are the reasons that a
person should research before finalizing the Health Spa? The research will help the customer to

find the Spa which is providing best services, thus they don't face any disappointments. From
the given scenario, it was clear that both of them didn't conduct any research regarding
Champaney's Health Spa and thus they faced disappointment from the Spa centre's services and
management.
In the awareness stage, the business should use various measures to spread awareness
about the quality of the products and services. They can use the marketing and promotional
strategies. Many businesses for creating the awareness conduct programmes, surveys and
sponsor campaigns.
Consideration : The second stage of customer journey emphasize the customer to
compare between two products , hotels or organisations of same type, to choose the best out of
them. At this stage, the customer have to find two best and suitable health spas and compare
between them on the basis of services, amenities, treatments, food options and environment they
provide to choose the best out of two. In the given case, the customer were unable to perform the
consideration stage as they didn't research about the Health and Wellness Spas and on random
basis they chose it (Micheaux and Bosio , 2019). As they were unaware about the prices and
treatments offered to them and thus they were not happy.
Businesses need to focus on continuous improvement of their products to beat the
competitors and provide better services to the customers because the customers make a
comparison among the businesses. The organisations should ensure that they maintain their
reputation and brand image in the competitive market.
Purchase : In the purchase stage, the customer has to choose and order on the basis of
research, comparison and their choice of the product or services. The customer at this stage
decide the size of order and what is the price that he have to pay for the services or products he
chose. After purchasing the product, the customer will get an idea about the quality and whether
his needs are satisfied or not (Rudkowski, and et.al., 2020). In the given case, the customers had
decided to have a one night stay at the Champney's Health Spa but due to lack of research and
comparison, they had a very bad experience because the services , treatments or food they
purchased were not as per their expectations.
The businesses for maximum satisfaction of the customers should provide them with the
best services and products. To provide the customer with smooth experience of they can provide
different payment options for example debit cards, UPI methods, internet banking and so on.

The focus of the business should be on the touch points such as timely customer support,fast
delivery, order confirmation,etc. The businesses should ensure that they have good and capable
logistics system so that customers can easily contact with the companies regarding any issues
and queries. The customers' satisfaction should be the primary objective of the business.
Retention : The retention stage is the stage where the customers are so satisfied with the
products or services that they remain active customers of the organisation. This shows that the
organisation has maintained the quality and trust of the customers that is why they are retained.
At the Spa Centres, it is necessary for the management of Spas to provide all the facilities and
treatments to the customers of the best quality and as per their demand and preferences.
(Sangpikul, 2019). In the scenario given above, from the review of the customers it was clear
that the services provided were inappropriate because of the inefficiency of the servants,
improper facilities and treatments , thus it will be very difficult for them to remain active and
loyal customer of the Spa.
To retain the customers businesses should continuously check the quality of the products
and services offered to the customers. In order to create a loyal and stronger customer base,
business should focus on turning the negative experiences that the customers faced into positive
by understanding their needs and requirements. Higher retention of the customers is ensured if
the businesses maintain good relationship and make them feel valued.
Customer Service Blueprint

Primary components of the service blue print
Suites:
The suites at the Champneys Health Spa includes regular twin rooms, as well as the
superior twin rooms. The superior twin rooms at the Champneys Health Spa is quite costly as in
includes certain personalized services and easy availability of room services. Furthermore, it has
been noted that there is slightly mismanagement within this area and it is creating
dissatisfaction among customer. The staff do not provide the clients with proper room services
and also does not even try to put any efforts in order to make the clients feel happy. The
organization has three different type of room and it has been segmented on the basis of income
of consumer. Along with this, there are 2star room with basic facilities, 3 star with high
quality as well as 7 star with luxury services Buhalis and Sinarta,2019). In addition to this,
one customer specifically asked for Prosecco wine for a particular date and it has paid for it in
advance. But company has forgotten about the service completely and eve after remaining it
again and again it has sent open bottle. So this kind of mus management has lead in
decreasing the satisfaction level of the customer. It has also affected the brand name of the
company in completive market.

Waiting lobby:
This area of the company is wide in area and it provides their customer with
comfortable space to rest. Along with this, company has tried to make this area attractive by
presenting history of the hotel and relaxing couch. These areas have been divided into two
section one is waiting for the reservation and other is for relaxation. Although guest are
welcome with fresh drink that helps in keeping them satisfied (Gallarza, Arteaga and Gil-
Saura, 2019). The company should make this room sapcious so that customer can rest in the
areas. This area need to be attractive and it should be in presentable manner. Along with
this, Champney's hotel lobby has been rated 5 star a it treat their employees respectfully.
Although in this area company has show case their awards so that customer have idea about
the market performance. In this area soothing music is played so that client can relax while
waiting for the room.
Reservation:
This section of hotel is very smooth and customer can easily book their room through
online website. Along with this, it can easily cancel it visit whenever it want and the money is
also return to audience in working week days. However, the operational management of the
company is poor and due to that customer has to wait for long hours. Moreover, in case of
Amanda P. it has wait for 25 minutes at time of checking even though it has Pre- booked the
room. Due to mismanagement in time customer was disappointed and it has resulted in
degrading brand name and loosing potential audience (Line and et.al., 2020). The company need
to make use of digital technology so that customer can easily track the availability of the room
through online channels. In addition to this, company should focus on marinating the
punctuality and clarity in order reduce the chaos. Instead of keeping the customer it should
hire more housekeep staff so that room are available quickly. The hotel should keep the track of
customer need and wants as it will help in increasing their loyalty. Although if organization
have large number of staff then it will easy for the company to make use of it by giving quality
service. That will result inn enhancing overall growth of the firm and improve the brand image.
Therapist: This section of the company is very poor and it has received negative rating from the
customer. In case of Amanda P. it has been identified that it has booked a session of aqua
aerobics but the trainer did not arrived and there was no information given by hotel to clients.
Along with this, the customer has also complained that after exercise no one asked for towels or

wet tissues. This has lead dissatisfying consumer needs as well as affected profitability of
company. The services of the therapists at the Champneys’s Health Spa are not professional. As
it do not provide good services in terms of professionalism and punctuality. Although in order
to enhance this sector company need to hire professional so that it can give quality services.
The organization will also make use of online technology in order to follow the safety
precaution from COVID (Tsaur, Hsu and Lin, 2019). Along with this, customer can take
subscription of the channels and learn about fitness. Moreover, hotel need to make strict rule
for the employees that area responsible for that area so that it can be punctual and give quality
services to their customer.
Parking lot:
The parking lot of the Champneys’s Health Spa is spacious atleast 40-50 customer can park their
vechicles. It is can be count as one the best feature in the service as it give customer a chance to
visit hotel. When a client or visitor visits the Champneys’s Health Spa, a personal assistant assist
the clients, opens the door of the car for the client, take the keys from them and parks the car on
their own. This reduces the troubles faced by the client in parking the car and enhances their
experience. In addition to this, company is thinking of expanding this area a bit more so that it
can have more customer (Tuomi, Tussyadiah and Stienmetz, 2021). Also it is thinking of
giving their customer tours and travel services. So parking sector will be needed by the
organization. Moreover, the company has made this sector beautiful by planting trees. It also
given their customer with washing car services for free so it helps in increasing their
satisfaction.
Care units:
The company has been rated good in this functional unit as it give their customer advance and
diverse facilities. Along with this, organization has given their audience with good quality of
equipment such a relaxing chair and massager (Teng, 2019). The company has also provided
their customer with spa facilities so that it can enjoy their trip and relax their body after
exercise. It also give their customer natural beauty care product to attract them by giving them
organic product.

Recommendations
 It is to be recommended to The Champneys’s Health Spa do not provide any
concessions or discounts while reserving the suites for the clients but afterwards do not
provide them with services. For the same, the management department of the spa needs
to set certain rules which includes pay cut for any kind of delay in services or providing
faulty services. This will encourage the staff to provide efficient services or else their
payment will be cut (Kabadayi and et.al., 2019). Moreover the organization needs to
work on the services provided by the staff such as room services. There are certain
packages for instances, superior twin rooms, and deluxe rooms, which are inclusive of
the prices for the services offered by the staff.
 Along with this, company need to make use of digital marketing in order to increase
the overall growth of the firm in the competitive market. It will help company in
identifying the taste and demand of the customer as current market trends going on. It
will also allow hotel to share their details about the services
 It is to be suggested to company that it should improve their reservation system as it
will help in attracting large customer as well as maintain smooth flow of function
within company (Buhalis and Sinarta,2019). Although it will allow hotel in improving
customer satisfaction as it will ensure in providing quality services to them.
 It is to be recommended that company should hire talented employees that have
background of hospitality sector so that it can give good quality of service to firm. In
addition to this, it is to suggested to organization that company should provide training
and development programme to their employees on yearly basis so that it can develop
and learn new skills (Li and et.al., 2021) . Thus, it will help company in enhancing
customer services as well as to keep them satisfied.
CONCLUSION
From the above report it can be concluded that Champney' health Spa is providing
hospitality service in order to increase their sales. Along with this company need to improve
its functional unit such as it need to focus on maintaining professionalism , punctuality in
order to enhance their customer experiencer . Moreover, in order to sustain in the competitive
market firm has to fulfil the needs of client and to satisfy them. In addition to this, report
has depicted about customer journey that helps the organization in identifying the needs of

targeted audience. Lastly, firms need to focus on areas of development such therapist area as
it was rated negative by customer. Thus, in order to be successful company should focus on
hiring right candidates.

REFERENCES
Books and journals
Workplace fun and work engagement in tourism and hospitality: The role of psychological
capital. International Journal of Hospitality Management. 81. pp.131-140.
. A systematic review of AI technology-based service encounters: Implications for hospitality
and tourism operations. International Journal of Hospitality Management. 95. p.102930.
. Applications and implications of service robots in hospitality. Cornell Hospitality Quarterly.
62(2). pp.232-247.
. Control, use and ownership of big data: A reciprocal view of customer big data value in the
hospitality and tourism industry. Tourism Management. 80. p.104106.
. Customer value in tourism and hospitality: Broadening dimensions and stretching the value
satisfaction-loyalty chain. Tourism Management Perspectives. 31. pp.254-268.
. Job crafting and customer service behaviors in the hospitality industry: Mediating effect of job
passion. International Journal of Hospitality Management. 81. pp.34-42.
. Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of
Travel & Tourism
. Smart service experience in hospitality and tourism services: A conceptualization and future
research agenda. Journal of Service Management.
Berman, B., 2020. Paths to purchase: the seven steps of customer purchase journey
mapping. Rutgers Business Review. 5(1). pp.84-100.
Jawabreh, O., and et.al., 2020. Customer Expectation in Five Star Hotels in Aqaba Special
Economic Zone Authority (ASEZA). International Journal of Innovation, Creativity and
Change. 11(4). pp.417-438.
Manhas, P. S., Charak, N. S. and Sharma, P., 2019. Wellness and spa tourism: finding space for
Indian Himalayan spa resorts. International Journal of Spa and Wellness. 2(3). pp.135-
153.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education. 41(2). pp.127-140.
Rudkowski, J., and et.al., 2020. Here Today, Gone Tomorrow? Mapping and modeling the pop-
up retail customer journey. Journal of Retailing and Consumer Services. 54. p.101698.
1

Sangpikul, A., 2019. The analysis of customers’e-complaints and service quality at spa services
in Thailand. E-review of Tourism Research. 16(6).
2