Customer Service: Ways to Nurture Excellent Service Delivery and Innovation

This report discusses ways to nurture excellent service delivery and innovation in customer service. It focuses on Four Season Hotels Limited and how they develop a customer-focused service as part of their culture and strategy. The report also identifies ways to measure and assess the quality of customer service during and after service delivery.

Customer service

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
LO1: Demonstrate an understanding of ways an organisation can nurture excellent service
delivery and innovation...............................................................................................................1
LO3: Analyse the development of a customer-focused service as part of an organisation’s
culture and strategy......................................................................................................................4
CONCLUSION................................................................................................................................6
INTRODUCTION...........................................................................................................................7
LO2 Identify ways of measuring and assessing the quality of customer service during and after
service delivery............................................................................................................................7
LO4: Investigate customer requirements, expectations, and feedback to suggest areas of
improvement..............................................................................................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer service is defined as provision of service to customers before, during, and after a
purchase. This is most important for each organization that their customers be loyal and sustain
continuously by understanding needs and providing products accordingly. Customer service is
the support which is offer to customers any time when they need. If company offer amazing
customer service, then it would be good opportunity for business to grow continuously. In order
to run a business, it is important to have good knowledge and skills which used to bring changes
and maintain higher productivity (Kansakar, Munir, and Shabani, 2019). The report is based on
Four Season Hotels Limited, that is an international luxury hotel, headquarter in Toronto,
Ontario, Canada. This hotel operates more than 100 hotels and resorts worldwide. This hotel was
founded by Isadore Sharp, Murray Koffler in the year 1960. The report covers understanding
about different ways where company can nurture excellent service delivery and innovation.
Moreover, it convers development of customer focused service as part of organization culture
and strategy.
MAIN BODY
LO1: Demonstrate an understanding of ways an organisation can nurture excellent service
delivery and innovation.
A customer service is defined as process of assisting and advising provided by
organization to those people who buy or uses its products. If there are improper customer
services, then people thinks to switch the brand or organization. Business organization is defined
as important place where number of people works collectively in order to providing different
types of products and services. This is important for each organization to understand customer’s
demand and offer range of services which can help to provide satisfaction and develop
organizational productivity. In relation to Four Season Hotels Limited, Trainee Guest Relations
Manager is performing specific role where it understands the guest query and provide them
various services which can help to maintain higher productivity (Sota, Chaudhry, and Srivastava,
2020). The different ways of excellence service delivery and innovation in context to chosen
organization is defined below:
Respond as quickly as possible – This can be defined as major factor in good customer
service is speed, especially when a client is requesting something. While running a business it
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should be consider that their customer is getting proper service and making decision to buy
something. In relation to Four Season Hotel, Trainee Guest Relations Manager is playing
effective role as it responds their customers quickly and managing all functions effectively.
Know your customers – In business environment the buying nature of customers is
different where it became important for organization to understand their customers and provide
products and services accordingly. If an industry come to know their customers and its needs,
then it will be good task to provide customer service effectively. In relation to Four Season
Hotel, Trainee Guest Relations Manager analysis their customers by interacting as what they
want and how could be satisfied which supports to bring changes in products and services
accordingly.
Fixing the mistakes – This can be explained as activity of knowing mistakes and
bringing changes accordingly. Transparency is important in business as well as customer
services that can help to provide high quality output at high level standards. This is important for
each organization to find out mistakes that arises while providing customer services. In relation
to Four Season Hotel, management used this way by finding and fixing mistakes that arises while
running hospitality industry. This directly affects the business by influencing customers as better
service is delivered.
Listen to customers – This is another way which is used by organizations to provide the
excellent services to their customers. Whenever people goes to organization then its employee
requires to listen or understand their customers that can help to offer products and services
accordingly. In case management does not focuses on their customers then it will be challenging
situation to run their business continuously. In relation to Four Season Hotel, management use
this way to solve the customer query in relation to hotel, booking rooms, prices, trip & tours etc.
that supports to develop the organizational performance (Orlowski, Bufquin, and Nalley, 2021).
Thinking long term – This is also defined as a way which is used to thinking actively
and managing the all functions in to smaller section as it supports to develop the organizational
performance. In relation to Four Season Hotel, management used this way by thinking properly
about customer service as what innovation should be bring at the workplace so that its customer
be influenced and retain continuously. This can help to develop the business activities and
functions by providing range of products in their hospitality industry and maintain higher
performance.
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There are different pillars of customer service such as:
Attitude – This is important aspects which states while providing customer services in
any industry the employee’s attitude should be positively that can help to attract the number of
people and manage business activities. In relation to, Four Season Hotel, employer make sure
that attitude of their staff is positive which supports to increase organizational activities.
Interest – This can be explained as base pillar of customer service which is used by
organization for the purpose of creating interest of their customers regarding particular products
and services that can help to make buying decisions. In relation to Four Season Hotel, Trainee
Guest Relations Manager, management create interest of their customers by offering better
quality of hotel services to guests and make decision to buy. This can help to manage the all
functions and activities effectively (Pham Thi Phuong, and Ahn, 2021).
Action – This pillar is related to action or making right decision by understanding
demand of customers and providing products accordingly. The Trainee Guest Relations
Manager of Four Season Hotel, use this pillar to perform all actions which require to develop
the business activities and performance by maintaining good relations with their employees and
provide them training to manage task.
Verbal language – During hospitality services it is needed to have proper
communication which is used to share information and activities effectively. In relation to Four
Season Hotel, Trainee Guest Relations Manager used verbal language to share information as
management provides training to employees and teach many languages which supports to deliver
better customer service (Ariza-Montes, Hernández-Perlines, Han, and Law, 2019).
Body language – This refers to nonverbal signals that people used to communicate or
telling something. The Relationship manager of Four Season Hotel, used effective body language
to share or communicate with their guests as keep smile on their face, listening properly and
responds quickly that supports to develop the organizational performance (Shams, and et.al.,
2020).
Tone of voice – This means how an individual expressed their views and ideas that can
help to develop the understanding and managing functions effectively. The management of Four
Season Hotel used right and polite tone while communication that can help to develop the
understanding level and manage functions effectively.
Difference between Customer service and service Excellence
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Customer Service Service Excellence
The aim of organization is customers will meet
their expectations.
The aim of business industry is to provide the
excellence services as they expected.
This mainly focus on function while offering
services (Bacile, 2020).
This focuses on purpose which decided by
organization at the time of providing
hospitality services.
This involves customer satisfaction by offering
products and services.
This involves customer loyalty as organization
provides better quality of products and service.
LO3: Analyse the development of a customer-focused service as part of an organisation’s culture
and strategy.
Customer service policy explained as another pivotal strategy or planning that used by
organization creating an appropriate culture across the organization. This is important for
customer service managers is to construct effective service policies while identifying standards
in expectation of achieving key areas. The management of Four Season Hotel have been
identified customer service policy and maintaining staffing by collecting people at the workplace
and supports to develop organizational productivity. Organization culture is defined as
behaviour, attitudes, values and views of individual who is working organization and performing
their roles effectively. It has seen that number of people work together who understands
organizational goals and contributes in activities by managing all functions smoothly. In
hospitality industry, management is having major role as it identifies market and formulates
different strategies which used to provide good level of services and maintaining high level of
satisfaction that supports to develop organizational productivity (Stylos, and Zwiegelaar, 2019)
(Denizci Guillet, Pavesi, Hsu, and Weber, 2019).
Customer expectation is defined as area of services expected by customers and getting the
reference points that improve organization performance. If organization is well understandable
the expectations of their customers, then it would be great opportunity to grow their business and
attain higher productivity. The effective customer service strategy or policy addresses the
important issue which arises while running the business and monitor each activity to get success
in achieving the service standard. The management of chosen organization is requiring to
analysis needs of their customers and bring changes in their hospitality service which supports to
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develop the industry performance. A customer service policy is defined as code of conduct for
employees which used to serve their customers and managing productivity level. In relation to
Four Season Hotel, customer focused service is the part of organization’s culture and strategy
that helps to form real, honest, and maintaining transparent relationship with their customers.
The Trainee Guest Relations Manager, followed effective customer service policy:
Customer requirement and expectation – The organization requires to understand what is
happening in market and how to meet with customer’s expectations by maintaining culture and
business strategy that supports to develop corporation activities. Four Season Hotel is applying
this policy by anticipating their needs before announcing that can help to maintain good
relationship and increase satisfaction level by offering better quality of food services (Hossain,
2019).
Product and service knowledge – This policy is related to gaining knowledge about
particular product and service that influence the number of customers and develop the business
performance. For example, people wants to arrange a good celebration on Christmas so they
analysis the hotel and what kind of service they are providing that can help to make right
decision and attain business goals.
Consultation – This can be explained as important policy in relation to organizational
culture and strategy such as sometime customers expects superior consultation in case not
satisfied with employees. If management of organization is flexible and keep positive attitude,
then it will be good opportunity to develop the customer services. In relation to Four Season
Hotel, superior find out problems of their customers and provide them right consultation
regarding hotel product and services (Metaxas, Chatzoglou, and Koulouriotis, 2019).
Monitoring customer service – This policy is related to standards and regulations that
followed to serve their guests properly. The food and Trainee relationship management of Four
Season Hotel make sure their customers that standardized recipes is in use, checking menu and
dishes and way of food serving method that supports to meet customer’s expectations and
develop the organizational sales.
From the above explanation it can be evaluated that Four Season Hotel is followed Role
culture in which management allocate its activities between employees as per their skills and
talent that fill customer’s expectations and develop organizational productivity.
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CONCLUSION
From the report it can be concluded that hospitality industry is relates to offering kind of
products and services to guests that develop the organizational performance. There are different
ways used by organization top deliver excellent customer service by deciding menu,
accommodation services and providing hygienic food to their customers. Four Season is
operating its business by analysing customer demand and offer kind of services that support to
develop organizational performance.
6

INTRODUCTION
Customer service is the process of providing service in relation to hospitality before, after
and during that supports to develop the organizational productivity and maintain higher
performance. Whenever a customer wants to buy something then firstly it needs to identify brand
and best services which is providing by organization for the purpose of increasing performance.
The management of organization is having major role to develop the business productivity as it
identifies needs and make efforts to solve them properly (Hu, Yan, Casey, and Wu, 2021). The
report is based on customer services that states how easily company is able to satisfy people and
convert in to loyal customers. To understand about this, Four Season Hotel is being considered in
report that is luxury hotel providing range of products and services. This consist ways of
measuring and checking quality of customer service, customer requirement, expectations, and
feedback to suggest areas of development.
LO2 Identify ways of measuring and assessing the quality of customer service during and after
service delivery.
In hospitality industry customers expects to get different kind of services and treat properly
that can help to develop the organizational performance. For business organization it is important
to increasing customer expectation, environmental factor, competitor’s activity and internal
factors which used to developing business activities. In relation to Four Season Hotel, Guest
Relations Manager recruited for the purpose of improving customer service, bringing regular
guests, improving occupancy and delivering better quality of food & accommodation services
that supports to increase business activity and functions (Ruel, and Njoku, 2020). The level of
customer expectation is defined below:
 Ideal Level of service – This is highest level of service which can be provided by high
profile of organizations. Such as Four Season Hotel is largest luxury hotel in UK that
operates its more than 100 hotels at different places by providing similar kind of services,
influences number of customers and supports to make buying decisions.
 Normal level of service – This defined as normal level of service which can be taken by
anyone after going in to medium size hotels. In this, all customers are treated equally.
 Experience based expectations – As customers have already taken the service of hotel
and check in again then considered as experience based expectation that can help to make
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feel good to people and increase the organizational performance (Brochado, Rita,
Oliveira, and Oliveira, 2019).
 Acceptable level expectations – This means OK level of services which is provides by
medium and small size of organization in hospitality industry.
 Tolerable level expectations – This is low or minimum level of service which can be
tolerable only for 1st time and people feel bad to get hospitality service.
Measuring service quality
Service quality is an approach that used to manage business process and activities in
order to ensuring full satisfaction of people & quality in service provided. In case expectation are
more than performance, then considered quality is less than satisfactory or customer
dissatisfaction. Four Season Hotel is using SERVQUAL tool to measure the service quality
which is providing by organization for the purpose of developing organizational activities. This
tool is based on 10 aspects of services that should be considered by organization as it
understands what customers wants and how they could be satisfied in changing environment.
The selected hotel of providing before, after and during hotel services that helps to fill their
demand and maintain the higher performance in the organization (VO, Chovancová, and Tri,
2020). The measuring dimensions of measuring quality services is defined below:
Reliability – This means management of hospitality industry given promise to their
customers that quality of products and service will be greater. The Guest Relations Manager of
Four Season Hotel, receive mails from customers and responds quickly that can help to solve
their queries.
Responsiveness – This dimension is related to becoming responsible towards
organizational product as well as services. The Guest Relations Manager of Four Season Hotel
help customers to maintain good services by reducing cost and improving quality of products.
Assurance – This aspect is used by organization to convey trust and build confidence of
customers regarding buying decisions. For example, whenever people comes to visits the Four
Season or inquiry on calls then customer service management provide information after being
polite and respect for customers that can help to feel good and supports to make buying decisions
(Kukanja, Planinc, and Jakulin, 2020).
Empathy – This dimension is related to showing empathy as management have ability to
approachable, caring, knowing, and connecting with customer needs that support to develop the
8

business activities by increasing number of customers. For example, Guest relation manager of
Four Season become a good listener as it listens all questions of their customers and other people
that supports to increase organizational activities effectively.
Tangibles – This dimension relates to tangible products and services which provides by
organization for the purpose of maintaining goods at higher satisfaction. For example,
management of Four Season Hotel providing physical facilities like cleanliness, hygienic, and
sanitized that supports to influence number of customers and develop the organizational
performance (Hasan, Khan, and Farooqi, 2019).
The Guest Relation manager assess and measure before, after and during services such as:
Customer service before sale – This is effective process which is used by organization
deliver before services to their customers by identifying needs, expectation and responding
properly to people or visitors. In other words, confirming the availability of rooms for particular
duties is considered as customer service before sale in which management became responsible to
provide the room availability information and helps to book room. For example, survey app and
websites is used by Four Season Hotel for the purpose of getting query which asked for the
purpose of selecting best hotel to spending holidays. If people wants to know any information
regarding products, services, and tour packages then it could use Chatbots, customer service
calls, e-mails and others that can help to get information quickly and influence people to make
buying decisions (Floričić, 2020).
During service – This refers to a services providing while giving the services such as
responding to a customer’s request to change a quieter room and make feel to people. This
means management requires to provide services while availing services that can help to provide
high level of satisfaction to their guests. This is important for each organization to provide during
service which could influence the number of guest and make again buying decisions. For
example, Guest relation management of Four Season Hotel understand the customer requirement
at the time of providing services such as clean rooms time to time, hygienic and quality of food,
tour arrangement, and others which can help to provide the higher level of satisfaction and
increase the productivity (Alam, and Noor, 2020)
After Service – This means an organization should be providing after sale service such
as getting feedback, brining changes and treating more well than last time which could help to
change in the potential customers. In other words, returning customers’ belongings that were left
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in the room in error and asking guest if all was satisfactory. This can help to build the good
relation with customers and make decision of repeat purchase. In relation to Four Season Hotel,
management used after sales services in their hospitality industry where it gets feedback from
their customers who have availed service and wants to continue in their organization.
LO4: Investigate customer requirements, expectations, and feedback to suggest areas of
improvement.
Customer service is the process of ensuring customer needs that met before, during, and
after a purchase. Good customer service means keep customers happy that could support to
develop the organizational performance and productivity. This can help to build customer loyalty
as people make repeat purchase, improving reputation by getting positive customer feedback,
increasing sales by attracting new customers and providing right information and increasing
market share by improving competitors. For each organization, management should be
communicate with their customers and provide range of services which can help to accomplish
business goals and maintain higher productivity (GOELTOM, and et.al., 2020) (Gogoi, and
Jyoti, 2020).
Service quality improvement is the important task which is used by organization for the
purpose of bringing changing in their products and services, manufactured and provided by
industry. While offering, measuring and controlling quality is needed as it influences the number
of people and develop organizational productivity. This is important for each industry to
understand what their customers wants and how they could improve their performance by
bringing changes continuously. The management of Four Season Hotel offer range of services in
their resort that make feel good to people. There are different areas which used by organization
to bring improvements such as:
Customer Requirement – Customer requirement refers to specification or features of
product or service that is demanded by customers. The requirement motivates people to buy a
product and service that supports to develop the organizational performance. This area is related
to customer relationship that needs to build while operating the business. This is important for
organization to understand what is running in industry and what services should bring for the
purpose of developing organizational productivity. The management of Four Season Hotel uses
quality improvement strategy that used by managers to decide where changes in an industry
would improve its competitiveness. This used to measure customer perceptions of the
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organization’s service that relates to its customers. The management analysis the need of change
at the workplace and put efforts to solve issues which can help to develop organizational
productivity.
Expectation – This means having desire regarding particular product and services that
can help to provide satisfaction and maintain higher performance. Service quality is the
consumer’s judgement regarding organization’s excellence. This is important for organization to
know customer’s desire and provide products that supports to develop organizational
performance. In relation to Four Season Hotel, Guest relation manager, focuses on each task,
quality, hospitality services and others that leads to continuous improvement (Raza, Umer,
Qureshi, and Dahri, 2020)..
Feedback – This is major area of bringing improvement in existing product as per
customer perception that can help to increase organizational sales. If organization is getting
feedback from their customers what changes needs to introduce and implemented accordingly
that can help to develop organizational productivity. In relation to Four Season Hotel, Guest
Relation Manager is providing pre, post and during hospitality services that can help to provide
the higher satisfaction level to their customers.
Different areas of improving service quality as well as organizational performance
In business environment there are different resources which is used by business concern
in order to influence number of people and provide them range of products. If quality of service
is good, then it will be good opportunity to grow their business in changing environment and
maintain higher performance. The marketing management also plays an important role as it used
social media, press media, websites, and print media to showing hotels and services which is
provided to their guests that can help to influence number of people and increase the
productivity. In relation to Four Season Hotel, there is different areas which used by
management for the purpose of bringing improvements such as:
Time management – This is crucial aspect for any business’s success that used for the
purpose of managing all functions and activities. In case, if time is not managed properly then it
will be challenging for company to operate its business regularly. In relation to Four Season
Hotel, management used this area while responding quickly as it checks the booking and any
query then respond accordingly that can help to develop the organizational activities (Álvarez-
García, and et.al., 2019).
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Cooperation – A organization is the involvement of two and more than two people who
collected at workplace for the purpose of achieving common goals. If there is less cooperation,
then it created the challenge for industry to regulate its business. In relation to Four Season
Hotel, cooperation aspect is used by management where number of people involved in business
activities and functions that supports to develop the organizational productivity. The
management also understand the problems of their employees and provide solutions which can
help to maintain the higher productivity.
Allocating the work – In organization there is multiple task to do where it became
important for management to allocate the work between employees that can help to perform well
at the workplace and maintain higher productivity. In case work is not allotted between staff then
i8t will be challenging to regulate business. In relation to Four Season Hotel, management plays
an important role as it analysis the work and allocate between staff that can help to develop the
organizational productivity and performance (Bisoi, Mou Roy, and Samal, 2020).
Maintaining clear communication – Communication is important for individual and
group of people as it helps to share information between people and getting work done
effectively. In business environment there is different technology which can be used by people to
sharing information and maintaining higher performance. This can help to develop the
organizational performance by managing all functions. In relation to Four Season Hotel, manager
focuses on different ways of communication that used to understand customer query, responding
them, and bringing the changes accordingly that can help to perform well and develop the
organizational performance (Lee, Ahn, Shin, Kwon, and Back, 2019).
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CONCLUSION
From the report it can be concluded that hospitality industry is having different products
and services which used to develop the business performance. For organization it is important to
measure the service quality as it supports to make decision regarding changes that needs to bring
at the workplace and helps to accomplish the business goals. The type of services is pre, post and
during that adopted by hospitality industry for the purpose of delivering great level of customer
experience and develop business productivity. To improve the business activities and
performance there is need to focus over quality which is used to influence number of people and
maintaining higher productivity.
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Online
Different ways of nurturing excellent customer service. 2021. [Online]. Available through:
< 5 Ways to Deliver Excellent Customer Service (superoffice.com)>
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