Customer Service Policies and Initiatives at Premier Inn: A Comprehensive Analysis

This report delves into the customer service policies and initiatives implemented by Premier Inn, a leading hotel chain in the UK. It examines the motives behind these policies, assesses the effectiveness of communication methods, and analyzes how customer perceptions are influenced by service provision. The report also includes a research study on customer requirements and satisfaction levels, suggesting improvements for enhancing the overall customer experience. Finally, it provides a framework for planning and delivering customer service initiatives, along with recommendations for reviewing individual performance in service delivery.

Customer service
Premier Inn

Table of Contents
INTRODUCTION.................................................................................................................... 1
OVERVIEW OF PREMIER INN..............................................................................................2
REPORT 1............................................................................................................................. 3
TASK 1................................................................................................................................... 3
1.1 DISCUSSION ON MOTIVE FOR USING CUSTOMER SERVICE POLICIES...............3
1.2 MOTIVE OF ASSESSMENT OF CUSTOMER SERVICE POLICY INDICATING HOW
IT CAN ASSIST IN FUTURE STAFF TRAINING AND DEVELOPMENT............................5
TASK 2................................................................................................................................... 7
2.1 ASSESSMENT OF THE METHODS OF COMMUNICATION AND HOW THEY HAVE
AN IMPACT ON THE CUSTOMER FOCUSED CULTURE................................................7
2.2 EXAMINATION OF HOW THE PERSPECTIVE OF CONSUMERS IS AFFECTED BY
THE CUSTOMER SERVICE PROVISION..........................................................................9
REPORT 2........................................................................................................................... 10
TASK 3................................................................................................................................. 10
3.1 EVALUATION OF INFORMATION SOURCES ON CUSTOMER REQUIREMENT AND
THEIR SATISFACTION LEVELS......................................................................................10
3.2 RESEARCH ON THE REQUIREMENTS OF CUSTOMERS AND SATISFACTION
LEVEL OF PREMIER INN CUSTOMERS AND SUGGESTING IMPROVEMENTS..........12
TASK 4................................................................................................................................. 14
4.1 PLANNING AND DELIVERY OF THE CUSTOMER SERVICE INITIATIVES IN THE
PREMIER INN.................................................................................................................. 14
4.2 REVIEW OWN PERFORMANCE IN DELIVERY OF CUSTOMER SERVICE AND
MAKE RECOMMENDATIONS..........................................................................................16
CONCLUSION..................................................................................................................... 17
REFERENCES..................................................................................................................... 18
1

INTRODUCTION
The study of hospitality industry covers the major aspect of hospitality management. Taking
a deep insight into this, hospitality can be understood as the relation between the guests and
their hosts in which the hosts are liable for welcoming the guests and taking care of their
comfort and services provided to the guests. The customers in the hospitality sector have a
major contribution that leads to either success or failure of the hospitality firm. It must be
made sure that the customers are content with the services given by the hospitality firm. In
the assignment, Premier Inn hotel, one of the largest hotel chain in the UK is taken into
consideration. A report will be made in which the customer service manager of the hotel has
the accountability of conducting a training session and in that review the customer service
policies firstly and then discuss the purpose of the same. Moreover, the methods of
communication will be assessed accompanied by an analysis of how the perspective of the
customers is being influenced by the customer service provision. In the other report, the
requirements of the customers and their expectations will be scrutinised along with the
provisioning of customer service in the business context with an example.
2

OVERVIEW OF PREMIER INN
The hotel chain, Premier Inn was established in the year 1987 and is recognised as the
largest hotel brand in the United Kingdom. The hotel chain operates in 5 countries
specifically the UK itself, Ireland, India, Germany and the UAE (United Arab Emirates). It has
a total of 750 hotels in the above-mentioned countries and is a subsidiary of the firm
Whitbread with headquarters in Dunstable, United Kingdom. The key person associated
with Premier Inn is Alison Brittain, the CEO of the organisation. The hotel chain provides
70% of the earnings of the total share of the Whitbread business (Premier Inn, 2018).
3

REPORT 1
The customer service manager at Premier Inn will prepare a report for providing training to
the employees in a training session held on studying the consumer service policies of the
hotel so as to promote the culture focused towards customer benefit. The policies of
customer service will be described in business and service perspective along with describing
the purpose of encouraging a customer focused culture.
TASK 1
1.1 DISCUSSION ON MOTIVE FOR USING CUSTOMER
SERVICE POLICIES
Customer service in the context of hospitality operations can be explained as the services
that are given to the consumers or the clients so as to retain them and generate the new
potential consumers for the future that will in direct and indirect manner provide advantage to
the firm and assist it in facing the challenges that will emerge in the business environment
(Chand, 2010). With an aim to provide great service to the customers, there are some
predefined policies for each of the hospitality organisations so that the team representing the
firm can provide their services in a better and organised manner. These policies ensure that
the staff of the hospitality firm are well familiar with the importance of serving their clients
with the good quality of services in a consistent manner irrespective of which division of the
firm the staff member belongs to.
The reason behind the development and the use of the policies for customer service in hotel
Premier Inn are as follows-
Expectations of customers- As the expectations and the perception of the customers
change, there is a need for the hotel management to conduct an appraisal of its policies and
modify them at regular time intervals. For example- the customers are not happy with the
greeting and room services and want some innovation for the same (Grissemann, et al.
2013).
Information- The hotel management makes sure that the consumers are well informed
regarding the do’s and don’ts to ensure that a harmony is maintained between both the
parties in relation to the policies and procedures of the firm. The same applies to the
employees and management as well.
Feedback- The policies defined for the customer service are a powerful tool for directing the
staff members in a way to beseech information so as to improve the services. The clients on
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the other end are independent to share their feedbacks and experience so that the hotel
management can make the recommended modifications for improving its quality of services.
Clarity- The policies of the hotel that are clearly and accurately defined to the staff
members ensure that the objectives and the goals of the firm are clear to the employees and
thus this ensures that the employees will be successful in maintaining the brand image of the
firm. The effectiveness of the employees must be reviewed at regular time intervals to
ensure whether they are following the guidelines or not (Kam Fung So and King, 2010).
Training- The policies for the consumer service are helpful in the formation of the service
guidelines for the staff members of the hotel Premier Inn so that they receive proper training
for showcasing better performance in the firm. This aids much is providing information about
the idea of great service to the employees.
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1.2 MOTIVE OF ASSESSMENT OF CUSTOMER SERVICE
POLICY INDICATING HOW IT CAN ASSIST IN FUTURE
STAFF TRAINING AND DEVELOPMENT
The main motive behind the formation of the customer policies in the hotel lays in the fact
that the consumers and other clients are properly informed about the guidelines and rules
set by the firm and the staff members follow and perform their duties according to the
guidelines. The assessment of the policies is conducted so that department of management
of the hotel can analyse whether the policies made by them are successfully implemented or
not. There are innumerable methods and ways of evaluation of the effectiveness of the
policies made for the customer service (CG Davidson, et al. 2011). Some of the methods
comprise asking for reviews and feedback from the clients, organising opinion polls and
various surveys with the help of questionnaire and interviews etc. With the help of these
kinds of methods, the hotel management can understand the viewpoint of the customers
towards the services they provide to them and therefore the organisation can analyse its
weaknesses and the limitations that can be improved in the future.
The hotel also has adopted the service of evaluation of the policies made for customers by
saving the data of the customers and keeping the track of all the regular customers who visit
in frequent intervals that is an integral part of the customer relationship management. The
legitimacy of data collected from the clienteles through surveys and forums must be
reviewed along with ensuring that the method of data collection follows the standards and
rules set by the hospitality firm (Úbeda-García, et al. 2013).
The process of examination of the customer service standards and policies provides
assistance in training of the future staff for catering their overall development process. The
better services provided to the customers, the better will be the performance of the staff
members and their professional growth and development. The process of evaluation will
help in identification of the weakness in the regulated policies and make sure that the same
limitations are overcome as soon as possible and are not repeated again and again. The
reviews given from the clients can provide aid in the development of the training sessions
and programs thus helping them to improve their method of working and the quality of
service they provide (Chen, et al. 2012). Also, this will help in identification of the loopholes
in the activities performed by the staff members. The employees of the hotels being the
representatives interacting directly with the clients have to receive proper training along with
respecting the customer service policies, thus implementing them in their job routine.
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The newly recruited employee in the hotel must be given more attention so that they become
well familiar with the standards and policies. In on job training, the employees must be
provided with special provisions so that they can discuss the set of standards and the
consumer policies to have a clear insight into the formation of the rules.
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TASK 2
2.1 ASSESSMENT OF THE METHODS OF COMMUNICATION
AND HOW THEY HAVE AN IMPACT ON THE CUSTOMER
FOCUSED CULTURE
In the hospitality industry, it is important to implement the practices of effective
communication. The communication process may take either of the two levels namely the
formal format management or the informal communication between the employees and the
clients or the staff members. The communication methods are divided into the following
categories-
Oral communication
This type of communication involves the verbal interaction and the process of listening and
responding. The individual who is initiating the communication must make sure that the
respondent is able to get his language and the meaning of the interaction so that there is no
hindrance in conveying of information (Byrne, et al. 2012). The oral communication must
ensure one to one communication between two individuals. This can also take 2 forms-
Face to face interaction- This method involves only communication between two
individuals that guarantees that the information conveyed most appropriately. It gives a
personal context to the communication process that is a crucial part of the hotels and
broadly the hospitality industry.
8
Communication
Oral
Communication
Face to face
Meeting,
Training or
Presentation
Written
communication
Email, memo or
letters
Non Verbal
Communication

Presentations, training and the meetings- This type of communication comprises a group
of individuals communicating with each other. In the group meetings and the presentations,
each and every person gets chance to express their thoughts but it does not ensure that
their information is being attentively perceived by the other members (Bofill, et al. 2014). The
same concept follows in the training sessions besides the difference that only one individual
addresses a crowd. The individuals attending the training session can present their opinion
request. In all the types of communication whether presentation or a meeting or training, only
one-way communication is effectively executed and does not guarantee the
acknowledgement from the other end.
Written communication
This process of communication involves documentation of the information that is either typed
or handwritten. This is effective when there is a need for future reference. The written
documents may be the emails, training materials and documents, the letters or memos or
the reminders etc. more attention and carefulness must be given in this form of
communication because it acts as a piece of proof of whatever information is conveyed in
the written form by an individual or the hotel (Whiteman, 2013). The digitized communication
between the staff members and the clients and staff is also a part of the written
communication such as chat through messenger etc.
Nonverbal communication
The nonverbal interaction involves the communication through body language. In the hotel
environment, the staff members are trained to communicate through signs and symbols for
conveying indicative information to each other without interrupting the work of others. The
experience of the customers whether good or bad can be well understood by the staff by
their body language and behaviour that may be their gestures, facial expressions or their
hand movements.
In the hotel chain, Premier Inn all the modes of communication are used in an efficient
manner for improving the services provided and thud enrich the customer experience at the
best. This can be done by establishing good communication practices among the staff
members so that they can interact with others in an effectual manner without hurting the
emotions of others (Mehrabian, 2017). The effect of the verbal communication holds more
significance in the hotel. On the other hand, the written communication is only important for
the management and employees to work in a well-organised manner as well as the
customers to keep evidence of their billings and the customer service policies in the written
form. On behalf of the customers, the management must ensure that the policies are being
9

well understood by the clients and no situation of conflict occurs when communicating in the
written or verbal form.
10

2.2 EXAMINATION OF HOW THE PERSPECTIVE OF
CONSUMERS IS AFFECTED BY THE CUSTOMER SERVICE
PROVISION
The quality of services and hospitality provisions provided to the customers plays a
significant role in the success of the hospitality industry. Thus, it is crucial to understand the
perspective of the customer, their outlook and the sentiments in relation to the hospitality
services in order to attain sustainable growth and gain a competitive edge over the other
firms in the market. There are numerous factors that have an impact on the perception of the
customers but also the fact cannot be neglected that the perspectives of customers keep on
changing with the change in trends and technology. For instance, for booking hotels, the
people browse a number of websites and conduct deep research through the offline
methods as well (Lin, 2010). The research is based on the information available on the
hotel's website or the review sites of the hotels and other hospitality firms. After conducting
a thorough research, the people get a sense of information bat the services provided by the
hotel and the expenses involved which develops a sense of perception among them about
the hotel and further they understand the customer service policies. After their check in the
hotel selected, if their perceptions do not go with the expectations, then it negatively impacts
and ruins the reputation of the hotel. From this, it can be inferred that the perception of the
customers is highly impacted by the customer service provision.
It is required by the hospitality organisations to present truthful and legitimate information
about the policies they provide for the customer service and other provisions so that the trust
of the customers is not broken and their expectations are not shattered. If the customer
service provision is met with the perspective of the customers then it will add many more
loyal customers and migration of new customers from other hospitality firms (Kang, et al.
2012). The loyal customers will then recommend to others the hotel due to its great services
and amenities which will help in increasing the profits and growth in the reputation of the
firm. Thus it will ultimately increase the customer satisfaction level, that acts as key to the
success of the hospitality industry.
CONCLUSION
In the report, the customer service policies have been analysed and discussed along with
the explanation of the reason behind the evaluation of the policies of customer service.
Moreover, the modes of communication have been explained followed by the analysis of the
influence of perspective of the customers on the customer service provision.
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REPORT 2
This report will take into consideration the situation where the complaints have risen by 5%
from the last year by the customers in Premier Inn. This was inferred as a result of the
review conducted about the customer service policies by the staff members and the
manager of customer service. For this, a research will be instigated for examination of the
requirements and the expectations of the customer accompanied by reviewing own
performance in the service delivery.
TASK 3
3.1 EVALUATION OF INFORMATION SOURCES ON
CUSTOMER REQUIREMENT AND THEIR SATISFACTION
LEVELS
The term customer satisfaction is a marketing term which measures how the services
provided by the firms meet the expectations of the customers. This is an important measure
that provides the market analysts of the firm a metric for improvement and managing their
businesses (Nam, et al. 2011). The various sources of information on the requirement of
customers are primary research and the secondary research that provide sufficient data to
understand the satisfaction level of the customers and the staff. The requirements may be
of the customers, the staff and the management for maintenance of the records if the
customers and recognise the potential and the loyal customers. The two major sources of
collecting data are-
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Primary method
In the method of primary data collection, first-hand data is collected directly from the people
for the accomplishment of a specific purpose. It may consist of the qualitative or the
quantitative method. The information will be gathered for examining the level of satisfaction
of the customers. The method of data collection will be survey and sampling. A certain set
of clients will be chosen from the staff members who will be enquired through a
questionnaire that comprises of open end and the closed end questions (Cope, 2014). In the
case of an interview, it may be personal or a telephonic. Same in the focus groups, a group
of individuals discuss on the given topic and reach to a conclusion. The primary data
collection method holds the advantage as the process of making the amendments is
simplified through analysing the personal opinion of people.
Secondary data collection
This type of research is done in the hotels for collecting the sales records and the financial
information. Also, the client's database is stored in the software if the hotels so that data
helps in analysing the frequency of the visitors and other information for identifying the
potential and loyal customers. Along with this, the government publications and the trade
journals are being studied for examining the pattern of the visit of the customers and what
are their parameters of satisfaction for a visit to a hotel (Hewson and Stewart, 2016). The
national organisations such as UNWTO are approached for examining the previously
collected data and draw out certain conclusions regarding what the customers expect from
13
Data collection
Primary Data
Surveys
Focus Groups
Interviews
Secondary Data
Internal
Secondary Data
External
Secondary Data

the policies set by the hotels for the customer service. It is advantageous as less time and
effort is involved in the collection of information from secondary sources but total reliability
on such sources is not a good approach. The best results can be drawn from both the
methods of data collection.
3.2 RESEARCH ON THE REQUIREMENTS OF CUSTOMERS
AND SATISFACTION LEVEL OF PREMIER INN CUSTOMERS
AND SUGGESTING IMPROVEMENTS
Introduction- To conduct the research on the customer requirements and examining their
levels of satisfaction, a sample will be collected from 50 loyal customers of the hotel Premier
Inn. The main motive of research is to gather knowledge about the satisfaction level and the
customer requirements.
Research method- the primary and secondary method will be used. The secondary data will
be gathered from the journals that are published by the critics. The tools used for measuring
data are given in table-
Tools Type of Customer
(Interview) Face to face Consumers that plan stay in the hotel. For
receiving swift feedback for observing their
reaction and expectation
Postal survey These are done with the loyal and regular
customers
Questionnaire For a collection of data from the staff and
the customers
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Factors to measure are as follows-
Components Attributes
Services of Staff Delivery time
Waiting time
Response to the query of consumers
Staff kindliness
Politeness of staff
Price Price of the articles
Value for money
the total price of usage
Hotel room services Sanitation of rooms
Quick amenities to the room
Effectiveness of cost
Good food
Limitations of research-
 Some of the loyal customers were not involved in the research process
 The results may fluctuate from the time of check to check out time
 Some of the customers have no particular and specific requirements and thus need
to change the hotels from time to time
Results- The research shows that customers prefer to get good quality of services and
expect good behaviour from the staff members. They do not compromise on the quality of
services and are ready to pay extra for the amenities (Bergman and Klefsjö, 2010). The
survey shows that the customers expect that staff members must have ample knowledge
about the customer policies. The expectations of clients keep changing from time to time and
also depends on the customers.
Recommendations
 The ambience of the hotel must be customised according to the theme of the hotel
and innovation must be introduced in the same
 The staff service can be enhanced by the training and development programs
 The consumers must be given fascinating offers to drive them towards the hotel
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TASK 4
4.1 PLANNING AND DELIVERY OF THE CUSTOMER
SERVICE INITIATIVES IN THE PREMIER INN
The customer services initiatives in a company are generally taken in order to meet the
short-term goals and objectives of the business. These initiatives range from the reduction of
costs, improvement of the accommodation and quality of the services, incrementing the
overall efficiency and effectiveness along with the improvement of the customer relations
and the sales. The customer services initiatives for the Premier Inn are taken in order to
improve the services they offer to their customers and enhance the customer's experience
related to the hospitality services (Cook, 2017). New strategies must be planned for
welcoming the customers and bidding them proper farewell which comes under some of the
good initiatives in the field of the customer service. Customer service also involves the
service recovery in which they handle the situations and the conditions where they go wrong
in order to resolve them quickly.
Working according to the schedule of the customers and their demands rather than of the
hotels is also one of the initiatives that the Premier Inn can take. In order to improve the
customer service experience, the staff of the hotel must be provided various training so that
they can become well trained and skilled. Moreover, the hiring process of the employees
should also be improved. During the effective planning of the customer service following
steps are involved-
Creating the service
Before creating the vision of the improvement of the customer service, a proper team must
be selected for working on the project. This must involve various representatives of the
different departments, front-line employees and some newly hired employees. One leader
should be made who will take care of the vision and the mission of the task. Proper training
and development programs must be introduced so that the new and the existing staff will be
able to learn new techniques of customer service (Cook, 2017). The leader needs to look
after the success of the project not only in short term but also for a longer period of
approximately 10-18 months.
Sell the service
The process of creating the service cans be exhausting and it should be so that the
seriousness of the task must be maintained throughout. Here the hardworking of the team
16

matters a lot. Frontline sponsorship is very importing in the selling process. This process
requires a great commitment level from all the team members so that they will understand
the importance of the initiative of the customer service and will start caring for the well-being
and better services of the customers. Members of the team should be able to communicate
properly between themselves for providing the better services.
Implementing the service
This is the stage where most of the plan and initiatives were taken by the company can fail.
This is the very critical stage in the customer service planning also known as the
implementation stage. If someone creates a proper strategic and innovative plan then
everybody will start rally around. The implementation stage of the customer service involves
scrawling, walking and running (Chand, 2010). The leader should create a proper calendar
involving proper timings and the duration of the training along with the support materials
required for it. Secret service agents are involved at this stage so they will easily roll out the
initiatives taken by the company by becoming the front line ambassadors.
Measuring the service
The measuring of the service is very essential, as it requires measuring several features like
the retention rate, closing ratio, customer satisfaction score etc. The plans that were
successful must be celebrated and the initiatives that were failed must need proper training
and guidance for the improvement of the services.
Sustaining the services
The team member of the initiative planned must continue producing new services and
systems and should try to improve the existing ones in order to sustain them. This process
involves continuous improvement with the time. Better training must be provided to support
the technological changes, communication and awareness of the employees should also be
improved in the customer service initiatives.
Thus, these processes help in the customer service initiation and delivery of the Premier Inn.
17

4.2 REVIEW OWN PERFORMANCE IN DELIVERY OF
CUSTOMER SERVICE AND MAKE RECOMMENDATIONS
Performance review of the employees is one of the major steps that must be taken while the
delivery of the better customer services. It is also necessary to analyse the shortcomings
that need improvement and the strengths of the company are further improved. Self-
assessment is required to review the performance of the employees which involves the
introspection so that the areas of the improvement can be analysed and helps in the proper
service delivery (Rawson, et al. 2013). For the development of good ethics and improved
methods for better performance in the organization personal development plans must be
formed. The implementation of the development plan for enhancing the professional skills
provides assistance in increasing own skills in the professional field.
In the customer service delivery, the following recommendations are suggested for the
enhancement of the performance-
• In order to interact well with the customers and the other staff members, it is
essential that the verbal and the non-verbal communication should be enhanced.
• The team members should participate with enthusiasm and also must be well aware
of the personality development programs and training.
• In the surprising situations, skills of punctuality and prompt action must be
developed.
Customer requirements and expectations are highlighted in this report along with the various
source of information. Various recommendations and performance review have also been
done.
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CONCLUSION
The key to the success of the organization is the satisfaction of the customers and the
services provide to them. The customers must be served according to their needs and
expectations for which there are various policies in the hospitality industry. If the necessities
of the customers are fulfilled by the hotel staff the customer’s loyalty will increase. In order to
understand the various policies of the customer services in context of the business hotel
Premier Inn has been taken in to context. The impact of customer perception among the
various methods of communications is evaluated in this report. Various methods and
planning for the delivery of the customer service initiatives along with the various
recommendation of self-evaluations have been explained.
19

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