Sustainable Supply Chain Management

This assignment delves into the critical aspects of sustainable supply chain management. It requires students to examine the frameworks, challenges, and future research directions within this domain. Specific topics include analyzing the impact of biorefineries on supply chains, understanding the role of enterprise risk management in supply chains, and exploring the benefits of collaborative relationships within supply chains.

CUSTOMER SERVICE
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Table of Contents
CUSTOMER SERVICE..................................................................................................................1
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
A Discussion about reasons for using customer service policies in the business organisation3
B Discussion about the purpose of evaluating a customer service policies and its significance
for staff training and development.........................................................................................4
TASK 2............................................................................................................................................5
A Evaluation of various communication methods and its used on the customer culture in an
organisation............................................................................................................................5
B Analysis of the customer perception influenced by customer service provision................6
TASK 3............................................................................................................................................7
A Assessment of the sources of information on customer requirement and satisfaction level in
an organisation........................................................................................................................7
B Research on customer requirement and satisfaction level for organisation........................7
TASK 4............................................................................................................................................9
A Discussion about the plan and deliver a customer service program in an organisation.....9
B Explanation about the own performance in the delivery of customer service band make
recommendation for improvement.........................................................................................9
CONCLUSION..............................................................................................................................10
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INTRODUCTION
In an organisation, customer plays a very crucial role because whole success and profitability of business
is largely depends upon the customer satisfaction. If they are effectively satisfy the company can easily gain
effective success and profitability. Thus, it is very important for company to deliver product and services to
customer according to their choice and requirement. Effective and efficient customer services can enhance
their satisfaction level. In this project report, significance of customer service and its various policies has been
discussed with respect of hospitality industry. In this sector includes various business such as restaurant,
entertainment, membership, pubs etc (Singh and Armo, 2016). In all of these sectors, customer service is
very important by which company can gain effective outcome. For all staff member and employees, customer
policies is very important so as they can deliver right and effective services to customer in hospitality industry.
Furthermore, communication methods and its used in effective customer culture has been also studied with
respect of Hilton hotel. In addition to this, various techniques and methods which are used to analyse the
various sources of information on customer requirement has been also addressed in this report.
TASK 1
A Discussion about reasons for using customer service policies in the business organisation
In the hospitality industry, hotel is a king of market because profitability and success of this
industry is largely depends upon customer satisfaction. Customer services policies have very
essential role in hospitality industry. Every hotel has its own customer service policies which
designed in order to provide effective customer satisfaction and meet their expectations. In
addition to this, another major reason for developing these customer service policies is to ensure
no customer face any problem during their trip and holiday trip. In the context of Hilton hotel, it
has also developed various kinds of customer services policies in order to deliver effective
accommodation, restaurant, food etc services to customers. Following are some reason for
developing customer service policies-
 Meet customer expectations- With assistance of effective and attractive customer service
policy, hotel can able to meet actual expectation of customer (Homburg, Jozić and
Kuehnl, 2015). In the present time, customer is not happy with only smile, thanks,
welcome etc of staff member. They required something special by hotel staff member at
the time of services. Thus, Hilton hotel have developed such effective service policies for
its customers by which they can get effective satisfaction.
 Provide information- With assistance of customer service policies, all required
information could be available to the customers. Thus, it is very important for staff
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member to deliver right, accurate and correct information to its customer (Özerdem and
Bowd, 2016). If customer does not get appropriate services according to give information
then they can get unpleased with hotel.
 Feedbacks- This is another one of the major reason for developing customer service
policies because feedback is also very important for company. With help of customer
feedback, hotel can able to know the actual requirement of customer and need for further
improvement (Baskerville and Wood-Harper, 2016). Hilton hotel has been developed
customer service policy for acknowledge actual customer requirement about hotel
services and also review about the area of improvement.
B Discussion about the purpose of evaluating a customer service policies and its significance for
staff training and development
Evaluation of customer service is very important by which management of hotel can analyse
and assess the actual situation of customer service. Hilton hotel have developed various kinds of
customer service policies and implemented it in order to met customer expectation and deliver
them excellent services. However, it is very important to assess and evaluate these policies on
time to time through which management can acknowledge about its actual performance or
working in the hotel (Álvarez, Martín and Casielles, 2007). There are various ways with help of
which this evaluation could be done. In these methods includes customer feedback, polls,
opinion surveys etc. In the context of Hilton hotel, it uses various method for evaluation of
customer service policies. In this manner, it organised feedback session which name is Hilton
honors under which management asked question about customer service and their experience to
guest. This feedback method has assisted cited venture to identify the area of improvement and
actual condition of customer service policies in the hotel.
On the other hand Hilton hotel has also organised program that is satisfaction and loyalty
tracking. With help of this program, they keep a record of the number of guest who returns
back to the hotel again and again because of the service provided to them. Thus it can be
said that these feedback program and method of customer service policies evaluation has
assisted cited venture to acknowledge the effectiveness and weakness of existing customer
service policies.
Another one of the major benefit of this evaluation of customer service policy is staff
training and development (Anwar and Sohail, 2004). With help of evaluation of policies,
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management can identify area of improvement among existing services, policies and
performance of employees (Doolin, Burgess and Cooper, 2002). According to the
requirement training and development of employees or staff member can organise by Hilton
hotel. With help of this training and development program, staff member can more improve
their skill, knowledge, working practices, ability etc for deliver customer service and meet
customer expectation in more excellent manner.
TASK 2
A Evaluation of various communication methods and its used on the customer culture in an
organisation.
In a hospitality industry, effective communication is very significant because in order to deal
with customer and solve their queries it is very important for staff members to adopt effective
communication method. It is a process under which two of more than two people transfer their
message and information for some purpose (Frew, 2000). In the Hilton hotel, staff member
should adopt effective communication method so as they can solve the queries of customers in
effective manner. There are various ways of communication which are adopted in different
situation. These ways are as follows-
Oral and listening communication- This is one of the best way of communication under which
speaker should make sure that he/she uses simple and easy words so that everyone could
understand it (Jobber and Ellis-Chadwick, 2012). In addition to this, listener should make sure
that he/she not only listen or hear the words but also understand the meaning and message of
speaker. Staff member of Hilton hotel can communicate with customer with help of mobile
phone, conference etc. There are various way to conduct oral communication such as face to face
communication, meeting, conference, presentation, training etc.
Written communication- This is another significant method of communication under which
sender sends their message and information in written way. In this includes various methods
such as letter, notice board, email etc (Kotler and Armstrong, 2010). Communication can
divided into two parts such as formal communication and informal communication. Formal
communication used for official use which is mostly used for office purpose. On the other hand
informal communication can use for convey information in informal manner. In the context of
Hilton hotel, if manager send the email to its staff member about the customer service policies
and give presentation about this topic then it is known as the formal communication. On the
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other if while communication happening between the manager and the staff near the swimming
pool for cleanliness of pool is comes under the informal communication.
As per the above discussion it has been analysed that there are various kind of
communication method which can use in the Hilton hotel for communicate with staff member.
With assistance of effective method and standard of communication, customer focused culture
can improve within the hotel (Kotler, Bowen and Makens, 2006). If within the hotel, manager
and staff member effectively communicate with customer and solve their queries then they can
feel good in the hotel. Thus, it is very important to adopt effective method of communication to
develop the customer focused culture in the hotel. With help of effective method of
communication, staff member can better understand the actual practices, policies and standard of
the hotel so as they can more effectively perform their job for deliver effective customer service
within the hotel.
B Analysis of the customer perception influenced by customer service provision
The success of hotel is largely depends upon the quality and effectiveness of service which
provided to customer in the hotel industry. Thus, it is very important to analyse and identify the
actual perception, outlooks and sentiments of customer in order to develop sustainable growth
and competitive advantage.
Customer perception is too dynamic which can change over a period of time as well as
experience. If customer experience related to hotel service is bad then their perception regarding
hotel can develop in negative manner (Kozinets, 2002). While any customer come to any hotel
do a proper research before making the booking. This research can do on the basis of available
information of hotel and its services on the website or other various feedback sites. After going
through all the detail and information about the hotel services, customers develop some
expectation perception about the hotel and its customer services policies. While customer
reaches the hotel and they do not get exact services which information included on the website
then it gives the negative impact on the reputation of hotel. Thus it can be said that customer
service provision does have a very strong impact on the customer perception in hospitality
industry (Dubey and et.al., 2017). Thus, it is very important for the hotel to do include very
correct and right information about hotel services and policies on the website. Because of
customer expectation do not match with actual delivered services in the hotel then their
perception can negatively developed regarding hotel.
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TASK 3
A Assessment of the sources of information on customer requirement and satisfaction level in an
organisation
Assessment of the Information is very important to acknowledge the actual experience,
feedback and area of improvement in the hospitality industry. Data collection is very important
method by which hotel can know about the existing customer service policies, their feedback and
future requirement related to hotel services. There are major two kind of data collection method
such as primary and secondary data collection (Pérez and et.al., 2017). In the primary data
collection, information collected will be specifically to meet the needs and satisfaction level of
the customers. In this primary data collection, manager can collect information from customer
with help of interview, survey etc. The survey can conduct with help of systematic questionnaire.
This questionnaire can give to customer and collect their view, feedback, opinion about the hotel
policies, service quality and management. On the other hand in the interview context, manager
can conduct interview either personal or telephonic manner. In the context of Hilton hotel, in
order to conduct primary data collection, manager select the sample which may staff member,
management and customers.
In the context of secondary data collection, hotel manager can collect information about
customer perception, expectation, experience, area of improvement, quality and effectiveness of
services with help of secondary sources such as sales records, financial information, customer
database, yield record etc (Olson and Wu, 2017).
Thus, from this discussion it can be analysed that source of information is very important
to analyse customer requirement, their satisfaction level, existing customer service policies
effectiveness, service quality etc.
B Research on customer requirement and satisfaction level for organisation
Research is a process under which scholar can collect the information with help of primary data
collection and secondary data collection. In the context of Hilton hotel, manager has conducted
the research for collect the information about existing customer services, policies, quality and
effectiveness. Manager has taken 15 customers as sample size. Manager has conducted primary
data collection as well as secondary data collection (Kwon, Hong and Kim, 2017). In the primary
data , manager designed a systematic questionnaire in order to take the review and feedback from
15 customer in the Hilton hotel. This questionnaire is as follows-
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1 How frequently you come in the Hilton hotel?
 Within 1 Year
 2 to 3 years
 3 to 4 years
 More than 4 year
2Which factor mostly affects you while you select the hotel?
 Customer service quality
 Policies
 Prices
 Behaviour of staff members
3 Are you satisfied with existing customer service policies and practices of Hilton hotel?
 Strongly satisfied
 Satisfied
 Dissatisfied
 Strongly dissatisfied
4 Would you like to come back again in the Hilton hotel?
 Most probably
 Probably
 Not sure
 Never
5 Would you suggest and recommend you friends and family member to come in this hotel?
 Yes
 No
As per this primary data collection in the Hilton hotel, manager has been found the positive
feedback of customer related to service policies and quality (Ramanathan, 2017). From the 15
customer 13 are effectively satisfied with existing policies, quality and facilities of customer
service in the Hilton hotel. However, some of the customers are not satisfied due to ineffective
behaviour of staff members. Hilton hotel should do work on the training and development of
staff member. Also some of the customer sais that company should improve its accommodation
facilities.
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TASK 4
A Discussion about the plan and deliver a customer service program in an organisation
In the Hilton hotel it is very important to plan the customer service program so as hotel
can effectively deliver effective services and facilities. In order to develop a systematic plan for
the customer, it is very important for the management to collect the information about the
customer actual requirement about the hotel services and policies. With help of acknowledge
about the taste, preference and requirement of customer company can able to deliver effective
and appropriate services to them. Once the information has collected by management then in the
next stage, company can design effective policies and practices of customer service plan.
B Explanation about the own performance in the delivery of customer service band make
recommendation for improvement
In the Hilton hotel, there are various kinds of job role of employees such as cashier, order
taker, house keeper, etc. It is very import t for the management to provide proper role and
designation to employees according to their skill and ability so as they can meet actual
expectation of customer and deliver effective customer services. In the Hilton hotel, i played the
role of manager. As a manager of hotel i have various roles and responsibility toward the
management, employees and customer. Since i have enough knowledge and idea about the
proper management of hotel as well as customer services policies. With help of my effective
knowledge of hotel management i have design effective customer service policies and practices
through which all staff member effectively deliver appropriate services to customers. In addition
to this, i have also responsibility to maintain the sales records. This duty has also effectively
fulfilled by me. I always focused on the customer requirement and make facilities to deliver
excellent level of services to all customer. Another major role of being manager is related to
human resource. I have organised training and development program for employees so as they
can learn effective method to deliver proper services to customer and meet their expectation. In
addition to this, in a specific interval i also conducted customer survey program so as i can
acknowledge the area of improvement in the hotel and customer service policies. However, i
required to improve my communication and technical skill. In order to improve communication
skill i will conduct group discussion, team meeting, conference, self practices etc so as i can
improve my communication skill. This skill assists me to understand actual customer need and
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communicate with them in more effective manner. In addition to this, in order to improve
technical skill, i will join the technical seminar, workshop and training program. This skill assists
me in developing report of customer service policies with help of computer.
CONCLUSION
From this entire report it has been concluded that Evaluation of customer service is very important
by which management of hotel can analyse and assess the actual situation of customer service.
With assistance of effective and attractive customer service policy, hotel can able to meet actual
expectation of customer. Every hotel has its own customer service policies which designed in
order to provide effective customer satisfaction and meet their expectations. From this report it
has been also concluded that effective communication is very significant because in order to deal
with customer and solve their queries it is very important for staff members to adopt effective
communication method.
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