Frog by Adam Handling Management Report on Customer Service and Management

This report examines the consumer service at The Frog By Adam Handling, a hospitality establishment. It discusses the factors that limit consumer service, such as service quality, food quality, and physical environment. It also explores ways to meet consumer expectations and the benefits of exceeding them.

Customer Service
Management

EXECUTIVE SUMMARRY
This report looks at the consumer service at hospitality establishment. Service Blueprint
template helps understand the consumer journey at The Frog By Adman Handling. Service
quality, food quality and physical environment of the restaurant limit consumer service at
hospitality establishment. Personalization and quick resolution of complaints are some of the
consumer expectations which need to be fulfilled by hospitality establishments to deliver high
quality consumer-service. Exceeding consumer expectations has many benefits such as building
inter-personal relationships and gaining loyal consumers.

Table of Contents
EXECUTIVE SUMMARRY ..........................................................................................................2
INTRODUCTION...........................................................................................................................1
Overview of case study organisation..........................................................................................1
MAIN BODY...................................................................................................................................2
Determination and evaluation of elements which restricts consumers service in the tourism
and hospitality sector ..................................................................................................................2
Various kinds of consumer behaviour and adjusting consumer service to meet specific
consumer behaviour ...................................................................................................................3
Ways to ensure that service delivery marches consumer expectations ......................................5
Benefits and opportunities derived from exceeding customer expectations to an organisation’s
success.........................................................................................................................................5
Service Blueprint Template.........................................................................................................7
RECCOMENDATIONS .................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Overview of case study organisation
Customer service management consist of handling and managing the needs and wants of
customers in such a way which will help a company to achieve higher customers satisfaction. In
context of hospitality industry, companies key to success is to gain positive customer experience
by providing them appropriate services as compared to their expectations (Afshar and et. al.,
2019). Customer life- cycle will help them to identify how a consumer behave while purchasing
their desired products and services. It will also help to maintain god relations with customers. It
is essential for hospitality sector to focus on needs and wants of their customers because they
directly interact with their customers. The hotel of Frog by Adam Handling shows their reviews
on different services of their hotel on Tripadvisor which is a travelling site. From the reviews of
this hotel it is evaluated that they are unable to provide good services to their customers because
their most of the reviews are related to the high prices of their food dishes and the quality of food
dishes is not good because customers get ill by consuming food from this restaurant. Customers
also share that they like the concept of restaurant but the prices and quality of food item are not
matching to their expectation.
Demographic profile-
Demographic profile are those personal data of customers which consist of their
preference, age, income and many other information. This data plays an important role to
identify how customers get influence toward a particular product and services (Žilinskienė and
Norkus, 2021). Adam is a well known chef in UK who has opened the restaurant Frog by Adam
Handling in the year 2017 in London. The location of this hotel is perfectly decided because it is
located in the heart of Covert Garden and near this location there are many residential as well as
events and corporate gathering are also conduct near this area. This restaurant provide well
furnished and attractive dining room to the people who want to host private parties. It also have
Library area which is named as “The Library” which has the capability for 16 people to sit. The
restaurant also have a bar whose name is 'Eve', it is beneficial for those customers who
demanded for bar services.
Customer trends and customer expectations-
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Customer trends are those values in the market which is followed by customers rapidly.
For example, when a group of customers prefer to purchase only a specific product and services
in market then it will become customer trend. On the other hand, customer expectation are those
needs and wants of customers which they expected from a company while using their products
and services. It is essential for every company to identify the expectations of their customers and
adopt those strategies which will help them to meet their customer satisfactions. Customer
expectations and customer trends are dynamic in nature which means it changes according to
time. Hence, it is essential for companies to meet their customer trends and customer
expectations before their customer switch to other trend (Bacile, 2020).
The following report focuses on those components which can limit customer services in context
of hospitality industry. It also covers the different ways used by companies to match different
customer behaviour. This report will ends with explaining all those benefits which can be earned
by companies by providing extra services to their customers which is above their expectations.
MAIN BODY
Determination and evaluation of elements which restricts consumers service in the tourism and
hospitality sector
Consumer service activities in hospitality and tourism sector ensures that consumers gain
exceptional consumer experience and every consumer demand is fulfilled. Various elements
restrict consumer service activities in the hospitality industry which are described below in
context of the Frog by Adam Handling:
Service Quality
The level to which consumer expectations are achieved by the performance of the
enterprise is determined in this element. High degree of service quality ensures that consumer
needs are fulfilled by the company and consumer expectations related to the performance of the
firm are exceeded. This leads to increase in loyal consumer base for the firm and long-term
consumer retention. Service quality plays an important role in increasing consumer satisfaction
in the hospitality industry. It is essne4tial for hospitality establishments to offer consumers high
quality services in order to create positive connection with consumers and convert every visitor
into a life-long consumer (Tien and et. al., 2021). The concept of service quality encompasses
various factors including empathy, responsiveness, assurance, reliability and physical appearance
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of various facilities and equipment. Delivering high quality service across all these factors is
essential for providing consumer surpassing consumer experience. In case of the Frog by Adam
Handling, the staff at the eating established did not respond quickly to consumer quires which
upset the consumer. In addition to this bad tangibles at the restaurant which includes dirty toilets
negatively affected consumer experience and degraded service quality and the fine dining
restaurant.
Food Quality
The taste and quality of food offered by a hospitality establishment influences and limits
consumer services because dining service is the one of the primary commodities offered by
hospitality organizations and consumers expect the food to be of very high quality. The level of
food quality affects their brand perception and influences their decision to revisit the hospitality
establishment. In relation to the The Frog by Adam Handling, the reviewer states that the quality
of the food was not exceptional and consistent with various dishes. Some dishes were of high
quality while others tasted badly. This inconsistent and underwhelming level of food quality
limited consumer service at the fine dining restaurant. The high pricing of the fine dining
restaurant further degraded the consumer service as the consumer was not satisfied by the stark
difference between price paid and food quality revived from The Frog.
Destination and ambiance
The place at which the establishment is located and the ambiance of the establishment
also limit consumer experience (Solnet and et. al., 2019). This is because consumer expect that
eating establishment are located at convenient locations which can be easily reached and the
physical environment of the Hotel is hygienic and appropriate. This factor limiting consumer
experience of the reviewer in The Frog by Adam Handling is evident. The consumer expected
that the level of cleanliness is at the level of luxury fine dining restaurant and was heavenly
unsatisfied by the results at The Frog by Adam Handling. The unclean toilets and lack of
number of toilets according to the guests negatively affected the consumer experience. This is
because consumers expect the physical environment of hospitality establishments such as The
Frog by Adam Handling to be of peak quality and physical environment which makes the
consumers doe less work such as waiting in lines for using lavatory.
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Various kinds of consumer behaviour and adjusting consumer service to meet specific consumer
behaviour
Consumer expectations and behaviours are strongly related to the consumer perception of
the specific brand. Consumer build such brand perception on the basis of their past experience
with the brand or the marketing image cultivated by the brand. This includes expressed and
inexpressive consumer expectations which need to be fulfilled by business firms in order to
maximise consumer satisfaction and increase consumer retention. Several of the consumer
expectations which need to be fulfilled by fine dining restaurants are provided below: Personalization: This is defined as act of tailoring a specific service or product to
accommodate needs of specific individuals or specific consumer segment (Kabadayi and
et. al., 2019). Digital technology such as social media have enabled business firms to
determine needs of individual consumers and adjust daily operations and services to meet
individual consumer needs. Providing each individual consumer equal attention to
understand their specific requirements is also part of personalization and helps consumers
feel valued. In case of The Frog By Adman Handling, the reviewer did not receive
personalize consumer service which degraded their experience. This is because staff at
the fine dining restaurant did not take imitative to bring menu to the consumer and take
their orders. The consumer felt unvalued because of this which hindered their consumer
experience. The firm needs to invest in building staff which provides each consumer
personalized services and make them feel valued to reach consumer expectations. Speed of consumer service: This consumer expectation is related the fact that consumers
do not appreciate their time wastage at any hospitality establishment. Consumers expect
staff to be swift and availability of high speed facilities so that they do not waste their
time at the establishment (Kandampully, Zhang and Jaakkola, 2018). In case of The Frog
By Adman Handling, the consumer had to wait in a long queue to use the toilet facilities.
This was not according to the expectations of the consumer and lead to their time
wastage. The firm needs to invest in building more clean toilets so that consumers do not
have to wait for such basic facility at the restaurant.
 Compliant resolution: Consumers expect that business firms will reach them quickly and
resolve their complaints swiftly. This expectation can turn an unsatisfactory consumer
experience into an exceptional consumer experience if the establishment make an effort
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to resolve all consumer complaints quickly and compensates them according to the level
of their satisfaction. Quick complaint resolution is common consumer expectation in the
hospitality industry and slow response to consumer complaints decreases consumer
satisfaction hugely. In case of The Frog By Adman Handling, the slow resolution to
consumer queries and complaints was not as per expectations of the reviewer.
Ways to ensure that service delivery marches consumer expectations
It is evident from the case study that The Frog By Adman Handling failed in achieving
every consumer expectation. It is important that the fine dining restaurant create consumer
centric-culture to reach different consumer expectations in order to retain consumers for a long
time period. The Frog By Adman Handling can adopt the practices stated below to reach
consumer expectations and deliver supreme consumer service: Identifying consumer expectations: This practice to reach consumer expiations involves
identifying requirements and needs of different consumers segments (King and et. al.,
2019). This can be done by conducting market research of the consumers and
determining expectations of individual consumers. The Frog By Adman Handling needs
to invest in gaining accurate consumer insight to gain accurate view of consumer
expectations.
 Taking consumer feedbacks: The firm can understand a lot about consumer reaction to
the services and products offered by the company and their expectations by taking direct
feedback from each individual consumer. The Frog By Adman Handling needs to train
their staff to take direct feedback from consumers to understand if consumer expectations
are reached and take measures to ensure that minimize consumer dissatisfaction
following a negative feedback.
Benefits and opportunities derived from exceeding customer expectations to an organisation’s
success
It is essential for every company to meet their customers expectation. In case a company
provide better services to their customers which crosses their expectation will help them in
various ways to achieve their success. It will help companies to grow their business by gaining
better brand recognition and value in the market (Belanche, Casaló and Flavián, 2020).
Customers will attract more and provide better reviews to the company which will further help
them to attract new customers. Few of the benefits and opportunities which can gained by
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hospitality company by providing their customers extra services as compared to their expectation
are listed below-
Helps to create loyal customers- When customers gain better quality of services as
compared to their expectation then they prefer to use those services again and gain from the same
company. Hence, this will help to create loyal customers for a company. In context of hospitality
industry, their companies are focused to analyse what their customers are expecting from them
and then they provide all those services which can satisfy their customers. Attracting loyal
customers for companies is good to make a strong customer base.
Differentiate from competitors- Providing better services specially extra services a
compared to customers expectation will help company to gain competitive advantage (Tran, Van
Dang and Tournois, 2020). There is a tough competition in hospitality industry where every hotel
and restaurants are performing well and perform their best practices to meet their customers
expectation which will further help them to gain competitive advantage in the market. In this
environment, if a restaurant will provide services beyond their customer expectation will help to
differentiate the company from their competitors and customers will attracted more to such
restaurants. Providing good services to guests will help the restaurant to influence their
customers to recommend the name and services of hotel to to their friend, family members and
their known ones.
Build string relationship between customers and company- Every customer expect
good services from their selected company and in case of hospitality industry, their customers
are having a lot of expectation. This can be fulfilled by hotel;s good performance and the skills
of their employees (Koc, 2019). When a hotel work hard and provide better services to their
targeted customers then their customers prefer to communicate well the hotel staff and also
provide their reviews. This will further help to maintain good relationship between the company
and customers where company aware their customers about their new product or service launch
on regular basis. Customers also provide them feedback on regular basis after using their
products and services. This well maintained relationship will help companies to analyse the
needs and wants of their customers.
Help the company to develop their brand image and become popular among their
targeted customers- in context of hospitality industry, their most of the companies gain
popularity by providing best services to their customers and in case they better services than their
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customers expectation then their customers help them to provide good ratting on the official
website of hotel and restaurant. This will help them to develop their brand image in market.
Here, customers share the reviews on social media such as Twitter, Facebook, Instagram and
many others. Social media sites have global reach which means the good ratings of restaurant
will receive at international customers when they search about the specific hotel. It is consider
that, it is necessary that companies will gain high brand image in market to become success.
High brand image can help them to attract new customers. Hence, providing those services
which exceeds customers expectation will help companies to become more popular.
Enhance innovative and other essential skill of staff members- Front line employees
are responsible to provide best services to their customers. Hence, it is their responsibility that
how they will gain positive customers experience (Qiu and et. al., 2019). Hence, many hotels
provide rewards to those employees who perform well to satisfy their customers. This will help
to motivate employees to enhance their skills like communication skill, innovative skill and
many others to perform better to provide best services to customers even beyond their
expectations. Here, staff members analyse the ways and techniques by them self to make their
customers more happy and satisfied. They engage more in communicating with their customers
to analyse what they actually want and what the hotel is providing them. Such kind of practices
will help staff member to enhance their understanding power and skills which will further help a
company to grow higher in future because better innovative skilled employees will provide better
suggestions to management team regarding the growth of company.
Service Blueprint Template
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RECCOMENDATIONS
The suggestions for The Frog By Adman Handling to enhance the consumer service are
provided below:
 The firm needs to invest in developing trained staff who are polite and respond quickly to
fulfil consumer demand. This will hep the company reach consumer expectations related
to personalisation and ensure that consumers do not have to waste their time from the
beginning of the consumer journey.
 The Frog By Adman Handling needs to invest in adoption of digital technology which
enables staff at the restaurant to communicate with each the quickly so that consumer
queries and complaints are redissolved as swiftly as possible. This is a justified
recommendation as it will help the company develop digital capabilities and increase
responsiveness to reach consumer expectations and ensure that every consumer leaves
satisfied from the restaurant.
 The respective firm needs to invest in creating hygienic ambiance of the restaurant and
expand the number of toilets present in the restaurant premises. This will eliminate time
wattage of consumers as they have to wait in queues and will impriove cosnumer service
by delivering the clean physcial environment.
 The firm need to invst in upgrading expereinec staff at the retaurant so hat the quality of
the food is at par with the high prices of the food. This is justified recommendation as it
will help deliver fine dining services to the consumer and give them value for their
money. The consumers will not hesitate to pay premium price for the food at The Frog
By Adman Handling is the quality of the food is exceptional.
 The company needs to enhance consumer personalization by using previous scorecard of
consumer purchase and social media information to deliver tailor made service to
consumers. This will provide consumers additional value and increase consumer
retention.
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CONCLUSION
From the above information it is concluded that every company mainly focuses to gain
better customer satisfaction and customer expectation to attract more customers, increase their
brand reputation and become successful in the industry in which they serve. In context of
hospitality sector, it is essential for companies to analyse their customer's trends and customer's
expectation as quick as possible to meet them. It is essential that restaurants will maintain good
quality of their services which can be achieved by providing appropriate training to staff
members and make them understand that how they can deal with different behaviour of
customers. Focusing on quality of food also help restaurants to attract more customers. It is
essential for them to make their food dishes in a hygienic manner. There are various kind of
business practices which can be opted by a hotel to analyse the expectation and needs of their
customers like monitoring feedback, keep communicating with customers on regular basis and
many others. It is beneficial for company to provide those services to customers which is beyond
their expectation.
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REFERENCES
Books and Journals
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sustainable customer retention in every industry. Does it play a role to increase brand
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Examining individual, organisational and physical/mental health factors. International
Journal of Hospitality Management, 82, pp.191-198.
Bacile, T.J., 2020. Digital customer service and customer-to-customer interactions: investigating
the effect of online incivility on customer perceived service climate. Journal of Service
Management.
Belanche, D., Casaló, L.V. and Flavián, C., 2020. Frontline robots in tourism and hospitality:
service enhancement or cost reduction?. Electronic Markets, pp.1-16.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management in the hospitality industry. Journal of Hospitality, 1(1), pp.1-14.
Kabadayi, S. and et. al., 2019. Smart service experience in hospitality and tourism services: A
conceptualization and future research agenda. Journal of Service Management.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
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King, C. and et. al., 2019. Towards a shared understanding of the service experience–a
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Koc, E., 2019. Service failures and recovery in hospitality and tourism: A review of literature
and recommendations for future research. Journal of Hospitality Marketing &
Management, 28(5), pp.513-537.
Qiu, S. and et. al., 2019. The effects of authentic leadership on trust in leaders, organizational
citizenship behavior, and service quality in the Chinese hospitality industry. Journal of
Hospitality and Tourism Management, 40, pp.77-87.
Secchi, E., Roth, A. and Verma, R., 2019. The impact of service improvisation competence on
customer satisfaction: Evidence from the hospitality industry. Production and
Operations Management, 28(6), pp.1329-1346.
Solnet, D. and et. al., 2019. Leveraging human touch in service interactions: lessons from
hospitality. Journal of Service Management.
Tien, N.H. and et. al., 2021. Customer service culture at TechComBank in Vietnam. Himalayan
journal of economics business and management, 2(4), pp.61-69.
Tran, Q.X., Van Dang, M. and Tournois, N., 2020. The role of servicescape and social
interaction toward customer service experience in coffee stores. The case of
Vietnam. International Journal of Culture, Tourism and Hospitality Research.
Žilinskienė, I. and Norkus, J., 2021. Improving IT Service Management in Customer Service
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