Managing Quality Customer Service

This document discusses the importance of managing quality customer service in the hospitality industry, using Intercontinental Hotels as an example. It covers topics such as customer service policies, research methods, planning strategies, resource adequacy, team performance monitoring, and complaint resolution.

Managing Quality
Customer Service

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
A). Identify the industry and briefly describe the functions of your nominated organization....3
B.) Briefly list and describe the organization's products and services........................................3
C.) The organization's published Customer Service policy or charter. Evaluate the adequacy
of the policy and how accessible it is to those inside and outside the organization....................4
TASK 2............................................................................................................................................4
A.) Evaluate how the organization and its teams carry out research to establish and monitor
the needs and expectations of its current and potential customers..............................................4
B.) Evaluate how the organizational planning at both the strategic and operational levels
ensures the organization meets the needs and expectations of its customers..............................4
TASK 3............................................................................................................................................5
A.) Discuss the adequacy of the organization's resources to meet the needs and expectations of
its customers................................................................................................................................5
B.) What are the strategies used by the organization to monitor team performance to ensure
that staff consistently meet the organization's quality and delivery standards?..........................6
C.) How does the organization help colleagues overcome difficulties in meeting customer
service needs?..............................................................................................................................6
TASK 4............................................................................................................................................7
A.) Evaluate specific actions taken by the organization in response to the inquiries or
complaints it receives..................................................................................................................7
B.) Identify one specific legislative area and explain how the organization complies with the
legislation when responding to inquiries or complaints it receives............................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Every organisation or business running in any particular industry and location has the
foremost objective of keeping the customers happy and satisfied by offering best and most
suitable goods and services (Campiolo, 2016). In simpler words, customer satisfaction is
mandatory for which quality customer service is one most important factor which contributes to
rendering the maximum satisfaction to individuals and attaining the ultimate objective of firm.
The report is developed on Intercontinental Hotels a British multinational hospitality service
provider founded in 2003 and headquartered in England, UK. The assignment is inclusive of a
brief introduction to company along with evaluating its customer service charter. Moving along
company's research methods are evaluated with its planning processes at strategic and
operational levels. Moreover, monitoring tools for team performances are examined for the
purpose of identifying staff consistency. Lastly, action which are taken in response to resolve
complaints of clients and for answering queries or enquires of customers.
TASK 1
A). Identify the industry and briefly describe the functions of your nominated organization.
Intercontinental Hotels are commonly known as IHG in the world belongs to hospitality
industry dealing in accommodation and food & beverage sector of the four main segment of the
business. The hospitality industry belongs to service sectors offering numerous services to
customers for fulfilling their needs and desires through several offerings. The main function of
Intercontinental Hotels is to provided best accommodations to guests visiting the hotels in their
different branches around the globe. The company also deals in Food & Beverage sector offering
best restaurant services to guests with cuisines from different locations in the world (Joy, 2016).
B.) Briefly list and describe the organization's products and services.
The organization that is Intercontinental Hotels Group has its presence in various
geographical locations around the globe providing separate quality services and products. The
list of main product and service offerings of Intercontinental Hotels Group is of accommodating
people. The company has a wide presence with around 5723 hotels and resorts. These
accommodating areas has around 900,000 rooms. Through these hotels and resorts luxury
services are provided to guests according to their desires and for which they pay ample value.

The company serves to worldwide customer from holding operations in 100 countries of the
world (Neuhuettler, Ganz and Liu, 2017).
C.) The organization's published Customer Service policy or charter. Evaluate the adequacy of
the policy and how accessible it is to those inside and outside the organization.
Intercontinental Hotels Group engages with clients and guests through their online
official website which is operated through the IT experts of the team in the administration
department. The company make use of several social media channels for collecting reviews and
feedback's, surveys are conducted about the service quality and experience of guests at the hotel.
Intercontinental Hotels regularly review their approaches and policies for matching them with
the expectations, needs, preferences of potential buyers and regular guests. The policy is
adequate as the regular fluctuations taking place in external and internal environment is being
considered potentially.
TASK 2
A.) Evaluate how the organization and its teams carry out research to establish and monitor the
needs and expectations of its current and potential customers.
Market research is conducted for collecting data in order to gain knowledge about the
customers, their needs, market and social trends and for every aspect of the internal and external
environment of business. Intercontinental Hotels also carry out research to establish and monitor
the needs and expectations of its current and potential customers different locations in which
company is operating. Their are two ways of conducting research study that are Primary and
Secondary.
Both the sources are used by Intercontinental Hotels, through primary research new
insights are gained by marketers. In order collect new information feedback is the best method
used in which existing and new customers are asked about their experiences with while their stay
in Intercontinental Hotels anywhere that is in any branch of the hotel groups. Also, the feedback
forms are open ended in which suggestion of guests are asked for future and for knowing their
expectations (Goodman, 2019).
Secondary research is used for gaining insight about the trends in the market and society.
For doing so social media platforms and internet is the best tool, the marketers make analysis of
the statistics and figures provided by experts through an article. The secondary research

techniques enable in understanding the trends and fluctuations flourishing in marketplace and
which assist in future planning and improvising the operations of the group.
B.) Evaluate how the organizational planning at both the strategic and operational levels ensures
the organization meets the needs and expectations of its customers.
Strategic planning is a process in which management of an organization establish future
plans, policies and procedures for business by examining the current position and establishing a
attainable objective for future. The strategic planning process and plans are documented as they
are developed for rendering direction to company for operating in near future and in long term.
At the strategic level planning stage the management and directors of Intercontinental Hotels
Group set or modify mission, vision, values and aims of company according to the changes
taking place and also in accordance to the market needs (Hapsari, Clemes and Dean, 2017).
On the other hand Operational planning is a more specific and detailed form of plan
which is developed on middle level in respect to the functioning of different teams in the
organization. The operational plans are basically developed for regulating team work and
performing the best tasks. For instance, Housekeeping department of Intercontinental Hotels
brief the whole team on daily basis assigning tasks to team member and making a picture of how
the members will work and accomplish team goals.
Planning at both strategical and operational levels contributes to the ultimate objective of
rendering best services to customers or guests. The strategical plans sets the overall aim of the
organization which provides a direction to all the teams and department for working. Once the
path is prescribed than the teams made daily and long term plans according to strategical aims
for contributing to the end goal of the Intercontinental Hotels. These planning stages will allow
Intercontinental Hotel to meet the expectations of customers and fulfill their needs as the overall
objective are aligned with company's needs and customers satisfaction. Once team plans are
aligned with overall strategical plans then the company becomes competent for providing what
exactly customers are expecting and how they wish to receive those products and services.

TASK 3
A.) Discuss the adequacy of the organization's resources to meet the needs and expectations of its
customers.
Intercontinental Hotels Group Plc., offers luxury hotel and resorts services to worldwide
customers from around 100 countries in the world. The company has global presence which
makes its accessible to all the potential guests and buyers. Intercontinental Hotels resources plays
a vital role in rendering the customers what they expect and required. These resources have to be
adequate and ample for meeting people needs and keep them satisfied (Ismail and Yunan, 2016) .
For instance, in current scenario of global pandemic of COVID19 Intercontinental Hotels is
focusing on well-being of their customers, employees and other in line individuals for which
organization is taking relevant steps. Every guest is being permitted entry in hotel by following
proper legislation and regulations, also rooms are being sanitized regularly which few other
measures are being performed. All these require resources such as financial, raw material etc.
and therefore, it is mandatory to that Intercontinental Hotels have adequate resources for meeting
customers needs to make them feel safe and secured in hotel or resort premises.
B.) What are the strategies used by the organization to monitor team performance to ensure that
staff consistently meet the organization's quality and delivery standards?
Performance management is a phenomena for managing and measuring the performance
of staff against the benchmarks set. Intercontinental Hotels also make use of several monitoring
tools for examining team performance and ensuring consistency of team members and other staff
with the company's quality service delivery standards. The management and leaders of
Intercontinental Hotels make use of KPI's that are key Performance Indicators. These indicators
allows leaders to measure performances of staff in relation to the aim of team and company.
KPI's are set in the very beginning in relation to them performances are evaluated and examined
for bringing consistency in company and also for making sure that the customer services are
being delivered according to the best quality standards (Liu, Lee and Hung, 2017).
C.) How does the organization help colleagues overcome difficulties in meeting customer service
needs?
The leaders and managers plays a major role in employee performances and their
adequacy. In the same manner leaders and managers make provisions for providing solutions to

colleagues for overcoming difficulties in meeting guests requirements and expectations. The
management of Intercontinental Hotel make sure that all the strategical plans are developed in
accordance with the market trends by concentrating on the requirements of individuals and
aligning future strategies in relation to them. Moving along the leaders hold the responsibility for
teams regulations and day to day work for which they make plans and develop directions (Kasiri
and et. al., 2017). The leaders of Intercontinental Hotels make use of participation approach
leading and keep staff members involved and engaged in operation resulting in most creative and
innovative ways being developed for rendering services to clients and for fulfilling their
requirements for which they made arrangements.
TASK 4
A.) Evaluate specific actions taken by the organization in response to the inquiries or complaints
it receives.
Intercontinental Hotels Group is world's renowned brand offering luxury accommodation
services to customers. The company has strict policies for rendering and managing best quality
services for their clients in return gaining their loyalty and trust. One action in relation to it is the
response and actions taken by entity for resolving complaints received and answering all queries
of people visiting or planning to visit the hotels. For doing so Intercontinental Hotels have
established a customers service website on which the traffic is of those who have some inquiries
to make. The customer care website of Intercontinental Hotels is active and be in service for
24*7 and 365 days of the year. The inquires are answered immediately and if any complaints are
received than the experts and executive makes sure to render solutions to guests in less time
possible. Also, customers are contacted later on for knowing their feedback's in relation to the
complaint or inquire made (Bateman, Ulusoy and Keillor, 2017).
B.) Identify one specific legislative area and explain how the organization complies with the
legislation when responding to inquiries or complaints it receives.
Legislation is a law or a regulation made for particular area which is needed to be
followed and acted upon for smooth functioning and effective running of operations. Privacy law
is one legislative area with which Intercontinental Hotels complies for making sure that the data
stored in the database of company is used properly and no malpractices being flourishing which
can breach the law. In relation to any complaints and inquires received the company has strict

policy to not explore any private information of any guests who have stayed or staying in the
hotel. The inquirer is politely declined for rendering any such information to them by the person
being responsible for responding. If any complaints are received in relation to privacy issue and
any private information being leaked form the database of Intercontinental Hotels a team is
instantly assigned to look in-depth of the complaint and make the best efforts to reduce its
consequences for the guests as well as for the hospitality group too (Nyadzayo and Khajehzadeh,
2016).
CONCLUSION
The discussion conducted in the assignment above is over customers satisfaction and
managing quality service standards which summarises the importance for organisations to make
sure that customers are satisfied and happy. Quality of customer services provided decides the
future purchase decision, behaviour and loyalty of individuals or consumers towards the brand
and its offerings.

REFERENCES
Books and Journals
Bateman, P. J., Ulusoy, E. and Keillor, B. D., 2017. Managing quality and customer trust in the
e-retailing servicescape. International Journal of Electronic Marketing and Retailing.
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Campiolo, M. R., 2016. Medical Office Management: Developing and Managing Systems with
High Quality Customer Service. Springer.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Hapsari, R., Clemes, M. D. and Dean, D., 2017. The impact of service quality, customer
engagement and selected marketing constructs on airline passenger
loyalty. International Journal of Quality and Service Sciences.
Ismail, A. and Yunan, Y. M., 2016. Service quality as a predictor of customer satisfaction and
customer loyalty. LogForum. 12(4). pp.269-283.
Joy, J., Small, D. and Thomas Spencer, I., AT&T Intellectual Property I LP, 2016. Method and
system for managing quality of service policies. U.S. Patent 9,414,259.
Kasiri, L. A. and et. al., 2017. Integration of standardization and customization: Impact on
service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer
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Liu, W. K., Lee, Y. S. and Hung, L. M., 2017. The interrelationships among service quality,
customer satisfaction, and customer loyalty: Examination of the fast-food
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Neuhuettler, J., Ganz, W. and Liu, J., 2017. An integrated approach for measuring and managing
quality of smart senior care services. In Advances in The Human Side of Service
Engineering (pp. 309-318). Springer, Cham.
Nyadzayo, M. W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated
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