Customer Service Report: Evaluating Customer Service Policies

This report delves into the critical aspects of customer service, beginning with an introduction to its definition and importance in achieving organizational goals. The first task discusses the rationale behind utilizing customer service policies and the objectives of evaluating them, emphasizing their role in attracting and retaining customers. Task 2 evaluates diverse communication methods, such as mobile communication, social media, and face-to-face interactions, assessing their effectiveness in promoting services and influencing consumer perception. The report then assesses sources of information on customer requirements and satisfaction levels in Task 3. Finally, Task 4 addresses delivering customer service in various business environments and reviewing personal performance for future improvements. The report underscores the significance of customer service policies in establishing a strong brand image, fostering customer loyalty, and driving business success. It highlights the need for continuous evaluation and improvement to meet evolving customer expectations and achieve long-term objectives.

Customer Service

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Discussing the reason for utilising customer service policies .........................................3
1.2 Discussing the objective of evaluating customer service policy.....................................5
TASK 2............................................................................................................................................7
2.1 Evaluating Different Communication method and the way these are used to best effect7
2.2 Analysing the way consumer perception is influenced by customer service..................9
TASK 3..........................................................................................................................................10
3.1 Assessing the sources of information on customer requirement and satisfaction level. 10
3.2 ........................................................................................................................................12
TASK 4..........................................................................................................................................14
4.1 Delivering customer service in a business and service environment.............................14
4.2 Reviewing own performance in the delivery of customer service and making
recommendation for future improvement.............................................................................15
CONCLUSION .............................................................................................................................16
REFERENCES .............................................................................................................................18

INTRODUCTION
Customer services define as an act of taking attention of the buyers' requirement by
delivering as well as providing professional and high quality services to customers. They have
many powers as well as ability to select better products in systematic manner. They are main and
important person in each & every organisation. Because they help in achieving high productivity
and profitability in an efficient or effective way. Excellent buyer’s services is force for every
hospitality sector.(Customer service, 2017). Main purpose of this enterprise to provide better
facilities in order to give high satisfaction. There are different kind of service policies and their
purpose for evaluating them, will discuss here. Various type of communication approach along
the perception of buyers regarding them which will determined in this file. Sources of
information on buyer’s requirements as well as their fulfilment level analysed in this report.
TASK 1
1.1 Discussing the reason for utilising customer service policies
Policies of Customer services (CSP) which are drafted as to communicate with clients
that what they expect regarding work from the company. It will consider all details about the
staff member’s role and responsibilities as well as courtesy level. So in this way buyers require
different variety in products or services. In the business organisation Customer relationship
management (CRM) software and technologies play an important role in delivering and
designing policies. Thus, by CSP an industry can range out its clients and support it in attaining
customer loyalty (Chan and Wan, 2013). It assists clients to whether their desires and needs will
be fulfilled by the company as well not. Moreover, CSP are needed in order to achieve long as
well as short term goals and objectives of company. One of the main purpose of cited hotel is to
attract large numbers of the buyers. But is significant for the organisation to keep its potentials as
well targets customers in systematic manner. Referral and retained buyers are very essential for a
company to support in sustaining and growing in the aggressive business surrounding. Hence,
CSP provides a summary of the firm’s services and quality. In other word, CSP also support to
analysis the gaps among the services and get the better of those disparities. For examples:
Marriott provide different services policies to their customers related to the necessary
information such as assistive devices, service animals, support people, temporary service
disruption and training & development programs etc. So in this they can easily sort out all issue

and achieve long term goals and objectives in effective manner. Industry prefers to form CSP
which help as well as makes its efforts and purpose are as follows:
Vision: A CSP assist to generate Marriott hotel vision. Their statement is to keeping
buyers and catering to clients is important for some firms. These policies provide the route map
in order to acquire objectives and aims of the company. Main vision of the company is to provide
quality products and services to their customers in order to fulfil their needs and demands
towards commodity. From the same, organisation whole culture that will be develops in
systematic manner.
Guidelines: A CSP provides better responds to their staff and supervisor who actually
deal with clients on a regular basis (Fletcher and et. al., 2012). Diversification in the business
policy that controls customer services and strategies in an effective or efficient manner. In this
way, each and every members use and make effective plan regarding job responsibilities in an
essential manner. It will engage the clients in systematic manner. Like: offering discount,
satisfying orders, quick services, or solving complaints as well as dissonance of buyers.
Accountability: Generating the CSP holds Marriott answerable and responsible for its
guarantees & action customers. This kind of argumentation that will ensures the members sticks
in order to suitable client’s service practices and plans. Cited industry measures facility activities
which employees demonstrate the broad customer satisfaction level. These evaluations facilitates
by the hospitality firm because they are liable to give better services and support in improving
services policies of organisation. Due to this, all training & development section, and another
practices are highly needed in order to achieve mission and vision of the company in a
systematic manner.
Image: To sustain a CSP that will assist in establishing the Marriott image in the buyer’s
minds. Mission of the business is to detected by its potentials and target customers (Florez-Lopez
and Ramon-Jeronimo, 2012). In additional words, buyers have cheerful experiences with
organisation, its image regarding client’s facility is reinforced.
The seven reason for utilising Customer policies are:
 It helps Business Entity in retaining the long term relationship with its clients. Customer
service policies assist organisation in identifying the market for positioning their goods.
 These policies provide firm an opportunity to increase their brand value and image in the
market. Customer service is a necessary means of creating lifetime value. It supports firm

in providing memorable experience to their client and retaining customer for long period
of time.
 This policies help business entity in bringing continuous and drastic improvement in
customer services. This activity provide firm a chance to gain customer loyalty and
increase its sales as well as profits.
 The effective customer policies aids organisation in changing the consumer perception
about company product, policies and procedure.
 It provides enterprise an opportunity to communicate their objective to customers and
provide satisfaction to its clients.
 Particularly in the online world where online reputation can mean the success or failure
of organisation, Consumer have become more forgiving of Business Entity those who
acknowledge and apologize for their mistakes rather than denying them. Owning up to
mistakes and errors can go a long way to providing exceptional customer service to grow
or expand business.
 Effective customer policies can aid firm in reducing cost. As satisfying clients for the
first time will leads to decreasing of marketing cost and wasting time as well as resources
for correcting mistakes or errors.
 Effective customer policies provides firm an opportunity to accomplish its mission and
vision.
 Customer policies support human resource manager in identifying the need of training
buy employees.
 It also assists Employees in recognising their roles and responsibilities regarding
improving customer services. Customer services provide organisation an opportunity to promote
Quality service (Kim and et.al., 2012.)
1.2 Discussing the objective of evaluating customer service policy
CSP evaluation is defined as a process of concreting facilities which is provided by the
enterprise. They have been comprehended the large number of its buyers. Customer services
policies is one of the main and important part of every company because without this an
organisation can achieve high productivity and profitability in systematic manner. Evaluation of
CSP which is very essential factor to maximise the growth and success of an enterprise. They
will be capable to give better facilities and services to their potentials or target customers

(Customer service, 2017). They offer different kind of communication channel such as
promotion, publicity, public relation shaping prices in order to attract large number of the
visitors. An effective buyer’s facility strategy which has to determine with considerable
changes. It will base on the needs and requirements of the targets & potentials customers.
Buyer’s services is much becoming the players of business flourishing operations.
Buyer’s facility and their effective management is critical to winning successes of industry.
Mentioned hotel provides training on clients services to whole staffs (Groth and Grandey, 2012).
Policies regarding customer services which permit workers to analysis their responsibilities and
roles for entire. Employee’s development is an important form of alternative performance
improvements in enterprise. It is critical that the learning transport into work place. It is reviewed
due to activity of evaluation and assessment in order to make its success and growth. There are
several points that define aim of evaluating CSP are as follows:
 Buyers services policies evaluation which will support in giving quality services and
products to the clients either potential and target in a consistently.
 Motivates employees and workers who are capable in order to maintain as well as attain
the services quality level.
 Evaluation of CSP that will enhance the organisation image and set long term goals.
 It supports to determine the satisfaction level which the clients acquire from the
employment providers.
 It will help Marriott hotel in distributing as well as assigning their resources in a more
competently.
 CSP evaluation, company can reduce all issues and problems which are present in this
business.
 Main purpose of this in improving service quality and achieving growth as well as
success of the firm (Hoppenfeld and Buckley, 2012).
 Developing better structure which is essential in order to attract large number of the
buyers in efficient manner.
 Aim to give customer satisfaction faction and develop different kind of section.
Objective of Evaluation- It is essential for manager to facilitate evaluation procedure for
analysing the effectiveness of the policies. As this will help manager in recognising that whether
the policies will support organisation in producing desired outcome or not. There are several

methods that can be adopted by manager in order to evaluate the effectiveness of the policies.
These are Feedback from management team and customers, conducting market research and
surveys etc. As this activity will also aid firm in identifying the needs and demands of customer
in market. It will also support manager in recognising the strength as well as weakness of
organisation and recognising the area of improvement.
After obtaining the feedback, it is the duty of manager or leader to ensure that such
mistakes are not repeated in the future. On the basis of feedback from customer, other
stakeholders and management team the training plan can be formulated. As this thing will
support workers in improving their services (Kumar and et.al., 2013.)
All purpose is very important in evaluating customer services. Because with the assist of
this proper evaluation will be complete in systematic manner. Above all are essential part of the
organisation in order to fulfil byers satisfaction level and attain high profitability and
productivity. In this Main aim is to deliver quality products and all information due to their
goods and facilities with the use communication channel.business should be try to give different
kind of training and development programs to their staffs. So each and every employees attend
this section and increase their skills and knowledge in essential manner. After that, talented and
experienced members give motivation factors to their subordinator. They will be attract and
achieve mission and vision of the business in suitable manner.
TASK 2
2.1 Evaluating Different Communication method and the way these are used to best effect
Communication define as an exchanging information, ideas, images and sounds. With the
help of this company solve their all issues and achieve high profitability in a systematic manner
(Channel of Communication: Types & Definition, 2017). It will include different kind of
communication such as verbal i.e.: telephone, television, radio, face-to face and others etc., non-
verbal i.e.: gestures, body language and another, written such as books, letters, internet,
magazines and other social media etc. Various types of communication method which play
important role in promoting and advertising company services and products in essential way. In
this cited business apply Mobile communication, Social media, Websites, Face-to-face,
Broadcast media, written communication etc. Those are significant in increasing business sales

and revenues as well as attracting large number of the customers. Those are significant in
increasing business sales and revenues as well as attracting large number of the customers.
Mobile communication: It is one of the main and important factor which is applied be
each or every organisation in provide essential information to their clients in a efficient manner
(Hulley and et. al., 2013). Manager of Marriott use this approach due Mobil apps i.e. MMS's and
SMS’s, with the use of this they can easily communicate with their present buyers.
Social media: It is also another significant factor which is applied by all enterprise in
order to attracting large number of clients. In modem world, many persons are connected to it
because it gives all necessary information in minimum time. In during the days, various peoples
are affiliated with another different networking sites. From the same, manager of the industry
use these techniques for transmit their all information, ideas and expectations regarding products
or services. In other words, with the support of these tools' administrator also convey his
communication to the collective. There are some social web sites like Facebook and twitter
which is use of the Marriott manager in order to connect all persons. Cited industry use Google+,
Facebook and twitter to encourage its services and culture.
Websites: It is another essential way which is applied by the company manager to communicate
their buyers due to developing company own internet site. Examples: Marriott has developed
their websites is “www.marriott.com/www.marriott.com/”. It is very important to connect large
numbers of the clients in a particular product or services.
Verbal: It is also defined as a personal communication which is very important in identifying
customer’s expectation regarding products or services (Jahanshani and et. al., 2014). This type
also uses company in achieving high profitability and productivity as well as fulfilling buyer’s
satisfaction level in systematic manner. It will help in determining the taste, lifestyle, preferences
of the buyers. It will save the time for the organisation. It is one of the main and essential part of
customer services because with the help of this company can attract large number of the
customers regarding specify products of services. In Verbal communication the face to face
interaction is effective. As there are more chances that the message can be delivered clearly. It
also helps other person in developing understanding about subject matter. This technique or
methods provides listener a chance to clear their confusion (Eggers, Hansen and Davis, 2012) It
assists organisation in laying down transparent principles, policies and code of conduct. Oral
communication supports manager in defining the role as well as responsibilities of employees. It

also provides firm an opportunity to delegate responsibilities and task to worker in systematic
manner. The listener also gets a chance to raise questions and get appropriate as well as quick
reply. In oral communication there are many chances of false information. The other
disadvantages of Verbal communication is that if the verbal or oral message is passed on along
the hierarchical structure of business then in such case the final user may get incomplete
information which may have adverse effect on outcome.
Non Verbal : Loud speakers, TV and radio are fall within this approach. Hospitality industry use
this in addressing all mass audiences. With the use of this approach, company can introduce their
creative services and innovative products as well an important information about them. These
techniques consider as a promotion, publicity, advertisement and public relation. In this company
show their commodity in television and newspapers it is known as advertisement process. With
the help of knowledgable and expert an organisation achieve their goals and objectives in a short
duration. Non verbal communication-The advantages of written communication is that there is
no scope for expressing emotion. The written communication has legal validity that can be used
as evidence. Message can be kept as record and can be used in the future. The disadvantages of
written communication is that there are high chances of miscommunication. Lack of quick reply
or feedback is another disadvantages of non verbal communication (Kumar, Rahman and Kazmi,
2013)
Written communication: It is also very important method which is used by each and every
organisation in order to communicate their present their potentials and targets buyers
(Hoppenfeld and Buckley, 2012). It includes different facts such as memos, policies, letters,
notices, manuals and another announcement etc. In this company conduct survey and identity
the current trends of the market and customers expectation.
2.2 Analysing the way consumer perception is influenced by customer service
Hotel business as well as hospitality industry are completely dependent on the service
quality which is offered to their buyers. Cited company is capable to give superior and excellent
service quality in comparison to challengers, so in this way clients will prefer and go hotel
(Jasmand and et. al., 2012). From the same, better services quality which is very essential for the
firm in order to attain long as well as short term goals and objectives in systematic manner. Due
to this, they deal with futures products and increase their sales in an effective and efficient
manner. In other words, hotel is does not able to deliver and supply quality services to buyers. In

this way perception of customers that will negative regarding them. Price of the product which is
also influenced their perception because it is a main contributing factors.
It is positively effects quality conceptualization for a good. Still, it is significant because
price are fix at the accurate level either high or cheaper. Moreover, identify service quality which
is defined as a tendency so it is play essential role in large participation company. It includes the
high communication among the service suppliers and buyers. Perceived SQ (service quality) that
represented as a universal methods and decision, both are concerns as a benefit of a service.
Buyers measure perceptions by their expectation when assenting the company services. Buyer’s
perception are essential in each and every framework of product (Lages and Piercy, 2012). An
enterprise can meet whole stated requirements and buyers expectation regarding service or
products.
TASK 3
3.1 Assessing the sources of information on customer requirement and satisfaction level
Marriott is a successful hospitality industry in United Kingdom, they provide different
kind of services such as Free Wi-Fi, reasonable price, comfortable bad and other services to their
clients. In Occasion they provide discount on room charge and product cost. So it is very
essential in order to meet the buyers' expectation as well as requirements in a systematic manner.
Company is capable to attract big numberer of the buyers towards (Hoppenfeld and Buckley,
2012). In other word, hospitality firm is never capable to satisfy their buyers requirements and
needs as well as not fulfil their satisfaction level, so that it will suffer its potentials clients and
new buyers.
Information sources: There are different kinds of information sources which are present in the
organisation to access all information about the expectation and requirements of customers are:
Customers: It is one of the main and important sources of information. In this way manger of
organisation that will personally ask every buyers regarding its needs or requirements as well as
whether etc. From the same, his or her are satisfied as well never with the service quality which
is given by hotel.
Staff Members: They also provide lot and necessary information regarding customers
satisfaction and requirements. They are identified as a person and they interact with clients.

Management: They are also very important part of the organisation and give lot of information
about buyers needs and wants (Hulley and et. al., 2013). They are mainly divided into three parts
such as top, middle and lower level management. They are communicated with each others upper
to middle and middle to lower is a chain which is follows all enterprise.
Customers Records: Past records of the buyers which also help in gathering all information. In
this all content like: background, income level, taste, lifestyle and other basic information
regrading buyers which help in identifying primary requirements and fulfil satisfaction level.
Accurate record is very important part of customer service. Each and every company keep
dealings records with their buyers.
Buyers Feedback Forms: It is another essential method to collecting important information
regarding necessitate and satisfaction. This will define the all message like its background,
culture and other info. It is necessary factor in order to complete all needs and desire of the
customer in a systematic manner. With the support of this an organisation can gather all content
and fulfil their satisfaction level in an effective or efficient manner.
Customer survey: It is one of the popular and essential method of information, it give insight
info like motivation and attitudes of the clients due to products or services (Jahanshani and et.
al., 2014). It will complete by the enterprise.
It is required by manager to collect important information through market research or
survey. As this activity will assist organisation in recognising that whether the customer are
satisfied or not. Until and unless the customers’ requirements and the expectations are known it
will be very difficult for business entity to serve the customers in an appropriate manner. Hence
investigating about the customers’ requirement and the expectations is very essential.
There are two sources from where the data or information can be collected these are
primary and secondary origin. In primary data collection method the researcher can facilitate
personal interview in order to collect data directly from customer. The advantage of this method
is that it is more liable as compared to other sources or method of data collection. Disadvantage
of this method is that it is more time and cost consuming procedure.
Secondary data collection method in which the researches uses data which is already
available or collected by other person. The internal source of secondary data are customer
database, sales record etc. External origin of secondary source of data are trade journal,
government publication etc. The advantages of this method is it is less time consuming.

Disadvantages of this method is it is less reliable and accurate as compared to other methods
(Sarin, Challagalla and Kohli, 2012)
3.2
There are two methods of finding primary and secondary. Both are very important in In
order to determining customers taste, preferences and their expectation regarding products or
services. With the help of this company can gain high productivity and profitability as well as
achieve long term objective in a systematic manner.
Primary research: It is important for the company to identify the market trends and buyers
expectation due to services or products. With the use of this an organisation can collect all
information in a systematic manner. It will includes surveys using interviews or questionnaires
with persons groups. Hotel conduct research which are as follows:
1 Staff present in a timely way?
(A) Yes
(B) NO
2 Staff greeted and offered to support?
(A) Yes
(B) NO
3 Staff was cheerful and friendly?
(A) Yes
(B) NO
4 What do you like better regarding our service
(A) Product
(B) Services
5 How many customers are satisfy our services
(A) 20%
(B) 50%
(C) 30%
 Primary research is very important because it will provide accurate and information.
 It will identify the every competitors which are existence in same market and give similar
services or products.