Customer Service Policies, Research and Analysis: Huron Lodge Report

This report provides a comprehensive analysis of customer service policies within the hospitality industry, specifically focusing on Huron Lodge. The report begins by defining customer service and highlighting key characteristics, emphasizing the importance of customer satisfaction and retention. It then explores various customer service policies, including complaint, privacy, food safety, and disability policies, and discusses how these policies are implemented. The report also identifies different types of customers (families, students, business travelers, etc.) and their specific needs. It then delves into the creation of customer and staff survey questionnaires, and the methods of collecting qualitative and quantitative customer research data. Finally, the report identifies three key policies that require review and suggests changes for implementation. The report also highlights the importance of addressing customer complaints, improving disability policies, and enhancing booking and reservation policies. The document concludes with a discussion on the importance of effective communication and the role of customer service in the hospitality industry.

CUSTOMER SERVICES

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
a) Customer needs for different types of customers...............................................................3
b) Drafting a customer survey questionnaires........................................................................4
c) Methods of collecting qualitative and quantitative method of customer research data.....5
d) Choosing 3 policies from research and identifying changes required for implementation of
the policies..............................................................................................................................7
TASK 3............................................................................................................................................7
a) Identifying different communication types........................................................................7
b) Self-assessment questionnaire............................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The hospitality industry is notoriously a difficult industry to step in. Focusing on
customers will provide one of the best chances for success. Customers are considered the heart of
industry which interprets that it is important to rely on quality of services to serve them the best.
Customer service policies help in ensuring that such quality is maintained with assurance.
In the present report, the customer service policy persisting in the hotel is highlighted.
The report covers the customer service policies which clients aspire. Moreover, it makes detailed
discussions on how different type of communication be used for meeting the needs of customer's.
TASK 1
Customer service is an act of meeting the needs and desire of a customer by delivering
professionalized, high-qualitative and great assistance before, during and after the customer
requirements is fulfilled (Brady and Cronin, 2001).
The key characteristics of a good customer service are-
1. Promptness in delivering services or products on time
2. Politeness in terms of exhibiting good manners by the staff.
3. Act of professionalism must be highlighted and expected competence or skill must be
met.
4. Personalization of services is required to meet the varied need and perception of the
customer demands.
Since, Huron Lodge is located in the center of town it is able to attract both domestic and
tourists. The expectation of guest with the hotel staff is high and they presume that it holds
courteous, helpful and friendly approach towards them (Karimi, Somers and Gupta, 2001).
Apathy and complacence are prime motivators for guests to enhance the image of their business.
The staff is considered to be the face of guests and it will often be the reason for reflection of the
image of hotel.
Most of the hotel has their customer service policy which guides their strategy for sensing
their customers wants. These policies will reflect the organizational values for its customers. The
main aim of establishing such policies is to ensure customer satisfaction and value that it will
want to return.
The example of customer service policy in the following hospitality business are-
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Hospitality Business Example Customer Service Policy
Hotel Huron Lodge The policy is intended to meet the requirements of
customer and is applied to employee, volunteers, agents
and contractors dealing with third part on behalf of Huron
Lodge.
Restaurant KFC The general guideline on these policies reflects that
customers must be greeted in a timely manner. The order
must be taken and placed quickly and they must be not
kept waiting. Regular suggestions and feedback must be
taken.
Reasons for using customer service policy-
Customer service policies are drafted to communicate with its customers and know what
it can expect exactly in terms of services from its business. These policies are very important to
retain its customers (Parasuraman, 2002). Retained and referral customers are very important for
a business to grow and sustain in a competitive business environment.
It has been seen that in the hotel there are two complaints which is prominently reflecting a bad
image of them. These complaints are-
1. Poor quality of housekeeping services.
2. Unprofessional behavior of staff.
The feedback and complaints are widely addressed by adopting following customer service
policy:
1. Complaint Policies- The adoption of CSP has helped in addressing the complaints and
resolving issues arising among the customer immediately.
2. Privacy Policies- It is of prime importance for the hotel to establish and maintain privacy
policies. This will help in sustaining customer faith and trust in the hotel.
3. Food and safety policies- High quality of food and ensuring the contents used in them
are safe to be consumed by customers.
4. Disability policy- special privileges must be given to the disabled customers.
5. Booking and reservation policy- Clear terms and condition must be specified before
confirming the booking and reservation of customers (Dasu and Chase, 2013).
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6. Corporate Social responsibility policy- Saving energy consumption and reduction in
environmental damages will help the company in creating awareness among the
customer's.
Manner of conducting customer service policy
Particulars How customers are directed?
Policies Listing our customer needs
Direct Complaints are addressed
Standard Responding customer problem within 48hrs
Guidelines “Contact our help desk”
Procedure Visit website or pick feedback form from reception and hand it over
to the front office desk.
TASK 2
a) Customer needs for different types of customers
It has been seen that there are different type customers identified in a hotel (like bed & breakfast)
or restaurant (like fine dining) or bar or casinos. Various types of customer are-
1. Family
2. Students
3. Young People
4. School Children
5. Leisure Customer's
6. Old Age Pensioners
7. Business travelers
Customer types Need identification
Family Good ambiance, family oriented services, well developed place, low
confusions and cohesion, comfortable environment
Students Fast services, low cost products and services, wide variety, latest
technology
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Young People Good ambiance, value added services, enhanced technology, good
service, comfort
School Children Wide variety and effective sources of entertainment
Business travelers Traditional value of place, different language speaking staff, Safe
and sound environment, wide variety of foods and services, friendly
environment
Leisure Customer's Premium services, value added services, premium level products an
services, High quality.
Old Age Pensioners Comfortable environment, cost effective services, traditional variety
in foods and beverages, safety, supportive staff, low disturbance.
A human need is a state of self deprivation which is shaped by culture or individual personalities.
They expect to be treated with respect, receive timely and professional assistance. L It also seeks
to have a enjoyable experience during their visit at the hotel (Schmitt, 2011).
In a hotel business customer visit for satisfying their following needs-
1. Conference room for business meetings
2. Group booking for stay
3. Internet facilities
4. Special facilities
5. Refreshment like coffee, meals, taxi, car hiring.
In a restaurant, customer's needs can be to enjoy meal on a table of 4 person or more, expect
playful are for children to enjoy and high chairs for babies or kids.
b) Drafting a customer survey questionnaires
The questionnaire shall fulfill the several Attributes (reflecting service qualities) which are as
follows:
1. Reliability
2. Observance
3. Tangibility
4. Empathy
5. Responsiveness
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Customer Survey questionnaire shall be:-
1. Are you happy with our services?
 Yes
 No
 Maybe
2. What do you think about are services?
 Excellent
 Good
 Bad
 Worse
3. How long have you been waiting?
 ½ hour
 1 hour
 3 hour
 more than 3 hours
4. Is the staff from reception being helpful to you?
 Yes
 No
5. Did you feel safe during your stay at the hotel?
 Yes
 No
6. Did you feel safe while sharing your card details?
 Yes
 No
7. Did you enjoy eating your breakfast?
 Yes
 No
8. Was the information served to you was correct?
 Yes
 No
9. How did you find our new swimming pool?
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 Excellent
 Good
 Bad
 Worse
10. Did you find the bed enough comfortable?
 Yes
 No
Staff survey questionnaire will be:
Are you satisfied working with the organzation?
 Yes
 No
How will you rate the working environment?
 Excellent
 Good
 Neutral
 Bad
 Worse
How long have you been working here?
 Less that 1 year
 1-3 years
 3-5 years
 More than 5 years
How will you rate the managemnt support for you?
 Highly favourable
 Favourable
 Neutral
 unfavourable
 Highly unfavourable
How will you rate the health and safety practices adopted by the organzation?
 Excellent
 Good
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 Neutral
 Bad
 Worse
Are the facilities and amenities provided to you good?
 Yes
 No
Does the company has all the information about you?
 Yes
 No
Are you provided timely training and development chances?
 Yes
 No
Do you feel motivated working here?
 Yes
 No
Are your problems and issues well attained?
 Yes
 No
How will you rate superiors response towards your issues
 Highly supportive
 Supportive
 neutral
 Unsupported
 Highly unsupported
c) Methods of collecting qualitative and quantitative method of customer research data
There are generally two key methods of collecting information-1. Qualitative data- Such mode reflect more detailed information and with the help of this
data one can evaluate the answers for questions on why, when and how. It focuses on
depth, meaning and detailing of the data (Wilson and et. al., 2012). Adjective like rich,
deep etc are often used in explanation of qualitative data. It helps in deep searching about
the topic and evaluating ground theory on it.
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2. Quantitative data- these are based on number and don’t provide answers on why, when
and how. It provides data than can be counted and measured significantly. These data are
quantifiable and verified and is susceptible to statistical manipulations (Maxwell, Watson
and Quail, 2004.). Such data are specific and can be copied by other.
Type of Qualitative data:
1. In-depth Interviews: these can be conducted from 30mins to several hours. It is a more in-
depth investigation than a typical questionnaire-based interviews. It usually follows a
informal structure. The key feature of this interview are:
The matter of subject is specific and small
Information gathered is complex
Explanatory form
Verbal response is gathered
Checklist is preferred that formal list of questions
2. Focus Groups- this is similar to In-depth interviews but is usually conducted among 6-15
members. There is a facilitator than an interviewer who guides the discussion. There is
deep interaction between different subjects that take place (Lo, 2009).
3. Ethnography- this is a systematic study of the people and their cultures. It has been
designed in a manner to explore the cultural phenomenon whereby the researcher
observes the people point of view on the subject of the study.
4. Biographical method- this method focuses on collection and analysis of an intensive
account of whole or part reflecting an in-depth unstructured interview. This method may
be reinforced by way of semi-structured interviewing. This method emphasizes on the
placement of individual within a nexus of social connections.
Type of Quantitative Data:
1. Experimental research- it is a collection of research design which can be used for
manipulation and collection of data where one variable is manipulated and others are kept
constant. It is a systematic and scientific way of calculation which helps in determining a
casual relationship between them. Herein this research correlation and magnitude of such
relationship is ascertained (Hwang and Wen, 2009).
2. Surveys- this is the most important area of measurement which is applied in social
research. The broad area of survey research encompasses a fixed, stable quantitative
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designing. The collection of such specific data is quantifiable and comparatively involves
a larger sample than qualitative studies. It represents as a base for wider generalization.
3. Applied Behavior Analysis (ABA)- herein, the behavior involving in a procedure is
significantly defined by establishing a functional relationship between the behavior and
environmental variables (Gemkow, 2011). Here the behavioral principles are defined in
terms of equations.
4. Longitudinal Method- this method is a correlation research study which involves the
repeated observation of same variables over an extended time.
d) Choosing 3 policies from research and identifying changes required for implementation of the
policies
The 3 policies that needs reviewing and a deeper discussion are-
1. Complaint Policy- It has been seen that the complaints are not adequately recorded.
Customer’s discontentment with the hotel could not be eradicated as their complaints
were not reached till the management. The changes that can be inserted in customer
policies are-
The feedback form must be made more comprehensive and readily be made available to the
customers.
Proper systematic channel must be installed to address the complaints.
2. Disability Policy- it was observed that there were no arrangements for special privileged
customers. It is important for the hotel to install different assistive technologies providing
ease in their stay (Swan and et.al., 2002). Special handicapped parking must be reserved
for such disabled persons.
3. Corporate social responsibility policies- The policies set to conserve energy and water
consumption was not adequately met. There must be installation of solar panel for
generation of electricity and rain water must also be saved. There must be clear
guidelines provided to customers for securing limited energy and water consumption
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TASK 3
a) Identifying different communication types
Communication holds special importance in any field of business organization.
Communicating with the customers is helpful in development of effective customer services.
There are mainly three types of communication Verbal, Non-verbal and Visual communication.
Verbal communication state the use of sound and language which help in imparting of
information by an individual and sorting out the problems in order to satisfy them (Cesarotti and
Spada, 2009). However, it serves as a tool to explicit ideas, desires and thoughts in order to
resolve out the key problems arising. It entails the use of words to impart information, opinions
and thoughts among people by way of speech, writing or signs.
The two major form of communication are written or oral communication.
Particulars Quality Criteria
Written Communication The effectiveness in quality is reflected through writing styles,
grammar, vocabulary and clarity.
verbal communication The staff should have clarity in speech, polite and subtle tone
towards its customers
Non verbal communication The staff is trained and developed to understand the body
language, expressions and gestures of the consumers to analyze
their needs and requirements
Technological
communication
Quick and effective communicating using proper technological
aids for example emails, intercom, phone, mobiles, social sites,
intranet etc.
Non-Verbal Communication is anything besides words. They reflect the use of gestures,
actions, facial expressions, body language, eye contact and other aspects of physical
appearances.
Quality criteria- The gesture of staff must be appealing and confident personality. There must be
no ego symbols and always welcoming their customers with a smile.
Visual communication is use of signs, drawing, designing, colors and electronic
resources.
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Quality criteria- The online sites must be appealing and reservation and booking through them
must be easier for customers to choose (Ford, Sturman and Heaton, 2011). The pictures and signs
used in their premises must be not unethical.
To enhance the communication system following technologies can be installed by hotel-
1. EPOS (Electronic point of sale)- it is a self contained computerized equipment which
perform tasks like payments by bank or credit card, transaction verification, complete
sales reporting and several other services which is normally provided by employees.
2. Message boards flashing and highlighting different messages
3. Touch screen systems
4. pagers
5. and many more
b) Self-assessment questionnaire
1. Whether you have accomplished any task other than the typical responsibilities?
 Yes
 No
2. Do the training and development activities helped in improvement of your performance?
 Yes
 No
 Maybe
3. Do you still feel there are areas for improvement as regard to you current job
responsibilities?
 Yes
 No
4. Are there any growth opportunities that you are specifically looking for?
 Yes
 No
5. If yes, what are these opportunities .
CONCLUSION
It can be concluded from the above report that customer service policies are crucial
aspect which help hotel in meeting their benchmarks for providing quality service to its
customers. It has been seen that quantitative method showcases more descriptive information
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than quantitative method. Furthermore, the verbal, non-verbal and visual communication method
has assisted the staff of hotel to exhibit more quality services. Lastly, the power point
presentation has been highlight the role played as a manager in a restaurant for identifying the
needs of customers and satisfying their needs.
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REFERENCES
Books and Journals
Bergman, B. and Klefsjö, B., 2010. Quality from customer needs to customer satisfaction.
Studentlitteratur.
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perceptions and outcome behaviors. Journal of service Research. 3(3). pp.241-251.
Cesarotti, V. and Spada, C., 2009. A systemic approach to achieve operational excellence in
hotel services. International Journal of Quality and Service Sciences. 1(1). pp.51 – 66.
Consoli, D., 2005. Technological cooperation and product substitution in UK retail banking: the
case of customer services. Information Economics and Policy. 17(2). pp 199-215.
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control to win your customer’s business. McGraw Hill Professional.
Ford, C. R., Sturman, C. M. and Heaton, P. C., 2011. Managing Quality Service In Hospitality:
How Organizations Achieve Excellence In The Guest Experience: How Organizations
Achieve Excellence in the Guest Experience. Cengage Learning.
Gemkow, W., 2011. An investigation of service quality in upscale hotels using the critical
incident technique. GRIN Verlag.
Hwang, J., and Wen, L., 2009. The effect of perceived fairness toward hotel overbooking and
compensation practices on customer loyalty. International Journal of Contemporary
Hospitality Management. 21(6). pp.659 – 675.
Karimi, J., Somers, T. M. and Gupta, Y. P., 2001. Impact of information technology management
practices on customer service. Journal of Management Information Systems. 17(4).
pp.125-158.
Lewis, B. R. and McCann, P., 2004. Service failure and recovery: evidence from the hotel
industry. International Journal of Contemporary Hospitality Management. 16(1). pp 6-
17.
Lo, B., 2009. Resolving ethical dilemmas: a guide for clinicians. Lippincott Williams & Wilkins.
Maxwell, G., Watson, S., and Quail, S. 2004. Quality service in the international hotel sector: a
catalyst for strategic human resource development?. Journal of European Industrial
Training. 28(2/3/4). pp 159-182.
Orsingher, C. and Marzocchi, L. G., 2003. Hierarchical representation of satisfactory consumer
service experience. International Journal of Service Industry Management. 14(2). pp.200
– 216.
Palmer, A., Beattie, M. U. and Beggs, R., 2000. A structural analysis of hotel sector loyalty
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