Customer Service Report: Bishop's Gate Hotel and Customer Perception

This report provides a detailed analysis of customer service practices, focusing on Bishop's Gate Hotel. It begins with an introduction to customer service and its importance, followed by an examination of customer service policies, including their reasons and benefits. The report then evaluates customer service, highlighting its role in staff training and future improvements. It explores various communication techniques, such as email, written correspondence, and verbal interactions, and assesses their effectiveness. The report also delves into customer perception, analyzing how customer service provisions influence customer opinions and satisfaction levels. Furthermore, it investigates sources of information on customer requirements and satisfaction levels, including research methodologies. The report concludes with a review of the importance of customer service in a business and service environment, offering recommendations for performance improvement. Overall, the report provides a comprehensive overview of customer service strategies and their impact on customer satisfaction within the context of Bishop's Gate Hotel.

Customer Service

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK A...........................................................................................................................................3
1.1 Reasons for using customer service policies....................................................................3
1.2 Purpose of evaluating customer service and its assistance for future staff training.........4
2.1 Techniques of communication and their evaluation.........................................................5
M3...........................................................................................................................................6
2.2 Analysis of customer perception influenced by customer service provision...................6
M1...........................................................................................................................................7
TASK B (1)......................................................................................................................................7
3.1 Sources of information on customer requirements and satisfaction level........................7
3.2 Research on customer’s needs and satisfaction level.......................................................8
D 3 .......................................................................................................................................12
M 2........................................................................................................................................13
TASK B (2)....................................................................................................................................13
4.1 Consumer service in a business and service environment..............................................13
D1 ........................................................................................................................................14
4.2 Reviewing of own performance and recommendations for improvement.....................14
D2 ........................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Customer service is all about providing facilities after and before purchase to provide
them high satisfaction level to the target people. In fact, consumers are considered as the end
users of a product as well as they are one of the indispensable parts of every organization due to
their roles. This report is going to divide into two parts consisting of various sub headings to
explain the effectiveness of clients towards particular enterprise. Bishop's Gate hotel is one of the
famous service provider firms and popular for its catchy themes and facilities also which may
improve the image of their company by attracting millions of consumers (Albers, 2014). This
report is all about describing essential reasons for adopting effective service policies as well as
shows various methods of interacting with each other and its impact. Apart from this, it is also
going to describe useful sources to acquire information and data to understand the requirement of
customers to reform their products according to tastes and preferences of whole society. At last,
it is essential to conduct a research method to get updated about the needs and satisfaction level
of millions of customers with their catchy ideas.
TASK A
1.1 Reasons for using customer service policies
For Bishop's hotel, customers are at the top priority and they believe in fulfilling the
demand of their clients within minimum time period to maintain their goodwill in the
marketplace. According to Bishop's gate hotel consumers act as an indispensable part because
goods and services are consumed by them only (Anitha, 2014). Therefore, effective policies are
adopted by hospitality industry to run their business smoothly with the help of new and unique
ideas of attracting millions of customers. Basically, there are many more reasons behind using
customer’s service policies and plans such as-
 Vision – According to this element, leaders of cited company and employees get accurate
answers so that they can perform their work and activities in a perfect way by satisfying
their loyal customers. In other words, vision of organization provides correct direction
towards their goals and objectives.
 Guidelines- Service plan acts as the road map for future activities to remove any
upcoming obstacles and errors of a strategy. Workers of a Bishop's gate hotel uses

guidelines to carry out their roles and responsibilities in a proper way to attain their
personal as well as professional goals (Mazur, 2014).
 Accountability – It helps an organization to measure service action which employees
serve to their customers to attain maximum satisfaction level.
 Image – Customer service plans and policies are very helpful in building the goodwill of
a Bishop's gate hotel at international level by attracting millions of domestic as well as
foreign consumers (Beneke, 2013).
Policies for customer service is a written document which is followed by employees
while dealing with various consumers to satisfy their needs and wants. In fact it is an appropriate
list which consist of different activities and methods for satisfying the needs and wants of
customers. Main motive of a customer service policy is to conduct effective programs for
providing effective service to every consumers for example after sale service, replacement,
maintenance etc.
Apart from this customer service policy is very much indispensable due to many reasons
which is stated below :-
 It act as a useful tool of attracting millions of consumers.
 Established goodwill of a company at a marketplace.
 Satisfied the needs and wants of customers.
1.2 Purpose of evaluating customer service and its assistance for future staff training
Assessment is one of the mandatory parts which acts as a useful tool in evaluating
performance of customer service plan and policies. In fact, it is also helpful in showing the
usefulness of strategies which were implemented to give the best favour to different visitors.
Therefore, evaluation or feedback process is facilitative in getting aware about the impact of
policies and plans on current situation of a Bishop's gate hotel. Along with that, it shows the
actual outcomes or results of strategies which means that this procedure is an effective guideline
which represents the need of reform in existing plans by analysing change in tastes and
preferences of their customers. In other words, it is important to find out the main purpose and

scope of implementing plans to cover the cost incurred while executing service policies (Flynn,
2013).
After evaluation process, a given company needs to change their current plans on the
basis of consumer’s demand and requirements by assisting existing staffs so that they can serve
in the best way. Service industries are famous for their unique and appropriate ideas of serving
their clients as well as skilled employees. After getting aware about the need of change,
enterprise assists their employees by conducting various improvement programs (Greig, 2013).
Apart from this Bishop's gate hotel assist their employees by providing effective training
method for better understanding about purpose of customer service policy.
1. Awareness- Future employees must know about customer rights and policies of serving
them.
2. Enhancement programs - It is very indispensable to conduct improvement session.
3. Personality development – In hospitality sector employees needs to develop their outer
look which attract millions of tourist.
Evaluation is an appropriate process for assessing the result of overall plan by acquiring
relevant information and data which is very useful in decision making process. Basically it act as
a necessary tool during judgement process because it shows the views and opinions of a numbers
of customers. In fact it is very essential for staff training because it helps in knowing the result of
a programmes as well as improvement in employees. On contrary to this, evaluation process is a
mandatory process which is used by company at the time of staff training due to its useful
outcome or result.
2.1 Techniques of communication and their evaluation
Interaction with customers is essential for understanding the needs and wants of
customers to build high goodwill in the marketplace. Basically, communication is a process of
sharing views and opinions in between company and society to know about the recent trends
arising in market to introduce new and innovative products (Mukaiwa, 2013).
Here are some of the impressive tools of communication which are:
Internet- It is a global network, with the aid of this people can gather essential data and
information. Company can also send and receive info through various methods such as videos,
graphics as well as computer programs. it can be accessed by numerous people at the same time.
There are various techniques which are describes as below :-

 E-mail – Emergence of advanced technology creates e-mail technique of sharing ideas
and information related to reservation or bookings. This tool is helpful for tourists to
express their experience and give appropriate rating to a Bishop's hotel.
Written – According to this technique, an individual may interact in a written form which is a
kind of cursive agreement consisting of signature of both the parties by fulfilling all necessary
terms and conditions (Bolumole, 2016). Letter- It is signed by both parties to conduct the agreement in a written form for future
security. Feedback forms- Customers fill this form after using service by hotel to share their
views and experience either to appreciate or make complaint.
Non – verbal – Bishop's gate hotel uses this method to express their views with the help of
pictures and different images to catch the attention of millions of clients. Advertisement – Through this medium, information is passed with the help of television,
newspapers, magazines, etc.
Verbal- It can be termed as sharing of ideas by interacting with each other by using various
advanced technologies like:
 Telephonic conversation in between customers and managers of organization to share
relevant information and data (Grawe, 2016).
Communication is a proper method of interacting with employees and various members
of a company. Therefore this technique is mainly used by company for creating a healthy and
friendly surrounding of an organization to motivate employees towards personal and professional
development. Effective method of communication is mentioned below:-
 Verbal :- According to this method interaction occurs in between individuals verbally in
which they can express views and opinions face to face.
 Written :- All the essential information and data is expressed in a written form or by
writing things.
 Non – verbal :- All the communication which is happened non verbally for example
symbols, writing form etc.

Apart from all these above methods two main and essential technique of communication
are detailed below:-
 Written:- According to this tool employees can easily maintain their record about past
services which are provide by company to customers. For example it is used by an
organization at the time of planning process and strategy making because it helps
manager in decision making process.
 Verbal:- Face to face conversation is very helpful and useful for entire association
because it helps them in highlighting exact information and data in front of different
customers. For example it is used by company during selling process.
M3
Interaction with customers is not an easy task because every tourist has his/her own
language. It is not be possible for the management of company to learn all languages. So, one
common language which is used by everyone is English is used in Bishop's Gate hotel. In fact,
communication process is mandatory to share the views as well as necessary data and
information so that clients would get aware with the terms and conditions of a Bishop's gate
hotel (Daugherty, 2016). Apart from this, various methods of interacting are also used by
hospitality sector to know more about their customers for example written, non-verbal, online, e-
mail, telephonic conversation, etc.
2.2 Analysis of customer perception influenced by customer service provision
Domestic and foreign clients both receive same products and services in different ways
which may change their perception and opinions towards particular goods. Bishop's Gate hotel
follows all necessary legal terms and provisions while providing facilities to their tourists which
has a great impact on the perception of customers (Claycomb, 2013). Basically, provisions of
customer service are enacted by legal authority to protect various consumers from exploitation
and also helpful in prevent tourist from dangerous effect. Apart from this, opinions of different
clients change and affected in various aspects such as-
 Update all the customers about their rights and authority
 Understand norms, beliefs and essential rules and regulations of a company
 Prevent them from dangerous things

 Awareness about catchy and affordable packages which may attract millions of clients
 Provides indispensable information and data which is necessary for human beings while
travelling from one place to another
 Acts as a guideline and shows corrective path during selection of service company.
Apart from this, opinions and perception of customers is highly affected by set provisions
of Bishop's gate enterprise and also acts as a road map for various tourists to understand the rules
and regulations (Martin, 2013). At last, it is concluded that provisions are amended by legal
authority as well as board of directors to serve their customers in the best manner to provide high
satisfaction level.
Customer perception is a term which express the opinions and views of various
consumers towards products and services provided by company. Therefore perception of
customer is very much important and indispensable because it helps in understanding the review
of a product at a marketplace. Basically perception of a customers are mainly formed by
behaviour of sellers as well as position of product at a marketplace. Provision which is
formulate by agencies for customer service have a greater impact on a perception of consumer
due to its broad concept with complex nature. Impressive norms whose main motive is to protect
customers from any exploitation and fraudulent activities might be change the opinion of a
different buyers. In fact there are numbers of techniques which can reform the perception of a
consumers for example advertisement, face to face conversation, door to door policy, past
experiences as well as reasonable price etc.
Customer perception and service provision is not so difference from each other but
distinct at some extent due to difference in meaning towards consumers. Basically customer
perception is consider as a reality which means how an individual may perceive an entity, firm or
brand whether they have to buy a product a product or not. In fact every customer plan before
buying any goods and services. Whereas service provision is set by seller which they going to
provide to various clients after buying their commodity. Therefore these two terms are almost
vary from each other.

M1
A cited organization need to implement various effective research to get aware about any
hidden problems and obstacles which might be arises while setting useful provisions for
customers as well as overall society. Basically to study in deep about perception of consumer
quantitative and qualitative techniques plays a very eminent role and indispensable to acquire
accurate data and information which is very useful while making strategies as well as customer
service laws or norms. Apart from this it is not easy to solve complex problems and issues which
was faced by hospitality sector in serving their customers to satisfy their needs and wants in a
minimum duration (Grönroos, 2014).
Bishop's gate hotel uses various effective application of strategy to solve their problems
are mentioned below-
 Planning and analysis – First and foremost application is to plan overall schemes and
ideas before implementing it with proper assessment process. Therefore it is necessary
to find what the problem is existed and hidden.
 Execution and investigation – Its time to search accurate information and data before
implementing problem solving methods or tools.
 Evaluation – At last Bishop's gate hotel evaluate overall steps and process adopted by
them while overcoming their obstacles.
TASK B (1)
3.1 Sources of information on customer requirements and satisfaction level
Client satisfaction is one of the leading factors which identify the quality and standard
received by customers through goods and services because satisfaction of clients is highly
indispensable for the survival of corporate world. A cited enterprise acquire data from various
areas or by taking help with different methods for understanding the need of their consumers as
well as to know about the level of satisfaction (Gummerus, 2014).
Apart from this, requirement of tourists is measured by company with the help of
different methods which is helpful in understanding their tastes and preferences so that they can
design their products and services according to customer’s demand.

Here are some of the essential methods of measuring customer satisfaction level. Some of them
are like:
1. Direct methods – According to this technique, an enterprise may directly contact with
clients to share their personal views towards services received by them. Some of the basic
ideas are:
 Fulfilment of feedback forms
 Direct calling Sharing of views with face to face conversation
2. Indirect methods- According to this method, an enterprise gets aware about the needs of
different customers in an indirect way while measuring the requirements or demands of
whole society (Grönroos, 2013). This technique also uses some of the relevant tools for
understanding about customer’s demand such as:
 Complaints filled by clients due to ineffective services or because of any misbehaviour
 Loyalty of customers shows the level of satisfaction received by them and higlight
products or services liked by them.
Primary and secondary method is very much useful and effective in acquiring relevant
data and information which must be reliable and necessary for customer service policy.
Therefore an organization may conduct investigation techniques for reforming their existing
policies for seeking the attention of numbers of customers. Along with this various methods are
available for acquiring accurate information data which is mentioned below :-
 Primary :- All the first hand data or content is a primary research which is used by
company for acquiring necessary information. In fact this data is very much reliable or
precise because it is found by investigator themselves.
 Secondary:- Another name of this method is a second hand information which is acquired
by literature, novels, magazines etc.
Both the methods is very much reliable and useful for gathering necessary information
and data which is very helpful in decision making process by providing accurate content as well
as shows the actual place of an organization at a marketplace. These above methods are properly
applicable on referred association due to its advantages and benefits for organization. Basically

assessment process is a method of identifying hidden issues and barriers which is faced by
enterprise while acquiring information and data. Apart from this, there are numerous of sources
are available for example past records, literatures, scholars, experiences of persons etc.
3.2 Research on customer’s needs and satisfaction level
Bishop's gate hotel needs to prepare a questionnaire after survey process to know about
the opinions and views of various customers.
Name :
Gender :
Age:
1. Are you satisfied with the services provided by Bishop's hotel?
(A) YES
(B) NO
2. Are you comfortable with the existing staff?
(A) YES
(B) NO
3. Do you want any reformation in a current theme of a hotel?
(A) YES
(B) NO
4. How many times you visit to Bishop's gate service?
(A) 2-3 times
(B) 4-5 times
(C) More than 5 times
5. Any recommendation or suggestions for change?
(A) YES
(B) NO
6. Are you happy with the quality and standard of products and services?
(A) YES
(B) NO

7. How would you rate the service you received in hotel?
(A) Excellent
(B) Very Good
(C) Good
(D) Poor
8. Have your needs and desires are fulfilled?
(A) YES
(B) NO
9. Are you comfortable with our pricing policy?
(A) YES
(B) NO
10. Would you recommend this hotel to your friends?
(A) YES
(B) NO
Interpretation: - Every customer has different opinions and views towards services of
Bishop's gate enterprise and it changes as per the time passes.
1. Do you satisfied with services provided by Bishop's hotel?
Frequency Percentage
Yes 8 80
No 2 20
As per the above table, it is shown that most of the customers or tourists are satisfied with
services provided by cited hotel which means that a large number of clients are attracted towards
their policies and effective strategies which may build their goodwill in the marketplace.
2. Are you comfortable with existing staff?
Frequency Percentage
Yes 7 70