Customer Service Management for Travel and Tourism: Butlin's Report

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Added on 2024/07/01

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This report examines customer service management at Butlin's, a large holiday village in the UK. It begins by describing the types of customers Butlin's attracts, both internal and external, and analyzes their current needs, emphasizing how these needs contribute to Butlin's success. The report then explores major techniques Butlin's can use to analyze customer service effectiveness, including communication strategies and feedback mechanisms, and discusses the importance of a quality system in enhancing customer service, focusing on customer focus and leadership approaches. Finally, it provides action guidelines for a future customer service executive, covering key customer service skills. The report highlights the significance of meeting customer expectations, maintaining quality, and utilizing effective communication to ensure long-term growth and success in the competitive travel and tourism market.

CSMT4014 - CUSTOMER SERVICE
MANAGEMENT FOR TRAVEL AND
TOURISM
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Table of Contents
Introduction......................................................................................................................................2
LO1.................................................................................................................................................. 3
1 Describe the types of customers that Butlin's attracts as a Holiday village?................................3
2 Identify the current needs of each type of customers identified in question 1 and explain how
they can contribute to the success of Butlin's?................................................................................4
LO2.................................................................................................................................................. 6
3 Discuss the major techniques that Butlin's can use to analyse the effectiveness of customer
service within its company?.............................................................................................................6
4 Analyse the use and importance of a quality system that can be implemented in Butlin's to
enhance customer service?.............................................................................................................. 8
LO3.................................................................................................................................................. 9
5 As the future customer service executive, you have been asked to prepare short action
guidelines to cover each of the major skills of customer service at Butlin's...................................9
Conclusion..................................................................................................................................... 11
References......................................................................................................................................12
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Introduction
This report is based on Butlin’s which is large holiday champs that was founded by Billy Butlin
in the United Kingdom. Butlin operatesnumerouslarge hotels to fulfillthe wants and needs of
customers in an effective way. This organisation operates functions in different countries such as
England and Franceto generatehigh income and growth. In this,report different types of the
customerhas been examined that Butlin's attracts as a Holiday village. There are different types
of customer's needs that has been examined in this report with their contribution towards the
success of Butlin. Apart from this, the importance of quality system has been discussed in this
report.
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LO1
1 Describe the types of customers that Butlin's attracts as a Holiday village?
In travel and tourism customer play a veryimportant role in accomplishing a high level of
growth, success,and development so it is highly important for Butlin to give high attention to
their wants and needs. It is the major duty of managementto offer high-quality tourism products
and services to a customerat a reasonable price to attract them towards the Holiday Village. To
retain the customer for long-termmanagement of tourism organisationexamine the current market
trend and add value in existing and new services. There are different types of customerswhich
are internal and external according to which organisation provide services for higher satisfaction.
Internal customers are subordinates, employees, staff members, superiors, manager,and seniors
who work in the same organisation whereas external customers are visitors, customers, clients,
guests and others (Haris, 2014). It is highly important for the travel and tourism sector to fulfill
current wants, desire, and demand of customers that enhance their satisfaction level. To achieve
desired goals and wants it is necessary for the tourism sector to give high quality of products and
service. Without satisfying customer travel and tourism sector is unable to generate high income
in the tough competitive marketplace
To generate high-incomeButlin needs to attract a huge number of customers as a Holiday
villageby offer the great discounts, packages,andcoupons. By providing high-qualityproducts and
services at suitable cost Butlin can easily satisfy the needs and wants of customers. Forachieving
desired goals and objectives tourism organisationneeds to fulfillbasic needs and wants
ofcustomers. Holiday village providesa great view, natural beauty and environment to
visitorsthat make their moments memorable for them. A hugenumber of customersget attracted
towards the Holiday village because of a good environment. In the UKa hugenumber of people
cometo visit the differenttourist location in their vacations. Tourist in Butlin increase year by
year that contributes so much to the growth and development of the country and economy. To
attract a huge number of customersButlin needs to examine the services that are provided by the
organisationand the type of customers they are serving (Johnston and Clark, 2008). This will
help in increasinglevel of profitability and growth in today’s tough competitive marketplace.
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Travel and tourism is the fastest sector that generates high income and achieves success in last
few years by giving high attention to needs and wants of customers.
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2 Identify the current needs of each type of customers identified in question 1 and explain
how they can contribute to the success of Butlin's?
It is very much important for tourism organisation to fulfilldifferent wants and needs of different
types of customers for achieving desired goal and objectives. With the help of customers,Butlin
achieves high growth and success in the tough competitive marketplaceas they spend lots of
money on products and services of tourism. Customers have various basic needs such as high
quality, reasonable price,and others so that they can easily enjoy their vacations and trip to gain
lifeexperience.
Current needs of external customers:It is necessary for Butlin to examine the current needs of
the externalcustomer for generating high income and success in today’s tough competitive
environment. Customers wanthigh-qualityproducts and services at a lower price that must be
fulfilled by the organisation by taking help of innovation and high technology.
 To attain set goals and objectives it is highly important for Butlin to meet current
expectation, requirement and desire of customers in an effective manner.
 To fulfill existing needs of external customer Butlin provide great tourism facilities to
them at holiday village that is an attractivelocation situated in the middle of the forest. People
want to visit the location due to great location and environment. To achieve high growth and
success Butlin maintainssafety and security measures at the holiday village. External customer
contributesa lot to the success and high profitability of the Butlin so it is a major responsibility of
managementto deliver tourism services to them according to their wants and needs (Dale, 2007).
 Without satisfying external customer’s needs company is unable to earn high income and
sales in the marketplace. To retain customers for long time Butlin provide security and safety in
the holiday village. There are basically five needs of customers like price, quality, appreciation,
service,and action that must be fulfilled by the organisation.
Currents needs of internal customers:Butlin must communication every single required
information and details about tourism services to customersthat help to retain them for the long
time period with the organisation. With internal customers,Butlin is unable to achieveset goals
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and objectives in the proper way as all the operations and function are performed by
theemployees who are internal customers.
 It is necessary for this organisation to maintain positive and healthy working environment
in the workplace for the employees so that they can execute allocateresponsibilities in a
mostsuitable manner to fulfillcustomer’s needs, desire, wants and demand (Haris, 2014).
 The organisation must pay proper remuneration to employees in return for their work so
that they can give full efforts to provide high-qualityservices to customers. Internal customer
assistsButlin to achieve desired goals and objectives.
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LO2
3 Discuss the major techniques that Butlin's can use to analyse the effectiveness of
customer service within its company?
To achieve set goals and objectives travel and tourism organisationneeds to fulfillcurrent wants,
desire,and demand of customers. There are so many methods and techniques are used by the
tourism sector to increase the effectivenessofproducts and services. Management of tourism
industry facedvariouschallenges while satisfying customer’s demand because of lack of
communication. With the help of effective communication travel and tourism can easily identify
existing as well as new expectation so that they can provide products and services accordingly.
Less qualified employees also make a problemfor the organisationfor providing high-quality
services to customers (Haris, 2014). It is highly important for travel and tourism managementto
take help of different techniques to resolve these issues to fulfilled wants of customers. Tourism
industry needs to evaluate current wants and needs of customers so that they can offer services
accordingly. With the help of researchtourismorganisationcan easily identifyprimary as well as
secondary needs of customers.
By adopting effective communication techniquesButlin can analysethe effectiveness of customer
service. This will help to examine the problem of customersthat impact negatively on sales and
revenue. Tourismorganisation can take suitable action to resolvethe issues of customers with the
help of effective communication techniques. To enhanceskills, ability and knowledge of
employee’s travel and tourism industry provide required training sessions to employees so that
they can tackle any difficult situation in an effective way (Li-Jen Jessica Hwang Andrew
Lockwood, 2006).
By using high technology and advanced methods tourism industry can enhance effectiveness in
customer services that help to achievea high level of profitability and growth in the tough
competitive marketplace. To resolve customer’s issues feedback is a great way through which
managementcan take appropriate action to improve their service. For takingmeasurable action it
is very much important for the tourismsector to identify requirement of both internal as well as
external customers in order to fulfillthem. There are so many ways and methods that are used by
travel and tourism organisationto analysethe effectiveness of customer service. Some of them are
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feedback, complaint channel, communication and others that help in providing high-quality
products and services to customers (Johnston and Clark, 2008). To achieve high growthand
success in today’s tough competitive business environment it becomes very important for travel
and tourism organisationto give high focus on customer’s requirement, expectation and demand.
With the help of communication techniques, training sessions, feedback from customers etc
management can easily analyse the effectiveness of customer services through which the travel
and tourism industry can generate high income and sales.
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4 Analyse the use and importance of a quality system that can be implemented in Butlin's
to enhance customer service?
It is highly important for travel and tourism industry to give high focus on the qualitysystemto
deliver high-quality products and services to customers as per their wants, needs, expectation,and
demand. Tourism industry measuresboth perceptions of the customer towards the service that
they receive and their expectation of service quality. This will assist the organisation to identify
the improvement area that failed to deliver high-quality services. Travel and tourism face huge
competition in the large marketplace in which they can easily survive for a long time by put
customer’s needs and demand of first priority. There are five basic needs of customers like price,
quality, service, action, and appreciation that must be fulfilled by the organisation to satisfy
customers. Butlin provideshigh-quality products and services to the customer to retain them for a
long time. By maintaining quality system tourism organisation can increase the level of
profitability and success
There are two components which are used by traveland tourism industry which are customer
focus and leadership that help to increaseeffectiveness and quality of services to meet customer’s
expectation and demand. In the customer focustourism industry give high attention to existing
and new needs and demand of customers to fulfill them in an effective way. By identifying,the
requirement and expectation of customer,management can deliver services accordingly. It is
highly important for travel and tourism organisation to use both approachesto maintain a quality
system in order to achieve desired goals and objectives. Leadershipis great techniquesthrough
which organisation can easily increase the scale of sales and growthin today’s tough competitive
marketplace (Dale, 2007). With the help of leadership,approach managementdevelops great
strategy and plans that help to satisfy current requirement and expectations of customers.
Travel and tourism organisation can generate high income and sales by fulfillingthe wants and
needs of customers. To maintain long-term growth and success in tough competitive marketplace
travel and tourism organisation focus on the basic requirement of customers such as price,
quality, appreciation, action,and service. By using quality system tourism industry measures the
perception and expectation of customers so that they can provide products and services
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accordingly. With the help of this techniques,an organisation can easily identify the area that
needs improvement to deliver high-quality services to customers properly (Haris, 2014).
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LO3
5 As the future customer service executive, you have been asked to prepare short action
guidelines to cover each of the major skills of customer service at Butlin's.
Traveland tourism organisation use effective communication to maintaina great and healthy
relationship with customers that help to achieve set goals andobjectives effectively in certain
time. It is a major responsibility of management to provide required training sessions to
employees to enhance their communication skills so that they can deal withcustomers properly.
This can reduce errors and issues between the organisation and customers. It is necessary for
tourism organisation to communicate important information to customers that help in taking the
rightdecisionrelated to traveland tourism activities (Haris, 2014). Communication is a great way
to reduce the gap that influencesprofitability and sales of travel and tourism negatively. By
providing required training and development programs to employees management can increase
their ability, skills,andknowledgethrough which they can deal with customers in a systematic
manner that helpstoachievethe set target in a specific time. With the help of communication skill
organisationcan take right decisionto enhancethe satisfaction level of customers. It is necessary
for the service provider to follow developed guidelines of customer service that assist to enhance
effectiveness in existing as well as new travel and tourism activities.
There is short actiona guideline isdeveloped below that cover major skills of customer services at
Butlin.
Major Skills Do not Do
Customer retention
programs
Do not avoid
complaints of customers
Do not take slow action
to resolve customer’s
issues.
It is necessary for an organisation to
develop great programs to retain the
customer for a long time.
Give instant response to their complaints
and issues.
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