Customer Service Report: Policies, Communication, and Information

This report examines effective customer service strategies to enhance customer perception within the hospitality industry, using Bishop's Gate hotel as a case study. It explores the importance of customer service policies in maintaining customer satisfaction, promoting loyalty, and attracting future customers. The report details the reasons for using and evaluating these policies, including their impact on future recruitment and employee training programs. It evaluates various communication methods essential for customer interaction and analyzes the influence of customer service performance on customer perception. Furthermore, it assesses information sources regarding customer requirements and satisfaction levels, culminating in recommendations for improving customer service operations. The report emphasizes the significance of employee training, policy evaluation, and the use of feedback mechanisms to maintain and enhance service quality, ensuring the long-term success of the organization. It also highlights the importance of transparency and lawful recruitment processes.

Table of Contents
Introduction...................................................................................2
Task A: Customer service policies................................................3
1.1 Reason for using customer service policies..........................3
1.2 Reason of evaluating customer service policy how it affects
future recruitments........................................................................5
Task B: Communication as well as information research.............7
2.1 Evaluation of the various communication methods ..............7
2.2 Analysis on the influence of customer service on the
customer perception ..................................................................11
3.1 Assessment of the information sources on the requirements
and satisfaction level of the customers ......................................14
Reference list..............................................................................17

Introduction
Effective customer service has a great importance on the enhancement in the
perception of the customers. Customer service refers to providing service to the
customers before or after the purchase. Perception of the customers depends upon
the performance of the employees according to the ability to adjust themselves to
the personality of the guests. Customer service is concerned with the priority set by
the organisation to customer service related to the components such as innovation,
products and their pricing. The organisation that values effective customer service
try to invest more in providing training to the employees and consider the feedback
of the customers.
In this study, the researcher would try to explore the effective ways of customer
service that would help in improving the customer's perception. The researcher
would discuss the various results of using policies in the customer service. A
discussion on the evaluation of customer service policies along with their
relationship with the training as well as development programs to be provided in
the future. The researcher would provide an evaluation of the various
communication methods that are necessary for communicating with the customers.
An analysis would also be done on the influence of the performance of the
customer service on the customer's perception. The researcher would perform an
assessment of the information sources on requirements and satisfaction levels of the
customers. At the end of the research, the researcher would provide a presentation
describing the requirements and satisfaction level of the customers along with a role
play as a customer service assistant of a hotel. Moreover, some recommendations
would also be provided for improving the customer service operations. In this
study, the researcher has chosen Bishop’s Gate hotel for conducting the research in
a better manner.

Task A: Customer service policies
1.1 Reason for using customer service policies
The main reasons for using customer service policies is to maintain the
customers satisfaction and promote loyalty in priceless status and quality
performance. The customer service policy create customer relationship and support
the fundamental principles. This policy maintain customer satisfaction, cost
efficiency and stress free work environment that means less conflict at workplace
and happier team members. This policy directly helps the customers. The good
reputed company attract the future customers and investors by the help of customer
service policies (Heskett,and J.L, 2013, p.22). The consumer service is important
for continuous improvement and build relationship with the customers. It is
essential to help service strategies and increase workforce that create positive
reflection to the customers. The purchasers service policies describe the product
quality and delivery service. The policy observe the customer demand and need. It
provide direction to get and achieve its purpose as well as objectives. It also
enhance performance of organisation and managers. They give response to the
staff and supervisors who deal with the customers. By making this policy
organisation controls the strategies and consumers service plan. The policy ensures
that staff stick the correct customer service plan to the service users. To maintain
the reputation, a company choose to create a customer service policy and achieve
the company's goal and objectives. These policy helps the manager and employees
who deal with customers on a daily basis. Employees use these strategies to carry
out the job responsibility such as fulfilling orders, resolve customer queries and
disagreement. These policies create consistency across the organisation as a whole
(Sharma et al. 2013, p.32). The policy are helpful to establish a company image in

the minds of the customers. The customer service plan attracts large number of
customers towards their products. In this policy, employees treat all the customers
with respect and courtesy and listen customer problem.
The policies which are related to the consumers service is to be included in
a written document and this should be followed by the employees so that they can
deal with the different needs and wants of the consumers and should satisfy them.
Managers of the business entity have to make appropriate list which having all the
details related to their activities which they are doing for providing satisfaction to
their all service users. For using consumer service policy, business entity having a
main motive that they have to conduct effective programmes so that they can
deliver or share all information related to service policy to every service users (Lee
et al. 2015, p.660). There are some examples for consumer service policies which
includes after sale service, maintenance as well as replacement and so on. Along
with this there are some other reasons for using the consumer service policy which
includes that it is a tool which helps in attracting large number of consumers. It also
assisting and establishing the goodwill of the firm in the competitive market. Along
with this it also aid in satisfying the needs and wants of their service users which
will helps them in generating more and more revenue. They have to use appropriate
policies so that their consumers cannot face any type of problem in attaining their
goals and objectives.
1.2 Reason of evaluating customer service policy how it affects
future recruitments
In order to create a brand value for themselves the organisation under the
hospitality industry should provide excellent service to their customers. This can do
when the employees of the organisation is highly trained to deal with their
customers (Lau et al. 2017, p.22). Not only this should the customer service policy
also be judged as this is extremely important. As discussed earlier how important is

to satisfy the needs of the customers judging the customer service holds great
importance. They need to detect any flaws in the service and take the necessary step
to make it as good as possible. So the rating is a must having tool given to the
employees to develop and enhance their skill to satisfy their customers with their
service. The policy can be moulded according to the purpose of betterment of the
organisations.
In this industry, if there is any need of training then it must be provided so that it
will help to improve the performance of the employees. The employees are the set
of people who help to build the bridge between the customers and the organisation.
The importance of the customer service training is given below;
 The employees can target specific areas they need to develop when correct
training is given. This will be rewarded when the complaints of the clients
turn into praising and the business can thrive.
 When proper training is given immediately to the new recruits, they are
placed on the right track and does the tendency to develop a bad habit is
prevented (Bolumole et al. 2016, p.130). After the initial orientation, the
employees must be taught about the policy of the company. An adequate
amount of proper training can shape potential employees into future leaders.
Well trained employees can give a helping hand to the new recruits to
optimise their skill to provide quality service to the customers.
 Developing a solid concept and the mentality to serve customers can be
taught by proper training only. The mentality to serve other people is big
and must have an attribute in the employees. The top performers or the
employees of the organisation can enrol themselves for higher training
(SHARMA et al. 2017, p.18). The Idea of investing in new supervisors
show how confident the organisation has on its workers. When the
organisation under the hospitality industry grooms its top employees with
their high turnover improves the consistency and also enhances and
develops its workforce.

 The employees working in this industry faces a very high amount stress.
This is because during their working hour they face numerous customers.
Every customer has a different attitude and needs and to satisfy that need
the employees faces a very high amount stress. The employees will be better
in dealing with these kind situations that have undergone the course of stress
management provided by their company. So again the importance of proper
training is justified at this point.
 The hospitality industry is evolving constantly at a very fast rate. A
company in this industry can beat its competitor by developing the skill of
the most expert employees. When the employees give a frequent visit to
their training of customer service and learn how to handle both positive and
negative situations they go through while satisfying a customer the
organisations will have steady growth in their profit margin.
Unless and until the employees working in hospitality industries are not
given proper training they cannot provide the best service to their customers. Apart
from training, it would be better for the organisation to hire new staffs that has a
natural tendency to serve others (Jha et al. 2017, p.32). Then by proper training
those attributes be sharpened greatly. If the company hires apathetic staffs and also
unable to provide them with good training the customers won't be satisfied and the
company will earn a bad reputation in the market.
To measure the success of the training the organisation can be analysing the
experience of the customers through surveys. Another way can be creating
opportunities for reviews through social media.
It is also essential for Bishop's gate hotel to maintain the quality of their
products and services and also provide best services to their customers. If they get
feedback from their customers then they can also achieve success. Feedback from
customers will help them to know about their positive and negative points and they
can eliminate it. They can use social sites, surveys, questioners for this purpose. It

is also necessary for them to evaluate the policies on regular basis so that they can
maintain the quality of their own policies.
They can also provide training to their employees so that they can compete
their competitors in the market place. It will also help them in their growth and
development. Employees can also do their work more effectively and efficiently.
They can also do work at individual level as well as team level.
Hospitality industry such as hotels, restaurants need customer service very
effectively. If they want to produce best quality services for their customers then it
will requires:
 Proper communication
 Care
 Feedback
 Knowledge
 Leadership
 Practices
 Skills and knowledge
Customers are play key role for success of any kind of organisation. So it is
important for enterprises to focus on customer service policy. Reasons for
evaluating customer service policy are given below:
 Business requirements can be full fill by job descriptions: The functions
of employee have to related with the organisational objectives so employee
can give their full contribution in organisation. It also affect future
recruitment because if employees are not give their full capacity towards
work than company has to assess these kind of employee.
 Lawful recruitment process: It includes that recruitment process have to
be transparent and equal for every candidate so they get satisfaction and
give their full contribution to achieving organisational goals.
 Increase in confidence of candidate: When a organisation evaluate its
customer policy it helps to increase the confidence of candidate and it
directly affect future recruitment policy because if a company calls for

application procedure than candidates can feel confident that the post they
are applying which is really exists in the organisation.
 Transparency: This is also major reason for evaluating customers service
policy because transparency is most important which is followed by both
candidate and supervisor in the organisation. If company is more transparent
in terms of their policy than candidates take more interest to work in that
kind of organisation.
Task B: Communication as well as information research
2.1 Evaluation of the various communication methods
Mobile communication: This type of communication has brought a great change
in a communication field. The hotel managers could use various mobile apps like
MMS and SMS for communicating to the customers (Vaishnavi and Kuechler, 2015,
p.44). The customers would be informed about any type of offers available within
the organisation through a message. The managers would also be able to receive
their feedback through messages, which would be helpful for the hospitality
organisation to improve their customer service by reducing the prevailing flaws.
Social media: Albers and Mazur (2014, p.44) opined that social media has become
the best way of communication among all the other communication methods. This
is due to the increasing popularity of this media and increased engagement of
people within this media. With the help of this media, people are able to
communicate with family and friends effectively. Therefore, social media is used
by hospitality organisations for communicating with the customers (Phillips and
Phillips, 2016, p.44). The management of Bishop’s Gate hotel would communicate
with the customers as well as other people effectively through this media. Feedback
of the customers would also be received effectively and assure them to provide
better service. The management of the hospitality organisation would use attractive

catchphrase in the social media pages along with attractive images providing
information about the products and services. This strategy would help in improving
brand image and increase customer satisfaction level.
Websites: This is another method of communication through which the
management of the hospitality organisation would be able to communicate with the
customers by developing their own official website, which would provide details on
the various types of services offered by the organisation (Tillack and Borgstede,
2013, p.368). The management would also the websites for conducting live chats
with the customers. The website would contain a pop-up chat box through which
the customers online would be able to talk to the customer service representatives
online. Through this communication, the customers would be able to receive
accurate information about the type and price of the services provided by the
Bishop’s Gate hotel. Preskill and Russ (2015, p.44) opined that the customers
would also be able to share their grievances regarding the quality of services and
provide their valuable suggestions.
Video call: Live video chat is considered as a great opportunity for the various
hospitality organisations to communicate with the customers (Moorhead et al.
2013, p.85). This communication is able to build a good relationship between the
Bishop's Gate hotel and customers, as it provides a sense of immediacy. Talking
through video call is almost equal to talking face-to-face. Lundgren and McMakin
(2013, p.44) observed that This communication method helps in building trust
among the customers sometimes, facial expressions might be misunderstood while
talking through telephones and create misunderstanding and hence reduce the
customer satisfaction level. Through this communication method, this problem
would be solved giving no room for misunderstanding.
Automatic call back option: Customers despise of waiting for longer time on
holding the phone to talk to a customer service. With this facility, the organisation
would make sure the customers do not have to wait a longer time to hold the phone
(Vanclay 2015, p.1236). A new feature would be installed called automated

callback feature, which would enable the customers in hanging up the phone. The
system would allow generating an automated call to the customer one a customer
service representative is free to receive the call. Installing this feature within the
system is very easy.
24-hour customer support: The customers should be provided with 24 hours
customer support number that would be available all day and allows them to talk to
a customer service representative at any time of day (Grönroos and Voima, 2013,
p.133). This service affects the business largely in improving the customer
satisfaction level. Providing the customers with this service would show the
dedication of the Bishop's Gate hotel in providing best service to the customers.
Post-sale emails: Grönroos and Gummerus (2014, p.229) opined that after the
customers purchase products or services from the organisation, the organisation
would also send emails to the customers asking their experience about their
purchase and rating their service regarding their service. Advanced technologies
have made these facilities cost-effective and do not require sending money
(Jaakkola and Alexander, 2014, p.247). Sending these messages show the
customers that the organisation value their presence and care for them. Through
these messages, the Bishop's Gate hotel would assure the customers to provide
them best service quality and invite them to communicate with the organisation.
This communication method helps in sustaining the relationship among the
customers and the brand.
There are also some other communication methods that will be used by Bishop's
gate:
Verbal communication: Bishop's gate can also use the verbal
communication in their organisation that will also help them to reduce the
communication gap. There are various pints included in this which are as follows:
 Always prepare to listen
 Reduce the distraction
 Always be positive

 Judge each and every possible thing
Non-verbal communication: They can also use this type of communication
in their organisation. In this employer or manager can easily understand the
problems of their staff and customers through their expressions. It includes:
 Facial expressions
 Body movement and postures
 Eye contact
Written communication: It is also necessary for Bishop's gate hotel to
maintain the communication in the organisation through written communication.
There are also some elements which are as follows:
 Structure
 Style
 Content
Organizations generally use various communication methods in making
business successful. An unambiguous interaction always lead to business
development for an enterprise. Some of the communication methods that
companies use are as follows:
Oral: Companies provide telephone numbers to their customers which helps
them in solving queries about products and services directly with company
representative or account holder. Oral method intends to provide better solution in
customer query and leads to optimum customer satisfaction.
Face to face: This is one of those methods where representative talks to
customers directly either by visiting their home or inviting them to office.
Technicalities which cannot be explained on telephones is generally resolved in this
method of communication. It has disadvantage that its time taking and not smart
way.
Online: This is of those communication methods which are highly in use.
With the increasing influence of internet in day to day life use of this method is is
increasing. As this method saves a lot of time of consumer. People these days are

opting for online services that needs to resolved online only. This is quick and
cheap way.
Written : This is done by use of e-mails, staff magazines, posters or
pamphlets. These are basically for providing primary and basic information to
customers. It has a disadvantage of being slow and not so informative. This method
is highly useful in internal communication of an organization.
Advertisements via different mediums: This method is generally used for
providing public information on mediums like TV, radio, newspaper or press alerts.
It is generally used for endorsement purpose for advertising any services or product
that company has launched. It is highly efficient when any special offers have to
promoted.
2.2 Analysis on the influence of customer service on the customer
perception
The hospitality industry, especially the hotels are highly dependent on service
quality offered to the customers. If a hospitality organisation offers better and
superior quality of service to the customers in comparison to the other organisations
within the hospitality industry, customers tend to choose the organisation offering
the best service quality. Therefore, it is very important for the hospitality
organisations to provide best service quality to the customers within the
organisation (Saeidi et al. 2015, p.341). On the contrary, in case the Bishop’s Gate
hotel is not able to provide better service quality to the customers, the perception of
the customers would also be reduced. Therefore, it could be said that the real
strength of a hospitality organisation lies on the perception of the customers after
receiving the service. If the perception of the customers is negative towards the
Bishop’s Gate hotel, the customers would choose another hotel offering better
customer service. This would reduce the perception of the customers towards the
organisation. Customer service has a great importance in an organisation for