Customer Service Analysis and Improvement for Star Woods Hotel

This report provides a detailed analysis of customer service at Star Woods Hotel. It begins with an introduction to customer service and its importance, followed by an analysis of different consumer types and their needs, including business class, local, and event consumers. The report includes a customer feedback survey questionnaire and discusses methods for collecting qualitative and quantitative data, such as interviews and surveys. It also suggests modifications to hotel policies to improve customer satisfaction and addresses communication strategies, including verbal and non-verbal methods, and technological tools like EPOS and touch screen systems. Finally, the report includes a self-assessment questionnaire for workers during training. The report aims to improve the hotel's customer service and overall business performance.

CUSTOMER SERVICE

Table of Contents
Introduction..........................................................................................................................................3
Task 1....................................................................................................................................................3
Task 2....................................................................................................................................................3
A. Conduct customer's needs analysis for different type of consumers for hotel............................3
B. Design customer feedback survey questionnaire for firm...........................................................4
C. Approaches that could be utilized to get qualitative and quantitative nature data for consumers
.........................................................................................................................................................5
D. Suggestions for modifying policies of hotel...............................................................................6
Task 3....................................................................................................................................................7
a) Various communication categorises and their benefits as well as technology tools....................7
b) Prepare self assessment questionnaire to be utilized by workers during training.......................8
Task 4....................................................................................................................................................9
Conclusion............................................................................................................................................9
References..........................................................................................................................................11

INTRODUCTION
Customer service is a facility which is given by the organisation to the consumer after sales
of commodities. Effective customer service gives better experience which meets requirements of
the consumers in the firm. It also enhances satisfaction level of people but ineffective service also
raise the complaints in organisation. Star wood is one of good hotel in its area which offers
optimistic services to its customers in the nation (Customer service, 2006). The present report
analyse needs of various types of consumers in the hotel. It also introduces qualitative and
quantitative research based methods to know the customer needs in the nation. It also represents
different type of communication in the Hotel.
TASK 1
Power point presentation
TASK 2
A. Conduct customer's needs analysis for different type of consumers for hotel
In the past years, progress of Star woods hotel was effective in the United Kingdom.
Organisation has done better growth in the UK. But corporation is still facing many problems
regarding customer's service which is increasing dissatisfaction level of clients in hotel premises in
its area. There are different type of consumers who visit this hotel in the nation (Hudson and
Hudson, 2013). It is essential for corporation to complete these requirement for expansion effective
customer's service in the United Kingdom. To overcome from these problems, Star woods follows
customer's needs analysis in the nation which contribute effective role to recognise the demands of
different type of consumers.
There are many type of consumers who come in the hotel with their specific needs. For
example, Premium and upper class consumers expects high quality of service like proper sanitation
and internet service in the Star wood (Gates, Heffernan and Sudore, 2015). On the other point of
view, middle class customer's gives more priority on qualitative foods and other facilities at lower
cost in the hotel. Management of organisation has to consider needs of various type of consumers to
fulfil them. This process can be possible through better communication with customer's in the Star
woods. This way, organisation can make proper trust on the consumers. This approach can also help
the hotel to increase the frequency of clients. Corporation can earn better profit as comparison of its
competitors in the United Kingdom (Pizam, Shapoval and Ellis, 2015). Requirement of consumer
analysis can be conducted through dividing categorises in following manner.
 Business class consumers- This type of clients require many things to conduct business
meeting in the hotel. Star wood also provides better facilities like proper internet service

through Wi- fi, projector, laptop and effective network peripherals devices. These things also
lure the business class people to conduct conference and seminar in appropriate way within
hotel (Torres and Kline, 2013). This way, they can also improve image of Star woods front
of customer's which provides good business in the nation.
 Local consumers- Generally, these type of consumer come with their family in the Star
wood for tourism or any other purpose. So they give better priority on food, beverages,
internet, swimming pool, spa and games for children in the hotel. In addition, corporation
also provides these kind of facilities in its premise (Tanford, Raab and Kim, 2012). These
thing also attract local consumer to come in the hotel which increases income of Star wood
in the nation.
 Events consumers- To increase the revenue, organisation has to concentrate towards business
parties, local events, family functions and marriage parties. To complete needs of these type
of consumers, hotel has to manage various type of resources like proper chef, security of
function and proper waiters. This way, organisation can provide appropriate facilities to their
consumers in order to increase its business in the nation.
B. Design customer feedback survey questionnaire for firm
To sort out consumer problems and complaints, organisation can conduct feedback survey
with help of exiting and new customer's in the nation. This kind process can also give new
information to Star woods for improving their hospitality services in the United Kingdom (Ro and
Wong, 2012). Management of hotel can get huge help to recognise requirement of consumers in the
UK. Generally questionnaire feedback is mentioned below the paragraph.
1. Which type of services you like mostly in the hotel
 Food and beverages
 Nature of staff-management
 Timely delivery of service
 Any other
2.Please rate on service on arrival and check-in for hotel
 Satisfactory
 Good
 Excellent
 Unsatisfactory

3. Please rate on quality of food and its service
 Adequate
 Best
 Superior
 Inappropriate
4. Was room service comfortable
 Appropriate
 Good
 Better
 Inappropriate
5. Which thing of hotel you would mostly like
 Affordable Price
 Quality
 Effective consumers facility
 Nothing
6. Will you use the services of Stanwood hotel in near future
 Yes
 No
7. Please provide any valuable recommendation to improve the service of Hotel
C. Approaches that could be utilized to get qualitative and quantitative nature data for consumers
There are many type of method is available to achieve qualitative and quantitative data for
customers research. It is stated below the points.
 Qualitative Methods- In this research, investigator can prefer secondary data for study in the
nation. In addition, organisation can use latest journals, books, online articles as well as
hospitality magazines to get data for consumer. This way, hotel can aware about latest trend
regarding consumer service in the nation (Chen, Chang and Wu, 2013).
 Quantitative Methods- This process come under primary research. Researcher can find out
various facts figures from the consumers by using many services like interviews, surveys
and sampling in the United Kingdom. This approaches can help the management of Star

woods to know about latest nature and trend of consumers in the nation.
In the interviews, researchers can conduct interview on the base of consumer interest in the
various cities (Prud’homme and Raymond, 2013). They can discuss about their consumer services
in the nation. This way, management of Star woods can aware about its positive and negative
reviews in the nation. In addition, corporation can improve their services as per suggestions as well
as comments in the UK. This interview can be conducted face to face or telephonic manner.
As per survey method, Investigator can analyse environment of market in the United
Kingdom (Richards, Chillas and Marks, 2012). This process can also provide very deep knowledge
about consumer lifestyle, fashion, trend as well as requirement. It can be conducted online and
offline way by contacting large number of consumers in the nation. This approaches can greatly
help the Star wood to develop proper hospitality strategies in the UK. This way, management of
organisation can attract more number of consumer by providing effective service in the nation
(Madera, 2013).
D. Suggestions for modifying policies of hotel
On the base study, there are many changes which is necessary for improvement of Star
woods hotel in the United Kingdom
 Increasing Conflict between workers and Management- From the research report, it is
recovered that balance between management and workers is not appropriate due to heavy
workload in the organisation. This process is also affecting consumers services in the Star
woods (Hsieh, 2012). To overcome from this problem, corporation should hire more workers
to reduce the work load in the hotel.
 Lack of Managerial skills- As per survey report, it is found that managers of hotel are
lacking with leadership abilities in the Star woods. These thing is creating more problems to
guide workers and employees in appropriate manner in the hotel. They are increasing
unsatisfactory level of consumers in the corporation (Bastič and Gojčič, 2012). To reduce
these type of issues, management of enterprise should provide best training and internships
to train the managers from best hospitality institutes in the United Kingdom.
 Lack Interaction skills- From the study conducted for hotel, it is concluded that
communication of worker and employees is not appropriate as per the consumer point of
view in the hotel. Staff members of Star wood are not talking to its clients with politely way.
These things are disappointing the client of organisation. To decrease type of complexities,
management of enterprise should provide effective training to deal with consumers in a
appropriate manner in the United Kingdom.

TASK 3
a) Various communication categorises and their benefits as well as technology tools.
To develop effective quality service of Star woods, proper communication is necessary
which contributes optimistic role to solve many problems like conflict between workers. Better
interaction skill also helps the hotel to manage time and work management. Organisation can utilize
verbal and non- verbal methods for improving the communication of its employees and workers.
This process can help the hotel to maintain good relationship with consumers and management in
nation (Ford, Paparoidamis and Chumpitaz, 2015). It can also attract the customers to use these
facilities of organisation again in UK. In addition, communication skills can also provide many
benefits as well as efficiency. It is represented as follows.
Communication categories Efficiency and benefits
Verbal communication This process increases effective understanding of many things like
instructions, advanced technologies, appropriate time management as
well as produces positive attitude in the hotel.
Non- verbal communication This approach also enhances skills of writing and making attractive
presentation of employees which help them to understand
requirements of consumers in the nation.
To develop these interaction skills appropriate as well as beneficial, Star woods can utilize
many techniques like EPOS, message boards, touch screen and system pagers to provide better
consumer service. These tools can contribute effective role for team management, optimistic
utilisation of resources and time management in the Star woods (How are you communicating to
your team, 2012).
Communication Techniques Benefits
EPOS  Management of Star woods can do fast accounting. With
help of these techniques, organisation can assess its files
digitally by using internet. This way, hotel can get various
type of information like customers, sales and revenues.
 Star woods can also improve its security. EPOS can also
provides high level of safety regarding data of hotel. It can
give unlimited login facilities for the better security in

organisation (Gates, Heffernan and Sudore, 2015).
 EPOS also work as bridge between customers and
management of star woods. With help of these process,
organisation can get huge help to recognise their needs in
the hotel.
Touch screen systems pagers This approach can also give flexible and easier use interface. It also
compact and easy to use for employees of Star-woods. This process
can also help the organisation to exchange valuable information
among the workers in hotel (Huff, 2015). Further, it can help to
reduce expenses of training in corporation.
Message boards With help of this technique, management of Star woods can easily
post messages for consumer and its employees. This process can
also give reliability to improve consumer services by getting their
comments for the hotel.
b) Prepare self assessment questionnaire to be utilized by workers during training.
Self-assessment questionnaire also helps management of star-woods to know about
employees performance. This process explains that issues like verbal or non verbal communication
problem which are faced by workers to deal with consumers in the Hotel. In addition, it also states
technological complexities to operate this instruments by workers in the Star woods. It talks about
confidence level of employees during consumer service in the organisation. Further, it also discuss
about any conflicts of employees with seniors in the hotel (Hsieh, 2012). It represents any type of
training needs of workers to develop more skills in the star woods.
Self assessment questionnaire
1. Are you suffering any type of interaction problems to deal with consumers within hotel.
 Yes
 No
2. If yes, which kind of communication problem are you facing
 Non verbal interaction
 verbal interaction
3. Are you suffering with any type of issue to use technological instruments

 Yes
 No
4. If yes, which type of technological instruments is creating problem for you
 Message Board
 pager
 EPOS
 Computer
5. Are you feeling confident to provide consumer service in the hotel
 Yes
 No
6. If No, then give reason for this thing.
7. Are you facing any problems with your superiors in the organisation
 Yes
 No
8. If yes, write reason for these issues
…........................
9. Do you require any type of training to improve your work
 Yes
 No
10. If yes, which type of training do you want in the hotel
…...........................................
TASK 4
Power point presentation
CONCLUSION
From the report, it is found that customer needs analysis is helping Star woods hotel to
recognise the requirement of clients by dividing all of them in specific category. Customer's
feedback survey questionnaire is contributing effective role to achieve positive or negative reviews
regarding hotel in the United Kingdom. Further, qualitative, quantitative, interviews and surveys

helps the Star-woods to get details about the consumers in the nation. In addition, suggested policies
is aiding the hotel to overcome from its issues in the country. It can concluded that communication
types and technological tool is giving effective benefits to attract the consumers in the Star-woods.

REFERENCES
Journals and books
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