CS Workbook: Enhancing Customer Service in Hospitality Sector

This assignment solution, presented as a CS Workbook, delves into various aspects of customer service within the hospitality industry. It begins by defining customer service and the importance of customer service policies, highlighting reasons for their necessity in the hospitality sector, such as meeting customer expectations, assisting with information, and fostering customer loyalty. The solution further explores the evaluation of customer service policies, emphasizing the significance of customer opinions, understanding company strengths and weaknesses, and facilitating forecasting and decision-making. It also discusses how policy evaluation aids in future staff training and development. The assignment then examines different types of communication used within a hospitality organization, including formal and informal methods, and provides a table outlining the benefits and drawbacks of formal communication. Finally, it incorporates a customer audit trail, suggesting improvements to enhance customer satisfaction levels, providing a comprehensive view of customer service enhancement strategies. The document is available on Desklib, a platform offering a range of study tools for students.

CS-WORKBOOK
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Learning Outcomes Assessment
Criteria
(please tick as
appropriate)
Task No Evidence (Page
Number)
LO1 Understand customer service
policies within business and services
contexts
1.1 ☐
1.2
LO2 Understand the purpose of
promoting a customer-focused
culture
2.1 ☐
2.2
LO3 Be able to investigate customer
requirements and expectations
3.1 ☐
3.2 ☐
LO4 Be able to provide customer
service within business and services
contexts to meet required standards
4.1 ☐
4.2 ☐
CS Workbook
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Scenario
You are a customer service consultancy Firm. As customer service consultant, you are
preparing a portfolio thoroughly researching various issues related to customer service and
suggesting improvements.
You have been asked to provide certain specific aspects of customer service that they
require improvement on.
Task 1:
You are first to understand what customer service is and what is a customer service policy.
Then you are expected to answer the question given below:
Give 3 reasons for why we need customer service policy. Your answers have to be based on
Hospitality industry in mind.
Customer’s services at the present time are playing a vital role in the growth and
development of the hospitality sector. The customer's services are basically a method that
is been used by the company to take proper care of the customer’s needs and wants. The
Hilton London is one of the best Hotels in the nation which is providing the best and
effective services to the customers (Aubinet, et. al., 2012). The customer's service policies
are the norms and terms that is been framed in the written manner, which is very
appropriately followed by the management at the time of dealing with the customers for
their respective services.
The need of customers services policies in the company-
 Meeting customer’s expectations- The main reason for making the customer's
service policy is to fulfill the needs and wants of the customers as per their
expectations. The customers are king of the market their satisfaction is very
necessary and important; it is must for the Hilton hotel to provide the best services
to the customers.
 Assisting with information- The customer's service policy is helping the
organisation to take effective decisions as there are several data and information
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that is availed by the policies (Polaine, et. al., 2013).
 Customers loyalty- A satisfied customers will be loyal to the company always,
hence, the customer's service policies are assisting the company to build the loyalty
of customers (Krueger, 2014).
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Task 2:
For this task, you are required to do an online research and read reviews about /find out a
customer service policy of an organisation (must be either a Hospitality/leisure/travel or
Tourism organisation.
1. Why do companies need to regularly evaluate a customer service policy? (Give at
least 3 reasons)
2. Explain how the evaluation of the policy can assist in future staff training and
development.
1. Evaluation is the method that is been used to examine the effectiveness of the policy of
customer services that is been introduced by the Hilton company (Power, et. al., 2015).
There is a high need for evaluation of the policy, they are as below-
 Customer’s opinion- The evaluation of the customer service policies is very helpful
in knowing about the views and opinion of the customers. This is very necessary to
be understood by Hilton hotel so that is can be able to make strategies and plans
accordingly.
 Company’s strength and weakness- The evaluation of the policies will also help in
knowing the current strengths and company’s drawback so that it can be able to
make required changes and modifications (Phillips, 2012).
 Forecasting and decision making- The effective evaluation and testing of the
policy will be aiding the firm to manage the work in the best and effective possible
manner. The decision and choices will be able to get done in the appropriate and
required manner. The future forecasting of the company’s operations and activities
can also be able to get done in the effective and appropriate way.
2. The evaluation of the policies is very helpful for the organisation for several aspects.
The evaluation of the policies is very helpful in the Hilton company as with the right and
effective use of this the management will come to know the exact things that are needed to
be considered by the organisation. The training and development program of the staff can
be able to get performed in the effective and in the desired manner with the effective and
appropriate use of the evaluation method (Webb, 2013). Several information and data will
be able to get attained with the evaluation method and this will assist the management to
know about the necessary changes an according to that the further training and
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development for the staff is done in the effective and best possible manner. The customer’s
opinion will provide a guide to the firm in knowing the drawbacks about services, hence
with this training for the staff will get done in the required manner and customers will also
get satisfied with this (Rieckmann, 2012).
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Task 3:
Understand the different types of communication that could be used within a Hospitality
organisation and answer the following questions:
1. Mention 2 methods of communication that you were interested in and briefly explain
them.
2. In a table provide 2 benefits and 2 drawbacks of your chosen methods.
3. Justify your answers with real-life examples from the Hospitality industry.
1. Communication is the method through which the organisation can be able to carry out
the work in the best possible manner as with this each and every information about the
company can be able to get reach to the respective people. There are different ways by
which the communication can be able to get done. They are-
 Formal communication- The formal communication is the method where the
information is shared to the respective people in a good structured and in a
systematic manner, a proper hierarchy is followed (Codreanu, et. al., 2012). This is
done in an official manner with the people and staff members of the company.
 Informal communication- This is another method by which the communication
takes place where there are not line and limit people use to convey their message of
information in a casual and in an unsystematic manner.
The Hilton hotel is using both the method as per the convenience, but the preference that is
made by the organisation is for the formal communication method (Newman, 2014).
2. Advantages and disadvantages of the chosen method
Formal communication method
Benefits Drawbacks
 The formal method is very
beneficial as it is availing
assistance in doing the
communication in the smooth and
proper systematic manner (Certo,
2018).
 The drawback of this system is that
is not flexible and it can be able to
get changed as and when required.
it is inflexible in nature.
 It is very reliable and is credible as
the information is transferred in the
desired manner.
 It is very expensive as a long
process may get incurred which
will cost high (Kleinbaum, et. al.,
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2013).
3. The Hilton hotel is a well stable hospitality company in the market it is very appropriate
and efficiently performing all its operations and the customers are also very much satisfied
with the working that is been done by the firm. The communication has been the best tool
that company uses for its operations which is leading the company to perform well in the
market. Example- Hilton’s manager uses to conduct the meeting and inform about the
changes and new implementation of any services or project to the stakeholders of the firm.
This method is a formal way of discussing and conveying the data to the respective people.
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Task 4:
Choose Hospitality /travel and tourism or a leisure organisation and complete the following
tasks and answer the questions:
You are required to first research on the hospitality/leisure/travel & tourism
organisation of your choice and then complete Customer Audit trail (template available
on Moodle) through observation. Suggest improvements to increase the customer
satisfaction level as a customer service consultant (AC 3.2)
Fill in the template given in Moodle. No word counts
Customer Audit trail
a. Customer Audit Trail Guideline
A customer trail is an attempt to view the hospitality experience through the eyes of
customers. Customer trials are based on attempting to gauge the prime drivers and triggers of
customer satisfaction/ dissatisfaction. Those carrying out customer trails have to try to put
themselves in the position of the customer and experience it through the customer’s eyes.
Conducting a customer audit trail
In this exercise, you should make a conscious effort to view the hospitality experience
through the eyes of a customer, rather than the eyes of a professional or a manager.
The following checklist may act as a prompt for aspects to check on.
Can you think of other aspects like this?
Ambiance and First Impressions
As you walk into the outlet, what is the immediate impression of its atmosphere? What words
spring to mind if you try to describe the general surrounding?
Wow, it looks beautiful. I will probably get many things under this one roof.
Information
How do you get to know what to buy here and how to buy it? Can you work it all out?
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Quite? Simply, or does the system need frequent contact or a user manual?
I will initiate by myself, and when I face any problem I will be consulting the salesperson
nearby.
Prices
What is your immediate response to the pricing level?
Oh!!! The price is too high…
Range
What do you think of the product range on offer? Is it what you expected? Are things?
Missing? Are things not there that you would have expected to find there?
Whatever I was expecting all are available in the outlet.
System
What is it like when you actually get into the system? Do you feel comfortable? What
Aspects work well, which irritate you and in what way?
The variety of product made me confused by which I get irritated. The system used was
very advanced and is making things easier.
Staff
How many are around? Does it seem to the right number? What do they look like? Are
They happy/miserable, alert/asleep? Do they seem to know what they are doing? What is
the quality of your transaction with them?
The staff nearby a row is nearly 2 which is a right number as to deal with the customers.
They are very much pleased and happy with their work. They are helping out the customers
by taking initiatives. The transactions made are good in quality.
Time
How is it passing? How long do I seem to be taking to get served? Is this fast or slow
service? Is there a queue? How long? How long does it actually take to get served?
The service timing was a bit annoying as they are taking a long time to serve. Around 30
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minutes were taken to get served.
Accessories
Did you find it straightforward to get what you wanted to go with your meal cutlery,
Condiments, napkin etc?
The seating and all the arrangements were perfect, there was no issue that gets faced in the
arrangements.
Payment
How was the transaction carried out? Was the amount what you expected? How did you
feel when you paid?
The payment system was based on the card as well as cash. Both the options are available,
the amount was not as expected it was quite high but it is accepted as the quality of
services was also as good as not expected. Paying a high amount always pains, but I was
happy with the services.
Food and Drink
How were the quality, quantity, and temperature?
The drink and food both are good, they were no flaws that can be detected as the perfection
is there, also the quality provided was good, at the same time the temperature is also as it
has to be.
Other customers
How many are there? Do they seem happy? How long are they spending there? What are
Are they selecting? Who are they?
The customers were there in large number and by their face, it can be assumed that they all
are very happy and satisfied. More than an hour spent by the people around because of the
ambiance and services. The people are of different level, and according to their will they
were ordering and having the things.
Departure
Sum up the experiences you have just had. Would you want to come again? If you were
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to go somewhere else, where would it be?
This is the finest experience that I have the services that I got from the place is very
effective and is pleasing too. The quality that I have is the best that I will not be able to get
from any other place for the pay that I had aid here. From the time I enter till the time I left
I never felt to leave the place or get bored. The place is very attractive and the music
around was soothing the ears. I would like to visit the place again and again. Also, I will
refer the place to all my known so that they can also take a relaxed and satisfying
experience. The one if will visits the place will always prefer here than any other brand.
This is the very fine place to sit and relax with family and friends. I will not prefer any
other place besides this, but if I need to go anywhere else then I surely by going to Marriott
International.
Suggest recommendations for improvements to increase customer satisfaction Word count:
150
Recommendations for improvements
The services and the qualities are very fine and the way all the things were there was
attracting and pleasing. There are all good but one factor where the organisation needs to
focus is the management of time, this is one of the major aspects. The time is the precious
thing that is needed to be considered by the company; therefore it is required by the firm to
make proper planning and take decisions according to that. The timely delivery of the
services to the customers is very much required. This is a major concern that the customers
have made that the services quality and other things are very fine but the only thing that is
annoying them is the late and delayed delivery of time. It is suggested to the firm to make
the work more smooth and effective by doing and making right choices regarding the time
management system.
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Task 5:
Based on your finding in your last week research analyse the information to answer the
following:
Briefly, provide a list of customer service provision made by your selected organisation.
Justify how the above mentioned satisfies the need and wants of customers. (AC 2.2)
Hilton company has appropriately introduced the policies and different customer service
provisions so that the organisation and its employees can be able to manage the needs and
requirements of the customers. It is very important for the company as it will be assisting
in managing the working in the best possible and effective manner. There are several
aspects that have been made by the company so as to provide assistance to the customers to
attain services properly. The provisions that are made by the organisation are very useful
and important as with the assistance of this the firm is able to manage and handle the issues
and any conflict that any customer is facing (Hilton, et. al., 2013). Also, the services
offered by the firm will also be very effective and satisfactory as the provisions are
followed in the proper and systematic manner as per the requirements. Below are some of
the major provision that is been made by Hilton company-
 It is being ensured that the goods and services that are been provided by the
company get reach to the customers equally and in the same value.
 Providing assistance and preferences to the customers who are disabled. The
disabled people are provided and given special treatments so that they do not face
any problem and issues regarding the incapability.
 Considering and taking into the account of customer’s needs and wants.
 Providing the customers, the accessibility of the several things which will make the
customers feels more conformable and satisfy (Verhoef and Lemon, 2013).
 The information about the offerings is made the reach to the customers in the
effective and in a proper manner so that the firm is able to meet the needs and
requirements of the customers.
 Also, the provision focuses on the health and safety of the people who are working
and the one who is visiting the hotel for the services.
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Task 6:
Find out how Hospitality organisations collect information on customer requirement and
satisfaction level of the customer visiting their organisation. Comment on at least 2 of these
sources. (eg. Online review, feedback, comments cards etc.) Discussing their advantages and
drawbacks.
The hospitality sector needs various information and data from the market as to know
whether the firm is providing the services to customers in the required and effective
manner. There is a high need for considering the data about the people who are using the
service of Hilton organisation. This will be aiding and assisting the firm to manage the
work in the best require manner. The opinions and reviews of the customers can be able to
get collected in different forms so that they can be able to manage the work accordingly.
There are different ways but the best option that can be used is the customer’s feedback
forms and online reviews.
Customers Feedbacks
This is the methods where the organisation will be making the contact with customers
through phones or the time when they leave the hotel. This is very necessary as with its
assistance the organisation will be able to know about the quality and level of services that
they are availing to the customers. Customers will be availing the information which is
very important for the firm to get grow and develop on the future aspect (Azad, et. al.,
2014).
Benefits
 It is helpful in improving the present condition of the firm.
 It is useful in understanding the customer's services level.
 The value of the offerings made by the firm will get to know by this.
Drawbacks
 It is a time-consuming process.
 Customers many times avoid providing responses.
Online reviews
This is another method that is used by the organisation where reviews and opinions of the
customers are taken through online sites where the customers are connected with the firm.
Benefits
 The information will get attained in high level.
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 The business ideas can be attained by the reviews of the people.
 Advertising can get done freely (Azad, et. al., 2014).
Drawbacks
 Negative marketing will get done.
 The information is presented in the wrong and malicious manner.
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Task 7:
You are to work in a group to conduct the role play and do an individual reflection on the
Roleplay.
1. Design and act out a role play of customer service delivery in a group of 3. Provide
the evidence of delivery (through both photos and peer feedback form)
2. Provide a critical reflection (500 words) on the delivery of customer service in the
above Roleplay, suggesting how you could have improved customer service.
1. Roleplay
Waiter
Hello sir/ma’am, please have a seat
Customer
Thank you
Waiter
What would you like to have sir/ma’am?
Customer
Rice ball, Manchurian, Butter lime chicken, salads, and toasted bread.
Waiter
Yes, sir/ma’am, the order will be placed in 20 minutes.
30 minutes passed, food has not been served yet.
Customer
Waiter….
Waiter
Yes sir/ma’am
Customer
The order has made for past 30 minutes but the food has not been served yet.
Waiter
Sorry, sir/ma’am for the delay. I will provide it in 5 minutes.
Customer
No, we would like to cancel the order.
Waiter
Sorry sir, I am placing your order in few seconds.
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Customer
No, thank you.
Managers hear the argument, he reaches to the customer
Manager
Greetings, what happened, sir??
Customer
Sir, I have made an order and was asked to wait for 20 minutes, but 30-35 minutes have
passed till there is no food ion the table.
Manager
I apologize for the inconvenience sir/ma’am. I request you not to cancel the order I make
sure you will not face any more issues.
Customer
Thank you, sir, but I am not satisfied with the service and now I genuinely want to cancel
the order made.
Saying this customer leaves the place.
2. Reflection
The customer's services in the organisation are playing a vital role. From the roleplay I
have understood that there is a high need for quality services and customers service
management system. This is very necessary for the organisation to effectively make the
strategies and management plan so that it can be able to serve the customers in the best and
effective possible manner. The organisation if not making effective policies for the
customer's services then the situation will be as similar to the role play. From the role play,
it has been understood that at the present time, more than money the importance and value
matters. The customers are willing to get effective services so that they can be able to get
satisfaction for the amount that they pay. It has been analysed from the role play that
customers are very rational if they are not satisfied with the services then they are willing
to quit and make other choices spontaneously. The customers as per the role play are
dissatisfied and left the play without having the meal because of the poor services. This is
because the firm is not providing the proper and effective service as there is lack of proper
management and planning.
It is suggested that the queue management is one of the major things that is needed to be
concerned. Also, it is very must for the organisation to make proper planning so according
to that the time can be managed and service can be availed to the client as per the stated
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time. The time management is one of the major aspects that are needed to be focused so
that the company can make the clients wait less and this will save the time of organisation
and customers as well. This will make clients delighted and satisfied which is aiding the
firm to attract more and more customers.
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References:
 Aubinet, M., Vesala, T. and Papale, D. eds., 2012. Eddy covariance: a practical guide
to measurement and data analysis. Springer Science & Business Media.
 Azad, N., Roshan, A. and Hozouri, S., 2014. An exploration study on influential
factors on customer relationship management. Decision Science Letters, 3(1), pp.49-
56.
 Certo, S.C., 2018. Supervision: Concepts and skill-building. McGraw-Hill Education.
 Codreanu, M., Tölli, A., Juntti, M. and Latva-Aho, M., Nokia Oy AB,
2012. Communication method and system. U.S. Patent 8,208,963.
 Hilton, T., Hughes, T., Little, E. and Marandi, E., 2013. Adopting self-service
technology to do more with less. Journal of Services Marketing, 27(1), pp.3-12.
 Kleinbaum, A.M., Stuart, T.E. and Tushman, M.L., 2013. Discretion within
constraint: Homophily and structure in a formal organization. Organization
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 Krueger, R.A., 2014. Focus groups: A practical guide for applied research. Sage
publications.
 Newman, A.H., 2014. An investigation of how the informal communication of firm
preferences influences managerial honesty. Accounting, Organizations and
Society, 39(3), pp.195-207.
 Phillips, J.J., 2012. Handbook of training evaluation and measurement methods.
Routledge.
 Polaine, A., Løvlie, L. and Reason, B., 2013. Service Design: From Insight to
Inspiration. Rosenfeld Media.
 Power, D.J., Sharda, R. and Burstein, F., 2015. Decision support systems. John Wiley
& Sons, Ltd.
 Rieckmann, M., 2012. Future-oriented higher education: Which key competencies
should be fostered through university teaching and learning?. Futures, 44(2), pp.127-
135.
 Verhoef, P.C. and Lemon, K.N., 2013. Successful customer value management: Key
lessons and emerging trends. European Management Journal, 31(1), pp.1-15.
 Webb, G., 2013. Understanding Staff Development (Routledge Revivals). Routledge.
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