University Report: Manage Quality and Customer Service Analysis

This report delves into the critical aspects of managing quality and customer service, particularly within the hospitality industry. It explores the benefits of excellent customer service, emphasizing its role in building customer loyalty, generating repeat business, and enhancing reputation. The report examines the pitfalls of setting unrealistic customer expectations and provides examples of effective open-ended questions to gauge customer satisfaction. It also covers the importance of proactive customer service, including the development of a short talk for managers, continuous analysis using flow diagrams, and strategies for maximizing revenue in small businesses. The report further details the requirements for providing good service, including timely responses, respectful treatment, and staff training. It also addresses the human aspects of customer service, identifying key variables influencing service quality, steps for handling complaints, and the characteristics of customers in the hospitality field. The report concludes with examples of products, services, and add-ons in the hospitality industry, along with strategies for anticipating customer needs and improving service provision, including promotional services and customer feedback forms.

Running head: MANAGE QUALITY AND CUSTOMER SERVICE
MANAGE QUALITY AND CUSTOMER SERVICE
Name of the Student
Name of the University
Author’s Note

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Table of contents
Answers...........................................................................................................................................2
Benefits of good service and importance of actively seeking customer service:............................2
Encouraging customers to have unrealistic expectations of product and services:.........................2
Five examples of open questions that might elicit feedback from customers about their level of
satisfaction:......................................................................................................................................3
Development of short talk:..............................................................................................................3
Continuous analysis using the flowing diagram:.............................................................................3
Four ways of maximizing revenue of small business:.....................................................................5
What does providing good service to customers require?...............................................................5
Examples relating human side of customer service:........................................................................6
Seven key variables influencing service provided to customers:....................................................6
Steps for handling customer complaints:.........................................................................................7
Benefits of providing good quality service to customers:...............................................................8
Characteristics of customers encountered in the hospitality field of training.................................8
Five examples of products and services offered in the hospitality industry....................................9
Three examples for additional add-ons and extras available in the hospitality field.......................9
Three examples of how the requirement of customers in the hospitality industry is anticipated..10

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Products and services that are auctioned before customer delivery and how this might entail in
hospitality field..............................................................................................................................11
Proactive action plan for dealing with problems relating to products and services in hospitality
field................................................................................................................................................11
Methods by which problems can be avoided and service provisions improved in future.............12
Procedures for dealing with conflict and requirements for verbal and non-verbal communication
.......................................................................................................................................................12
Three examples for promotional services that could be used in hospitality field.........................13
Customer Feedback form...............................................................................................................13
Evaluation of feedback form and usefulness of establishing ongoing customer support..............14
References......................................................................................................................................16

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Answers
Benefits of good service and importance of actively seeking customer service:
Customer service is an important part of business mainly in hospitality industry.
Providing good customer service helps in giving repeated business and enhancing their
reputation. Offering better customer experience helps in offsetting higher prices and building
customer loyalty. Good customer service will help in creating satisfied customers that will lead
to more sales and creates motivation among say front office staffs. Providing service to
customers on active basis will enable business to gain feedback from customers by indicating the
area for further improvement (Chen et al. 2015).
Encouraging customers to have unrealistic expectations of product and services:
If the customers are encouraged for having expectations, about services and products that
do not exist will lead them to develop unrealistic expectations. Creation of unrealistic
expectations would lead to conflict and disappointment between employees and customers. This
would make customers angry and disappointed about the services provided to customers and
ultimately declining productivity of employees dealing with such customers. Customers
expectations should be well aligned with service and products that are consistently delivered by
business (Wirtz 2017). Higher will be the possibility that expectations of customers will be met if
the expectations of customers are more realistic. It will be impossible for service providers to
meet such unrealistic expectations and it will further lead to downward shift in expectations.

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Five examples of open questions that might elicit feedback from customers about their level
of satisfaction:
Open questions that would elicit feedback from customers about satisfaction level are as
follows
 How professional was the service received?
 How helpful was representative of customer service?
 Was the delivery process of restaurant was efficient?
 Were the staffs friendly and responsive to enquiries?
 Were the representatives knowledgeable and available at service?
Development of short talk:
Managers should view negative feedback as a part of performance improvement plan
because it would provide an opportunity for improving performance of employees. Negative
feedback can be considered as constructive feedback and it benefits both managers and
employees. For managers, it can be the most valuable thing to be received as it can be utilized in
an advantageous ways for improving employee’s performance. Considering the mistakes and
ignoring reality would provide an opportunity to grow. Assessing employees’ weakness and
guiding them would help in improving and propel within the organization (Tseng and Wu 2014).
Continuous analysis using the flowing diagram:

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b. Product and service quality must be
recognized by management in the first
instance. Fundamental elements of
quality should be applied and data can be
gathered by employment of quality
management software.
d. Feedback complains provides an opportunity for
continuously improving product and service quality. A
pro-active management approach should be developed
by organization (Jiang et al. 2015).
e. Feedback is a platform that helps in
providing opportunities to business. Decision-
making would be enhanced
f. Ability of company to sustain and maintain
profitability is attributable to its quality of
customer service provided.
g. Quality management is considered very
crucial for organization sustainability. System of
management of organization is about the
procedures that ensures that they are capable of
contributing to improving their service and
product quality.
h. For resolving issues relating to quality of
products and services, it is necessary to have
staff inputs such as suppliers, customers,
valuable employees and feedback provided by
stakeholders.
c.
This step involves identification and evaluation of hypothesis and the basic tool that is used for improving service quality such as Ishikaw

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Four ways of maximizing revenue of small business:
Variable pricing- Variable-pricing strategy used by many restaurants and hotels that
make the adjustment of price using historic demand during time of the day. This approach of
variable pricing is evolving and is regarded as effective when traffic is driven during peak hours.
Capacity management- Capacity management is about managing limited resources of
an organization. Integrating capacity management would enable business to meet current and
future demand in a manner that is cost effective (Lovelock and Patterson 2015).
Demand soothing- One of the key factors leading to revenue generation is driving
demand of product. Demand for the products and services of organization can be smoothened by
strategizing the product price in such a way that it helps in gathering more customers and
increasing demand for products (Kandampully et al. 2015).
Duration control- Revenue and profit of small business can be boosted by applying
control procedures that will help in controlling cost and doing business activities within budget.
What does providing good service to customers require?
 Always respond in a timely manner- It is required by business to respond to their
customer queries in timely manner. The time period should be very clear with customers
and needs to be manageable.
 Treating customers with respect-Customers should be treated with respect so that it
would be perceived they are valuable to organization.
 Honoring your commitments- All the commitments must be honored, say if organization
is offering guarantee, then it must be honored.

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 Avoid arguments with customers- Getting into argument with the customers will have
alienated customers and would forever loose them. Hence, argument with customers
should be avoided.
 Focusing on building customer relationship- It is required by business to cultivate long-
term relationships in order to enjoy long-term success (Ostrom et al. 2015).
 Training staff members- When front staff members are trained properly for providing
customer service by ensuring that that they align with the principles..
Examples relating human side of customer service:
Seven key variables influencing service provided to customers:
Employee personality- Performance of customer service is influenced by personality
traits of employees such as extraversion and conscientiousness.
Product improvement based on customer feedback- Improving products and services
provided to customers using feedback will help in creating satisfied employees (Scheidt and
Chung 2018).
Organizational climate- Organization that offers good service performance is facilitated,
rewarded and valued. It is so because they play a crucial role in providing service to customers.
Face value- Customers accept the values of product and services when it cost more.
Waiting time- Waiting time of organization in the hospitality industry is an important
variable as longer waiting time is perceived to inefficient staffs.

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Setting realistic expectations- It is very important to set realistic expectations for
avoiding disappointed and angry customers.
Follow up- Follow up makes customer remember of the service they received at the
restaurant and it acts like an opportunity.
Steps for handling customer complaints:
 Apologizing- First step for resolving complain is to apologize.
 Listening to customer queries-In the next step, customers need to be directed with
attention and premature conclusions should be avoided.
 Taking down notes- Interruption should be avoided while dealing with customers and
notes should be taken down for offering and responding to solution (Dhar 2015).
 Problem repetition- Repetition problem should be some for ensuring that queries have
been understood.
 Offering solution- Customers should be provided with repeated solutions without any
exaggeration.
 Expressing gratitude- Conversation with customers should be ended with repeated
apology and thanks giving.
 Reporting to superior- Superior should be reported about solution and decision should be
taken.
 Reporting to customer- Customers should be informed about the efforts taken for solving
problems.

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Benefits of providing good quality service to customers:
 Building brand loyalty
 Creating sustainability
 Cohesion of team
 Customer retention
 Increased revenue
 Skirmishing higher price
 Niche creation
 Reducing customer complains
 Increasing customer loyalty
 Generating more referrals
 Lower marketing cost
 Helping competitive advantage
Characteristics of customers encountered in the hospitality field of training
The customers encountered in the hospitality field of training have different characteristics
that are described below-
 Few customers usually wants undivided attention so that the person providing service
understands their feelings and condition
 The loyal customers are the one who might take away staffs from their work at expense
of rest of the customers. However, these customers need to feel that they might have
impact on the overall process

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 The customers with indecisive nature usually need the service on –time delivery, which
can be main frustration. If these customers cannot decide in choosing any product or
service, they require helpful prompting.
Five examples of products and services offered in the hospitality industry
Front office plays vital role in the hospitality industry as they are the ones who interact with
client. They offer assistance to the customers and also solve their queries regarding any kind of
product and service (Ryu, Lee and Gon 2012). Five examples of products and services offered by
the front office in the hospitality industry are given below-
 They offers information as well as services to the guests and also receive payment for the
services
 They also maintain inventory of vacancies, registering arrival of guests and assigning
rooms, answer enquires relating to hotel services
 They also offer bellhop service for the guest who requires help for moving their baggage
to their room.
 They prepare staff schedule and also take responsibility to correct service problems of
customers
 They also try to respond to the complaints of guests and also checks their accounts and
receipts.
Three examples for additional add-ons and extras available in the hospitality field
The three examples of additional add-ons and extras provided by the front office in the
hospitality field are given below:

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 Event add-ons- The service offered by the front office in this field involves table
centerpieces, setting up fees, audio- visual equipment, room rentals etc. However, the
clients who seek information regarding booking events area basically ideal clients for
upsell.
 Concierge services – It is actually a part marketing, customer service and public relations.
Well- informed concierge helps to recommend activities that enhance stay of guests and
experiences of guests (N. Torres and Kline 2013).
 Marketing and sales- Front office staff also provides this additional service by
coordinating with sales and marketing team for ensuring maximum sales of their rooms
in hotels.
Three examples of how the requirement of customers in the hospitality industry is
anticipated
Anticipating needs of customers and assisting them for fulfilling their requirements are the
main role played by the front office staffs (Li, Ye and Law 2013). Three examples given below
reflects that the requirement of customers are usually anticipated by front office in this industry -
 If the specific visitors arrives with their baby, then the staffs of the front office tries to
provide additional services such as bottle warmer for the baby in order to make their
guests stay comfortable.
 When the guests arrive with huge luggage, the front office staff tries to provide bellboys
for carrying their luggage to their rooms. They also takes them to the rooms and informs
them regarding other hospitality services