Service Design and Management: Customer Relationships & Strategies

This report provides an overview of service design and management, emphasizing the importance of planning and organizing resources to deliver high-quality services. It focuses on managing service failures and implementing recovery strategies to retain customers and maintain strong relationships, particularly within the context of Samudra Grand Hotel. The report explores both internal and external customer relationship management, highlighting the significance of competitive wages, teamwork, and effective communication. It also discusses the application of attribution and justice theories in service recovery, aiming to enhance customer satisfaction and loyalty. The analysis concludes that a comprehensive approach to service design and customer relationship management is crucial for achieving organizational goals and ensuring long-term success.

Service and Design
Management

Executive summary
Service design and management is considered as a process in which there are various
activity related to planning as well as organizing infrastructure, communication, resources as
well as people in order to provide high quality services to its customer in an effective manner.
In this report it is necessary to manage service failure as well as recovery for retaining
customer for a long period of time. It helps them in maintaining effective relationship with its
customer in an effective manner.

Table of Contents
Service and Design Management..........................................................................................................1
Executive summary...............................................................................................................................2
INTRODUCTION.................................................................................................................................4
MAIN BODY........................................................................................................................................4
Managing service failure and recovery..............................................................................................4
Managing external and internal customer relationships.....................................................................5
CONCLUSION.....................................................................................................................................6
REFERENCES......................................................................................................................................8
Books and Journals............................................................................................................................8
Appendix...............................................................................................................................................9
Customer service handbook..............................................................................................................9
Team contract:...................................................................................................................................9
Meeting log:....................................................................................................................................10

INTRODUCTION
Service design and management is considered as a process in which there are various
activity related to planning as well as organizing infrastructure, communication, resources as
well as people in order to provide high quality services to its customer in an effective manner.
In addition to this service design is described as modification in present services and
generates innovative ideas of providing services to its customer in appropriate manner. This
report is carried upon Samudra Grand Hotel. It is the well-known hotel which provides
effective services to its customer. In addition to this, they modify the services as per the need
and want of the consumer. In this report it is necessary to manage service failure as well as
recovery for retaining customer for a long period of time. It helps them in maintaining
effective relationship with its customer in an effective manner.
MAIN BODY
Managing service failure and recovery
Service failure
It is necessary to manage the service failure which is arise due to the breakdown in
providing effective services to its customer in order to satisfy them. It is necessary to recover
from the failure for retaining customer for a long period of time. There are various services
which arise in hotel which is going to be mentioned below:
 If the room is not that type which is booked by its customer can be considered as a
failure of services. It is necessary for supervisor to manage as well as provide that
room which is need by the customer in order to retain them for a long period of time.
 Furthermore, in context to Hotel If the size of the room is too short as well as that
given is uncomfortable then the customer is not satisfied with the services provided
by the hotel can be considered as a service failure it is important for manager to
handle these things in an effective manner. (Dutt, 2018).
 Moreover if the quality of food is not good as per the need of the customer then
customer is not satisfied with his services (Ahmadi-Javid, 2019).
Service recovery

Service recovery is considered as a process in which provider of services helps in
managing the problem which is faced by the customer due to failure of services. IT increases
the satisfaction as well as motivational level of customer towards the hotel within hospitality
sector. There are various processes which are used by manager in order to recover from the
service failure. The attribution as well as justice theory used by manager in order to recover
from the services which are given beneath:
Attribution theory it helps the manager in assessing internal as well as external
environmental factor in order to assess the issue as well as problem which is faced by the
customer in order to provide those services that helps in resolving the problem which is faced
by the customer during the period of time (Stickdorn, 2016).
Justice theory: This theory help in taking decision which produce positive outcomes
the service provided focuses on identifying the causes related to problem faced by the
customer. They focus is on handling these issues in an effective manner in order to retain
them for a longer period of time.
After a brief analysis of above matter it has been seen that service recovery and
failure are to be interact with each other so that positive result is achieved. Thus, it is
necessary to be active and focus on customer feedbacks as well as differences so that problem
recognition is done properly (Wang, 2017).
Managing external and internal customer relationships
Internal customer relationship management-
Customer internal relationship is defined as managing relationship with the customer or
guests internally. There are various types of internal customers such as stakeholder’s
shareholders for subordinates and many more. To manage this internal customer relationship
internal marketing studies are required which are mentioned below-
 Competitive wages and benefits-in this strategy regular salary appropriate wages
and positive work life balance are being provided.
 Teamwork- In this marketing strategy hiring process is done by team in selecting
talented well skills so that vision and mission are achieved (Shera, 2017).

In relation with Samudra grand hotel manager of enterprise making sure that internal
relationship with customers are maintained properly and effectively so that good will of hotel
increases. Moreover, decision making is done properly so that problems are any issues faced
by internal customers are solved within a period of time (Boulton, 2019).
External customer relationship management- External customer relationship
management refers to those which perform their rules externally such as consumers who
purchase the product of brand or enterprise are known as external customers. In this process it
is also to maintain relationship with such customers so that business runs smoothly and
effectively. In relevance with Samudra grand hotel, manager and other staff make ensure that
total satisfaction and quality of services provided to the guest and tourist (Athanasoulias,
2017).
After a brief analysis of above matter it has been examined that it is necessary to maintain
and manage relationship with the customer externally as an internal so that goals & objectives
are achieved in most efficient way. Furthermore, it is also seen that proper market research
and effective decisions making is necessary when managing CRM at both context so that
problem of issues do not occur in near future (Zajačko, 2019).
CONCLUSION
After a brief analysis of above report, it has been concluded that service and design
management how to be considered as important concept so that they are carried out in
proper manner. It is a wider and broader concept but it is used by organisations so that
their resources are adopted at optimum level. In this present report it has been seen that
service and customer are most crucial part of the process without which it is not possible
for entity too to perform their functions and operations appropriately. Furthermore
discussions having made about service recovery and external as well as internal CRM in
brief which provider deep knowledge about the service management and how decision
making is done during the concept. High level of skills and expertise is required to use
understand this concept.

REFERENCES
Books and Journals
Dutt, 2018. Providing Software as a Service: a design decision (s) model. Information
Systems and e-Business Management, 16(2), pp.327-356.
Ahmadi-Javid, 2019. Service system design for managing interruption risks: A backup-
service risk-mitigation strategy. European Journal of Operational Research, 274(2),
pp.417-431.
Stickdorn, 2016. Service design in tourism. Entrepreneurship und Tourismus:
Unternehmerisches Denken und Erfolgskonzepte aus der Praxis, 261.
Wang, 2017. Service design blueprint approach incorporating TRIZ and service QFD for a
meal ordering system: A case study. Computers & Industrial Engineering, 107,
pp.388-400.
Shera, 2017. A post-master’s advanced diploma and a MSW specialization in Social Service
Administration: Design, delivery, and assessment of outcomes. Human Service
Organizations: Management, Leadership & Governance, 41(3), pp.240-251.
Boulton, 2019.Creating and Managing a CRM Platform for your Organisation. Taylor &
Francis.
Athanasoulias, 2017. Managing customer relationships: a comprehensive literature review
and future directions.International Journal of Decision Sciences, Risk and
Management,7(1/2), pp.70-87.
Zajačko, 2019. CRM systems–from theory to practice.Innovations,7(3), pp.97-100.
Rigo, 2016. CRM adoption in a higher education institution.JISTEM-Journal of Information
Systems and Technology Management,13(1), pp.45-60.
Tazkarji, 2020. Reasons for Failures of CRM Implementations.EEE Transactions on
Computational Social Systems.

Appendix
Customer service handbook
Vision: The vison statement of Samudra grand Hotel is “To gain leading position in
market by providing unique and quality service to customer in a proper manner”.
Mission: The mission of company is “To develop good relationship with customers
by providing service as per their requirements in an effective manner”
Core values: The core values of Samudra hotels is quality service, empathy, safety and
health.
Customer needs: in the hospitality sector, customer needs plays an important role as
it in gaining success and growth in market. In relation to Samudra hotels, its managers ensure
that requirements of customers is fulfilled, which develops a positive mind set towards brand.
Customer service means to company: Customers plays an important role in gaining success
and growth at marketplace. In relation to Samudra hotels, it give priority to customers
and solve their issues and queries rapidly. It help company to maintain good relations
with customer and increase their productivity level.
Customer service policies: The company ensure that customers are secure at their place. If
any of the incident occur then organisation is liable to pay for it. It make customers
secure at hotels and prefer to consume its services.
Customer’s regular feedback: It is determine that company is taking feedback from
customers after providing service. It help company to make improvements and
enhance their productivity and profitability level.
Team contract:
Project name: Service and Design management
Commitments:
 Realistic and honest in planning
 Focus on meeting with the objectives
 Keep up-to-date information

Team meeting ground rules
Participation: Equal opportunity to every team member, listen to new ideas, honest & open during
team meetings.
Communication: using of facts, charts and tables, clear to the point, complete and valid points.
Problem solving: Motivate everyone to participate, Encourage ideas of others
Decision-making: Finding valid information, using of examples. Take inputs of every team member
before discussion.
Handling conflicts: Listening others view point, give priority to resolve issues, choose of proper
place and time to discuss issues.
Meeting procedure: On time starting and ending, tasks is rotated between team members, meeting
notes is prepared by teams properly.
Meeting log:
Number of participants: 5
Type of meeting: Formal meeting that involve mentors and presenters
DISCUSSION TOPIC 1: Managing service failure and recovery
Time : 10
minutes
Presenter name: Member 1 and Member 2
Date:
10/06/2020
Conclusion : From the discussion, it is concluded that it is important for an entity to recover
service rapidly and make use of effective strategy as it help in developing good relation with
customer and strength brand image in market.
Discussion Topic 2: Managing external and internal relationship
Time: 20 minutes
Presenter name: Member 3, Member 4 and Member 5

Date: 11/06/2020
Conclusion: By analysing the topic, it is conclude that it is important for an organisation to develop
good relationship to both the internal and external customers. It help company to increase its
profit and revenue level along with this, it help in gaining leading position at marketplace.