Customer Service Management for Travel and Tourism at Center Parcs

This report explores customer service management within the travel and tourism sector, focusing on Center Parcs. It identifies the types of customers Center Parcs attracts, their needs, and how these needs contribute to the company's success. The report discusses techniques for analyzing customer service effectiveness, emphasizing the importance of quality systems for enhancing service delivery. Furthermore, it provides action guidelines for customer service skills, highlighting the significance of communication in building customer relationships. By understanding and addressing customer needs through quality service and effective communication, Center Parcs can maintain a competitive edge and achieve customer satisfaction. Desklib provides a platform where students can find similar past papers and solved assignments.

Customer Service Management for Travel and Tourism

Contents
Executive Summary...............................................................................................................................3
Introduction...........................................................................................................................................4
LO 1......................................................................................................................................................5
1) Describe the types of customers that Center Parcs attracts as a Holiday village?..........................5
2) Identify the current needs of each type of customers identified in question 1 and explain how
they can contribute to the success of Center Parcs?...........................................................................6
LO 2......................................................................................................................................................7
3) Discuss the major techniques that Center Parcs can use to analyse the effectiveness of customer
service within its company?...............................................................................................................7
4) Analyse the use and importance of a quality system that can be implemented in Center Parcs to
enhance customer service?................................................................................................................8
LO 3......................................................................................................................................................9
5) As the future customer service executive, you have been asked to prepare short action guidelines
to cover each of the major skills of customer service at Center Parcs................................................9
Conclusion...........................................................................................................................................12
References...........................................................................................................................................13

Executive Summary
Customers are the vital part of the organisation as they help in providing success to the
organisation. The report is going to explain the importance of customers and the need to
fulfill the expectations of the customers. Center Parcs was funded by Piet Derksen whose aim
was to make short holiday breaks in the forests so that it can make the people overcome busy
hustle life. This has developed quality management system so that it can provide the quality
services to the people and provide them with gratification. The needs of the customers are
taken into consideration so that it can make them satisfied and make them familiar with
nature. This helped in attracting a number of customers and high revenue.

Introduction
Travel and tourism have made a significant change in the growth and development of the
business by developing those activities that provide them utmost gratification and make the
company fulfill its desired goals and objectives. The report will explain the significance of
customers and their contribution to the success of an organisation. The different types of
customers and their needs are assessed under this report so that production of relevant
products and services can be made to satisfy the customers and their want. Providing the best
services to the customers has been the priority for the company. Center Parcs analyse the
demand of the customer so that it can make the internal and external customers satisfied. The
current needs of the customers are taken into consideration and made to establish a villa in
the forest so that it can make the people move out from the hustle life and meet the nature and
feel its beauty.
Quality management approach will also be defined in the further report and its necessity in
the company to meet the target of the company. It is adopted by Center Parcs so that it can
meet the actual output of the company by producing quality products and services for the
customer and taking their perception of the services that are provided to them. This helps in
enhancing the services of the company that are delivered to the customers. The top
management of the company is made to analyse the need and produce the specific products
and services. Numerous techniques adopted by Center Parcs to scrutinize the effectiveness of
services will also be explained in the report. The guidelines for providing effective services to
the customers will also be discussed in the report so that it can provide contentment to the
customers.

LO 1
1) Describe the types of customers that Center Parcs attracts as a Holiday village?
Customers are the vital assets for travel and tourism sector and provide a higher level of
satisfaction to them is the foremost duty and responsibility of the management. The
qualitative services are provided to the customers to retain them after their availing of
products and services. There are two types of customers that need to be provided with the
services that realise them with a high level of gratification. Internal customers lead to
employees, managers, subordinates; seniors etc. on the other hand, external users include
shareholders, other business, families, couples, external customers etc. Center Parcs majorly
focus on to external customers that help in gaining revenue in the travel and tourism sector.
Center Parcs made the development of holiday village for providing peace to the people and
making them get free from the life of hustle and bustle. It made to fulfill the five basic needs
of the customers that are quality, appreciation, price, services, and action in the organisation
(Dale, 2007).
This is made to avail the services to the tourists those who are extremely indulged into the
activities in the development of their business. The customers are provided to rest in the
village that is established in the forest so that they can meet the natural beauty of nature and
get out from their daily scheduled life. This made the centre arcs to attract a large number of
customers and make them provide with a high level of satisfaction. The high level of
satisfaction of the customers made an increase in a number of tourists to approximately 67.8
million in the UK which is an increase of 3% from the year 2015. This increased the
economy of the UK and increases the tourist in Center Parcs (Dale, 2007).

2) Identify the current needs of each type of customers identified in question 1 and
explain how they can contribute to the success of Center Parcs?
Each and every customer has different needs and wants that need to be fulfilled by the
organisation to meet the target goals of the organisation. the customer help in providing
success to the Center Parcs as they help in generating revenue to the organisation and make
them develop business in the UK. The basic needs of the customers are to avail the high
quality of services in the organisation at a low price so that they can afford the holiday breaks
that are provided to them in travel and tourism sector (Pizam and Taylor, 1999).
Internal customers
The internal customers are made to be provided with effective communication so that Center
Parcs make the customers to retain the travel and tourism sector and make them avail the
products and services again. The internal customers are the employees themselves as they
also avail the services that have been provided by Center Parcs. The environment for the
customer’s need to be made positive so that healthy communication can take place and
quality services can be provided to the customers by the employees (Johnston and Clark,
2008).
External customers
The external customers can be the other business or customers outside the organisation those
who avail the services from Center Parcs. The current needs of the customers are to get the
services and facility that provide them quality and meets their expectation of meeting the
nature. The customers are provided with the short breaks so that they can move out from the
life of being surrounded by hustle. This is made to make them connected with nature by
establishing villa in the forest. This helped the customers to increase their travelling and easy
escaping from the daily routine life. The good quality services increased the relations among
the customers and employees of Center Parcs. This also increased the management of land by
making the qualitative use of land with ecological balance (Johnston and Clark, 2008).

LO 2
3) Discuss the major techniques that Center Parcs can use to analyse the effectiveness of
customer service within its company?
The customer's services provided to the customer needs to be effective in nature so that
gratification is provided to the customers in the travel and tourism sector. Numerous
difficulties are faced by the company for providing satisfaction to the customers by its
products and services such as lack of communication skills with the customers made difficult
for the company to provide those services that are required by the customers. The inefficient
knowledge of employees made problematic for Center Parcs for availing services to the
customers in the market. To solve the issues that take place while providing the services to
the customers it has adopted a number of techniques so that customers can be fulfilled with
gratification. The company needs to identify the primary and secondary needs of the
customers so that it can make the production of relevant products and services that are
required by the customers. This can be analysed by effective communication practice that
needs to be adopted in the company and makes the staff members to get trained for the use of
latest technologies and methods (Haris, 2014).
To meet the expectations of the customers, Center Parcs need to get familiar with the internal
and external customers so that it can analyse their needs and make them satisfied. The
problems of the customers with the services need to be identified so that measurable solutions
to the problems can be taken up. The solution implemented in the management of services
needs to be evaluated to analyse its impact on the customers. The services provided to the
customers’ needs to be qualitative and up to the expectations of the customers so that they
can be retained in the organisation. The feedback from the customers is generated so that it
can gauge the wants of the customers and the satisfaction level of customers that have been
met by Center Parcs. This can be made with the adoption of effective communication
methods in the company (Haris, 2014).

4) Analyse the use and importance of a quality system that can be implemented in
Center Parcs to enhance customer service?
The quality system refers to the process for the effective delivery of services to the customers
up to their needs and expectation as per the standard set by the Center Parcs. This help in
measuring the actual standard with the pre-defined standard of the company by analysing and
evaluating the needs and their level of satisfaction that has been availed by them from the
company. This also makes the company meet the competition in travel and tourism sector and
makes the companies give their priority to the needs of the customers in the market. it acts as
the basic element for meeting the competitive advantage in the market and lead to earn high
profits in the market by the organisation. The quality system measures the expectation of the
customers and their perception of the services that have been perceived by them. It helps
Center Parcs to analyse the areas where the improvement is required so that it can provide the
services to the customers (Nankervis, 2005).
The operative and active quality system majorly emphasis on two components that are
customer focus and leadership so that it can enhance the services that are provided to the
customers. The customer focus leads to conversion of customer needs into the required
services of the customers. The concept of leadership is attained by the top management in
Center Parcs so that they can be fully committed to the quality system and its sustainability.
This is adopted by the company as the process approach that makes the Center Parcs to
achieve its objective with the adoption of strategy named quality system so that it can provide
the customers with quality services. The awareness program in the company leads to provide
knowledge to the staff regarding the needs of the satisfaction that should be provided to the
customer at the priority of the Center Parcs (Nankervis, 2005).

LO 3
5) As the future customer service executive, you have been asked to prepare short action
guidelines to cover each of the major skills of customer service at Center Parcs.
Communication skills play a pivotal role in the development of good and healthy relations
with the customers within and outside the organisation. This can be achieved by making the
staff trained in the Center Parcs so that they can reduce the communication gap that takes
place among them and make them provide dissatisfaction to the customers with their words.
The communication is the first stages that arise between the employees and the customer.
This creates the first impression on the customers and makes him take his decision within the
first 30 seconds. The given below measures need to adopted for providing effective and
quality services to the people in Center Parcs. This can be achieved by the effective quality
management system and effective communication in the company.
Skills Do’s Don’ts
To handle the
complaints of
customers.
 Do need to stay calm and
polite.
 Ask questions to the
customers.
 Provide instant response to
the problems.
 Be pleasant to the
customers.
 Say thank you to them for
sharing their problem.
 Promise them for providing
them with a solution to their
problem.
 Do not take the
complaints if the customer
personally.
 Do not blame others for
the problems or complaints of
customers.
 Do not talk rudely to the
customers.
 Do not provide
encouragement to them (Li-Jen,
2006).
To deal with a
difficult customer
 Analyse the behavior of the  Do not judge the

customer.
 Find out the needs of the
customers.
 Converse the alternative to
the problem.
 Need to agree on the action
taken.
 Need to take the
responsibility for the action taken
(Hudson and Hudson, 2012).
customers.
 Do not take anything
personally.
 Do not get offended or
use harsh words.
 Do not get distrustful.
To have effective
communication
with the customer
over the telephone
 Speak clearly and slowly
with the customer.
 Have an understanding of
using the phones.
 Use pencil and pad for
writing queries of the customers.
 Smile over call so that it
can be listening to the customer.
 Note down the name of the
customer so that it can be used
further.
 Do not drink or eat while
talking over the phone.
 Do not talk rudely over
the phone.
 Do not talk to others
while talking over the phone.
 Do not interrupt other
over the call.

The major principle
for writing a letter
for the queries of
customers.
 Need to check grammar
and spellings.
 Need to write clearly in a
precise manner.
 Make reference to their
letter of complaint.
 Be friendly to the
customers.
 Timely revert to the
queries.
 Do not be informal with
the patients.
 Do not take much time
while writing the complaints or
queries.
 Do not make mistakes
while reverting to the queries.
 Do not delay in replying
the queries (Li-Jen, 2006).
To have listening
skills
 Services provide need to
listen to each and every word of
the customer.
 The problems of the
customer need to listen properly.
 Need to talk in the similar
language of the customer.
 Ask the customers
regarding their choice or options.
 Acknowledge the words of
the customers (Hudson and
Hudson, 2012).
 Do not interrupt in
between the conversation of the
customer.
 Should not yell at the
customer.
 Do not put the customer
on their place.
 Do not act smart or
intelligent.
 Do not take their word
personally.

Conclusion
The above report will explain the connotation of customers in the company as they play an
active role in the growth and sustainability of the company. The above report gives its pivotal
focus on providing best customers services so that it can earn new customers and make the
existing customers to repeat their purchase. The different types of customers such as internal
and external customer with their basic and current needs so that production of relevant
products can be made to provide satisfaction to the customers. The basic needs of the
customers like quality, price, commitment etc. have been kept in priority by the Center Parcs
so that it can provide the best services to the people.
Its main objective is to make the people get out from the busy and scheduled life and make
them get in touch with nature. Various techniques have been adopted by the company to
enhance the services provided to the customers by maintaining the quality. The concept of
quality management has also been explained in the above report that helps in meeting the
needs of the customers. The guidelines for augmenting the customer service and quality have
also been mentioned in the report.