Customer Service Evaluation and Improvement Report

This report analyzes the customer service policy of Le Meridien, focusing on its importance and implementation. It discusses the reasons for using a customer service policy, emphasizing its role in achieving competitive advantages, fostering a good working environment, ensuring accountability, and building a positive brand image. The report evaluates different communication methods, assessing their effectiveness in customer interaction and satisfaction. It also examines the purpose of evaluating a customer service policy, highlighting its significance in staff training and development. Furthermore, the report assesses various sources of information on customer requirements and satisfaction levels, emphasizing the need for continuous improvement in customer service delivery. The analysis covers aspects like communication methods, consumer perception, and information sources to provide insights into how businesses can improve customer satisfaction and loyalty. The report also provides recommendations for improvements in customer service.

University
Customer service
By
Date
Name
Lecturer’s name

CUSTOMER SERVICE
Contents
Introduction...........................................................................................................................................3
1.1 Discussion on the reasons for using customer service policy..........................................................3
1.2 Discuss the purpose of evaluating a customer service policy, indicating how this can assist future
staff training and development.............................................................................................................6
2.1 Evaluate different communication methods and its best effect......................................................7
2.2 Analyse how consumer perception is influenced by the client service provision............................9
3.1 Assess sources of information on customer requirements and satisfaction levels...................11
3.2 Carry out research on customer requirements and satisfaction levels for a selected business,
suggesting potential improvements....................................................................................................14
4.1 Deliver customer service in a business and service environment..................................................15
4.2 Review own performance in the delivery of customer service and make recommendations for
improvement.......................................................................................................................................16
Reference............................................................................................................................................18
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Introduction
In the wake of having assessed the customer advantage approach of Le Meridien and having
all around that genuinely matters appreciated why each hotel needs an astoundingly made
one, we ought to now move on to survey a customer system. . It what's more aids in filling in
as a gage to the estimation and self-assessment of the brand. Motels being astoundingly
customer questionable with a monster space for contact with the customer should be careful
and aware of the difficulties that their error in transport can get it.
1.1 Discussion on the reasons for using customer service policy
Now a days people want to upgrade themselves in this modern world, and they are
upgrading themselves very much smoothly. So it is easy for everyone to communicate with
anyone. This is not only benefited for the human race but also the big advantage for the
modern day business in the world. This helps any business to expand themselves in all over
the world, and it is very much true that all huge business totally depends upon the modern
day communication.
Overview of Le Meridien, London
•Owned by Starwood Hotels and Resorts, an overall prohibitive stress in cheerfulness
•Rich legacy of forty years with more than 120 lodgings in 50 nations
•Known for its gleam and warmth in all groupings of convenience
•Signature stamp in movement of significant worth sustenance and refreshments as well
•Extraordinary property gatherings realising high purchaser dependability and reliability
Le MERIDIEN and Starwood Hotels require no remarkable partner due with their
inescapability and notoriety worldwide over all classes of individuals. Settlement, sustenance
and drink, escort, distraction, slackening up, they have all alternatives under single with
different choices under one form. This is a laudable occasion of the cycle appeared in the past
slide. Meridien has fabricated its photo through association, and a good organisation has
guaranteed them a huge footfall and occupations which like this has helped in empowering
their photo.
Customer service policy of Le Meridien
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•Focus on the client and customer drove exercises
•Emphasis on working with the regard offered to the customer
•Unique program remunerating the customer for their commitment – lifetime recovery
options, free night times on phenomenal days
•Extraordinary boutique of motels considered an extensive variety of prerequisites
•Ever-welcoming non-stop guests without any containments or wait lists for them
Le Meriden relies on upon five spines of client association, four of which pull in new
customers to the lodge and the fifth one is imperative to their returning to the inn and as time
goes on binds them up to the brand without hunting down different choices. Evidently, it is
the primary striking point holding up over the world that rewards the clients for their usage.
The client here is no more a customer after they advantage an association and from this time
forward change into the visitors of Le Meriden. The Preferred Guest program guarantees that
they unequivocally return with no worry and are invited at all conditions with similar power
and warmth.
A customer service policy can be defined as written document that have to follow by
every workers while providing services to its con consumers so that their needs or wants can
be satisfied and they will become loyal towards the company.
There are various reasons for which it used by company. It plays an important role in
the success of company because if it will not be present at workplace then no one will be able
to provide services effectively and efficiently. So for getting success, company should make
this instrument so that it can maintain their market share.
There are many reasons for using customer service policy by Le Meriden ,some of
them are as follows-
 Getting competitive advantages- It is possible that competitors may copy your
products and prices but they can not match with your customer policy. Then this
policy helps in achieving competitive advantages over the competitors.
 Good working environment- If business will have good working environment or
good customer service then customer will be also happy and it helps in reducing
conflicts at work place.
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 Accountability- if company makes customer service policy then it makes them
accountable for it's actions and promises to customers. This policy helps the
employees in providing the best services to it's customers and in satisfying their needs
and wants.
 Image- If association have best service plan then it helps in building and maintaining
the brand image in the market and in the mind of customers or prospective clients. It
helps in achieving the vision or mission statement.
 Guidelines- It guides or instructs the manager or employees that how to deal with
customers and tells that who will handle the customers on a regular basis. It also
provides answer to managers and employees who have to do contact with clients on a
regular basis.
 Vision- With the help of customers' service policy, company will be able to set their
vision effectively. Generally, every firm has main motive to retain or maintain large
customers base so that it can reach to its decided goals and objectives. So in this case,
customers service policy works as an road map which helps in achieving company''s
goals and objectives.
 Performance measures- This policy is very helpful in evaluating the performance of
employees. Because every worker have to follow this otherwise it will not be able to
generate positive result for the company. It they create positive outcome then it will
be assumed that their performance is excellent and vice versa.
 Process consistency- If there will exist this policy then everyone will work
accordingly. Then it will provide consistence in practice for work processes.
 Serve as a training tool- For doing work effectively, training plays an important
role. And if company will make this policy then it will provide direction to then that
how to perform.
 Process improvement- This policy will also in improving process of business
because it will serve as a great template for improving what is done and can help to
improve current processes.
If company makes customer service policy then it helps in satisfying the customers 'needs
and wants and may converts them into loyal customers.
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1.2 Discuss the purpose of evaluating a customer service policy, indicating how this can
assist future staff training and development
Review of the policies
•Customer is the main thrust of business at Le Meridien
•Quality of administration conveyance critical to effective showcasing arranging of
administrations
•Good administrations - > Positive informal - > Increase attention
•Bad/inadequate administration - > Bad Breath - > Decreased deals and negative attention
even among existing clients
•Requirement of a controlling power convenient at all circumstances to guarantee that at no
time of time they go astray from set gauges
•Pre-characterized norms required for exact administration conveyance and self-assessment
Business is not just about making, offering and wage time nor is it pulling in new clients
through clear thought. It is a cycle of occasions starting from the thing/association and
fulfilment with brand regard. By uprightness of a lodge since the deliverable is undefined, the
multifaceted method for association development is essential with most over the top care
practised to guarantee that nothing leaves put. Despite guarantee consistency of association
transport, a client advantage method is required.
"The Le Meriden Group of Hotels is a staggering expert relationship of invitingness
associations that has, may and will concentrate just on the client at all conditions. The client
should guide and lead the business, and any level of customization of the bound associations
might be done to develop their standard of fulfilment, amplify their respect and over the long
haul complete their photo steadfastness" (Ove and Marie, 2004)
"The Berkeley being an unimportant property needs to keep up its association levels at all
conditions through which they may pull in and hold clients. Any slight flaw is will no ifs
and's or buts diminish the measure of stars surrendered to them. To guarantee that they don't
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go amiss from the guaranteed standard of association to the client and dependably hold fast to
their quality, a strategy of customer organisation is in this way made."
It is very important to evaluate the performance of customers policy because it
ensures the working of customers policy means that it is helpful to know that this policy is
working according to the predefined standards or not. Le Meriden should evaluate the
outcome of it and also take necessary action accordingly. For satisfying the customers need
and wants, It should evaluate the current situation .
For getting the best result of customer service policy ,employees should be properly
trained so that they can serve to the customers effectively and efficiently. Evaluation is must
needed tool to give training for the staffs to develop their skills and giving customers
excellent services. On the other hand able to bring some change in the policy if necessary,
and good for all.
2.1 Evaluate different communication methods and its best effect
Suitable correspondence is an essential piece of organisation movement and shopper
faithfulness in a delicate client affiliation like a motel. The attempts of client team are
arranged with a specific end goal to have the ability to pass on the teams that the customer
requires capably and in a split second and accordingly take feedback from them and have the
capacity to understand any society movement related issues. In this way, correspondence
whether vis-à-vis or not is essential for the honest to goodness advance of associations (John
and Edmund 1999). Besides, it is one of the foremost instrument for assessing the
requirements and necessities of the consumer and in like way trim the offerings of business,
in this way making it more customer driven.
Good communication's benefits
Requirement for good correspondence is known for when there ought to be quality
and clearness in the conversation for the client. Each from now on ought to develop their
particular style of communication so they may satisfactorily and speak with the client. Of
course, poor and inadequate communication may act inimically on the customer and show a
disaster to the business, and along these lines, advantage work should have the ability to take
most extraordinary care in the association with the customer. Therefore the particular sorts of
correspondence have been recorded underneath so that each staff may pick the sort pleasing
to them and after that make themselves in like manner.
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Kinds of Communication Quality criteria Advantages
Intra personal Guide Face to Face or via
telephone
Bravo on one or
correspondence among little
gatherings
Social Conversation with others by
phone or another medium
Ideally, suits in all situations
Unit Direct communication is
done within a group
Useful for brainstorming
sessions and decision making
Organizational Multichannel like computer,
Email, Laptop, Face to Face,
Visuals
The ultimate form of
interaction that helps to
interact with a consumer
through message boards,
leaflets, etc…
Other electronic inclination
like EPOS and touch screen
system
Timely interaction with
customer and ability to
collate communication from
various points
Efficient and effective
communication especially
when customer is involved
There are many methods of communication, some of them are as follows-
 E-mail
 Message
 Letter
 Feedback forms
 Advertisement
 Telephones etc.
From the above methods ,company can communicate with their customers easily and can take
ideas or suggestion related to it's goods and services. Communication is very important in
every trade association. To have good communication skills is very good for the company
because it helps in satisfying the customers needs and wants and also help in converting them
into loyal customers. Good communication means appropriateness to the medium and
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customers' level of knowledge and clear and concise communication is known as good
communication.
There are various communication method which are described below- Verbal communication- In this type, one person interacts with other one through
words or over the phone. It can also be known as oral communication. It is an
effective method because it resolves queries of individuals on the spot. Its main
limitation is that it is time consuming process. Non verbal communication- In this, sender communicates with other person through
gestures, postures or other action. Its main limitation is that people may
misunderstand the message.
 Written communication- It is the most useful method which is used in every
enterprise because thorough this, it provides relevant and important information to
their concerned stakeholder. It includes mainly press release, memos, business
proposals, brouchers etc.
2.2 Analyse how consumer perception is influenced by the client service provision
Self-assessment questionnaire
This survey is planned to address the correspondences needs of the staff by feasibly
recognising their style and level of communication and in like way handle the situation.
Close-by a study is also a gadget for self-assessment of the staff with the objective that they
may place themselves in the shoes of the customer and this manner efficiently respond to
customer questions.
Name
Department
Designation
Gender
Show your reaction to the accompanying inquiries from among – Strongly
Disagree/Somewhat Disagree/Neutral/Somewhat Agree/Strongly Agree
1. I express my opinions sincerely and straightforwardly at all conditions
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2. I think my style of correspondence and working is better than others
3. I keep up a not too bad eye contact with people while talking
4. I surmise that it’s difficult to examine some person's eyes while talking, in case it is
my higher authority
5. I am excellent at talking and courses of action
6. I am an also nice gathering of people
7. If I don't agree with the customer on a particular point or request given, I ought to
unequivocally express my revulsion straightforwardly
8. don't postpone in being quick with others, paying little heed to the likelihood that
they feel that I am discourteous
9. I seize the opportunity to accept accountability of conditions
10. I take the chance to be in charge of conditions
11. I am cumbersome to demand help if there ought to emerge an event of instability
12. I will advance contribute to others while they require it
13. I am not prepared to talk quickly and unmistakably in enormous get-togethers
14. It is troublesome for me to express "no."
15. I once in a while talk about people behind their backs
16. I may make a walk past to grasp my customer's needs or ought to beneficially put
them away.
Perception is assumed to be reality until customers encounters the reality of the brand,
don't fake it. Client perception can be influenced by customer' service provision in the
following way-
If customers' service provision are according to the customers 'requirement then it
influence then customers 'perception and client will be ready for purchase the goods and
services easily and if provision are not according to the climate or requirement then it will
affect the customer's perception negatively and they will take goods and services from this
company.
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An effective approach to study and research has been applied is to identify the
problems and then accordingly should apply policy because if company first search the
problems then it will be helpful in formulating or implementing the strategies successfully.
There are numerous factors which affect the perception of clients that are described
below-
 Word of mouth- It is the most influential factor which influence the perception of
other people. So chosen organisation should design better quality of services so that
positive image can be created in the mind of customers and they will spread positive
information about company. If it will be happened then it will be beneficial for getting
attention of large customers base.
 Past experience- It is another element which affects consumer behaviour. Suppose if
person have not get services as per their expectations in past then it will create
negative perception in their mind then they will not prefer to take services again.
 Advertisement- It is another most influential factors by which clients become ready
to take services. If company will show their pro0ductys or services in an attractive
manner then it will be able to get attention of large customer base.
 Price and personal needs- Chosen organisation should keep that value of products or
services which can be afforded by its users because if price will be reasonable then
users will like to take services and vice versa.
3.1 Assess sources of information on customer requirements and
satisfaction levels
Particular models and in truth unusual properties to have the distinctive extent of
clients with changed arrangements of prerequisites. Here we may disengage the customers
into three classes – business, explorers and the excessive. Needs examination fills in as
strategies for analysing the necessities of the client and requesting their needs. In this
particular case, we will give importance to the customer needs:
 Simple needs
 Complex needs
 Extraordinary needs
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The necessities of the customer have been described into essential, baffling and surprising
prerequisites. Fundamental ones are those that are necessary in nature and are superfluously a
bit of the organisation like a perfect room, fitting merriments and viable enlistment,
enrollment to give a few cases. Complex needs go a phase past likes the customer requiring
an update reliably, or breakfast served to him at an early hour. The class of exceptional needs
requires the attempts of the hotel to explore expressly and ought not to be the circumstance of
every customer, in need of a unique menu, a dedicated workforce dealing with him, and so
forth.
Questionnaire for the client feedback
Dear guests,
We ask for you to extra 5 minutes of your opportunity to fill in this review with the goal that
we may serve you better. Your points of interest should stay classified. You may leave those
clear or whatever other reaction which you feel is unseemly to you.
Name
Gender
Age
Type of customer Domestic/National/International (pls. specify nationality)
Profession
•How much of the time do you visit this property?
-Month to month/Bi-yearly/Annually
•Please rate your general involvement on 1 to 5 where one identifies with most exceedingly
terrible and 5 to great
•What is the shot of your returning to this inn?
-Clearly/Could Be/May Be/Surely Not/Never Again
•Will you elude this place to your companions or known individuals?
-Clearly/Could Be/May Be/Surely Not/Never Again
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If it's not too much trouble refer to purposes behind 3 and 4 for any choice that you may
stamp
•Any different remarks or recommendations
•What is the most extreme that you have sat tight for an administration in this inn?
•Have you confronted any circumstance where any of inquiries have been unhandled or
issues not been illuminated?
•Generally how quick is your government asked for prepared?
•On a size of 1 to 5 please rate the general effectiveness of our staff.
Much thanks.
Customers satisfaction is very important for Le Meriden because if clients will be
satisfied then they will remain in the company for the long period of time that helps in saving
the cost of company that have to spend while acquiring the new customers. Customers
satisfaction can be measured in the following way which are as follows-
 It can be measured through questionnaire that will contain open ended questions.
 It can also be evaluated through rating things with numerical scores.
 With the help of interview, it can also be known.
 It can also be known by customers complaints and their loyalty. If they are loyal and
doing complaints in less number then it is supposed that they are satisfied and are
receiving services according to the requirement.
 Company can know about customers satisfaction through market survey or face to
face interview and by taking feedback from the customers related to products and
services.
Advantages of primary research-
 It helps in collecting specific and relevant information.
 In this, researcher collects specific information which can be hide form potential
competitors that will help in achieving competitive advantages.
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 In this, researcher has high control because he can select that way for collecting
information by which he can gather specific of important data.
Disadvantages-
 It is a costly and time consuming process as compared to secondary data.
 In this, researcher collects inaccurate feedbacks from targeted audience because
sometimes people do not want to give any kind of comments.
Advantages of secondary research-
 It is less time consuming process that needs less efforts for collecting data.
 Through this, information can be gathered easily and effectively.
Disadvantages-
 Sometimes, collected data are not specific or relevant.
 Sometimes, researcher gathers incomplete information from market because he can
collect only that data which are available in the market.
3.2 Carry out research on customer requirements and satisfaction levels for a selected
business, suggesting potential improvements
Draft of Customer Service Policy
Key points Current practice Proposed new practice
Categorization and
recognition of customer
needs
Continual interaction with
customer
Periodic training of staff and
keeping them updated
Measurement of service
quality
Questionnaires/surveys
answered by them at the end
of their visit
Professional models like
SERVQUAL
Data evaluation and use of
feedback
Macro-analysis with Excel In-depth market research and
use of quantitative tools for
micro-analysis
•To industriously invigorate the staff on their understanding through planning and evaluation
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•Self-watching and assessment strategies for the team to upgrade themselves
•Conduct studies and research on the prerequisites and requirements of the customer and after
that arrangement organisations
•Direct customer participation – refreshes for methods and other stuff
•Research-arranged way to deal with be executed at all levels
•More focus on the client.
Since the new model of business and the association strategy is fundamentally an adjusting
exercise by no of new staff would be required. The errand is a course from moving from the
condition of good to excellent and in this manner would require the change of existing
individuals, approaches and theory instead of incepting new ones. The meeting of client
centricity might be fortified through formal research, and the possible results of the same
should be affected in all layers of the association.
On the other hand, client information might be aggregated through individual to individual
correspondence regions where customers may wholeheartedly post their remarks and
feelings. The examinations on these objectives may in like way help in taking in the levels of
fulfilment. Starting now and into the foreseeable future, the original thought ought to be to
advance through structures association which may comparably fill in as systems for reflection
too. Questions like "Please rate our lodging on a size of 1 to 5" or "Please portray your
incorporation with our motel" or "Generously assess and audit our inn".
4.1 Deliver customer service in a business and service environment
Customer service- Summary
•Lifetime experience of the client post, earlier and amid the conveyance of administrations
•Service conveyance <-> Satisfaction <-> Loyalty
•Differs crosswise over associations in a similar cordiality industry
•Major driver of business parameters like income and benefit
•Factor affecting brand picture, exposure and brand esteem
Customer organisation is the transport of organisations to the customers at the required time
and style as needed by the customer. The quantifiable bit of the experience is the timeframe
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that the customer partners with the expert community. This along these lines shapes their
clear photo of the brand and in this manner the commitment towards the brand. Customer
advantage moreover impacts the pay period limit of the affiliation and extensively the brand
regard. Since it is customer specific, it will without a doubt move from cabin to hotel.
4.2 Review own performance in the delivery of customer service and make
recommendations for improvement
Choosing a service policy
•Better administrations - > Better deals - > Agreeability of the client to pay more - > Better
income - > Accelerated business development
•Service conveyance and strategy takes the crevice between the esteem that the client sees of
the administration and the genuine esteem
•To comprehend the client and their needs inside and out
The prime point of view of a business is to make advantages and improvement which is liable
to what they provide for the customer. The organisation bargains pay advancement cycle
exhibits this. Pay is reliably not ensured through extended arrangements but instead similarly
with steepness in cost. Since the customers base of this hotel is indulgent, they are
unmistakably not esteemed sensitive and are set up to pay more once they see that they regard
they are getting is more. The regard can be extended through better levels of an organization.
Exactly, when there is a positive/negative opening between the genuine and saw regard
advantage movement and game plan accept the part (Yuanqiong, Wenli and Kin, 2011).
Role play: Customer service in a business environment
 Scenario – Housekeeping Manager of the lodging with 25 reporters
 Required to keep up cleanliness and stylistic theme of the rooms
 Need to manage a furious and continuous client who has located bugs in his overnight
boarding-house to leave without a moment's delay and stay away for the indefinite
future
 Immediately apologises and reallocates the room; additionally, requests enquiry on
the circumstance from the group
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 Modifies the arrangement of activity to guarantee that such occurrences are not
rehashed later on
 Adequacy of Management
In this condition, I accept the piece of housekeeping executive with 25 subordinates who
research the organisation of the rooms, their cleanliness and other feeling related viewpoints.
This is an essential capacity team some portion of the transport since a substantial bit of it is
clear and unmistakable. It so happens that one of our ceaseless customers who has been
passing by the motel for ten years, once spots a bug in his bed that has achieved his load and
at no cost agrees to remain paid the hotel.
The matter increased to me was required to be dealt with viable to avoid negative
consideration and loss of a regarded customer. To understand the question I at initially
influenced him to move into another of our unrivalled suites after his examination of the
room, which may be offered to him at an apparent cost. Empower all the concerned staff, and
I apologised to him and ensured that never later in such a situation would ever happen to any
guest.
Effective correspondence with organisation styles was used to comprehend the matter with no
stain to the reputation of the brand. Also, the entire scene was come back to look at how a
bug had got in and who was accountable for that. In perspective of the information gave by
the staff we were required to change the cleaning frames for the room, growing the repeat
regardless.
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