Customer Service Assignment - Niraj - Final Draft
Customer Service Assignment - Niraj - Final Draft
Customer Service Assignment - Niraj - Final Draft
Table of Contents
1.1) Discuss reasons for using customer service policies. ................................................... 4
Introduction....................................................................................................................... 4
Provides Guidelines for Employees ................................................................................... 5
Consistent and uniform service throughout ........................................................................ 5
Gain competitive advantage through proper uniform service ............................................. 6
Places accountability over employees who fail to deliver proper customer care ................. 6
Reduces cost and increases efficiency................................................................................ 6
Conclusion ........................................................................................................................ 7
1.2) Discuss the purpose of evaluating a customer service policy, indicating how this can
assist future staff training and development. [M1] ............................................................ 8
Introduction....................................................................................................................... 8
Basis for training programs and provides guidance to new hires ........................................ 8
Point of reference during unique/unusual events ................................................................ 9
Increases efficiency and effectiveness of job performance of future staffs ....................... 10
Conclusion ...................................................................................................................... 10
2.1) Evaluate different communication methods and how these are used to best effect.
[M2] ................................................................................................................................... 12
Introduction..................................................................................................................... 12
Verbal Communication ................................................................................................... 12
Oral Communication ............................................................................................. 13
Written Communication ........................................................................................ 13
Non-verbal Communication ............................................................................................ 14
Symbolic Communication ..................................................................................... 14
Tone of the language ............................................................................................. 14
Conclusion ...................................................................................................................... 15
2.2) Analyse how customer perception is influenced by customer service provision. [D1]
........................................................................................................................................... 16
Introduction..................................................................................................................... 16
Prompt accurate responses ............................................................................................... 16
Sense of value and care ................................................................................................... 17
Sense of being equals ...................................................................................................... 17
Introduction
There is a saying in Nepal, ‘Atithi Devo Bhava’ which translates to ‘Guests are like gods’
and it is logically relevant and as a matter of fact applied widely in the present business
environment throughout the world. A business exists because of their customers as they are
the only source of revenue for an organization and the business environment today has
become more competitive due to technological advancement and globalization, hence, the
ever growing need for customer satisfaction and their retention. Not only are customers the
eventual source of revenue for an organization but they can also be an effective marketing
tool as well as the basis for the establishment of a brand image. The importance of a customer
for a business can be highlighted from a quote by Mahatma Gandhi which is mentioned in the
book Customer Service a Practical Approach by Harris E.K.[2013]which states, ‟a customer
is the most important visitor on our premises. He is not dependent on us; we are dependent
on him. He is not an interruption in our work; he is the purpose of it. He is not an outsider in
our business; he is part of it. We are not doing him a favor by serving him; he is doing us a
favor by giving us an opportunity to do so.‟ Therefore, the need for customer care in
businesses especially in services industry is significant, because, unlike other industries there
is a constant need to interact with guests and thereupon it becomes important to present
yourself well during these interactions all the while delivering quality of service so as to
leave positive impression on the guest’s perception. It becomes imminent for an organization
to have a way of delivering proper and consistent customer care which is done through the
formulation of customer care policies, usually a written document, and it states the stance of
an organization towards their customers and outlines methodologies that need to be followed
while delivering customer care. The ultimate goal of any organization for developing
customer care policies is to provide guidelines to the staffs for delivering proper customer
care, eventually leading to increased customer satisfaction and their retention. However, it
also assists in creating uniformity or consistency while delivering services, gives sustainable
competitive advantage to an organization, places accountability in case of lack of
performance and also leads to efficiency due to reduced cost and workload reduction.
Places accountability over employees who fail to deliver proper customer care
In cases where there is absence or inefficiency of performances relating to customer care,
customer care policies help in placing the accountability to the responsible staff or to the
organization as a whole. When problems such as complaints or grievances arise due to
improper care or even disregard for the customers it can be difficult to pinpoint the reason for
the problem in absence of customer care policies. Customer care policies are written
documents and it underlines the responsibility of each and every staff for delivering proper
customer care thus it helps in pinpointing the problem relating to inefficiency or disregard.
When a company writes the customer service policy it holds itself accountable for its actions
and provides promises to customers thus striving itself for improvement and eventually helps
in establishing good image.
Conclusion
In conclusion, an organization exists to fulfill the demands of the customers and in today’s
competitive business environment it is the customers who can make or break a business as
they have unlimited options regarding access to the products or the services. An organization
in return should strive to satisfy their customers to succeed and gain an advantage among its
rivals. An employee should have proper guidance for the methodology and mannerisms
required in delivering customer care especially in services industry where there is a constant
need for interaction with the guests and it is provided by the customer care policies developed
and implemented by the organization. It facilitates in meeting the expectation of the customer
and eventually results in customer satisfaction which is essential for success of any business
as it helps in building an image and growing the customer base. Furthermore, the customer
service policies in place create consistency in delivering customer care and also help an
organization gain a competitive advantage among its rivals. It also gives accountability to an
organization regarding the delivery of customer care which is essential for sustainable growth
and reduces overall cost and inefficiency in operations on the long run. A business today
cannot expect to succeed in the market without proper, well-designed customer service
policies in place.
1.2) Discuss the purpose of evaluating a customer service policy, indicating how this can
assist future staff training and development. [M1]
Introduction
In hospitality industry, customer’s expectations change rapidly due to number of factors such
as ongoing trends, competitor innovation and constantly changing environment and with it
come the demand for improved services. An organization in the industry, therefore, should
keep on evaluating and improving its customer service policies so as to satisfy its customers
to the highest level possible through constant improvements on their service deliverance
techniques. In other words, formulation and implementation of customer service policy is an
ongoing process as there always is a room for improvement and an organization can
strengthen its position through constant evaluation and refinement of their service policy.
Evaluation of a customer service policy not only helps an organization improve its services
and satisfy its customers but it also is helpful for future staff training and development.
Policies regarding customer service provide guidelines for the employees, present or future,
on the methodology of their service operations as deemed fit by the management. Training
programs and guidelines for the future staff is based on the customer service policy devised
by the management which is supposed to fulfil the customer’s expectation in the most
effective manner. Furthermore, customer service policy acts as a point of reference for future
staffs during unique circumstances that may arise during the course of operations and
additionally increases the efficiency of the performance in the future.
Conclusion
In conclusion, it is necessary for an organization in services industry to constantly evaluate
and improve its customer service policy in order to improve its overall services and satisfy its
customer to the maximum level possible. Evaluation and upgrade of the customer service
policy also is immensely helpful in future staff training and development. Evaluation and
improvement of customer service policy allows organization to develop training programs
based on their principles and culture regarding the customers and provides guidance to the
new hires allowing their progressive development. Moreover, it acts as a point of reference
for future staffs during unusual events and helps them render service and solve problems with
ease. Therefore, an organization must have customer service policy in place and upgrade it
Introduction
Bovee and Thill [2014] in their book Business Communication Essentials define
communication as the process of transferring information and meaning between senders and
receivers, using one or more written, oral, visual, or electronic media. The essence of
communication is sharing—providing data, information, insights, and inspiration in an
exchange that benefits both you and the people with whom you are communicating. An
organization specifically in services industry needs communication to carry out all of it
activities may it be normal day to day operations, promotion, research or management. A
method of communication that is effective for one purpose may not work for another and
similarly an organization at times may need to use varieties of communication methods for
any single purpose to achieve maximum result. Written communication is used mostly for
official intentions whereas oral communication is used for casual conversations and day to
day operations. In hospitality industry while rendering services, methods of non-verbal
communication such as body gestures and symbolism is equally significant and should be
used together with verbal communication in order to improve the quality of services and
build positive perception. It is important for an institution to know the effectiveness of
different communication methods for particular circumstances so that information can be
transferred in the most efficient manner and the objectives of communication process can be
achieved.
Verbal Communication
Communication method that requires formation of words and use of language for
communication purposes is verbal communication. It may be used in different form and
media and is the most effective means of communication as it relays accurate information
which is clear and concise. Based on the form it is used, verbal communication may be oral
or written.
Written Communication
Method of communication that is performed through use of language in written form either in
paper or devices such as computer is written communication. Compared to oral
communication written communication takes longer time but is more reliable and thoughtful.
Healy and Mulholland [2012] further mention the advantages of written communication by
stating, ‘written communication survives a lot longer, and with accuracy, whether in print,
email or fax. Many written documents are almost permanent, and are certainly far more
important in law and other areas of society than what is remembered of what is said and may
remain for readers to consult for years.‟ As written communication is reliable and carries
legal implications, it is used by business in services industry for official purposes. Requisition
forms, purchase orders, guest registration and transactions, payments and contracts are all
performed through written means because it has legal implications and can be stored for a
long period of time for future reference. Organizations develop and implement its policies
and SOPs in written paper because the form of communication is the most accurate and
therefore avoids deviations. Furthermore, an organization may use written communication for
promotional activities to target the literate masses by advertising in media such as newspaper
and billboard.
Symbolic Communication
Symbolic communication is a method of non-verbal communication that uses symbols and
signs to relay information from one person to another. Kraus [2002] gives few examples of
symbolic communication where he asserts, ‘The "thumbs-up" gesture conveys the message of
success, approval or hope; the wedding ring and the mourner's ribbon publicly proclaim the
wearer's current status; a facial grimace in response to the question "How did you like the
movie?" symbolically and effectively expresses the person's assessment.‟ Employees in
services industry should use symbols and signs from time to time while carrying out their job.
Greeting the employees, constantly smiling, maintaining eye contact, giving them indications
through hand movements when unable to reach them through words are some examples of
symbolic communication that can be used by employees in the industry to enhance the
service experience of the guests. Perception of a guest and his experience can be improved
considerably through use of gestures and proper body language. Use of proper symbolic
communication is a must for hospitality industry because the guests have direct personal
contact with the employees and expect high level of service and care.
2.2) Analyse how customer perception is influenced by customer service provision. [D1]
Introduction
Customer service provisions are in place in an organization to improve the effectiveness of its
customer service and its deliverance method so that the expectation of the customers can be
well met and they can be well satisfied. Institutions today in service industry allocate huge
amount of resources in training employees and implementing policies regarding customer
service in order to influence the perception of its customers and to impact their decisions in
sustainable way. Angelova and Zekiri [2011] define perception as „an opinion about
something viewed and assessed and it varies from customers to customers, as every customer
has different beliefs towards certain services and products that play an important role in
determining customer satisfaction.‟ Today’s market in hospitality industry is a consumer
driven market as they determine the type of product served and the quality of service
rendered, therefore, it is necessary for an organization to influence the perception of the
consumers, and customer service provisions in place plays vital role in doing so. Most of the
organizations in the industry have customer service policies in place and they devise new
innovative techniques regarding service provisions because of the role it plays and
advantages it has on impacting the mindset of the guests regarding the image of the
organization. When an organization employs and implements customer service provision,
then, it allows for prompt accurate responses while dealing with customers and gives them
sense of being equal, valued, cared and on the long run is crucial in achieving customer
loyalty. Moreover, in the mind of the customers, a well placed value of the product or the
service can be beneficial in creating peer pressure which is advantageous to an organization
to build its customer base. Proper service provision in place through number of its advantages
can be immensely helpful in influencing the perception of the customer, present or future, and
is crucial for success in competitive environment.
Peer Influence
Customer service provision improves the quality of service of an organization and meets the
customer expectation most effectively. It is helpful in creating brand image and over time
influences the perception of the prospective consumers as well. The image of the organization
in the market can be well established and build upon through peer influence. The suggestion
from a friend or a family is more valued than through any other promotional activities and is
less costly as well. As stated by Paddi Lund arguably the most successful dentist, quoted in a
book by Silverman [2011] „even those deaf to the bragging cries of the marketplace will
listen to a friend.‟ When an organization positively influences the perception of one
individual through improved services, then, the perception of others can be influenced as well
by word of mouth. Peer influence is the most effective marketing tool for an organization and
can have huge impact on the perception of the future customers, achieved through excellence
in service through proper customer service provision.
Conclusion
In conclusion, customer service provision that is employed by an organization can have
immense impact in influencing the perception of the customers regarding the business and its
image. Customer service provision in place leads to improved service resulting in more
satisfied customers which is a key to the success of any business. It allows prompt and
accurate responses to customer problems and gives them sense of equality, value and care
which has positive influence on the perception of the consumer. Moreover, it creates loyalty
Introduction
An organization exists for the customers, to meet their demands as they are the only source of
revenue for any business. It is therefore, mandatory for an organization to know its
customer’s demand and fulfil it accordingly in order to sustain and succeed in the competitive
business environment. However, due to number of factors and influences such as economy,
changing trends and technology the demand of the customers keep on changing and it can be
very difficult for an organization to keep up with the changing needs and wants of its
customers. A business needs to know about the requirements of its customers and their
satisfaction levels so that it can improve itself and meet the expectations thereby ensuring
customer retention and sustainable development. There are number of ways a business can
determine the requirements and satisfaction level of its customers in order to improve its
services and fulfil the required demands for efficient operations and enhanced business
performance. The information required may be obtained from carrying out research activities,
listening to customer feedbacks and suggestions or simply through evaluation of customer
discontent. Furthermore, observation of changing trends, study of past records and analysis of
changing customer behaviour and patterns can be crucial sources of information for
determination of customer requirements and measurement of satisfaction levels.
Customer discontent
Discontent received from a customer should not be viewed negatively but should be taken as
a good opportunity for further improvements. A customer normally expresses discontent
when they are not satisfied or their requirement is not being met properly. Customer
complaints are like medicine. Nobody likes them, but they make us better. Actually, customer
complaints are probably more like preventative medicine because they provide advanced
warning about problems. Customers who take the time to complain are also taking the time
to tell you what went wrong with your process, your product or your communication. It takes
some effort for a customer to contact you and tell you how the product, process or
communications did not live up to expectations [Chauhan and Sharma, 2011]. Discontent
Conclusion
In conclusion, an organization exists for the customers and therefore, should be able to
determine their requirements and their satisfaction level concerning a particular product or a
service. There are number of ways an organization can obtain information regarding
customer requirements and satisfaction levels. Research allows direct interaction with the
guests and through use of surveys, interviews or questionnaires can be immensely helpful in
determining both customer satisfaction level as well as their demand. A feedback or a
suggestion given by the guests after the use of a product or acceptance of a service
determines the perception of the guests regarding the service and helps measure their
satisfaction level. A discontent customer signifies that the requirement and satisfaction level
is not being met and allows room for further improvements. Past customer data and study of
their buying decision helps an organization assess the performance of individual components
and see if satisfaction level is being met. An institution should be able to collect information
on satisfaction levels and requirements from various sources in order to improve itself and
enhance its business performance.
3.2) Carry out research on customer requirements and satisfaction levels for a selected
business, suggesting potential improvements. [M3]
Overview
As stated by Eliashberg et al [1997], „there is a widely held view that a lack of, “…customer
understanding,” is one of the main reasons for product failure.‟ It therefore is essential for a
business to conduct customer research to determine customer requirements and satisfaction
levels. I had worked with Mr. Jeewan Raj Baral, a prominent chef, in undertaking market
research and planning an appropriate advertisement campaign for a restaurant. We were able
to open a restaurant named Himalayan Vansa Ghar in Jamal which has been operating for
few months now. For the purposes of my assignment, I decided to carry out research on
customer requirements and satisfaction levels for the restaurant and Mr. Baral seemed
ecstatic and permitted me to carry out the research. It would be helpful for his restaurant as I
would have to suggest potential improvements for improved customer service and I would
also have an exciting opportunity to learn from the experience.
Objective
The objectives of our research are as follows:
Research Question
Creswell J.W.[2005] highlights the importance of research question by saying „determining
the research question(s) is an extremely important step in both the quantitative research
process and the qualitative research process because these questions narrow the research
objective and research purpose to specific questions that researchers attempt to address in
1) What are the needs and wants of the customers in the restaurant?
2) Are the customers satisfied with the available services and the products?
3) What could be potential improvements to improve the service and products?
Yes____________ No___________
Yes____________ No___________
Yes___________ No___________
Yes___________ No___________
Answer________________________________
Answer________________________________
Answer________________________________
Answer________________________________
Findings
The findings of the research were varied due to subjective nature of the questions. We
collected the answers and selected the best ones or the frequent ones to reach an ultimate
conclusion. The answers we thought irrelevant or insignificant were skimmed and discarded
out of our findings. The following are the individual aspects of the findings of our research:
1) Price: The majority of the customers thought that the price of the foods was slightly
higher.
2) Staff attitude and behaviour: Almost all the customers thought that the staffs were
well behaved and properly mannered.
3) Method of food delivery: Most of the customers thought that the food delivery
method was adequate.
4) Taste of the food: Majority of customers liked the taste of the food offered.
5) Environment of the premises: Most of the customers liked the environment of the
premises.
Conclusion
In conclusion, we conducted research on different aspects of customer requirements and
satisfaction levels in the restaurant. We prepared questionnaire where we asked number of
questions relevant to customer requirements and satisfaction levels and distributed it among
the guests that came in to the restaurant. We received individual answers and were able to
determine the satisfaction level of customers on different aspects of price affordability,
service deliverance method, timing, taste preference and environment. Through our research,
we further were able to determine additional requirements and desires of the guests related to
new products, pricing strategy and varieties in items available. Therefore, our research was a
success because we were able to answer our research question as we determined the needs
and wants of the customers, their satisfaction level on different aspects and got few
suggestions on potential improvements.
1) The price of the products if lowered slightly can drive huge number of people in to the
restaurant and increase their satisfaction level.
2) The timing of food delivery should be improved and additionally the timing should be
consistent for all the customers.
Overview
In today‟s competitive environment delivering high quality service is the key for a sustainable
competitive advantage. Quality customer service leads to customer satisfaction which in turn
leads to repeat purchase, brand loyalty, and positive word of mouth. [Angelova and Zekiri
[2011]. I had a chance to work for Mr Jeewan Raj Baral for whom I conducted number of
research for restaurant establishment and additionally planned an advertisement campaign for
the established business. The restaurant was named Himalayan Vansa Ghar as already
mentioned and we developed slogans and devised plan to compete in the present market
environment of Kathmandu. To gain some experience in service delivery methodology and
develop skills in dealing with customers I thought it would be appropriate to work for the
restaurant as an employee for a day or two and requested Mr. Baral to provide me with the
opportunity. Mr. Baral was more than helpful and suggested me to work as a waiter as it
involves direct contact with the guests and would be valuable for my experience. I was
thankful and decided to take on the opportunity and meet the challenges. During my course of
involvement I was presented with number of challenging instances which has been briefly
outlined in the following points.
Conclusion
In conclusion, I had a good overall experience when working as a waiter in the restaurant and
learned many important techniques to deal with the customers in different instances. I did try
my best to deal with the situation in the most effective manner as I thought possible but now I
realize that there were some things that I could have done better to improve the service
experience and maintaining peaceful environment. Nevertheless, my experience in customer
Introduction
I had the opportunity to work in a restaurant named Himalayan Vansa Ghar as a waiter and I
was able to deliver customer service to regular guests in course of my operations. There were
number of instances that stood out and was challenging for my performance in delivering
customer care. However, I used my best judgement and tried hard to tackle the problems and
control the situation to deliver the best customer service I thought was possible at the time.
My inexperience and limited knowledge on customer behaviour meant that there were
significant room for improvements to deliver the service in the most effective manner. I
thought I would review my own performance in order to determine the best course of action
for a given circumstance which would provide me with valuable knowledge for future
reference. I performed research and also asked other experienced staffs and the manager to
realize the best way of dealing with different scenarios so that proper review was possible
through comparison and would allow me to make recommendations on further
improvements. Review of my performance in particular instances and respective
recommendations for improvements are mentioned individually in subsequent paragraphs.
Review and recommendation for Instance 5: Providing customer service to the old
people.
My experience with an old lady brought me to a conclusion that in context of Nepal, most of
the elderly are lonely or are simply looking for someone to talk to. Being polite and calm and
listening well while smiling was the right thing to do as it made her happy and improved her
overall service experience. For further improvements, the restaurant can have number of
activities directed towards the elderly which would engage them on social level and fulfil
their requirements. Furthermore, an institution should make sure that all of its employees
listen to the elderly with care and are polite and considerate while talking with them during
service deliverance.
Review and recommendation for Instance 6: Treatment and service delivery for the
disabled.
I was presented with an opportunity to render services to a guy with special needs on a
wheelchair and it was my first experience with such instance. I made sure I treated him with
equal respect and gave him preferential treatment while delivering the food. At the time I
didn’t know if I was right in giving him preferential treatment but I thought he deserved it
and now through research and consultation I m sure that I did the right thing. As mentioned in
the report published by Prime Minister‟s Strategy Unit [2005] in the UK, disabled people
experience significant disadvantages in society as they are more likely to live in poverty, less
likely to have educational qualifications, more likely to be economically inactive, more likely
to experience problems with hate crimes and face problems in transport. Therefore,
government together with disabled people themselves, employers, health professionals,
Conclusion
In conclusion, my experience as a waiter in a restaurant was helpful in providing me with
practice and knowledge on ways to deal with customers in different instances. However, I
was inexperienced and there were significant rooms for potential improvements. I was able to
review my own performance through research and consultation by determining the best
course of action which was helpful in providing me with useful recommendations on
improvements for future reference. Reviewing my own performance was extremely helpful in
evaluating the effectiveness of the actions I took for particular scenarios and helped me
realize what I could have done differently for improved results.
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