Sample Business Research Paper on Customer Services

Customer Services

Introduction

The creation of real customer-centric culture is considered a vital aspect for the success of any organization. The culture that revolves around customers brings about a corporate platform where strategies are built in order for businesses to succeed. Management of teams in customer service recognizes the need to display vision and customer focus in the business but requires intensive application of these aspects in the real world. Therefore, the creation of such a culture requires time and effort, where this type of quality service is obtained from the urge of people wanting to deliver such services from their hearts. The creation of a culture that brings out the loyalty and satisfaction of the customers requires various steps. These steps include clarity on what the core values of the business are according to excellence in terms of services. The second step requires that all people involved in the business are aware of and understand the core values.

Additionally, there is the step where organizations need to ensure that the top management officials are in agreement with the values and live according to what they entail. This is coupled with the fact that the organization should plan for improvement programs that can be conducted internally instead of waiting for external sources of customer services to emerge. This should be followed closely by the identification of the areas that require improvement in terms of quality of service to accomplish the desired standards. Similarly, the organization should ensure that all the values are driven from the internal side and offer internal customers similar standards as the way they would do for external customers. The organization should also ensure that decisions pertaining to the behaviors of top management officials are agreed upon and monitored effectively.

In addition to this, the organization should ensure that they have the right people to act as service ambassadors for the business. They should also plan on how they are going to monitor and reward performance at the final end. This should be accompanied by carrying out of recognition of the programs that reward the behaviors they seek from their teams. Similarly, leaders should benchmark the current level of customer focus by measuring the level of attention that companies give to the customers and markets they serve. The customer focus should be clearly defined in terms of expected behaviors in the organization. Most importantly, the customer focus should be brought out in the mission and vision statements of the organization. Customers should be included in every agenda of the day where leaders should discuss their priorities in terms of the impact they bring to the organization. Similarly, the leaders should hire people who have a mindset that focuses on the customer. This requires employees who have technical skills necessary for the job but also entail customer focus.

Additionally, the leaders should assist the employees in the connection to their work with customers. In this case, leaders need to provide the tools and communication in order to assist them in carrying out their services with references to the holistic image. This is coupled with recognizing customer-focused behavior. This is where leaders highlight and recognize the necessary customer-focused behaviors in the right way. Customer focus mainly entails understanding the customer’s relations and the strategies within the organization to improve them.

Activity 2

Different types of informal and informal communication methods used within a workplace

Communication within a workplace places a critical role in that it brings about an understanding between the customers and the workers. Effective and proficient employees should strive to improve their communication skills within any organization, as it would help them in the establishment of strong business relationships with the people they are working with (Rickheit, 2008). Communication in this case refers to the process in which people are specifically engaged in the act of conveying messages that create some level of understanding. The basic methods of communication used within workplaces include verbal, non-verbal as well as formal and informal communication. In the formal communication method, the efforts of communication applied are considered to fit with the customary rules. This is to say that they follow certain orders and procedures that may at times be used to record the outcomes (Rickheit, 2008).

Formal communication methods transmit information that regards the goals, policies, and procedures within the organization (Rickheit, 2008). The messages relayed follow particular chains of command which start from the manager then to the subordinates and then to other levels within an organization. Additionally, formal communication methods in an organization include channels such as newsletters, which bring out the vision and goals that are articulated to the customers as well as employees (Rickheit, 2008). This is coupled with the transfer of information through aspects such as reports, directions, scheduled meetings that occur through a stream of the command chain. Similarly, there are aspects such as employer’s manual, review meetings, customer satisfaction survey, business plans just to mention but a few that bring out the different forms of formal communication (Rickheit, 2008).

The informal communication methods do not follow the usual norms of workplace communication. Instead, they apply the opposite directions where communication travels from the subordinates to the management or even downwards from the management to the employees or even within workmates. Basically, it emerges from rumors or gossip that is spread within the workplace but requires effective control or it might hinder the work culture within the organization that may bring about deterring the growth of the organization. Good managers within such organizations should be aware of such rumors and ensure positive measures that prevent the flow of false information (Rickheit, 2008).

Advantages of Good communication Disadvantages of Poor communication
Allows efficiency within the organization, increased productivity. Effective delivery of the necessary procedures and policies that are implemented accordingly (Frater, 2003).

 

Decreased productivity, misunderstandings due to the policies and procedures as well as employee dissatisfaction.

Employees are unable to merge their services, which hinder effective production and delivery of goods and services.

Increased profits and chances of employment. There is also development of new products Lower profits and high rates of employee turnover.
Satisfaction of customers as they get the right services at the right time. They also enjoy effective services and products that are available in time. Lack of effective communication leads to the dissatisfaction of customers as they will not be served the way they want or get the products they way they want them (Frater, 2003).

Activity 2:2

How customer perception is influenced by customer service provision

The ways in which employees within a certain organization deliver their services to customers really matters in that it implies to the customers the way things are handled within that organization. As it is said, the first impression is the lasting impression (Fogli, 2006). When a customer visits a certain industry, say a hotel, the way they are welcomed by the employees plays a huge role in the way they will talk and think about that hotel. Perceptions are created through the way people think and imagine of a particular thing (Fogli, 2006). Therefore, leaders within an organization should ensure that their employees are always smart and have good communication skills to attract more customers. The employees should be given the first priority accompanied the philosophy that states that the customers is always right. This philosophy should be applied but with limits of not going beyond the basics (Fogli, 2006).

In order to evaluate how customer perception is influenced by different aspects of the customer service provision, the management should put in place a questionnaire that evaluates the way customer services are offered. The questionnaire should include aspects such as the right procedures to welcome guests, what is the necessary way to talk to them as well as other forms of assistance (Fogli, 2006)..

Activity 3

The questionnaire should flow as follows:

  1. What is the first thing to do when a customer walks in to the hotel?

…………………………………………………………………….

  1. How do you usher the customer into the hotel up to their seats?

…………………………………………………………………….

  1. What is the right way to respond to a customer when they ask for the food available?
  2. How do you handle customers who are rowdy and complain about the services they have received?

……………………………………………………………………………………………..

  1. As employees, how do you handle clients who do not understand English and are speaking a foreign language?

………………………………………………………………………………………………

  1. State the procedure necessary for providing services on an extra busy day with all sorts of customers.
  2. Explain how the customer should be made the central role through anticipating and responding to their needs.

Activity 3:2

The pros and cons of using different research methods that may be used in order to gain feedback from customers and acquire customer comments left by past customers in order to gain an understanding of customer feedback for the hotel’s service

To start with, using different research methods to acquire feedback from different customers who initially visited the hotel may bring about different results. These results may be beneficial to the hotel managers, as they would have vast resources on the way the customers perceived the hotel in terms of customer service. Additionally, it may be beneficial in that it would highlight the areas that need to be developed based on different customers. This would give the managers diversified ideas with regards to the areas that need to be changed and allow them to deliberate on the best choices. Similarly, it would help them identify the services that are mostly demanded and ensure that they are implemented for the net customers who visit the hotel

However, there are limitations to using different research methods in this case. One of these limitations is that customers may give different feedback based on their personal perceptions that may differ from the perception of another customer. Different feedback may result in confusion in terms of making the right decision that will be implemented in the hotel. In addition to this, different methods may bring about different responses that may not be justified. Different opinions may be hard to prove as some customers may give false information while others may deceive the managers just to please them.

Recommendations

The best or rather appropriate way of monitoring guest satisfaction in order to maintain a superior customer service level and identify any shortfalls before any issues become critical would be to use feedback sheets. This is where customers are required to give their responses after enjoying the services offered to them. This method would enable the management team to immediately know, which areas need improvement and which areas are right. In order to acquire feedback from clients, the managers are supposed to issue the feedback sheets to the customers immediately after they are checking in. The sheets should then be collected upon their departure. However, the feedback sheets need to be very brief and comprehensive. Otherwise, the lengthy questions would be ignored. Additionally, the feedback sheets should be straightforward about the customer’s requirements and specifications.

Activity 4

Different types of customers in terms of needs

Different people want and need different things based on their level of satisfaction. There is no way two or more customers may demand the same commodity at the same time. Therefore, there are customers who will demand something simply because they heard about it from someone else or just want to enjoy how it feels (Moffat, 2004). There are customers who will demand some services just for the sake of it and then ask the waiter to return it and bring them something different. There are other customers who may want their services done in a special way from the rest while others may want services that suit their requirements and expectations (Moffat, 2004).

In order to identify the diverse range of needs from different customers, it would be important to identify the basic aspects that are mostly demanded. This would require the identification of the customer’s expectations and requirements in terms of the services offered. For instance, in the pub present, there are various services offered, in this case, the management team should identify the needs of the customers in terms of the services that are most requested (Moffat, 2004).

Activity 4:2

A self-evaluation plan used by the customer-facing staff

Customers should have their priorities ready before they visit the hotel. This should be achieved through research on the hotel’s website for the available services in order to ensure that they demand something that is offered within the hotel. Additionally, upon arrival at the hotel, the customers should familiarize themselves with the services available by enquiring from the employees, employee’s manuals, and schedules just to mention but a few (Moffat, 2004). This would allow them to become familiar and accustomed to the services being offered. On the other hand, the hotel management team should ensure that their website is frequently updated to avail the necessary information for the customers. Similarly, they should also take note of any services that are requested for and may not be available within the hotel and ensure that they are implemented (Moffat, 2004).

References

Retrieved from www.allbusiness.com/sales/customer-service/4113438-1.html

Frater, G. (2003). GCSE business and communication systems. Cheltenham: Nelson Thornes Ltd.

How to Develop a Customer Service Policy: 7 Steps (with Pictures). (n.d.). Retrieved from http://www.wikihow.com/Develop-a-Customer-Service-Policy

Moffat, John; Jun-Yuan Tung. (2004). Evaluating the effectiveness of culture brokering training to enhance cultural competence of independent living center staff. Journal of Vocational Rehabilitation20(1), 50-69.

Rickheit, G., & Strohner, H. (2008). Handbook of communication competence. Berlin: Mouton de Gruyter.

What are the reasons for using hotel’s customer service policies? (n.d.). Retrieved from http://wiki.answers.com/Q/What_are_the_reasons_for_using_hotel’s_customer_service_policies