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C u s to m e r S e r v i c e
Session 1
UnderstandingCustomer Service Policies
H N D
H o s p i t a l i t y M a n a g e m e n t
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Lesson Objectives
Understanding customer service policies withinthe business and services context
Customer service
Customer service policies
Developing customer service policies
Monitor customer service and satisfaction
Influences affecting implementation of policies
Effective communication of policies
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What is Customer Service?
Customer service is meeting the needs and
expectations of the customer as defined by the
customer.
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What is Customer Service? (cont)
Meeting the needs and expectations of the customer means you
know what your customers want, what they expect, and you provide
that to them on a consistent basis.
And to know what your customers want, you have to ask them!
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What is a policy
Policy
(setsdirection)
Standard
(specifies uniform methodof support for policy)
Guideline
(Recommendation/best practice)
Procedure
(Step by step instructions to perform desiredactions)
The safety of our customers is
of the outmost importance.
We offer safes in every room.
To open your safe box push
set and enter your code.
We suggest you keep your
valuables in the safe.
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What is a customer service policy
A customer service policy is an important way to
reach out to customers and is an important step on
the road to achieving customer loyalty.
It is important that the customer understands what
he or she can expect in terms of service, and a
customer service policy can communicate this very
well.
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Why do we need policies
Offer consistency in service delivery
Provide clarity during and after service
They are mandatory (H&S, Food Safety
regulations etc.)
Help in managing risks
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Examples of Customer Service Policies
Reservation policy
Refund policy
Complaints policy
Corporate responsibility policies
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Understand your customers expectations Determine the goals for the customer service policy Research the policies followed by major competitors Relate customer service goals to the mission of the
company Identify specific procedures that will aid in the
accomplishment of each goal Draft specific standards and guidelines that apply to
each procedure Test-drive the policy with a select group of support
personnel and customers Train the customer service staff in the specifics of the
new customer service policy Empower your staff to react successfully to mishaps
Developing a Customer Service Policy
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Customers expect more for less Customers expect consistency Customers expect to be treated as VIP Customers expect quick resolutions
Customers expect flexibility and options Customers expect suggestions and consultation Customers expect effective communication Customers expect you to go the extra mile Customers expect to be treated with respect
Customers expect value for their money Customers expect confidentiality Customers expect you to keep your promises Customers expect professionalism and knowledge
Understand your customersexpectations
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Goals may include:
Provide excellent customer service
Comply with legislation (Health & Safety)
Comply with industry standards (Refund policy)
Identifying these goals serves as the foundation forthe policy and makes it easier to develop strategies
and procedures that aid in achieving each one.
Determine the goals for thecustomer service policy
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This will provide some background in terms ofwhat is likely to be considered industrystandards, making the process of creating a
policy that not only meets those standards butultimately offers something more that exceedswhat the competition is offering.
Research the policies followed bymajor competitors
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Creating a direct correlation between the goals and
the company mission helps to qualify each goal as
being relevant to the success of the business.
For example if your business mission is sustainable
hospitality, your change of linen policy should match
this mission.
Relate customer service goals to themission of the company
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For example, the goal of easy communicationmay lead to creating a step by step structure
that includes the options of telephone contacts,email communications, and even online textmessaging as ways for customers to interactwith customer service and support personnel.
Identify specific procedures that will aidin the accomplishment of each goal
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Creating an escalation list that provides alogical chain or sequence of action to manage
each aspect of the customer service policy isimportant in order to maximize use of availableresources and avoid a duplication of effort.
Draft specific standards and guidelinesthat apply to each procedure
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Test-drive the policy with a select groupof support personnel and customers
This will enable you to get feedback and doamendments before launching your policy.
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Equipping customer service personnel in thismanner makes it easier to maintain a degree of
unity in how customers are treated andincrease the chances of making the bestpossible use of the procedures inherent in thepolicy
Train the customer service staff in thespecifics of the new customer servicepolicy
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Empower your staff to reactsuccessfully to mishaps
We are all human, sometimes policies will not befollowed or customers will not want to adhere to
them.
In the world of hospitality and service provisionexceptions make the rule, as long as mishap are
not the norm and staff is empowered to dealwith them.
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Influences affectingimplementation of policies
Policy implementation can be affected by:
poor communication
not listening to your customers and theirrequirements
lack of staff training
lack of monitoring systems in place
not reviewing policies
shortterm solutions
not learning from mistakes
not dealing with complaints
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Part 2:
Customer satisfaction
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Why Measure Customer Satisfaction?
As markets shrink, companies are scrambling toboost customer satisfaction and keep theircurrent customers rather than devoting
additional resources to chase potential newcustomers.
The claim that it costs five to eight times asmuch to get new customers than to hold on to
old ones is key to understanding the drivetowards benchmarking and tracking customersatisfaction.
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Customer SatisfactionMeasurement Facts
A 5-percent increase in loyalty can increase profits by 25%-85%.
A very satisfied customer is nearly six times more likely to beloyal and to repurchase and/or recommend your product
than is a customer who is just satisfied. Only 4 percent of dissatisfied customers will complain.
The average customer with a problem eventually tells nineother people.
Satisfied customers tell five other people about their goodtreatment.
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Customer Satisfaction
In the last years the major hotel chains have shifted
their main objective priority from revenues to GUEST
LOVE and staff engagement.
The equation is simple:
Happy staff = happy customers = Revenues
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Customer Satisfaction Surveying
To be successful, companies need a customersatisfaction surveying system that meets thefollowing criteria:
The system must be relatively easy to designand understand.
It must be credible enough that employeeperformance and compensation can be
attached to the final results. It must generate actionable reports for
management.
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HospitalityCustomer Satisfaction Tracking
Check out questionnaires
(Marketmetrix, HeartBeat)
AA auditsMystery guests
Internal company audits
Social media (Tripadvisor,Booking.com
Corporate Guest Relations
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Communication is vital if an organization wants to
be successful in delivering excellent customer
service because it affects peoples expectations,
perceptions and attitudes towards customer
service.
Externally, stakeholders need to know what an
organization is doing to provide excellent
customer service.
Internally, frontline staff need to be kept up-to-date with the organizations customer service
programs.
Communication
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In customer service organisations effectivecommunication can be achieved through thefollowing;
Company website
Email campaigns
Newsletters and annual reports
Press conferences
Meetings special events
External communication tools
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Effective internal communication could be
achieved through the following;
Meetings and briefings Bulletin board postings or electronic mail
Company intranet
LCD monitors in common areas
Screen-savers to display achievements such as
Employee of the Month, company news, discountproducts, etc.
Internal communication tools
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Review
Write-up 1.1 (seeassignment copy)
C UGOJI
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