Customer_Service Policy Session 2

7/29/2019 Customer_Service Policy Session 2

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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)

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Documents

Customer_Service Policy Session 2