Effective customer service Level 2 Unit 1 LO1 lesson 2

• Travel and tourims
• Higher Education (non-degree)

Effective customer service Level 2 Unit 1 LO1

Effective customer service

The learner could produce a case study report describing a range of different customer types and how their needs are met, or exceeded, by types of facilities and services in at least 2 different organisations. These would include hotel, travel agent, tourist information centre, tour guiding, transport operator.

The learner will describe good customer service, including having a welcoming attitude, good listening skills, being polite and efficient etc.

Learners should include a description of how customer service is measured and the importance of it (eg mystery shopper, Michelin Guide, travel research platforms (eg Trip Advisor), organisation’s own website or customer satisfaction survey).

Evidence could be obtained by watching relevant TV programmes or visiting organisations and enabling learners to work out solutions to an identified problem halfway through or before the end of the programme or visit.

Produce a written statement as to why any customer service is important. This would include examples of customer service policies; complaints procedures; staff recruitment and training.

Produce a study of company policy statements, such as one large - eg TUI, Hilton, McDonalds, British Airways - and one smaller, eg Sunvil, Hays Travel, Flybe, a local restaurant. A comparison of a selection of these should be included.

The learner could produce a case study report describing a range of different customer types and how their needs are met, or exceeded, by types of facilities and services in at least 2 different organisations. These would include hotel, travel agent, tourist information centre, tour guiding, transport operator.

The learner will describe good customer service, including having a welcoming attitude, good listening skills, being polite and efficient etc.

Learners should include a description of how customer service is measured and the importance of it (eg mystery shopper, Michelin Guide, travel research platforms (eg Trip Advisor), organisation’s own website or customer satisfaction survey).

Evidence could be obtained by watching relevant TV programmes or visiting organisations and enabling learners to work out solutions to an identified problem halfway through or before the end of the programme or visit.

Produce a written statement as to why any customer service is important. This would include examples of customer service policies; complaints procedures; staff recruitment and training.

Produce a study of company policy statements, such as one large - eg TUI, Hilton, McDonalds, British Airways - and one smaller, eg Sunvil, Hays Travel, Flybe, a local restaurant. A comparison of a selection of these should be included.

Assignment Brief  LO1

Grade Criteria 

Learning Objectives

• Understand the assignment 
• Quiz to recap from last session
• what makes excellent customer service

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what makes excellent service?

• Go the extra mile
  
• Deliver the unexpected
  
• Smile
  
• Can do attitude
  
• Respond promptly
  
• Be realistic
  
• Fix your mistakes
  
• Know your customers
  

Providing excellent customer service means going the extra mile in making sure a customer is happy and satisfied with a company’s products or services. 

It also involves providing service to a customer in a timely, pleasant manner. In order to provide excellent customer service, one needs superb communication and problem resolution skills

How do organisation measure customer service 

• Customer Satisfaction Surveys
  
• •In-App Surveys
  
• •Post-Service Surveys
  
• •Long Email Surveys
  
• Customer Satisfaction Score (CSAT)
  
• Social Media Monitoring – TripAdvisor/Facebook/Twitter
  
• Mystery shoppers
  
• Focus Groups
  
• Complaint/compliment letters
  
• Staff feedback

Evaluating customer service

In order to assess the quality of customer service provided, organisations must:

• discover what their customers consider important when they are assessing customer service, so that they know what to measure
  
•  monitor their customer service to ensure that it is both what the customers want and to the level they want it
  
• encourage feedback from their customers, otherwise they will not learn what has gone wrong and will not get the chance to put it right, so it will keep going wrong.
  

Evaluating customer service

Ways for organisations to evaluate how well they are doing:

• Level of sales – are they hitting their targets?
• Repeat customers – How many customers come back?
• New customers – How many new customers are they attracting?
• Level of complaints/compliment letters – How many complaints do they get?
• Staff turnover – how many staff leave the company?

Methods companies use to evaluate customer service.

How organisations research, monitor and analyse customer service

•  Data analysis, e.g. visitor numbers, occupancy rates.
  
•  Online feedback, reviews, social media, mystery shoppers.
  
•  Customer data/information from loyalty programmes, e.g. nights stayed, locations.
  
•  Competitor analysis.
  
•  Performance indicators, e.g. financial performance data and sales figures,
  
•     satisfaction survey, number of complaints, customer loyalty data,
  
•     new customer figures, independent review

Why is it important to measure customer service?

Timing of Service and Information Provision

It is important because:

• Allows the company to discover problems and put them right.
  
• Offers insights into what works and so allows for optimization.
  
• Recognises when staff are doing a good job and can be rewarded, boosting staff moral
  
• Customer satisfaction is vital for growth
  
• Essential for improving loyalty rate, reducing costs and retaining customers.
  
• Happy customers will recommend your brand to others.
  

Why is customer service important?

Write down 3 things you learned in this lesson.

Ask 1 question about something you haven't quite understood yet.

Summary

At the end of the lesson:

• you will understand the assignment and grade criteria
  
• you will be able to identify customer needs and obtaining feedback
  
• you will be understand why quality and quantity of information is important
  
• you will recognise the significance of timing of service and information's.
  
• you will recognise the significance of appearance of environment, Training, being proactive and responding.