assessment 2 manage customer service




assessment 2 manage customer service

Task 1

Introduction/ Purpose

I will be discussing why it is important to address customer needs. Customers are the most important stakeholders to any company. Business must satisfy customers in order keep the business running. Customers have a large number of needs and wants which they require businesses to provide them with. For a business to get high reputations and more customers, the company must be able to identify certain needs of the customers and be able to provide them with these needs.

Gather information about as many of your customers as possible. Try to find out what your customers are buying, why they are buying and the frequency of their purchases. When trying to understand their needs, it may be useful to know details such as their lifestyle, occupation and interests. Include any potential customers who have made enquiries about your goods or service

Each customer will have a different perception of what customer service means to them. If you want to provide good customer service, you should know the needs of the customer and how to fulfil those needs.

Find out how your customers expect you to meet their needs. The expected level of service varies from marketplace to marketplace, industry to industry and, to some extent, from consumer group to consumer group. Research your marketplace and your target markets to find out what your customers expect of your business in your location.


The Hotel group started business with two small boutique style hotels in Sydney, Australia. The group is owned and financed by a large consortium of international business experts and several large investment companies. It is in a strong financial position for expansions.

Over a period of 15 years it has grown to now comprise a chain of 20 hotels across 5 different countries in the Australasian region. This growth was a result of an acquisition of a small hotel chain and establishment of some new properties, mainly in Australia. The group employs cultural specialists and prides itself on its multicultural expertise that assists with its success in welcoming guests from all regions of the World.

Good customer service

  • Is seen by many as the most important differentiator between you and your competition
  • Builds a strong reputation for your organisation in the market place
  • Is why people will want to work for you, and stay
  • Will lead to customer loyalty and customer advocacy
  • Methods

    The most common forms of quantitative research include questionnaires, surveys, tallying, etc.

    In this research project, the quantitative research that was conducted was a close-question questionnaire which allowed the respondents to provide their simple preferences and responses.

    Primary research

    Primary research (or field research) gathers original information directly for your purpose, rather than being gathered from published sources. Primary research includes:

  • surveys
  • direct observations
  • interviews and focus groups that are developed and conducted by you or your researcher.
  • Primary research gives you control over the type of questions you ask and information you gather. Primary research results can be extremely valuable; however, they can also be much more time-consuming and costly to gather than secondary research.


    assessment 2 manage customer service
    Last updated: Feb 2024

    Page 1

    , they can also be much more time-consuming and costly to gather than secondary research.

    You may choose to use primary research methods once you have conducted secondary research to determine what information already exists.

    Secondary research

    Secondary research (or desk research) gathers existing information through available sources. Secondary research examples include:

  • information on the internet
  • existing market research results
  • existing data from your own stock lists and customer database
  • information from agencies such as industry bodies, government agencies, libraries and local councils.
  • Quantitative research

    Quantitative research gathers numerical data. Quantitative research includes:

  • surveys on customer return frequency
  • sales figures
  • industry product sales numbers
  • online or phone questionnaires
  • financial trends.
  • Qualitative research

    Qualitative research gathers views and attitudes. Qualitative research includes:

  • focus groups with customers and potential customers to understand their feelings and attitudes towards your products and services
  • formal and informal conversations with customers about their satisfaction with your business
  • visits and reviews of competitors to understand their products and customer service practices.
  • Customers

    This graph shows how respondents feel about the customer service. Most respondents believe that the customer service of the hotel or resort is very important or essential. Others may have felt that there are more important factors such as the room.

    Customer needs

    Customers are people who buy products and services from other people (usually companies of one sort or another). What customers think, and feel about a company and/or its products is a key aspect of business success.

    Attitudes are shaped by experience of the product, the opinions of friends, direct dealings with the company, and the advertising and other representations of the company.

    Irrespective of whether a business’ customers are consumers or organisations, it is the job of marketers to understand the needs of their customers. In doing so they can develop goods or services which meet their needs more precisely than their competitors. The problem is that the process of buying a product is more complex than it might at first appear.

    5 main factors that are considered by consumers are:

  • Price
  • Amenities
  • Location
  • Customer Service
  • Cleanliness
  • Conclusion

    Hotels should almost always have a target market that they wish to aim for. Some hotels are targeted towards the wealthy, while…


    assessment 2 manage customer service
    Last updated: Feb 2024

    Page 2

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