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Hospitality Management
C u s to m e r S e r v i c e Session
Evaluation
Lecturer: C.Ugoji
Lesson Objectives
Understanding customer service policies within the business and services context
Evaluation: purpose; sources of feedback; accuracy; relevance; reliability; validity; methods of data collection; improvements; staff training and development
Lecturer: C.Ugoji
Purpose
Customer service evaluation is a process of finding out which services provided by the company have been valued the least and most by its customers. It also helps you to determine the level of satisfaction that the customers receive from the services provided.
Customer service evaluation helps you in allocating your resources more efficiently and enables you to improve the services you are offering to your customers, while meeting their specific requirements.
Lecturer: C.Ugoji
Process
Decide time of assessment You should conduct assessments as and when the management requires. The time and frequency of these evaluations should be clearly decided and mentioned in the customer service plan. Design the evaluation process It should identify the purpose of evaluation, clarify the services being evaluated and identify the customer groups that will be involved in the assessment. The scope of work must be defined and should include data collection methods, techniques used for analysis, reporting plans, information dissemination, the time schedule and budget.
Lecturer: C.Ugoji
Process (cont.)
Conduct the evaluation Using outside assistance or in-house resources or a combination of both methods. The evaluation could be carried out in the form of formal customer surveys, fast appraisal methods, document reviews, or participatory appraisal methods.
Analyse and cascade the results of the assessment to the employees and engage them in discussion to improve their performance in future. The assessment will provide you with information on the areas that need improvement and help you to take remedial actions in problem areas.
Lecturer: C.Ugoji
AA audits
Mystery guests Internal company audits Social media (Tripadvisor, Booking.com Corporate Guest Relations
Staff feedback
Lecturer: C.Ugoji 6
The most important thing you must do is to make your staff realize the importance of customer satisfaction that can be
taken.
Lecturer: C.Ugoji
Review
Lecturer: C.Ugoji