Assignment Title: customer relations at Alton Towers

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Assignment Title: customer relations at Alton Towers Context This unit aims to equip you with the knowledge and skills required to become an effective member of staff in a customer facing situation

1 Assignment Title: customer relations at Alton Towers Context This unit aims to equip you with the knowledge and skills required to become an effective member of staff in a customer facing situation in business. It looks at how reliable customer service benefits a business by contributing to customer satisfaction, and how customer service can be monitored and evaluated. Task Overview You have recently been promoted to the position of Customer Service Manager at Alton Towers. The directors at Alton Towers are aware that the theme park market is very competitive with bigger and better theme parks opening each year. You are going to devise a range of resources in order to contribute to the new staff trainee induction programme at Alton Towers. To support you with your assignment, you will have the opportunity to visit Alton Towers to experience the range of activities and customer service provided. Date of issue: Date of submission: Learning outcomes On completion of this unit, you should: 1. Know how customer service is provided in business 2. Be able to apply appropriate presentation and interpersonal skills in customer service situations 3. Understand how consistent and reliable customer service contributes to customer satisfaction 4. Know how to monitor and evaluate customer service within an organisation Refer to the assignment task sheet and the criteria tick sheet to ensure that you meet the standards for pass, merit and distinction for Unit 11. There are FIVE tasks to complete for this unit.

2 Assignment Task Sheet Task Activities Assessment criteria 1 How customer service is provided in business Your line manager has asked you to contribute to the new staff induction programme which Alton Towers provides to trainees when they start work. He wants you to produce a leaflet about customer service at Alton Towers. You must include the following: a) Define customer service b) Describe different types of customers and group them into internal and external customers c) For Alton Towers, describe three customer groups (one internal customer & two external customers) and explain their needs and expectations d) Using the three examples of customer groups provide in part C, explain how different customers needs and expectations can differ P1 M1 Ensure your leaflet is professional and includes relevant images and adheres to Alton Tower s logo and corporate identify in terms of colour scheme etc. Use the website to help you find relevant information. Customer needs and expectations: definition of customer service; identifying customer needs; accuracy and reliability; providing information and advice; providing assistance and help; dealing with special needs; dealing with problems; organisational targets; health, safety and security Internal customers: e.g. colleagues, supervisors, staff, staff teams, managers External customers: e.g. existing; new; individuals; groups; families; businessmen and women; different ages; different cultures; gender; special needs e.g. non-english speaking, visual, hearing, mobility impairments.

3 2 How customer service is provided in business Create an informative poster aimed at staff at Alton Towers which outlines the benefits of good customer service. Ensure you outline benefits to the business, to external customers and internal customers. P2 Benefits: to the customer (pleasant experience, able to rely on service, confident about purchase) to the organisation (enhanced reputation, repeat business, attract more customers; increase profits); to the employee (pleasant working environment, satisfaction of pleasing customers, more secure employment). 3 Appropriate presentation and interpersonal skills in customer service situations As part of your role, you have to train new staff to enable them to demonstrate presentation and interpersonal skills so that they can deal with customers in a range of situations. You need to show the new recruits how they should behave in different situations. Write a script, which anticipates and meets the needs of different customers in three contrasting situations. You will need to practice your script with a partner and then act out three role plays in which you demonstrate presentation, communication and interpersonal skills required by Alton Towers in each of the following three scenarios: D1 P3 1. A customer has bought a fast track ticket but is annoyed about the amount of time it has taken to get on the Oblivion ride at the park. They are really angry and demanding a refund. (Face-to-face) 2. You receive an from a local school teacher seeking guidance on special needs provision as they want to bring a group of students to Alton Towers on a school trip. Their students have a range of difficulties including deafness, partially sighted and mobility. (Over the phone) 3. You receive a telephone call from a customer who is going to be visiting relatives locally and wants to find out what the theme park offers, whether it would be suitable for their 5 and 7 year old children, what are the opening/closing times of the park and how much it would cost for a family of 4 (2 adults and 2 children). (Over the phone)

4 When acting out each role play, you must display confident presentation, communication and interpersonal skills. M2 You need to put the following evidence of your role play into your assignment: Script/notes supporting your role play Your responses to the queries in scenarios 1-3 Observation sheet from your teacher Presentation skills: personal presentation e.g. personal hygiene, uniform/dress, hair, make-up, jewellery; working environment; body language e.g. posture, facial expression, smiling, gestures, eye contact; presentation of work area and equipment Interpersonal skills: attitude; behaviour; first impressions; greeting customers; courtesy; confidence; concern; interest; thoughtfulness; respect for customers; responding to different customer behaviour; tact; efficiency Communication skills: tone of voice; pitch; language e.g. technical language, use of slang/jargon; pace; listening; body language; appropriateness to customer/situation Situations: face-to-face; on the telephone; in writing; ; urgent/nonurgent; difficult; routine Customers: difficult; abusive; disabled; needing technical information 4 How consistent and reliable customer service contributes to customer satisfaction Create a powerpoint presentation which explains what contributes to consistent and reliable customer service. In your presentation, include slides on the following: 1. What does reliable customer service consist of at Alton Towers? discuss the features of reliable customer service. 2. What factors contribute to customer satisfaction? discuss the factors which contribute to customer satisfaction in a range of businesses. 3. How important is customer service to a range of different businesses? analyse the impact of good/bad customer service on a range of businesses including Alton Towers. Use the table below to help you: P4 M3 Business Type of business Alton Towers Private sector PLC Importance of customer service? e.g. what effect would poor customer service have on the business? What effect would good customer service

5 have on the business? Redhill School Public sector Think in terms of sales, reputation, achievement of business aims/objectives, morale of staff, repeat business, share value etc. Sainsbury s Private sector PLC The Prince s Trust Private sector Charity Consistent and reliable: scope of job role; knowledge of products and/or services; type and quality of products/service; staff attitude and behaviour; timing; accessibility/availability; meeting specific customer needs; working under pressure; confirming service meets needs and expectations; dealing with problems Customer satisfaction: confidence in service; value for money; repeat custom; word of mouth reputation; internal customer satisfaction e.g. job satisfaction, teamwork; negative effects of poor communication Codes of practice: e.g. industry, organisational, professional; ethical standards 5 How to monitor and evaluate customer service within an organisation It is important to monitor and evaluate the level of customer service provided by an organisation in order to ensure that customers needs and expectations are being met and that the business is aware of customers views and opinions. a) Produce a guide booklet aimed at new staff at Alton Towers, which describes how customer service can be monitored and evaluated. You may wish to use the table below to help you write section A and B: P5 Method of monitoring Explanation How Alton Towers may use this feedback to improve customer service What evidence Alton Towers could use to make judgements

6 e.g. Customer comment card Customers complete a card explaining their thought on the level of service provided and how service could be improved To improve existing products/services or to help develop new products/services about it Levels of sales higher sales might indicate good levels of customer satisfaction b) Explain how monitoring and evaluating can improve customer service for the customer, the organisation and the employee. c) Analyse how monitoring and evaluating can improve customer service for the customer, the organisation and the employee. d) Outline how improvements to the customer service in an organisation such as Alton Towers could be made. M4 D2 P6 You should include within your guide examples from the website and information from your visit to Alton Towers. Monitor: informal customer feedback; customer questionnaires/comment cards; staff feedback; mystery customers; complaints/compliment letters. Evaluate: level of sales; repeat customers; new customers; level of complaints/compliments; staff turnover. Improvements: improvements to quality of service; reliability; improvements to the organisation e.g. improve service, keep staff, attract new customers, increase turnover, compliance with legal obligations; improvements for employee e.g. job satisfaction, working environment

7 Useful websites for Unit 11 Cadbury s - J. Sainsbury s - Redhill Leisure Centre - The Princes Trust - Redhill School A business education resource site The Times 100 case studies This is Business - East Midland s The website of the Institute of Customer Service

8 Criteria Mark Sheet Pass Met Comment P1 describe three different types of customers and their needs and expectations P2 outline the benefits of good customer service in a selected organisation P3 demonstrate presentation, communication and interpersonal skills in different customer service situations P4 explain what contributes to consistent and reliable customer service P5 describe how customer service can be monitored and evaluated P6 outline how improvements to the customer service in an organisation could be made. Merit M1 explain how different customers needs and expectations can differ M2 display confident presentation, communication and interpersonal skills when demonstrating customer service in a range of customer service situations M3 analyse the importance of customer service to different businesses M4 explain how monitoring and evaluating can improve customer service for the customer, the organisation and the employee. Distinction D1 anticipate and meet the needs of different customers in three contrasting situations D2 analyse how monitoring and evaluating can improve customer service for the customer, the organisation and the employee. TASK 1c TASK 2 TASK 3 TASK 4 TASK 5a TASK 5d TASK 1d TASK 3 TASK 4 TASK 5b TASK 3 TASK 5c

Building Working Relationships with Customers

Unit 19: Building Working Relationships with Customers QCF Level: Level 2 Credit value: 2 Guided learning hours: 20 Unit abstract The focus of this unit is on helping learners develop the skills needed