The Practical Guide to Achieving Customer Satisfaction in Events and Hotels is the fourth title in the Routledge Series The Practical Guide to Events and Hotel Management and presents expert-led insight of customer service best practice within events and hotels.
Typical to the other titles in the series, this latest book is written in a logical format and contains practical tips drawn from real-life industry examples, case studies, industry leaders, and the authors’ extensive backgrounds working in events and hotel management. Topics include definitions of customer service, an answer to that question ‘Is the customer always right?’, how to deal with complaints, how to empower staff to recover customer service, and how to turn new customers into loyal customers.
This book is ideal for students of the management of events, hotels, hospitality, or tourism, to be used as a practical resource alongside existing theoretical textbooks. It is also an essential tool for anybody working in the customer-facing industries.
Author(s): Philip Berners, Adrian Martin
Series: The Practical Guide to Events and Hotel Management Series
Publisher: Routledge
Year: 2022
Language: English
Pages: 194
City: London
Cover
Half Title
Series Page
Title Page
Copyright Page
Dedication
Table of Contents
List of Figures
List of Tables
Note from the Series Editor
Acknowledgements
Introduction
1 What Is Customer Satisfaction?
1.0 Defining Customer Satisfaction
1.1 The Dangers of Overselling and Underselling
1.2 The Customer Journey
1.3 Total Quality Management
1.4 Service Quality Management (SERVQUAL)
1.5 Customer Balanced Scorecard
2 Why Is Customer Satisfaction Important?
2.0 The Value of Reputation
2.1 The Cost of Not Achieving Customer Satisfaction
3 Knowing Your Customers
3.0 Knowing Your Competition
3.1 Knowing Your Target Market
3.2 Personalising Your Offer
3.3 Customer Relationship Management
3.4 Customer Loyalty
3.5 Customer Referrals
4 Know Your Promise to the Customer
4.0 Is the Customer Always Right?
4.1 What Can You Deliver?
4.2 Setting Customer Expectations
4.3 Customer Perception of Hotels
4.3.1 Hotel Brands
4.3.2 Hotel Marketing Consortia
4.3.3 Star Rating
4.3.4 Online Review Sites/OTAs/Online Booking Sites
4.3.5 Hotel Accreditation
4.4 Events
4.4.1 Setting Event Objectives
5 Contracts
5.0 Confirming the Promise with Contracts
6 Improving Customer Loyalty
6.0 Repeat Customers
6.1 At Leadership Level
6.2 At Management Level
6.3 At Operational Level
6.3.1 Underperforming Staff
6.4 The Communication Process
6.4.1 Effective Communication
6.4.2 Hotel Interdepartmental Communication
6.4.3 Hotel Interdepartmental Consistency of Performance
6.4.4 Event Interdepartmental Communication
6.4.5 Departmental Communication
7 Dealing with Complaints
7.0 Why Customers Complain
7.1 Legislation of Complaints
7.2 Types of Complainers
7.3 Transactional Analysis – A Psychological Technique to Deal with Difficult Customers
7.4 Handling Legitimate Complaints
7.5 The Eight-Step Method to Dealing with Complaints
7.6 Complaints at Events
7.7 Negotiating a Resolution
7.8 Possible Complaint Outcomes
7.9 Case Study Examples of Actual Complaints from the Event Industry
7.9.1 Case Study 1 – Uncooked Chicken Served at a Wedding
7.9.2 Case Study 2 – Steak Preferences at a Conference
8 Empowering Staff to Resolve Customer Service Issues
8.0 The Benefits
8.1 The Benefits for Staff
8.2 The Benefits for Management
8.3 The Benefits for Customers
8.4 The Benefits for the Business
8.5 Servant Leadership to Increase Employee and Customer Satisfaction
8.5.1 Servant Leadership – Employee Satisfaction
8.5.2 Servant Leadership – Customer Satisfaction
8.5.3 The Service-Profit Chain
9 The Importance of Reflection
9.0 The Benefit of Reflection
9.1 Reflecting in the Customer Perspective
9.2 Well, Would You Complain?
Index
