Developing Customer Care Strategy

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Report on developing a customer care strategy for the Arran More Lodge Hotel

Contents Page
1.Introduction pg. 3
2.Background pg. 3
3.Section 1 : Benefits of Customer Care pg. 4 1.1 External customers
1.2 External customers
1.3 Internal customers
1.4 The organisation
4.Section 2 : Developing a Customer Care Strategy pg. 5 2.1 Review existing marketing research (secondary research)
2.2 Take appropriate action
2.3 Carry out SWOT analysis

5.Section 3 : Key factors which contribute to good Customer Care pg. 7
3.1 Where are we now?
3.2 Where do we want to be?
3.3 How will we get there?

6.Section 4 : Monitoring Customer Care within the Hotel pg. 8
4.2 Quantitative research
4.1 Qualitative research

7.Conclusion and recommendations pg.9

1. Introduction
The report for Arran More Lodge Hotel is written to help building a customer care strategy as the answer to complaints about the quality of service within the hotel. The owners are at a loss to understand why this should be the case and have asked to develop a customer care strategy. The report includes all essential information which will be useful in processing with the customer care strategy.

2. Background
The owners of the Arran More are keen to achieve at least a four star rating from the AA and in order to help achieve this, have insisted that all front line staff in the hotel attend a one day customer care course. Customer reaction to the newly upgraded décor and facilities has been very positive, but there has been a recent spate of complaints about the quality of service in the hotel. The Owners are at a loss to understand why this should be the case and have asked you to develop a customer care strategy for the hotel which ensures that levels of customer care are consistently high.

Section 1 : Benefits of Customer Care

1.5 External customers
Good customer care benefits external customers because they can build the relationship with staff and all employees, it also build respect and recognition. Customers are feeling like they are being cared for and thanks to that the ambience seems more pleasant. When customers are satisfied and they enjoy their stay staff is more likely to help and offer a perfect customer care.

1.6 Internal customers
Good customer care benefits internal customers because it gives a great satisfaction to all employees and therefore we can meet with their positive attitude and greater attentive to client’s needs, wants and expectations. Staff is also more motivated, there is a greater cooperation between them and the teamwork is much improved.

1.7 The organisation

Good customer care benefits the organisation because when customers are satisfied it means that company can expect positive feedback and good word of mouth publicity. That kind of advertisement will increase profit and help to win the competition. Good customer care also helps to gain client’s loyalty and gives great satisfaction for all employees.

1.8 Staff
Good customer care influences the staff because clients are more pleasant when they feel like they are important and exceptional. It also gives a great satisfaction of helping customers and doing a good job. If staff is satisfied and motivated customer care improves and employees are less stressed.

Section 2 : Developing a Customer Care Strategy

2.1 Review existing marketing research (secondary research)

* Sales figures
* Reports from members of the sales force resulting from direct contact with customers * Annual Report and Accounts published by business
* Stock movements
* Information from competitors
* Data from customer services on complaints which have been received
2.2...
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