Developing Customer Care Strategy
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
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