Manage Quality Customer Service - Identify and evaluate Customer service Market research tool and Target market Before launching any product or service, market research has to be done, and in the case of Kingsley Hills Guest house of Ralph and Momo, the tool of questionnaire can be used…
As all these prospective customers cannot be get hold by the marketing department at a single place, questionnaires has to be distributed to or featured in all the prospective places, where they will frequent. For example, as the Kingsley Hills as a whole was being developed and promoted by State Tourist authority, the questionnaires along with a pamphlet about the Guest house, can be placed at their various offices and outlets with their permission. It could also be placed in the offices of various travel or tour operators. In addition, when Tourism related fairs are conducted, Ralph and Momo can open up outlets there, and distribute these questionnaires among the visitors. In all these places, they can appoint a person to supply these forms to the customers, requesting them to fill and give in-person or can ask them to post. In addition, Ralph and Momo can open a website for this guest house, and also incorporate a questionnaire in them. Although, all the prospective customers may not respond, the responses of the ones who responded, should be collected and analyzed to assess the customers’ needs and could also help to figure out the target customer base. Customer Service Plan Executive Summary Kingsley Hills Guest House, owned and managed by Ralph and Momo, have opportunities to develop because of the features it is endowed with. The serene and comfortable guest houses with dining and spas can relax and rejuvenate the target customer base of professionals, businesspeople, their families, friends, etc. If these customer segments are treated effectively through various optimal facilities and importantly effective customer service, they will surely enjoy their stay, without any complaints. Even if complaints are raised by the customers, the personnel should handle them aptly. In addition, if the customer service personnel are monitored and motivated, they could provide good output. Introduction For organizations in any sector, customers are the Kings. Only if the target customer base is found out and enticed through effective marketing strategies, any organization can succeed, or even survive. Marketing strategies will not be successful and importantly it cannot be formulated aptly, without the marketing department conducting market research. Once the market research is done, and the target customer is cornered and importantly their expectations and needs are found out, marketing strategies can be initiated. In service industry, customers will have heightened expectations, and so naturally they will have high grievances as well. So, organizations have to fulfill all those expectations and solve those complaints with the aid of an optimal customer service plan. Customer service plan involves formulating guidelines on the needs and expectations of the customer as defined by the customer. Based on or even using that plan, organizations need to know what their customers want, what they expect, so the organization and in particular the customer service can provide that to them on a consistent basis. (Saleem, 2007). Target market and likely potential guests of Kingsley Hills The target market or the potential guests of Kingsley Hills are professionals, businesspeople, their families, friends, etc., who want to have a relaxed and rejuvenating vacation or picnic in the countryside. As stated in the case, the ...
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