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El. knyga: Practical Guide to Achieving Customer Satisfaction in Events and Hotels

(Edge Hotel School, University of Essex, UK),
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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.
List of Figures
x
List of Tables
xi
Note from the Series Editor xii
Acknowledgements xiv
Introduction 1(2)
1 What Is Customer Satisfaction?
3(27)
1.0 Defining Customer Satisfaction
3(4)
1.1 The Dangers of Overselling and Underselling
7(8)
1.2 The Customer Journey
15(8)
1.3 Total Quality Management
23(4)
1.4 Service Quality Management (SERVQUAL)
27(1)
1.5 Customer Balanced Scorecard
28(2)
2 Why Is Customer Satisfaction Important?
30(22)
2.0 The Value of Reputation
43(6)
2.1 The Cost of Not Achieving Customer Satisfaction
49(3)
3 Knowing Your Customers
52(13)
3.0 Knowing Your Competition
53(2)
3.1 Knowing Your Target Market
55(2)
3.2 Personalising Your Offer
57(3)
3.3 Customer Relationship Management
60(1)
3.4 Customer Loyalty
61(1)
3.5 Customer Referrals
62(3)
4 Know Your Promise to the Customer
65(24)
4.0 Is the Customer Always Right?
66(2)
4.1 What Can You Deliver?
68(2)
4.2 Setting Customer Expectations
70(4)
4.3 Customer Perception of Hotels
74(6)
4.3.1 Hotel Brands
75(2)
4.3.2 Hotel Marketing Consortia
77(1)
4.3.3 Star Rating
78(1)
4.3.4 Online Review Sites/OTAs/Online Booking Sites
78(2)
4.3.5 Hotel Accreditation
80(1)
4.4 Events
80(9)
4.4.1 Setting Event Objectives
84(5)
5 Contracts
89(8)
5.0 Confirming the Promise with Contracts
89(8)
6 Improving Customer Loyalty
97(26)
6.0 Repeat Customers
98(3)
6.1 At Leadership Level
101(4)
6.2 At Management Level
105(2)
6.3 At Operational Level
107(4)
6.3.1 Underperforming Staff
109(2)
6.4 The Communication Process
111(12)
6.4.1 Effective Communication
113(2)
6.4.2 Hotel Interdepartmental Communication
115(1)
6.4.3 Hotel Interdepartmental Consistency of Performance
116(2)
6.4.4 Event Interdepartmental Communication
118(4)
6.4.5 Departmental Communication
122(1)
7 Dealing with Complaints
123(23)
7.0 Why Customers Complain
124(1)
7.1 Legislation of Complaints
125(1)
7.2 Types of Complainers
126(1)
7.3 Transactional Analysis - A Psychological Technique to Deal with Difficult Customers
127(2)
7.4 Handling Legitimate Complaints
129(3)
7.5 The Eight-Step Method to Dealing with Complaints
132(5)
7.6 Complaints at Events
137(1)
7.7 Negotiating a Resolution
138(2)
7.8 Possible Complaint Outcomes
140(1)
7.9 Case Study Examples of Actual Complaints from the Event Industry
140(6)
7.9.1 Case Study 1 - Uncooked Chicken Served at a Wedding
140(4)
7.9.2 Case Study 2 - Steak Preferences at a Conference
144(2)
8 Empowering Staff to Resolve Customer Service Issues
146(19)
8.0 The Benefits
146(4)
8.1 The Benefits for Staff
150(1)
8.2 The Benefits for Management
150(1)
8.3 The Benefits for Customers
151(2)
8.4 The Benefits for the Business
153(2)
8.5 Servant Leadership to Increase Employee and Customer Satisfaction
155(10)
8.5.1 Servant Leadership - Employee Satisfaction
159(1)
8.5.2 Servant Leadership - Customer Satisfaction
160(2)
8.5.3 The Service-Profit Chain
162(3)
9 The Importance of Reflection
165(10)
9.0 The Benefit of Reflection
165(1)
9.1 Reflecting in the Customer Perspective
166(2)
9.2 Well, Would You Complain?
168(7)
Index 175
Philip Berners leads the BA Honours Events Management programmes at the Edge Hotel School, University of Essex, UK. Philip has organised every genre of event in the UK, Italy, Portugal, and Poland; he has been the head of events at Thorpe Park, the London Hippodrome, and Camden Palace; and he has been the inhouse event manager for corporations including the Daily Mail Group. Philips doctorate is in how an events industry takes shape a study of the UK and Poland. He is a Fellow of the Higher Education Academy and a founding Trustee of the Colchester Museums Development Foundation.

Adrian Martin graduated with a Degree and Masters in Hotel and Catering Management from Manchester University before working for Thistle Hotels in London, Bath, Bristol, and Bedford. He has won two national teaching awards and is currently Vice Principal of the Edge Hotel School at the University of Essex, which he has led to achieve 100% student satisfaction in the National Student Survey. Adrian is researching customer behaviour in restaurants for his PhD.
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