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Hong Kong Institute ofVoc{ ional EducationDepartrnent ofHote1service and touris l studiesFoundation Diploma(Hospitality)

sausfied customer C ounts(1) Aim

t enable students to pply the se ice sk ls to ensure customer satisfaction

(2) o ecthesARer successiR completion ofthis lectwe,you w l be able to

1.understmd the need to sat fy customers forthe compmy s suGcess;

2. state the role the complaint plays in customer satisfaction;

3. demonstrate the skl to co11ect valuable info tion from the customers;

4. understand the importance of co ecting feedback from the customers

(3) Types ofCustomersCustolmers can be clas fned into

intemal customers refer toe sta mger and even the sh eholders of acompany

bJ extemal customers o the potential and cu ent customers who e oy a seicemd purchase a product

(Q Underscore the Need to Satfy Customers

Con der these ststicsl

satis ed pnts Imd custOmers te 5people utthor good treatment Therage person wi a problem eventually tells9other people 0nly4%of all customers with problems complon

SS JmJrT,gs Io Co JJ.JHsT6209Quality Customer seiceEssentials ofQuality Customer sewice lo

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Hong Kong Institute ofVocatiomal EducationDepartment ofHotel,service and Tourism studiesFoundaton Diploma(Hospitality)

Cost of qvrhg a new customer usually5oT times grea er thm retain"ngcuHent ones

Cost of hkhg and training a new employee k up to10times gre er thanretaining cuH:ent ones Co ms can boost pro ts aere from25to125percent by reto ng

merely5percent rnore existing customers

These facts draw attenton to the need to satfy your cu ent customersdemployees so that they remain h your organization Ensuring their satisfaction isvital to your long-tem business su ival and prof1tab iu Moreove customersatisfaction sees to become a competitive dvantage

(5) s isfaGton Affects Your Orga zans successThe Value of customer satisfaction is oRen underestirnated Customers, oncesatisEed,become loyal to your organization Loyal customers and employees afectm orgmiz on success,which cm be d cultto quantiLoyal customers grow your business by increasing rket she, Over a lifetime,loyal customer purchases rnore md refers your business to others

Loyal employees save organizations thne and money that would have been spent onhiring and training new employees The value oftheir loyahy goes far beyond theseflgures alone They also help to reduce tumove1 ,enhance productivity,rnorale,andtea1spirit Employees,especia y those on the front line,direcuy impact customersatisfaction

(6) Why Connpanies EncourageImd Tackle Complaints

Companies f1nd that efectively hand ng customers whh problems is critical to theirreputations as we as their profItab ky When customeFs complain and they esatised th the way their complaint is handled,they are more likely to purchaseanother product or service from the same company Companies that resolvecomplaints on the f1rst contact increase customer satisfaction and produGt loyalty,i1nprove employee satisfaction, and reduce costs Because of these advantages,companies even encourage complaints

HsT6209Quality Custo1 er serviceEssentials ofQuaIky Customer service

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Hong Kong Institute ofVocational EducI ionDepartment ofHotel,service and tourism studiesFoundation Diploma(Hospitality)

By making it easy for customers to complain,rnore customers w l come to you htheir problems, giving you gre er opportuni1ty to coect your se ice de very orproduction processes Customers Who get their problems satisfactor y and quicklysolved te their nends and neighbors, and they e not eas y won over by thecompetition

studies have shown that handng customer complaints we can be a critical pa of atumaround strategy If a complaint is handled we , it sustains and strengthenscustomer loyalty It also te11s the customer that the company c es and can improvebecause oftheir contact

(7) Roles ofEvaluation Tool

No matter what type of business you e in,satisfaction su eys and questionnaires an impoant tool to help you to col1ect the info1 tion you need to understandand evaluate satisfaction They se e to

ve you the answer to your most c tal quest0n, Are my customerssatisf1ed?

t(1:) help you to mdc the rii{::;ht deo ons successful ormations interpretresponses and transfoI 1this data intO Imeaningful info uon

ghe organiz onse in ghtthey need to de ne wh k extremely importmtto their customers

entify yow highest prorities and help you to target your efo s

Activity6The Glass is organized into groups of5or6 Thc1ncmbcrs of thc group arc required todesign a su ey for any se ice organization to evaluate the extent to which the customersI:11satisf1ed wii1th the service and product provided

HsT6209Quality Customer serviceEssentials ofQuality Customer serv e 12