"1.1discuss reasons for using customer service policies Staff to know their duties, Customers to know their rights,As a guide to customer staff, As tool of measuring services,To protect the organisation, Assist in training, As a reference document,Establish common starting point, To promote Quality service, Customer retention,It helps to minimise threat of substitution, Retaining good and talented employees,Building a positive reputation for the brand, Improve customer service,Increase customer satisfaction and profitability,Evaluation of performances, Sustainable competitive advantage,Comparing performance against industry best practice,Increase customer loyalty and brand equity,To enhance cost efficiency on resources, To reduce staff turnover,increase staff empowerment and morale,Exceed customer expectation.1.2 discuss the purpose of evaluating a customerservice policy, indicating how this can assist futurestaff training and development To make corrections where there are gaps:That is when the policy does not cover all that it is supposed to cover,To conform to changes in the law.That is when a policy is no longer legal eg. smoking in hotels,To take competitor policies into consideration,To conform to changes in the marketing environment,Changes in customer demands,Training needs: Staff need to be trained on the changes and revision due toevaluation.2.1 evaluate different communication methods andhow these are used to best effect Define communication and state its importance. Communication methods: 1. Verbal 2. Non-verbal/body language 3. WrittenAdvantages of Verbal communication: There is high level of understanding and transparency in oral communication as it isinterpersonal. There is no element of rigidity in oral communication. There is flexibility for allowingchanges in the decisions previously taken. The feedback is spontaneous in case of oral communication. Thus, decisions can be madequickly without any delay. Oral communication is not only time saving, but it also saves upon money and efforts. Oral communication is best in case of problem resolution. The conflicts, disputes andmany issues/differences can be put to an end by talking them over. Oral communication is an essential for teamwork and group energy. Oral communication promotes a receptive and encouraging morale among organizationalemployees. Oral communication can be best used to transfer private and confidentialinformation/matterDisadvantages of verbal communication Relying only on oral communication may not be sufficient as businesscommunication is formal and very organized. Oral communication is less authentic than written communication as they areinformal and not as organized as written communication. Oral communication is time-saving as far as daily interactions are concerned, but incase of meetings, long speeches consume lot of time and are unproductive at times. Oral communications are not easy to maintain and thus they are unsteady. There may be misunderstandings as the information is not complete and may lackessentials. It requires attentiveness and great receptivity on part of the receivers/audience. Oral communication (such as speeches) is not frequently used as legal recordsexcept in investigation work.Advantages of written communication Written communication helps in laying down apparent principles, policies and rulesfor running of an organization. It is a permanent means of communication. Thus, it is useful where recordmaintenance is required. It assists in proper delegation of responsibilities. While in case of oralcommunication, it is impossible to fix and delegate responsibilities on the groundsof speech as it can be taken back by the speaker or he may refuse to acknowledge. Written communication is more precise and explicit. Effective written communication develops and enhances an organization’s image. It provides ready records and references. Legal defences can depend upon writtencommunication as it provides valid recordsDisadvantages of written Communication Written communication does not save upon the costs. It costs huge in terms ofstationery and the manpower employed in writing/typing and deliveringletters. Also, if the receivers of the written message are separated by distance and ifthey need to clear their doubts, the response is not spontaneous. Written communication is time-consuming as the feedback is not immediate.The encoding and sending of message takes time. Effective written communication requires great skills and competencies inlanguage and vocabulary use. Poor writing skills and quality have a negativeimpact on organization’s reputation. Too much paper work and e-mails burden is involved.Advantages of Non verbal Communications Fast: The message of non-verbal communication reached the receiver very fast. Forthis reason it reduces the wastage of valuable time of the communicator. Universal : Some body gestures and facial expressions are understood universally.For example frown and smile Adds emphasis to verbal communications. Useful in noisy environments As a discreet method of communication, e.g. a quick wink at a colleague to do ornot to do something fastDisadvantages of Non verbal Communications Culture bound :Gestures seen as positive in one culture (Like the okaygesture in the Western world) may be seen as obscene in another culture(China). Lack of formality: It does not follow any rules, formality or structure likeother forms of communication Danger of miscommunication and distortion.2.2 analyse how customer perception is influenced by customer serviceprovision What influences the perceptions:Word mouth,previous experiences,advertisement,promisespersonal needs,the service encounter,price and evidence. Talk about the perception and service provision gaps. (SERVQUALdiagram)3.1 assess sources of information on customer requirements andsatisfaction levels Explain and Provide advantage and disadvantage for all the sources of informationwith some examples Primary research:Advantage: very accurate, up to date, specific, concern your customers only Disadvantage: time consuming, expensive, requires a certain skill set,Examples: qualitative (your customer ideas and thoughts), quantitative (number,rating); interview eg individual, group, survey, observation; contact methods eg mail, telephone, personalSecondary research:Advantages: quick to obtain, good value for money, already analysed Disadvantage: data have been collected and analysed by another organisation, someorganizations may deliberately manipulate data, you have no control over thequality of data, information is generally available to competitors, secondary dataand analysis can often be ‘outdated’ because of the long time between carrying outthe research and publishing the findings. Examples: internal eg sales records, yield data, financial information, clientdatabases; external eg government publications, trade journals, periodicals,professional associations, national organisations, commercial data3.2 carry out research on customer requirements and satisfaction levelsfor a selected business, suggesting potential improvements •Remember, CARRY OUT A RESEARCH does not mean defining thevarious stages of the research. It means, DO IT. . BE VERY CAREFUL when wording your questions not to influencethe answers Keep your survey simple, easy to understand and short. The people youwill survey will be busy and won’t have that much time to answer yourquestions. If you start by saying that the survey will take 5 minutes ormore most people will refuse. It should take 1 minute or two maximum. Avoid at all cost questions with a YES/NO answers. You will neverknow what is on their mindData Analysis : evaluating the data analytically or figuring out what thedata is telling you DataInterpretation :it is the process of making sense of data that hasbeen collected and analyzed. Conclusionand recommendation: this is aimed at helping the readerunderstand the importance of the research and the implications of thefindings.Questions examples: satisfaction • On an overall basis, how satisfied are you withthe service you have experienced? • How satisfied are you with the ease of booking aroom / table with our hotel/restaurant? • Please rate this statement: I would use thefacilities from your company again. Please justify. Strongly StronglyAgree Disagree Cannot say agree disagree • How likely are you to recommend our company tofriends or colleagues VeryCannot say Likely Very likely Unlikely unlikely"