Assignment Customer Service

Task 3 and 4
Submitted by ANCA TEREZIA OANCEA
ID 21748
Submitted to CHIKA UGOJI 2013

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 TABLE OF CONTENT

3.1 SOURCES OF INFORMATION ON CUSTOMERS REQUIREMENTS

Page 3 to 6

3.2 RESEARCH CARRIED ON NORWEGIAN CRUISE LINE

Page 7 to 10

4.2 REFLECTION OVER VIDEO

REFERENCES ........................................Page 11

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3.1 INTRODUCTION

To be flourishing on the market ,companies have to focus all the time there
efforts towards understanding better the potential needs and expectations of their
existing customers and potential customers .They have to ensure a high level of
customer satisfaction for their loyalty but also for improving the customer relationship
management system both internally and externally .In the scope of maintaining the
actual position on the market ,the companies try to demonstrate an orientation
towards customer and quality ,especially by constant evaluation of customer
satisfaction ,but also by evaluations of performances made so far.

Customer orientation adopted by companies is justified from several reasons:

 The requirements are in continue growing and the organisation adapt his
products/services so they could meet there request.
 The buyers evaluate the changes and then they have expectation from other
organisation as well
 The customers get use to what they have been offered and then they start
having bigger expectation.

Satisfaction is the state of client appears from comparisons quality of a product /

service expectations. Satisfaction depends on gap between reality and desire and is
evaluated by the quality of products or services offered. Such comparisons may
result the following situations:
 displease performance (dissatisfaction);
 performances are indifferent
 performances correspond expectations (satisfaction);
 performance is better than expected (enthusiasm - the customer is
accurate).

To evaluate the customer satisfaction there are two steps to follow:

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  Collection of data and information relevant to the satisfaction
customer and its perception of the concept and assessment value
performance of the organization;
 Using feed-back from client to develop programs improvements
aimed at increasing customer satisfaction and loyalty of important
customers.
The information on customers desires could come from various sources, they
have to be analysed with care so they could lead to relevant information’s for the
business improvement. There could be internal and external sources of information.

 INTERNAL SOURCES: could be the information’s taken from employees

because they get in touch direct with customers ,management and past
records done. The records could be an important source of internal
information s because they reveal the operations of the business done in the
past and they could be useful for planning future transactions .Also the
suggestions books kept by some companies and completed by customers
will reveal the improvements needed for customers patronising. A good
management of records is needed because they contain important
information s about the customers like their preferences ,requirements ,
suggestions ,expectations ,needs but these records they could also reveal
witch products are better sales and witch are not ,witch one attract
customers more. Also regular meeting between staff and management are a
good source of information revealed on time to be used.

 EXTERNAL SOURCES: are the information s taken from out of the

business ,from consumers ,regular customers and the people using the
website for feedback. The external source of information must be reliable to
be able to provide accurate information s. An external information could be
obtained from consumers as well, Government official sites ( a successful
business must be informed about the legal requirements ,environmental
legislation, employment law , health and safety regulations).

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CUSTOMERS: they are a very good source of information s obtained in various
ways like :

-By giving them to complete questionnaires about specific information s

-By web, having an comment form linked to an email system will make
communication much easy and customers could feel that their ideas ,suggestions or
complains are appreciate and listed.

-By having a customer s conference, is a good way to have customers giving

there feedback

-Approaching customers directly

-Also information s about customers could be obtained from newspaper

,magazines ,articles

-By observing customers behaviour in exhibitions or trade fair is a good way to

contact the existing and also the potential customers.

-Sampling is a effective way to demonstrate or to make customers remember you

,with an immediate result by feedback and suggestions.

STAFF: Employees are significant source of information .They have the direct
contact with customers and their approach must be done in a professional manner.
In order for employees to work better ,it is important as a employer to create an
atmosphere so the employees could reach their potential ,the better staff approach
and perform ,the better is for a company .Also important is training and retraining

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staff periodic about their role (witch could be specific to what a company operates)
and some of the fundamental elements important:

 LISTENING : permitting staff to come with ideas, suggestions .They could

come up with new things ,never think before that could improve a business
significantly.
 GIVE: it is not all about taking ,we have to give as well to have satisfied
employees ,in order to be effective ,they have to be motivated, so giving them
as well is important, for example giving them the liberty of arranging flexible
hours ,schedule
 CONFIDENCE: it is vital for an employee to trust their employer so they could
feel comfortable and grounded, and that will only lead to productivity and
performance.
 CHALLENGE: by having goals clear establish, is good to challenge staff , so
they could exercise their creativity and authority for accomplishing those
goals.
 RESPONSABILITY: keeping staff responsible and aware of the goals is
crucial to motivate them so they could meet those goals or targets.
 RECOGNITION :is important as well to show gratitude to staff how raise the
expectations.
Staff is important ,vital in every company because they assure the success of a
company ,they make the first impression, so it is important to invest time and respect
in the relationship with employees.

MANAGEMENT: information s are vital for a business . The interpretation and the
management of the information could lead a business to success . It must identify
the most sold ,profitable products, customers transforming that to new offers and
understanding the business risk .Information is not only about columns and row they
must be understand ,reports and emails are important as well.
CUSTOMER RECORDS: in order to be successful a business have to do the best
for their clients, so keeping a good record of what they prefer or different
characteristic of them ( how they like to ay for example) is very important as well .It
makes easy having a data base and using a computer program to store and to easy
access all those information needed to retain a customer.

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PAST INFORMATIONS: these could reveal essential information about a customer
in particular.CRM(customer relationship management) software is useful because it
could store and easy access details about customers like their preferences ,birthday,
names. The software could also keep information about :
 -sales history
 -preferences
 -contact details
 and much more
Is good to keep past information about a business in order to evaluate in a period
of time the progress of a business., it could show up where it needs to be improved,
which are the best selling s, what needs to be changed as well as some of the
customers behaviour or buying habits.
In order to increase customers satisfaction and retention ,but also to remain
competitive on the market ,companies adopt an relatively new approach –looking
toward the customers, comparing with the traditional one looking for customers. Also
companies identify and collect data continuously information s on customers to meet
their priority objectives.

3.2 Research using customers requirements and satisfaction levels for an

organisation

Every company must be aware of his existing and potential customers needs .But
is not always easy to determinate what exactly makes customers happy and what
improvements to a product could make them happy.
Professor Noriaki Kano from Tokyo Rika University together with his team has
manage to develop a technique to understand the customers’ needs.
What professor Kano sustain is that the customer satisfaction grows with the
product or service satisfaction .Basically if the product ,service is more than
excellent in quality then the customer satisfaction grows as well ,he will be excellent
satisfied.
Kano Analysis it helps to identify the unspoken needs of a customer before they
become a priority. Helps to understand what exactly customers expectations are,
before he must ask for that.

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 As ‘’ unspoken needs’ ’of a customer could be for example when they book a
table for dinner ,they expect to be served in a professional manner and the food to
be fresh and tasty. This are their expectations, unspoken needs and his needs
must be reach and more than that he has to be pleasured surprise otherwise he will
be disappointed.
The basic needs how could increase or decrease the satisfaction level of a
customer are cost/ price, accessibility, speed and most of the time these needs are
‘’spoken’’.
Of course the customer’s needs change along the time and companies have to
be aware of that, they should have Kano Analysis one of the basic plan because this
analysis make sure that a company get in to the market, stays there and excel in
what she is doing .The intention is to make as a first the customers’ needs.
The Kano Analysis could be done by a primary research and by a secondary
research.
In the Primary Research are actually the response from customers, by completing
questionnaires ,by phone....This kind of research could be distributed in many ways
like by post, mail ,web ,phone ,in person .Primary research could be quantitative ,by
the numbers of people involved in the research or qualitative.
The Secondary Research it means processing again the information s taken
already by other researchers in order to come to a clear conclusion .This kind of a
secondary research is using the information s from studies leaded by government
agencies ,trade associations, and some other organisations. This kind of a research,
secondary it is less expensive because does not involve new research methods , but
it has also the disadvantage the fact that the customers’ expectations ,needs change
along the time.

RESEARCH CARRIED ON NORWEGIAN CRUISE LINE

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Norwegian Cruise Line is one of the largest cruise lines in the world ,with 14 ships
and 3 more ready to launch by the beginning of 2014 January all rated 4 stars. The
ships have various destinations like Alaska ,Bermuda, Caribbean ,Bahamas and
Europe, Hawaii and so on..
With a simple search on Google they have an easy to access web site where they
promote the ‘’freestyle cruising’’ with a large service like: dinning s with different
specific ,accommodation , fun and entertainment , theatre, cinema ,spa ,sport ,
fitness, family fun, youth programme , wedding and romance.
As soon as the site is open it has a complete and actualised information s with
news about deals ,special offers for families, weddings ,honey moons ,children,
benefits ,personal consultant available 24 hours.

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Norwegian Cruise Line has created THE LATITUDE REWARD, the customers
according to their fidelity get points and based on that they could win by a raffle a
free cruise and also special discounts in restaurants ,spa or other facilities .In these
way they keep information s about their past customers trying to improve the service
provided in the future with better offers and service but also shows the gratitude for
there confidence by choosing Norwegian Cruise Line again and again.

The web site also offers details about previous promotions and sales available also
in the shops and for the excursions organized by the company when the sheep is on
docks. These brochures are easy to access by web or phone and give the possibility
to leave a phone number to be approach by a cruise consultant at a specifically hour
or date.
The check in could be done online as well and they also offer assistance with the
visa requirements if needed, and also assistance for the travel insurance .Easy to
access are also the booking terms and conditions, safety and security information s,
and the travel partners website.

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There website and all the information s about the entire company are easy to access
by Face book ,Yahoo, Twitter and some other socialization sites. There is always
somebody online to help with possible question. On the web page there are lots of
comments and personal statements with the experience that customers have
regarding the service on all departments and also some suggestion from customers.
Also information s and pictures are available about in construction ships and the
date of launch and itinerary. All the ships have picture with their details and structure

The company puts before everything the safety of staff and guest on prim plan, and
there for they carry daily checkups and weekly boat drills with the crew and the guest
as well in order to inform them how to react in case of a disaster, and how to reach
to the life boats as well.

Also advertised on the website is the career section with al the facilities for staff,
discounts in shops, pension ,wages ,job description and the training provided.

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 In one of the news of the web site the company has express his truly sadness
about the Typhoon Hogan ,hurricane that recently create devastation in Philippines.
Majority the staff of Norwegian Cruise Line is from Philippines. The company
empathise with the cruise members from Philippines and has made possible an easy
contact for the cruise members with the help of a partner of the company based in
Manila, so the cruise members could reach to their families. Crew member are being
supported financial as well to make the arrangements needed to return home. They
also create a Support Found for the Philippines crew members and everybody is
invited to contribute as much as possible. All company, all fleet is supporting the
crew members of Philippines and the guest are also invited to contribute by
approaching Guest Service Desk available in all ships.

CONCLUSION
Voted ‘’Best Itinerary’’ for 9 years by Recommend Magazine, Norwegian Cruise Line
empower with dedications and passion all the staff members so the customers
experience the best cruise they ever had. In Norwegian Cruise Line there is
something new and existing happening, all the time, from building fabulous, luxury
new ships, to covering new interesting itineraries. Norwegian Cruise Line is looking
forward to expand, and that is as well because of the great customer service
provided in all departments.
This secondary research conducted on Norwegian Cruise Line haw show the fact
that the company is trying to improve the quality of service provided on board and
not only. The feedbacks left by the customers speak for them self and also the fact
that the company is renewing the float every year shows the ambition of company
how is prospering year by year.

4.2 Review over own performance in the video about customer service

In the video that we make about customer service, my role was as a waitress in a
restaurant. I had a table for tree ladies coming for lunch and also celebrating a
birthday.

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As a waitress my role was to make sure that the guest coming to restaurant are
having a great customer service and the unspoken expectation of our customer are
reach.
I have approach the customer with a smile and friendly professional manner. After
greeting the customers I escort them to their table for tree. They have explain my
that they will like to have lunch and that they are also celebrating the 30 th birthday of
one of them.
I bring them the menus and I recommend them the vine of the house, a red
delicious French vine. They ask what s good, healthy and fast so my
recommendation was the chef special a lunch full vitamins, vegetable and sea food
and as a starter something light like a salad fresh made. While the guest ,customers
where enjoying their drinks ,the chef prepare the food .So in short time a serve the
ladies with the appetiser and also with some soft drinks that they have ask for. I left
them to enjoy their appetiser keeping a constant look aver their table so that I could
make sure they are not missing anything. In the mean time the restaurant manager
how was surveying the service that I was offering to the customers he also approach
the table to discuss with the customers, asking them if everything is ok, if they need
anything and also to wish the birthday lady a happy birthday .He offered the dessert
and the bottle of vine on house with this occasion, considering the fact that was one
of the customer s birthday. The customer was very happy to hear that.
Soon I approach the customer s again removing from the table the unwanted plates
and dishes, refilling their glasses. With this occasion they let my know that in ten
minutes they are ready for main course. So I deed ,I left them to enjoy a bit of a
breath until I bring them the main course , how now was nice ,warm and fresh made
for special customers. In the restaurant that I was working all the customer s were
treated like special. Twenty minutes later the ladies finish their main course as well
and I bring them the dessert With a candle on it and together with my manager we
wish her all the best again. The satisfaction of our customers by that point was more
than obvious .Once the ladies finish their lunch they kindly ask me to bring them the
check note , so my manager in order to help me because it was a busy time of the
day he prepare himself the check note for the ladies and bring it to them. In a rush
moment and negligence he forget that he was offering the bottle of vine as well on
the house so he charge the customer for that to. They notice that and get up said
and complain . With apologises and a diplomatic manner of dealing with critical

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situation like that the manager has resolve the situation by offering one more bottle
of vine on the house , to take away for the ladies. That has somehow resolve the
situation and the customers left happy from the restaurant thanking for the great
customers service that I was offering.
In conclusion ,no matter how busy or how distract we are the customer service has
to stay impeccable and mistakes are human but a special care has to be maintained
all the time . It is important that the customer leave 100 % satisfied so that he could
remember and always come back.

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 REFERENCES

http://www.mylearning.org/customer-service-records/p-85/ (accessed 25/11/2013)

http://www.contentedwriter.com/external-sources-of-information/ (accessed
25/11/2013)

http://everydaylife.globalpost.com/importance-information-sources-workplace-
16870.html (accessed 25/11/2013)

https://www.google.co.uk/#q=norwegian+cruise+line (accessed 01/12/2013)

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