How Customer Service is provoded in business Essay

Costumer service is the ability of an organisation to recognise and consistently meet the costumers’ needs. Costumer service generally involves service teamwork and service partnerships so they can meet customer expectations and produce costumer satisfaction. Costumers contact an organisation when they need something, the main reasons are: * To complain * To request/ order a service/product * To obtain information * To ask for advice * To enquire about an order * To change an order or request * To report a problem to return and exchange goods * To ask for assistance or help The organisation I have chosen to study for this is the National Maritime Museum which consists of the Royal Observatory Greenwich, Queen’s House and National Maritime Museum. Together these constitute one museum working to illustrate for everyone the importance of the sea, ships, time and the stars and their relationship with people. A customer is anyone who has the right to ask or expect a service as part of a job role; this means there are two types of customers – internal and external. Internal customers are all the colleagues who need assistance to fulfil their obligations to their own customers; these include the supervisors, staff, staff teams and managers. External customers are those who contact or visit the organisation because of what it provides or supply’s as it is something they need. There are a wide range of external customers but only a few can apply to each business, some businesses have a wider range of external costumers compared to other businesses, such as a supermarket will have a wider range of external customers as it will sell a wide range of goods whereas a youth club or nursery will have a smaller rage of external customers as its only aimed at a certain age group. The National Maritime Museum has a wide range of customers and provides everyone access to its historical buildings and unique collectors; as a result the customers have a wide range of needs so they provide products and services to fit their needs. On any average day the museum staffs have to deal with * People wishing to research their family history in our archives * Ship model-makers wanting advice on details of a ship * Film companies wanting to use our buildings as a location for an advert or television drama * Domestic tourists wanting a fun day out * Foreign tourists wanting to experience British history * School and college groups wanting to investigate the Museum to help with their studies. The Museum has 7 main categories of customers which have their own special needs and interests and they are the following 1. Individuals – Casual Visitors – Special Interest Visitors – Individual Researchers 2. Families – Parents along with Young Children 3. Groups – Mixed age groups – Special Interest and Education 4. People from different cultures with different languages – Foreign and Domestic Tourists – People from Diverse Ethnic and Religious Communities 5. People with special needs – Blind and Visually Impaired – Deaf and Hearing Impaired – Learning Difficulties – Physical, Emotional or Mental Health Needs 6. Virtual users who access the Museum via our website – People who access the museum via the website 7. Internal customers – Members of Staff who Support the Work of Others The main three types of customers the National Maritime Museum focuses on are families, disabled visitors and groups. Families are an important target audience for the museum as it is a free family-friendly place to visit; it focuses of the key needs and expectations of family audiences which are: – it’s free – the price of tickets can be a barrier for many families, especially with the costs of travel and lunches – it’s fun and educational with lots to see and touch, like the All Hands interactive children’s gallery – there’s lots to do such as special activity workshops, storytelling and treasure trails – it’s easy to get to – only 20 minutes from central London, with good transport links The Museum also has family-friendly events which bring the Museum galleries to life including practical activities for 2-to-6-year-olds (weekly); trails revealing the secrets of their vast collection of objects; action-packed art and science workshops, and actors’ performances for all ages. Their family-friendly facilities include areas for changing and feeding babies, clean and accessible toilets, cafe and picnic areas and online activities in the E-Library and on the website. The Museum aims to increase the number of families who visit the National Maritime Museum by expanding programs of events, activities and special exhibitions for families, especially during weekends and holidays. All this makes the Museum more appealing to families. Along with individuals the Museum has also built up experience in providing for different type of groups who each have a different set of needs. Foreign language students – The Museum provides souvenir guides and essential visitor information on their website in different languages. This service targets both foreign tourists and domestic visitors with English as a second language. They also have non-Eurocentric displays and events which inform customers of the history of people and cultures from all over the world. Large Groups – For large groups coach parking is easily attainable, there are special discounts given to access the charging exhibitions, pre booked tickets make it easier for large groups to book easily and guided tours and talks are especially available for larger groups. Special Interest Groups – At the museum there are enquiry and research facilities accessible via the library, there are archives and online sources at hand and also special curator talks and tours for all the groups that have a special interest. Corporate and Private Hire Groups – There is event planning and support available for Corporate and Private Hire groups including venue hire and catering for those who want to use the museum for private hires and corporate reasons. Educational Groups – The museum provides curriculum recourses and educational talks along with support with visit planning and booking. They also have a lunchroom and cloakroom especially suited for school/ educational groups. Lastly the National Maritime Museum also focuses on developing access for all their visitors and users which includes those who are disabled. It continuously tries to exceed and improve the museums facilities to meet the basic requirements of those who are physically disabled, deaf and blind. They believe good, inclusive customer service is about understanding everybody’s special needs. For visitors with disabilities, the Museum has a range of access facilities as part of its customer service. o Installing new lifts and ramps o The Road Train service o Providing detailed information for disabled visitors o Providing alternative ways to access the Museum o Maintaining a policy of welcoming assistance dog They have added lifts to improve physical access around the Museum site. Members of staff are always at hand to help. The new lifts and ramps that have been installed provide flat or wheelchair access to all levels and galleries. Visitors may also borrow manual wheelchairs from admission areas. Special bookings for those who are disabled are also available by calling the bookings unit who will make any special arrangements. There is also information available online such as the availability of disabled car-parking, mobility buses and the access facilities on all their sites. It is also important that the customer information also describes areas that are not accessible – such as parts of the historic buildings of the Royal Observatory. This avoids frustration and disappointment on the day. Touch Sessions for Visually Impaired Visitors are also available. They have a number of alternative methods to accessing the Museum and its collections. For blind and visually-impaired visitors they provide: o Braille Guides o Raised drawing o Magnifying glasses o Large-print guides o Tactile maps o ‘touch packs’ They also run a program of pre-booked ‘touch talks and tours’ by Museum staff and guest speakers. The National Maritime Museum also has a sign-interpreted talk for deaf and hearing-impaired visitors. They have installed perimeter loops in the galleries, admission areas, information desks and key audio installations. They also run a program of pre-booked British Sign Language sign-interpreted talks and events. Customer service is important to the National Maritime Museum because without customers there would not be a business. Excellent customer service results in: * higher visitor numbers and greater customer diversity – Visits to the sites are increasing each year – provides a public service for groups of people who don’t traditionally visit or use cultural or heritage organizations like museums – Has an outreach community newsletter which has news and events for communities under-represented among the visitors * increased sales – The Museum generates increased income through shops, cafes and charging for special exhibitions – It also supplies hiring venues for corporate events and weddings and sales from the Picture Library. * increasing public image – The Museum has to compete with other organizations for people’s leisure, by providing excellent customer service it increases public image they do this using their website and leaflets * survival in terms of competition – Good customer service can give the Museum an edge over other tourist attractions or leisure facilities, as they compete for customers’ leisure time and money. * satisfied customers and greater job satisfaction for staff – As well as asking for feedback from customers and monitoring visit numbers the Museum pays a market research company to conduct surveys, the customers are asked to rate their experiences and satisfaction levels, this helps knowing the customer’s needs and satisfying them. – The staff also takes pride in being part of an organization which delivers high levels of customer service – Job satisfaction is increased by positive feedback from the customers * repeat business and customer loyalty – Museum donation box Analysis of feedback and visitor surveys indicates that 94% of visitors would recommend the Museum to their friends. – Excellent customer service results in strong customer loyalty and increased visitor numbers – especially repeat visits. The National Maritime Museum believes that to enjoy and learn from a museum’s collections, visitors must first feel welcome, secure and comfortable in their environment. Crucial factors include friendly staff to greet and help, clear signage, queuing systems, gallery plans and well-maintained washrooms and cloakrooms. Improvements to these areas can significantly increase word of mouth recommendations, repeat visits and time and money spent by visitors as competition for the public’s time and attention is intense.