Assignment 2 CSM 510 BAE6B PDF

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A S S I G N M E N T SName1. Nur Nasyrah Binti Mohd Rodzi (2018439018)2. Mardhiah Binti Mokhtar (2018654026)3. Nur Safrina Binti Suhaili (2018222624)4. Ainun Najihah Binti Mohd Habibudin(2018653526)5. Nurul Afiqah Syazwani Binti Zulkiflee(2018440036)6. Nurul Syazwina Hannani Binti Mohd Bukhiri(201824...

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ASSIGNMENTS Name

1. Nur Nasyrah Binti Mohd Rodzi (2018439018) 2. Mardhiah Binti Mokhtar (2018654026) 3. Nur Safrina Binti Suhaili (2018222624) 4. Ainun Najihah Binti Mohd Habibudin (2018653526) 5. Nurul Afiqah Syazwani Binti Zulkiflee (2018440036) 6. Nurul Syazwina Hannani Binti Mohd Bukhiri (2018248838) 7. Ain Zulaiqha Binti Dzulhisham (2018226188) 8. Nur Fatihah Binti Talib (2018205984) 9. Nurfatin Binti Mohd Rasyidi (2018234508)

Group

BAE6B

Programme

Subject Tittle Lecturer

BACHELOR OF CUSTOMER SERVICE MANAGEMENT (Hons.) CUSTOMER RETENTION AND SERVICE RECOVERY (CSM 510) ASSIGNMENT 2 SERVICE FAILURE NADIAH MAISARAH BINTI ABDUL GHANI

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ACKNOWLEDGEMENT

First and foremost, praises and thanks to the God, the Almighty, for its showers of blessings throughout our assignment to complete it successfully. We would like to express our deep and sincere gratitude to our lecturer, Madam Nadiah Maisarah Binti Abdul Ghani, for giving us the opportunity to do the assignment and providing invaluable guidance throughout this assignment. Her dynamism vision, sincerity and motivation have deeply inspired us. It was a great privilege and honor to work and study under her guidance. We are extremely grateful for what she has offered us. We are also extremely grateful to our parents for their love, prayers, caring and sacrifices for educating and preparing us for our future. Also, we would like to say thanks to our friends and team members for their genuine support throughout this assignment. Finally, our thanks go to all the people who have supported us to complete the assignment directly or indirectly.

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TABLE OF CONTENT

No.

Content

Page

1.

Introduction

4

2.

Service Failure Issue

4-5

3.

Ways to Solve the Issue

6-7

4.

Recommendation

8

5.

Conclusion

9

6.

References

9

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INTRODUCTION Based on the video tittle “Front Desk First Impressions” shows variety types of front desk unprofessional segment. Recall all the situation happened where this one worker failed to deliver a good service as a hotel front desk worker and then delivered the wrong keys to strangers. All the mistakes that worker made are commonly referred to as a service failure. A service failure can be defined as service performance or encounter that falls below a customer’s expectations and leads to dissatisfaction. There are a lot of service recovery that can be identified in order to correct the mistakes. Service recovery occurs when an organization or service provider for example hotels when they are able to solve a customer’s problems, make restitution and develop trust following a breakdown in service delivery. In this video, the service failure issues, service recovery and recommendations were identified as in paragraph below.

SERVICE FAILURE ISSUE OCCURRED BASED ON THE VIDEO The title for the video that we chose is “Front Desk First Impressions” Front Desk unprofessional segment. The video shows the unprofessional attitude of the employee as a front desk officer. When work ethics go wrong, it literally shows a service failure for the company. There are many unprofessional items and actions that we can spot in this video. As we all know, the front desk officer is very important since they give the first impressions for the customers. Customers will review the service based on how they were treated. The service failure occurred in the video are the employee parks in guest or visitor space. The hotel put the sign board up already to give a sign to people. But he ignores the signboard and park there. Then, Sloppy appearance. As shown in the video, he is going to work with his tshirt and jeans. It shows that he was not ready to start his work. Next, improper uniform maintenance and transport. He put his uniform in the backseat without hanging it beside the car. It is a bit messy. Afterwards, wear an iPod to work. As we can see, he was hearing music at the highest volume and indirectly ignored the surrounding. He also does not use employee entrance. He used the main entrance which was supposedly for the guests. Besides, he ignores the guest who he could face later. He even did not say sorry for the accident. That is kind of rude.

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Subsequently, he was literally late for work. It seems like he repeated the same mistakes again. He does not even apologize and realizes his mistakes. Next, based on the video, we can see that the unwashed uniform did not iron the uniform to be smart. We noticed that his uniform does not have a name tag. He also does not dispose of waste properly. It shows when he stuck the chewing gum on the locker after he chewed. Later, poor hygiene. He does not wash hand before work or after bathroom breaks. He just wiped on his uniform though the awareness was already on the wall. Then, he was having a bad posture. He is like a person who is not enthusiastic. He also did not get enough sleep the night before work because he fell asleep during work. In addition, he was having a personal talk with a co-worker at the front desk. Without noticing, he ignores the approaching guest. The guest obviously felt frustrated with the service. Additionally, there was no eye contact with guest checking in. The guest wanted to ask about WIFI but he ignored and put up his hand so that the guest was silent. Furthermore, he fails to turn off cell phone or leave it in the locker. The cell phone was ringing when he was entertaining the guest. Even more shocking, he was picking up the calls and taking personal calls on duty. He obviously was abandoning the station with the guest present and no explanation. The guest was very surprised by his actions. Without the guiltiness, he was taking personal calls on the hotel's phone because his phone was running out of battery. Next, he was announcing a room number out loud, violating security procedures. Then, this one man came and asked for the key, he was giving out the key without asking for ID. The same man was remarking him by bringing something suspicious. He is not recognizing crime or calling police. Meanwhile he was being an idiot.

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WAYS TO SOLVE THE ISSUE (SERVICE RECOVERY) As we all know, every problem must have a predetermined solution no matter how difficult it is. Based on the video, there are many ways to solve the problem which is also known as service recovery. Service recovery occurs when an organization or service provider can solve a customer problem, make restitution and regain trust following a breakdown in service delivery. There are so many service failures that occurred in the video that organizations need to take fast actions in response to a service failure. Firstly, the company should provide company parking for the employees and manage available parking spaces wisely. ‘Parkalot’ exactly can improve parking space real time data availability for the employees and give a lot of benefits and more flexibility. By using this way either guests or staff can enjoy their journey ahead when using the service provided by the organization. Next, make sure every employee takes a bath while trimming and gets a clean haircut and dressed up nicely so that they will feel fresh and become motivated to start their day of work happily. Work as a front desk is very important in every organization as they represent the whole organization to the customers. In the video, what he needs to do is wash, iron and steam his clothes and hang it up in the car. He also can set up a clothes bar at the back seat to make it more organized. Moreover, as an employee he should be more aware and professional by not using iPod to work and silent his phone. He should use an employee entrance rather than using the same entrance as guests. I believe that every company has their employee entrance which makes it easier for staff to punch cards and do their work. He also should greet his guests with a warm smile. Moreover, the guy in the video is very rude because he ignored his leader and did not apologize for coming to work late. His organization needs to manage him well because he is the type of employee that is not always easy to fire. The leaders need to listen, provide clear feedback, document the incidents, be consistent and enforce rule. The leader needs to listen to identify their problems and provide clear feedback to him. Document all the feedback as it can make it easier to refer back and be consistent and enforce the rules when he does not change his behavior. He needs to make sure to always bring his name tag as it is very important to guests address him easily. He can pin the name tag at his blazer. Furthermore, he also needs to take care of good personal hygiene because it is very important for both health and social reasons, plus he needs to interact with the guests every time. He needs to wash his hands with soap and dispose of the waste properly by spitting the gum on the tissues and throwing it into the dustbin. 6

Besides, he needs to correct his sitting position by sitting with a straight back and shoulders for maintaining a good posture and a healthy back and spine. Good posture also will improve his physical’s health and make him become more confident. He also needs to get enough rest and sleep for 6 hours because it will help the body to repair and be fit. So, he can be more energized the other day. He should be professional in work for not talking with colleagues and respond fast to the guests. He can freely talk as much as he wants when his rest time arrives. He must leave his phone in the locker and not use the company's phone for his personal matters. It is very important for having eye contact with the customers whenever they ask for something or help in order to make sure the service delivers to them work efficiently. He must explain to the guests if there is something important needed to resolve first so that the guests do not feel abandoned and frustrated. Customers are the company's number one priority. So, he needs to make sure that the guest’s privacy is protected and make them feel safe by not announcing a room number loudly. He must talk nicely with the guests along with a warm smile so that the guests will enjoy the services given by the firm. Every hotel industry has the same rules which all of the guests or customers need to give out their ID first if they lost the key. It is to ensure that no crime happens and guests' privacy becomes safe. He needs to become more alert and take note of all of the mistakes that he has made. By doing that, the same incidents will never happen again.

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RECOMMENDATION ON HOW TO OVERCOME THE SERVICE FAILURE Services recovery strategies are the activities taken by a company to react to service failure. It is actions taken by the company to satisfy and retain the valued customers whereby the services levels and efficiency meet the needs of the customers and give them satisfaction. There are few actions that the company could take in order to overcome the service failure to avoid customer dissatisfaction, increased the cost of compensation and loss of revenue. As for the recommendations, the company should provide full training for their employees if they are the new employees. Provide new employees with a realistic preview of their jobs. Teach them what that should and should not do when entertaining the customers. Managers should always monitor their work from far and remind them if they do wrong. The organization also can make a roll call system before they begin their work in the morning. Give motivation to them to their best and provide excellent service towards customers. Secondly, what the company can do to overcome service failure is training customers in how to complain. This strategy is designed to both encourage use of the complaint option and enhance the responsiveness of the process. Before the customers leave the premises or after using the services, the employees can assist them how to lodge a complaint. Companies can use “rate me” or “how about my service” with the specific employee that they dealt with. This is important for company places in maintaining customer relationships and promises a quick action to resolve problems. Finally, making amends is a means for righting a wrong. If you as manager notice your employee do something that might upset the customer or yourself in that situation, you need to admit what wrong that has been done. It can be as simple as a sincere apology, a sending a follow-up letter or may include a small gift or token of appreciation. It can cold down the angry customer or make the customer feel appreciated. At the end of the day, it’s a win-win situation for both the customer and the company.

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CONCLUSION Service failure can be described as an interruption of the unwanted outcome that no wants it to happen in their business. Failure to provide an excellent service can determine the survival of the company. Therefore, successful companies should be brave to face the unwelcome complaints from customers. The company should consider the complaining customers as their friends and learn from them in order to deliver the perfect services and build the long relationships with their customers. A long-standing relationship with the loyal customers can ensure the success of the company. They also need to take care, train and empower their employees as they are the important asset for the company. Without the best employees, an excellent service cannot be delivered towards customers.

REFERENCES YouTube video: https://www.youtube.com/watch?v=s3aR3yP4aKg&feature=youtu.be

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