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Case study profile on Alton Towers Resort- Sky Jones

Alton Towers different groups Alton Towers target mainly two different groups one being young families as they tend to bring in the highest revenue as Alton Towers attracts teenagers for the thrilling rides and young children for CBeebies land.

External customers for Alton Towers Couples - Alton Towers is a suitable place for couples as they have additional features such as beautiful gardens which would be ideal for couples to have a romantic picnic. There is also a spa with a range of spa treatments to choose from and meets their customer needs. Couples may decide to stay for a night or two in the luxury accommodation Alton Towers offers, with themed hotel rooms, woodland lodges with TVs and stargazing pods which would be perfect for couples and therefore this will possibly persuade couples to visit again as Alton Towers succeed in offering a wide range of places to stay as well as all the thrillseeking rides.

What do they promise to deliver?  

Alton Towers promise to treat their customers with excellent service

Non-English speaking- Non-English speakers are likely to find it more difficult to understand or know where the attractions are or restaurants, for example. What do they promise to deliver?

Schools - Schools often receive discounts which encourage school trips as they know they are in for a better deal. This is a great way to generate revenue for Alton Towers as lots and lots of school trips take place at Alton Towers. It is likely that the resort will work together with coach companies to bring in lots of domestic tourists to the attraction and schools from all over the UK adding onto the profit Alton Towers make.

What do they promise to deliver?

Families - Alton Towers has an area designed for young children. This area is at the very beginning of the park which makes it more accessible to young children and parents who do not want to spend time looking for their child as it is near the entrance where most of the staff are. CBeebies land is ideal for young children to learn and inspire children's imaginations

What do they promise to deliver? People with hidden and physical disabilities- Alton Towers resort strives to make sure that the theme park, hotels, waterpark and other extraordinary attractions are easily accessible to all our guests especially people who have disabilities and need that extra support and guidance in order for them to feel safe. Members of the British Association of Leisure Parks, Piers and Attractions (BALPPA) welcome visits by disabled people and will do all that is possible to ensure a safe and pleasurable stay. However, as some of the rides are dangerous, the internal customers can restrict the person with the disability from being allowed on the ride if they feel they would be at risk. Alton towers also comply with the Disability Discrimination Act and they provide easy access for wheelchair users such as lifts, disabled entrances, ramps and toilets.

What do they promise to deliver?

To accommodate for all types of people and age range, they have different types of rides for all different types of customers. Thrill rides would be aimed at older people who enjoy them and smaller rides and events would be aimed at children.

Read through the articles on their blog to help you decide who their different customer groups are. External Customers: For each customer group what do they promise to deliver? (couples/ non-English speaking/accessible/ schools + +) This is a really good case study for accessibility - they promise a lot and we are going to investigate how well they actually deliver it. Take quotes from the website and make a checklist so that when you visit you can rate how well they meet the promise for each group.

Reviews about Alton Towers Reviews about queue times “Most rides were open with small queues, 15 mins was the longest for Wicker Man.” “The best place ever! The queues were so short I have actually lost count of how many rides we managed to get on, we also did Alton towers dungeons for the first time which was worth a visit!” “The queues were so short I have actually lost count of how many rides we managed to get on” “No queues at all for some rides. Went on Nemesis 3 times in a row, Galactica also 3 times in a row. "Runaway mine train" staff were amazing “

Reviews about toilets “Park clean all round toilets and park itself.” “Toilets spotless and food places/shops were too!” “The toilets just outside of Dark Forest were absolutely filthy, and please add some heat to the hand driers. My hands were freezing “ “The park and facilities were dirty and poorly maintained “

Reviews about food “All the food we ate in the park was lovely” “The food at the hotel was great! The burgers were stunning and very filling and our daughter's steak was cooked to absolute perfection. Our waiter was very friendly. Another excellent example of great customer service.” “Scare fest food was very overpriced, £8.50 for a sausage in a stale bun as well! not my idea of a good snack.” “Food & drinks were good and reasonably priced if you're selective “

Reviews about rides “Rides wise, we did 21 in the day, all the coasters plus hex, duel, funk n fly and the skyride.” “Loads of different rides- all insane” “Smiler and Wicker Man are fantastic and went on multiple times.” “Rides were located very far away from each other, requiring much walking from one to the other. And across steep gradients as well. “

Reviews from people with hidden and physical disabilities “I tried to access support for my disabled child via the website, it was very disappointing and I will now probably look at booking a different theme park for my family” “It was great we had a disabled room although we didn’t ask for this, which meant we got a parking space right next to the lodge. “ “Also, the disability ride access pass needs to be looked at. I've never seen a bigger queue for disabled people in my life” “Really disgusted with queuing for a whole hour at the entrance to be refused a special fast access for my son who is severely affected by autism” Reviews from non-English speakers “There were 7 of us, and 5 were non-English speakers, so the lady just stood there looking at us, instead of explaining the menu- bit disappointing.” “I shall not go back to Alton Towers. And I would advise tourists to avoid it too. It's just not worth the cost and the frustration.”

“I have been numerous times over the years and this time it was noticeable how the standards have fallen” “The food was very expensive. The ride 'Nemesis' wasn't open for quite a while. Apart from that it is a fun day out and an amazing experience.”

Reviews from families “We visited Alton Towers this week as part of our family staycation and had a thoroughly great day. The ride times were not too bad and food/drink was not extortionate.” “Great rides enjoyed by the whole family but would be much better if they opened single rider que for more rides as there are lots of empty seats” “I visited here with my family and I enjoyed it a lot. All around a great place apart from queues that you unfortunately can’t avoid” “Teenage daughter started having an anxiety panic attack, due to the situation. Tomorrow we will walk, even with tired kids.”

Reviews from Couples “Me and my partner went to Alton Towers for two days - managed to get on all the main rides this year except for Thirteen” “Myself and my partner stayed for a night at the Stargazing Pods, with a two-day park ticket, and had an excellent time. “Staff well trained and there were refillable hydration stations all operating with no queue. Great idea to get the refill cups.” “Customer service in non-existent unless you want to stand in another que for a couple of hours”

Internal Customer roles for Alton Towers Security Officer - In this role you'll ensure the health, safety and welfare of all persons visiting or working at the Alton Towers Resort. You will also ensure the protection of all assets from unlawful activity, including theft. 

A positive, can do attitude towards all areas of the business

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A clear criminal record

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Comfortable working at heights

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A friendly disposition and strong communication skills

What does the employee expect?    

Avoid working in offices Treated with the same respect as other internal customers within the resort Expect to be listened to by all employees Expect external customers to pay attention to instructions

Admissions Host- Admissions Hosts work in a variety of positions across our entrance areas; from parking cars, to selling tickets and processing passes on our tills, through to helping guests have a swift entry through our turnstiles also assisting with crowd management – it really is a role like no other! In this unique role you will have the opportunity to interact with every single guest who visits our Theme Park - playing a key role in ensuring our guests have the most smooth, efficient and memorable arrival and departure experience. 

Have an energetic, positive and proactive nature to deliver memorable experiences to our guests during long and busy days

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Someone who loves a challenge and is able to think on their feet, as you’ll be the first point of call for any issue’s guests have while parking their cars or using their tickets

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Have passion and knowledge for the resort, and thrive in a work environment where you are presented with new scenarios on a daily basis

What does the employee expect?

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Equal rights as other internal customers Flexible work hours Expect customers to communicate and respond to them accurately Expect the right training for the job

Bar Staff- Assist with the catering and service, where you could potentially work in any of our superb on-site restaurants within the Enchanted Village, Alton Towers Hotel, Splash Landings Hotel and the world’s first CBeebies Land Hotel. You'll be responsible for serving meals to guests, as well as preparing and serving drinks, including cocktails. The number one aspect of your role will be to make sure all of our guests have an experience to remember for years to come.

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Enthusiastic, energetic and being able to put a smile on guests' faces Being able to work in a fast-paced environment where you are sometimes under pressure Being able to work in a team Eexcellent verbal communication skills What does the employee expect?    

Expect customers to be polite Patience is key especially if you’re new to this job role and may not be confident Treat them with respect and authority Smiling and giving them eye contact

Hotel Night Porter- Dealing with customer queries in an efficient and professional manner, ensuring we meet and exceed all of our customers’ expectations, with the highest levels of service, as well as ensuring that the Hotels are tidy and spotless. You will help to manage the team within your given area to drive the best possible cleaning standards in keeping with our brand standards and working practices.

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Motivated and positive attitude throughout with a hands-on attitude Excellent interpersonal skills A background in the hotel industry Ensure the highest standards of cleanliness are maintained throughout the hotels

What does the employee expect?

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If feeling unwell, I would expect to be eligible for sick pay Expected to be paid minimum wage Expect to be checked upon by manager Anticipate feedback from employees

Hotel Receptionist- In this crucial customer facing role, the reception team alternate between our five Hotels. It's vital that the team work together as it's the customers' first and last impression that really counts. You'll be responsible for taking ownership of any guest issues, cash and key handling as well as ensuring relevant guest information gets passed to the correct department.

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Deliver a memorable experience Ability to work well with other people Multitasking and prioritizing Able to be Engaging and Inquisitive

What does the employee expect?

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Expect customers and employees to listen carefully to you Well behaved and courteous customers Expect not to be pressured by employees or manager Expect customers to be friendly

Hotel Cleaner - You could be working in one of our four amazing Hotels including the World's first CBeebies Land Hotel. The Housekeeping team are responsible to for the cleaning of all public areas, cleaning hotel guest bedrooms to a high standard whilst delivering exceptional customer service. Ensure that duties are carried out in a quiet and efficient manner at all times Handle any guest needs upon request Ensure that the only linen used is clean and in good repair Report all maintenance faults to Team Leader when found

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What does the employee expect?    

Correct working conditions Expect customers to leave room in a clean state Expect employee to care about your needs Health and safety in the workplace...