Customer Service Provision
Word Count: 1534 Author: Kimi Ural Created: 2014
Introduction
Customer service provision is the provided service to the customers before, during and after a purchase. To find out more about Customer Service Provision we went on an educational trip to Trafford Centre and Chill Factor. Trafford Centre is a purpose build attraction in Manchester. It opened on the 10th of September in 1998 and was designed by Faulkner Brown and the architect Chapman Taylor. The building is currently owned by the company Into Properties. Trafford Centre offers 11.500 free parking places including specific spaces for families with prams and disabled badge holders. Inside the Trafford Centre, the customer will find over 200 shops, a cinema with 20 screens and 60 restaurants, cafes and bars. And is therefore a successful attraction with over 30 million visitors a year. Chill Factor is a purpose build attraction, £31M real snow indoor ski centre which opened in November 2007 by the designer Faulkner Brown. It offers a 180 metre long, real snow slope for beginners to practice or pros to develop techniques but also the Alpine Street with variety of shops and dining places. They also offer lessons for all age groups, including disabled people.
Customer service provision in Chill Factor
First impression: My first impression of Chill Factor was that it is a neat, big and posh building which looked a bit grey and boring with some park places in front of it. I was not really impressed of the grey building so I would recommend that they give it an outstanding design or colour from the outside that it will have a positive effect on the customers` eye. However on the inside I felt like I was in a Christmas holiday film because of the Christmas music I heard as I walked in and the holiday atmosphere in general which I think is really good for elderlies, couples and families. At the reception I realised a few leaflets which were only in English therefore I would recommend that they offer leaflets in other languages such as German, French and Italian.
The Company Image like the Logo for example is good because it is colourful and tells the customer it`s going to be fun, the staff uniform is simply black with their logo on which looks professional and trustful that the customer knows he/she is safe. I think the customers company image expectations are perfectly met.
The speed of service needs improvement because we had to wait at the reception for about 15 minutes for a staff member to show us around which did not apologist as she arrived which had a negative impression on us because we expected her to apologise but she greeted us friendly which made it not that bad. I do not think the customers expectations were met therefore I would recommend that every staff should apologies when he/she is late.
The accuracy of service was not good enough, we got given instructions on the slide which could have had more detail for safety reasons. For example I got told to lie down on the slide but not to keep my head up that I will not hurt myself on the slide which I did through the unclear instructions. This will have a negative effect on the customers because they go there to have fun without worrying and it would leave a negative image if they hurt themselves. I would recommend that the slide and other activities have signs with pictured instructions on them as well as the staff to explain any risks it can have and that it makes it easier for foreign, disabled and young customers to understand. Also multilingual staff would be helpful.
The consistency of the behaviour of the staff needs a lot of improvement because not every member of staff greeted us or smiled at us, some did but half of the staff just seemed bored and like they do not care. This may upset the customers, therefore I would suggest that all staff should be asked to attend a staff training, including role-plays and rewards if good feedback is achieved from the customers.
Chill Factor offers products like warm, waterproof winter jackets for the snow plus waterproof trousers and boots. Also ski and snowboard equipment which anyone can borrow for their visit. I think this is excellent customer service because not everyone will have the right cloths so the customer can borrow the equipment of them without paying anything extra and also special equipment for wheelchair users is available that they can ski, therefore the customers needs and expectations are met.
The Offered service at the Chill Factor was very disappointing for me because I expected them to offer a bigger variety for customers and especially for teenagers. They offer lessons and parties which I think is good but I would recommend that they enlarge their snow area and that they have more activities for teenagers. Because when we went there we were really excited but got bored after 10 minutes in the snow because there weren’t enough activities for 16-18 year olds. I think it is more suitable for families with young children because the activities are made for young children. They also offer extra lessons for children and a meet and greet with Santa around the Christmas time.
Customer service provision in Trafford Centre
First Impression: My first impression of the Trafford Centre was that the building was really big and modern from the outside and looked really posh and expensive. From the inside I find it very confusing and easy to get lost because there are no clear signs or other methods for the customer to find their way round. At some point I found one information screen with an electronic map and some leaflets, the Trafford Centre definitely needs more of them and also signs which will help the customer to find their way round.
The company image is good, the uniform of the staff inside the centre is smart from simple uniform which represents the individual brand to suits which the staff at the customer information stand wore. I would recommend that the Trafford Centre has its own logo because if customers purchase a product inside the Trafford Centre they will get carrier bags with the brand of the product on but no one will know that it is from the Trafford Centre which could be a good way to advertise the Trafford Centre.
The speed of service was not satisfying because we had to wait a long time in queues because of the amount of people around the Christmas time and the majority of shops only had one till which is not acceptable because a lot of customers are inpatient and may not go to the Trafford Centre again because of the long waiting time , therefore I would recommend that every individual shop in the Trafford Centre provides at least 3 tills and enough staff to treat the customers.
The accuracy of service was really disappointing because the staff does not even know what the centre offers. I asked about 10 staff members in different areas of the shopping centre for any store that sells backpacks but none of the staff knew and just gave me wrong directions that I spend my whole visit stressed running around looking for a bag. This had a negative impact of the Trafford Centre to me because as a customer I want to relax and get accurate information of the staff and not have to keep getting disappointed because of the inaccuracy of service. I would recommend that all staff should have to learn where about stores are and what they sell before they start working in the shopping centre.
The consistency was okay because all staff was really friendly and polite but only some greeted us which was because they were stressed through the amount of customers. I would recommend that the shops in the Trafford Centre have more staff that the staff has more time to greet every customer and be as polite as they can without rushing and stressing. The available staff should take part in a staff training, also they should be assessed before they get to work in the shopping centre and while they are working in the centre with hidden cameras that the staff will not notice and think it is a normal customer.
The Trafford Centre offers products of a wide range witch is satisfying for the majority of customers through the over 200 shops but as I went I could not see any skate shops which I am very interested in for example, therefore I would recommend that they offer some special shops which other shopping centres not offer like a skate shop, alternative clothing or even a Pound Land for customers with a lower income.
The Trafford Centre offers services like 11.500 free park places including special places which are bigger for disabled people with wheelchairs or customers with young children that there is enough room for a pram. The centre will help organising school trips and offer a meet and greet with the staff and leaders.
