Managing customer service

Managing customer service






Purpose of this assignment:Understand the importance of applying the extended marketing mix in the service sector
Assignment Task 3: BackgroundRead the following Case Scenario, and then attempt Task 3

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Managing customer service experience at Distinctive Holiday Homes

 

The service sector consists of a number of industries, but perhaps none more compelling than the hospitality industry. This industry comprises avariety of segments including lodging, travel and tourism, with worldwide employment estimated to have been 338 million people in 2005. Within the lodging segment, the success stories include those organizations that are truly creative in the manner in which they conduct business. One of today’s more creative marketing organizations, offering extraordinary service experiences, is Distinctive Holiday Homes.

 

Distinctive Holiday Homes is a worldwide destination club with a business model similar to a private country club, where a limited number of members have virtually unlimited access to a global portfolio of exquisitely maintained, luxurious vacation homes, lodges, apartments and yachts, complete with their own personal concierge and use of a luxury vehicle and amenities. This is achieved by maintaining a member-to-destinations ratio of 6:1, thereby purposely underutilizing each property to ensure high availability.

 

Distinctive Holiday Homes properties are in the finest resort locations, including beach, mountain, leisure and city destinations selected throughout the Americas, Europe and the Asia– Pacific region. For example, the Lady K (based in Greece and Turkey) is a 26-metre (370-square meter) luxury motor yacht with four elegant staterooms, and which provides an all-inclusive vacation experience for groups up to eight people. The yacht holiday features four crew, including a chef, in addition to activities such as kayaking, snorkeling, cycling and waterskiing. Other, landbased holiday destinations provide access to their own unique variety of activities such as golfing, shopping, theatres, spas, beaches, skiing, hunting, hiking, fishing, sailing and horseback riding.

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While in residence, Distinctive Holiday Homes members and their guests are treated to outstanding amenities and services. Amenities typically include two- and three-bedroom homes, condominiums and townhouses with fully equipped kitchens, luxury baths and elegantly furnished dining and living areas. In addition, other special touches are thoughtfully included, such as designer linen, bathrobes and oversized bath towels, fine tableware, flat-screen televisions, audio equipment, access to broadband Internet and payTV services. Each destination is fully stocked withthe guests’ favorite food and beverages, as well as books, magazines, games, movies, music and gym equipment.

Distinctive Holiday Homes is committed to delivering exceptional five-star concierge services for all members and their guests. Guest services include travel arrangements; reservations for selected activities such as dining, golfing or shows; shopping services that ensure that the kitchen is fully stocked when guests arrive; cleaning services; and in-residence concierge services. In addition, Distinctive Holiday Homes offers (at additional cost) air travel through an optional private jet service.

Clearly, Distinctive Holiday Homes effectively manages the member’s service experience through the bundle of benefits it provides. Furthermore, it does so at a price point lower than its competitors.

Questions to be addressed in completing the Assignment Task 3:

(Figures in brackets after the question denotes relation with the assessment criteria)

LO III: Understand the importance of applying the extended marketing mix in the service sector
  1. Describe the use of the extended marketing mix with reference to the organizational case study providedand also describe how the product/service mix for the Distinctive Holiday Homescan be utilised to enhance value for both the customer and DHH.

(Criteria 3.1 describe the use of the extended marketing mix in a selected service sector businesses)

(Criteria 3.2 explain how the product/service mix can be used to enhance value for the customer and organization)

 Explain thedifficulties associatedwith  the marketing of services being offered  by DHH and suggest ways in whichDHH can overcome those difficulties.

(Criteria 3.3explain how difficulties peculiar to the marketing of services can be overcome with reference to a particular organization)

 As we all live in the age of Information explosion, elaborate on thepivotal role played by Information Technology in services marketing management with reference to Distinctive Holiday Homes.

     (Criteria 3.4explain the role of IT in services marketing management in a selected organization)

 
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Task 4(LO4: ACs 4.1, 4.2 4.3 and 4.4)




Assignment titleScenario
Purpose of this assignment:Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing
Assignment Task 4: ScenarioSelect an organization where you are currently employed (or) an organization where you have worked before (or) an organization of your own choice. Provide a brief introduction about the chosen organization, its area of business, objectives, and goals before you answer the questions addressed below.

 

Questions to be addressed in completing the Assignment Task 4:

(Figures in brackets after the question denotes relation with the assessment criteria)

 

LO IV: Understand the reasons for the increasing emphasis on ethics and social responsibility in marketing

 
  1. Explain the current issues of ethical and social concern to marketers pertaining to the industry of your chosen organization.

(Criteria 4.1 explain some of the current issues of ethical and social concern to marketers in a particular industry)

 
  1. What is CSR ? What is its relevance in today’s organizational context ?Explain the concept of CSR with reference to the chosen organization

(Criteria 4.2 explain the concept of CSR with reference to a particular organization)

 
  1. Is there any selected pressure group that influences your chosen organization ? If any  such group exists, Assess and evaluate the role played by this selected pressure group, any published & broadcast media in influencing the ethical and social marketing policies of  your chosen organization

(Criteria 4.3 evaluate the role played by a selected pressure group in influencing ethical and social marketing)

(Criteria 4.4evaluate the role played by published or broadcast media in influencing ethical and social marketing policies for a selected organisation)
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